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WebGameConferenceHow to monetize free players
Benjamin FAURECMO – SCIMOB 24 juin 2015
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Basedin Montpellier
8employees
Who are we?
FrenchTechawarded
Revenue 2015:10M
Downloads:60M
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Our games
94’’ 94° 94% Word Academy
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International release 2013 2014 2015
Downloads 15million
16million
23million
#1 in Trivia Games 91countries
96countries
61countries and more
94’’ 94° 94%
Audience for the 94 series
↗ ↑
↗ ↑
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% of all our players will never pay
Why monetize free players?
94
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What are the risks?
Bugs
In-app purchasecannibalization
Brandimage
UX
Ads can impact all these aspects in your app
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2 kinds of Ads
App-initiated User-initiatedThe user chooses to
see the adWe choose to show
the ad to the user
VS
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App-initiated ads
Banner Interstitial Video Native ads
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User-initiated ads
Offer wallRewarded video
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Finding balance is difficult
UX
Revenue
- - - + + ++ + + =- - -
+ + +
+ +
+
Banner
Native ads
Incentivizedvideo
Interstitial
Video
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Finding balance is difficultYou’re an Android dev?
We’re hiring in Montpellier!
As seen on
TV
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Who’s your user?
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Simple targeting
Engagedno more coins
Didn’t paystill playing
Rewardedvideo Interstitials
Paidusers
No ads
Newplayers
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Advanced targeting
iPhoneRussia
@ Level 2
iPadFrance
1 placement
iPhoneUSA
@Level 5
AndroidFrance
Until level 3
AndroidMexico
2 placements
Rewardedvideo InterstitialsNo ads
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Less is more
Example: 94%
Interstitials-50%
eCPMx2
Revenueunchanged
Better UX
$
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Maximize revenue
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Find the right balance
Fillrate
Non-intrusive
eCPM
UXRevenue
UX matters The right formatYour objective
Viral
CrossMkt
Cash
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Our vision of ads in 2015
Nativeads
Rewardedvideo
In-app purchaseIn-house ads
Crossmarketing
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Key takeaways
94% of our userswill never pay
Know yourusers
Choose the best format,timing, frequency
& network
Keep your userengaged
Don’t forgetto download
our apps