Download - Mike Hines, Amazon
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WHAT THE TOP 50 APPS DO WITH IAP THAT THE REST OF US DON’T
Reach � Engage � Earn
MIKE HINESDEVELOPER EVANGELIST, AMAZON
@MikeFHines mikehines45
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CREDIBLYINNOVATEPHOTOHERE
WHITE NIGHTS ST. PETERSBURG 2016
TODAY’S AGENDA
How the Top 50 Did With IAP
What They Do Differently
When to Put IAP on Sale
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SELL IN 236 COUNTRIES AND TERRITORIES
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AndroidDevs
iOSdevs AmazonFireOS
41%48%
60%
%Develop
ersa
bovePovertyLine
Source: Developer Economics Q3 2014 © VisionMobile, All Rights Reserved
How do we get moreDevelopers earning more revenue?
Anappmustmakemorethan$500permonthifitistofundfutureappdevelopmentandmarketing.$500permonthistheapppovertyline.
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Appstore Programs and Promotions Overview
5
How the Top 50 apps did vs. the rest of us
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COHORT ANALYSIS
Group A: Top-50 Grossing
Source: Amazon Appstore, March 2014
Group B: Rest of Freemium
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DAY 1: INSTALLS
Group A: Top-50 Grossingiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemiumiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
100100installed
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DAY 1: ACTIVE USERS
Group A: Top-50 Grossingiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of FreemiumiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiIiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
4142In
active
5958active
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DAY 1: UNINSTALLS
Group A: Top-50 Grossingiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of FreemiumiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiIiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiii1318uninstalled
5958active
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DAY 1: PAYING USERSGroup A: Top-50 Grossing
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemiumiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii1318
uninstalled
5958active
33paying
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2.62.9
Source: Amazon Appstore, March 2014
DAY 1: ENGAGEMENTGroup A: Top-50 Grossing
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
Group B: Rest of Freemiumiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii1318
uninstalled
5958active
33paying
# of sessions / active
session length / active(minutes)
× =
avg. session length(minutes)
6.97.4 1822
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6.97.4
2.62.9
DAY 1: REVENUEGroup A: Top-50 Grossing
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemiumiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
=×# of items / paying
100%11
2%
avg. selling price
100%
136%
100%
154%
ARPPU
1318uninstalled
5958active
33paying
# of sessions / active
session length / active(minutes)
× =
avg. session length(minutes)
1822
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Source: Amazon Appstore, March 2014
1 DAY LATER…Group A: Top-50 Grossing
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiii
Group B: Rest of FreemiumiiIiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
1725uninstalled
3437active
11paying
=×# of items / paying
100%10
6%
avg. selling price
100%10
7%
100%
114%
ARPPU
6.77.7
3.23.5
2127=
# of sessions / active
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3 DAYS LATER…Group A: Top-50 Grossing
iiiiiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemiumiiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
1928uninstalled
1923active
=×# of items / paying
100%
107%
avg. selling price
100%12
2%
100%13
1%
ARPPU
5.9
7.92.6
3.215
25=
# of sessions / active
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1 WEEK LATER…Group A: Top-50 Grossing
iiiiiiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
GroupB:RestofFreemiumiiiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
2032uninstalled
1418active
=×# of items / paying
100%10
2%
avg. selling price
100%
121%
100%
124%
ARPPU
5.77.4
2.63.2
1524
=
# of sessions / active
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2 WEEKS LATER…Group A: Top-50 Grossing
iiiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemiumiiiiiiiiiii
iiiiiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
×
avg. session length(minutes)
2134uninstalled
1014active
=×# of items / paying
100%11
1%
avg. selling price
100%10
8%
100%12
0%
ARPPU
5.77.3
2.53.1
1422=
# of sessions / active
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1 MONTH LATER…Group A: Top-50 Grossing
iiiiiiii
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Source: Amazon Appstore, March 2014
Group B: Rest of Freemiumiiii
iiiiiiiiiiiiiiiiiiiiiiii
# of sessions / active
session length / active(minutes)
× =
avg. session length(minutes)
2236uninstalled
48active
=×# of items / paying
100%10
3%
avg. selling price
100%
128%
100%
131%
ARPPU
5.97.3
2.43.1
1423
# of sessions / active
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Hours Since App Download
IN-APP PURCHASING BY HOUR
Source: Amazon Appstore, March 2014
0 24 48 72 96 120 144 168 192 216 240 264 288
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PRICE INCREASES OVER TIME
Days User Owned App
80%90%
100%110%120%130%140%150%160%170%
1 4 7 10 13 16 19 22 25 28
Source: Amazon Appstore, March 2014
+60%
averageselling price
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WHAT WE LEARNED
The top have higher average price pointsYou can charge more in the right place and time.
Session length and count are importantRetention is not the only important metric.
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Appstore Programs and Promotions Overview
21
What the top 50 do differently-- Selling
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THE TOP DEVELOPERS KNOW THE NUMBERS
?
ENGAGE CUSTOMER EARLY
MAKE IT EASY TO COME BACK
GIVE THEM A REASON TO COME BACK
37% of users who will purchase, purchase on the first day
48% of repeat purchases happen within one hour of a previous purchase
64% of revenue comes from 3rd order +74% of revenue occurs after first 7 days56% of revenue occurs after first 30 days
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2016 Swrve data shows
17% OF PAYING USERS BUY 3+ ITEMSIn any given month.
©Swrve 2016MobileMonetizationReport– usedwithpermission
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THE TOP DEVELOPERS KNOW THE NUMBERS
?
ENGAGE CUSTOMER EARLY
MAKE IT EASY TO COME BACK
GIVE THEM A REASON TO COME BACK
37% of users who will purchase, purchase on the first day
48% of repeat purchases happen within one hour of a previous purchase
64% of revenue comes from 3rd order +74% of revenue occurs after first 7 days56% of revenue occurs after first 30 days
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Apps with tutorials that introduce IAP items
HAVE A 2.5x HIGHER CONVERSION RATESource: Amazon Appstore, July 2013
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Apps showing users how to “consume”
GET MORE REPEAT ORDERSGames that providing a post-purchasing tutorial generated 65% more repeat orders than the market average.
Source: Amazon Appstore, March 2014
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Games with bigger selection
RECEIVE MORE ORDERS PER CUSTOMERDevelopers that add new items regularly are able to re-engage their paying customers. 1.14% of the customers generate 30% of sales.
Source: Amazon Appstore, March 2014
69%
100%
145%
1-5 Items 6-10 Items
11-15 Items
ARPPU by # of IAP items for sale
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Conversion Rate
INDEX: Average = 100%
DON’T CONFUSE YOUR CUSTOMEROFFER VARIETY, BUT NOT TOO MUCH
Source: Amazon Appstore, March 2014
147%
101%
52%
0%
50%
100%
150%
200%
1-5 Price Points
6-10 Price Points
11-15 Price Points
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Where do apps
GENERATE THE MOST REVENUEA 2016 study by Swrveshows that disproportional revenue is generated from higher end price points.
©Swrve 2016MobileMonetizationReport– usedwithpermission
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To sell more IAP items,
BE CLEAR ABOUT VALUEMake it obvious what the benefit is for buying different price items. Confused customers don’t buy anything.
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More than ever it pays to,
TAKE CARE OF YOUR BEST CUSTOMERSThe top apps communicate directly with their top customers to keep them happy and engaged.
©Swrve 2016MobileMonetizationReport– usedwithpermission
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WHAT WE LEARNED
Games with bigger selection RECEIVE MORE ORDERS Tutorials that introduce in-app items HAVE HIGHER CONVERSION Showing users how to “consume”
GETS REPEAT ORDERSTreating in-app items like a catalogue MAKES IT EASY TO SHOP
1.14%
of paying customers generate30% of sales
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Appstore Programs and Promotions Overview
33
What the top 50 do differently-- Engagement
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REDUCE BARRIERS TO FREQUENT USE
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Tuning Game Difficulty
WILL ENCOURAGE LONGER SESSIONSToo hard, and users will abandon. Too easy, and they can get bored. Just right, and it becomes addictive!
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When you communicate with them…
ADVOCATES DRIVE RETENTION
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Appstore Programs and Promotions Overview
37
Adopting Social
CAN CREATE BUZZ AND KEEP USERS ENGAGEDThis will result in more friend-to-friend marketing as players share their achievements and ranks. Players will also compete with friends and leaders and stay engaged.
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Appstore Programs and Promotions Overview
38
Leaderboards and Achievements areTHE MINIMUM BAR FOR SOCIAL ENGAGEMENT
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UserAcquisition
AlternateRevenue
ContentCreation
Influencers
MonetizationLoop
GameLoop
TURN PLAYERS INTO FANS
The Top 50 apps
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Design IAP into the fabric of your game
MAKE IT EASY TO BUYOffering ways to buy your IAP items when they are needed will increase conversion.
Apps that made it easy to shop
INCREASED REVENUE 75% (ARPPU)Source: Amazon Appstore, March 2014
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WHAT WE LEARNED
Add social and tweak game difficulty to
INCREASE TIME AND COUNT OF SESSIONSCater to your best and longest customers with clear value
DIFFERENTIATE YOUR IAP CATALOGMake IAP items
EASY TO BUY WHEN THEY ARE NEEDED
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IF YOU ONLY DO ONE THING…
Cater to your best and longest customers
DIFFERENTIATE YOUR IAP CATALOG
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IF YOU ONLY DO TWO THINGS…
Cater to your best and longest customers
DIFFERENTIATE YOUR IAP CATALOG
Make sure your IAP catalogs are
CLEAR ABOUT VALUE
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WHEN TO RUN A SALE
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When NOT to run a saleSALES CAN HURT IF THEY…
…train users to wait for sales…postpone future revenue…don’t increase revenue…don’t retain users
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How developers make sales work
SUCCESSFUL SALES HAVE…
…irregular cadence…timing when user inventory is low…ways to absorb new purchases
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Case Study
WHAT GOES ON SALE?
Soft currency in terms of real $ or IAP items in terms of soft currency?
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Case Study
WHAT GOES ON SALE?
AnIAPitemanditscost
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Case Study
WHAT GOES ON SALE?
MyInventoryofsoftcurrency
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How developers make sales work
SUCCESSFUL SALES HAVE…
…irregular cadence…timing when user inventory is low…ways to absorb new purchases
![Page 51: Mike Hines, Amazon](https://reader031.vdocuments.us/reader031/viewer/2022030118/589f7d6a1a28abf0638b4c13/html5/thumbnails/51.jpg)
Case Study
WHAT GOES ON SALE?
PutIAPitemsonsaletoabsorbsoftcurrencyinventory
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WHAT WE LEARNED
For Sales without the remorse
INVENTORY MANAGEMENT IS CRITICAL TO SUCCESSFUL SALESTo absorb in game currency
INTRODUCE NEW CONTENTTo avoid training users to wait for sales
TIME SALES USING OBJECTIVE TRIGGERS
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Learn more: http://bit.ly/Top50IAPhttp://developer.amazon.com/underground
How did we do: http://bit.ly/topiapsurvey
Follow us:@MikeFHinesdeveloper.amazon.com/blog
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AN ALTERNATIVE TO IAP-- AMAZON UNDERGROUND
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A NEW SHOPPING APP DISTRIBUTING #ACTUALLYFREEAPPS
Turn 100% of your Android users into revenue-generating customers
Developers waive fees on apps and In App Purchase items.
Customers get #ActuallyFreeapps!
Amazon pays developers for cumulative minutes customers spend in an Amazon Underground app.
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AMAZON UNDERGROUND
HOW IT WORKS
• Customers go to Amazon and download the Amazon Underground shopping app
• Customers download your app from Amazon Underground
• Total user minutes are multiplied by our payout ratio
• Developer is paid
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AMAZON UNDERGROUNDHOW WILL IT WORK FOR YOU?
• Back-of-the-napkin• Back it out of ARPU
$0.002foreveryuser-minute
$0.12perhourperuser
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AMAZON UNDERGROUNDHOW WILL IT WORK FOR YOU?
• Back-of-the-napkin• Back it out of ARPU
10KUsers150KMinutes
150Kx$0.002=$300
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REVENUE = SESSIONS X MINUTES X RATE
For100%ofyourusersEveryminutetheyuseyourapp
http://bit.ly/undergroundcalculator
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developer.amazon.com/underground
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AMAZON UNDERGROUND
WHO IS ELIGIBLE• Premium apps that will be free• Freemium apps that make IAP free
Marketplaces with Amazon UndergroundUS UKGermanyFrance
Premium AppsIAP Apps
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AMAZON UNDERGROUNDWHO IS ONBOARD
Zynga• Looney Tunes Dash!
MobiSystems• Office Suite 8 Pro
Halfbrick Studios• Fruit Ninja
Rovio• Angry Birds Slingshot Stella
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Learn more: http://bit.ly/Top50IAPhttp://developer.amazon.com/underground
How did we do: http://bit.ly/
Follow us:@MikeFHinesdeveloper.amazon.com/blog