Download - Making money on mobile v.1
Making Money on Mobile:Best Practices & Tips for Driving
Revenue on Mobile Games
Rob CarrollDirector of Publishing
Tapjoy
Tapjoy Inc. Confidential : : : 2
Level Packs
Paid Downloads
Lite to Full Virtual Goods
Ad’s
Bundle Packs
Driving Revenue in Mobile Games
Tapjoy Inc. Confidential : : : 3
Paid Download
Paid Download• Known revenue
• Fire and forget
• Difficult to get the user to spend on something they don’t know
• One time revenue from the user
• Ranking is critical
Tapjoy Inc. Confidential : : : 4
Lite to Full Conversion
Lite to Full Conversion • Limited free
gameplay
• User get’s a taste free and can buy the full version
• Easier to get the user to download
• Lots of upsell to the user
Tapjoy Inc. Confidential : : : 5
Lite to Full Conversion
Lite to Full Challenges Tends to be a poor user experience as the game play is limited and the user is repeatedly pushed to buy the full game.
Lite to Full Challenges Developers need to straddle a fine line between giving the user a feel from the game without giving too much away.
Tapjoy Inc. Confidential : : : 7
Ad Driven
Ad Driven• Allows games to
be free
• Great for small games
• Works best in high user volume
• Not a lot of per user revenue
• Very hard to be ROI positive if there are frequent content updates or lots of paid user acquisition
Tapjoy Inc. Confidential : : : 8
Level Packs
Level Packs• Additional game
experience for dedicated users
• Ability to re-monetize paid users
• Only really interesting to users that have finished existing content
• Additional development work for design and balance
Tapjoy Inc. Confidential : : : 9
Level Unlocks
Level Unlocks • Allows the game to be free
• Lets the user play while still allowing a monetization channel
• Great for games with no virtual goods
Tapjoy Inc. Confidential : : : 10
Bundle Packs
Bundle Packs• Great value for the user
• Wider appeal
• Lot of game content needed
• Mixes Paid download, upgrades and ads
Tapjoy Inc. Confidential : : : 11
Stat Boosts
Level Packs
Avatar Customization
Time Savings Decorations
Viral Replacements
Equipment
Resources
F2P Virtual Goods
Tapjoy Inc. Confidential : : : 12
Virtual Good Types
1) Time Savings:Allow the user to refill their stats or complete tasks to speed up their game play.
1
2
2) Avatar Customization : Non stat effecting vanity items
Much more prevalent in pet care and city building
games
3) Equipment : Items in the game that give
the user a bonus or permanently increase their
stats
3
Tapjoy Inc. Confidential : : : 13
Virtual Good Types
4) Level Packs:Extra content for the game.
4
5
5) Stat Boosts:Boost that the user can buy to
power-up their game play. Usually limited time or effect
duration
6) Decorations: Non game effecting items the user can buy to customize the
look of their game
6
Tapjoy Inc. Confidential : : : 14
Virtual Good Types
7) Resources:Items the user need to build other items or expand in the
game, this is often also a time savings benefit
8) Viral Replacements: Allow the user to spend
money to continue gameplay without needing to invite
friends 8
7
Tapjoy Inc. Confidential : : : 15
80%
10%
10%
Jet Fighter
Ship UpgradesFuelPower-ups
HyperCube’s Jet Fighter
Free to Play Arcade Game• Twitch action game play• Lot’s of ship upgrades
Tapjoy Inc. Confidential : : : 16
80%
10%
10%Jet Fighter
Ship Upgrades
Fuel
Power-ups
HyperCube’s Jet Fighter
40%
36%
24%
Other Arcade Style Fighter Game
Ship Upgrades
Fuel
Power-ups
Tapjoy Inc. Confidential : : : 17
Tapjoy’s Tap Defense
Free to Play Arcade Game• Classic Desktop Tower Defense • Good mix of boosts and items
76%
36%
7%
Tap Defense
Equipment
Boosts
Level Packs
Tapjoy Inc. Confidential : : : 18
GameDuell’s Cleopatra’s Pyramid
7.6% of users bought the first level unlock
Of those 48.2% bought the second
level pack
Of the users that the second level pack, 49.9% bought the third level pack
Level Pack Purchases
Tapjoy Inc. Confidential : : : 19
GameDuell’s Cleopatra’s Pyramid
The highest % of IAP packages was $2.99
with 38.9% of all sales
Followed by $1.99, $0.99 in 3rd with 35%
$7.99 was the 4th most bought package
The $3.99, $4.99, $5.99 and $6.99 packages didn’t
contribute much
In App Purchase Packages
Tapjoy Inc. Confidential : : : 20
Stat Boosts Time Savings Equipment Avatar
Customization Viral
Replacements Resources
Facebook Role Playing Games• Character Progression• Lot’s of Virtual Goods• Great Art and Story
5th Planet Games
Tapjoy Inc. Confidential : : : 21
5th Planet’s Dawn of the Dragons
47%
51%
1%>1%
1%
Dawn of the Dragons
Equipment
Time
Viral
Avatar
Resources
Tapjoy Inc. Confidential : : : 22
5th Planet’s Dawn of the Dragons
47%
51%
1% >1%1%
Dawn of the Dragons
Equipment Time ViralAvatar Resources 79%
12%
9%Equipment Breakdown
Random Packs
Weapons, etc
Army
47%53%
Time Breakdown
Potions
Stat Refill
Tapjoy Inc. Confidential : : : 24
Set Realistic Expectations
• eCPM for Banner ad’s in games will range from $0.35 to $0.90
• Top apps will get in the range of $2.00 eCPM
ARPDAU (Average Revenue per Daily Active User) for Virtual Good Games
• Expect to get @ 5-10% of your user base to monetize
• Games with weakly integrated virtual good should expect @ $0.005 to $0.01
• Games with items the users want and need can get up to $0.15 ARPDAU
Tapjoy Inc. Confidential : : : 25
Smart Ad Placement
• Make sure your banners are directionally appropriate
• Keep your banner out of the playable area
Tapjoy Inc. Confidential : : : 26
Featured Placement
• Add virtual goods to the landing/home page
• Create featured/limited item space on the page
• Items on the home page will have 150% + sales increase
• Rotate content often
• Remove feature/limited items from the market
• Great place for seasonal items
Tapjoy Inc. Confidential : : : 27
Hidden Banner Ad’s
Normal banner ad placement can interfere with game play
Place ad’s in less conspicuous areas • Inventory screens • Loading pages• Landing screen