leveling up your app economy | ian atkinson
TRANSCRIPT
Casual Connect Asia
Q2 2016
Leveling Up Your
Your App
Economy
Ian Atkinson
VP, Biz Dev
1
2
Session Overview
Strategic Rationale for Ad Monetization
Know the Ad Ecosytem
Align Your KPI’s
In-Game Best Practices
What we are going to talk about?
Reasons for Video Ad Monetization3
Diversifies & helps maximizes your revenue streams
Monetizes more of your audience
Doesn’t leave money on the table
Provides capital for ongoing development
Tool for incentivizing core game loops
Best practices for approaching strategic approach
4
Know the EcosystemKnow the players, economic flows, and motivations
Brand
Advertisers
Performance
Advertisers
Ad Networks
Mediators
DSPs
Users
Publishers
Important Things to Remember5
Ad Networks are not ATM’s; Advertisers drive the business
Advertisers want Reach, Users, LTV → ROI
Users have value; Publishers can influence their success
Every player has a part to play; it’s a balanced market
6
Know Your Publisher KPI’s
Daily Active Users 225K Use Rate 20%
Frequency 3 per DUV
These are key KPI’s that Publishers control
Impressions/ Day 500K
Know Your Ad Network KPI’sThese are key KPI’s that Ad Networks control
Fill Rate
Install Rate
eCPM*
7
>95%
0.35%
$6.00
* Global eCPM; eCPM vary by geographic region
8
Know Your Publisher KPI’sThis the KPI’s that Publisher and Ad Network care about
ARPDUV $0.02
6 Steps to Leveling Up Video MonetizationIntegration best practices
Design to monetize1
Test your options early2
Analyze and optimize3
Segment users4
Offer positive & multiple
rewards5
Make integrations
natural
6
9
#1 Design to Maximize Views
10
Don’t wait until a game is launched to include video ads
Forecast
How can you best
get X frequency per
DAU?
Plan
What are your
goals? How will you
monetize?
Strategize
How can video
enhance the
gameplay
experience?
Commit
Are Ads an piece of
your economy? Has
everyone bought
in?
10
#2 Test Early & #3 Optimize
Work out issues
before featured
traffic hits
Identify the true
potential of the
game
Integrate early
during beta or
soft launch
Benchmark
against target
KPI’s
Forecast the
impact on our
ARPDAU
11
Maximize potential by including in beta tests
11
#4 Segment Users
12
When do you introduce
videos to each group?
How aggressive should
you be with non-payers?
How can you further
monetize paying users?
Spending
Players
All
Players
Daily
Players
Segment users to better manage ad revenue through a game’s lifecycle
12
#5 Create Positive Rewards
13
Visible
Clearly depict
value with graphics
and special effects
Immediate
Entice users at the
exact moment a
reward is needed
Engaging
Encourage deeper
interaction within
the session
Unique
Rewards should
not be available
through other
means
Make video ads a positive and desired experience for your users
13
#5 Offer Multiple Reward Options
14
Soft Currency
Incentivize users
without inflating
the paid economy
Consumables
Boosters &
features not
otherwise available
with IAP
Content Gates
Consider replacing
virality features
with gated content
Hard Currency
Ideal for
introducing users
to benefits of in-
game store
Variety in rewards reinforces value of reward video ads
14
#6 Create Immersive Integrations
15
Prominent in Store
Offers should be
clear & prominent
within the IAP store
Clear Cues
Leverage video and
audio triggers to
draw awareness
Contextual Fit
Support the spirit
of the game &
leverage characters
if able
Seamless In-Game
Place triggers
within gameplay
instead of lost in a
menu
Native video only enhances video as part of the user experience
15
16
17
Bonus Tips: Another Way to Use Video Ads18
Videos can also influence other monetization methods
Understand
Users will know how
they can use items
Highlight
Video highlights the
cool and unique
features
Merchandise
Use videos to
merchandise your in-
app purchases
Experience
Users get to
experience the sight,
sound and impact
19
20
Hungry Shark Evolution In-App PromotionHGE uses video to promote it’s cool power-ups
21
Ask away!
Q&A
22
Thank You