Rob CarrollDirector of Publishing

Tapjoy

Best Practices for User Acquisition

• Founded: 2007• Headquarters: San

Francisco, with offices in London, Tokyo, Beijing, Seoul and New York • Reach: 500+ Million Devices

with 70 million monthly active users• Platforms: Android, iOS,

Windows Phone 7 & HTML5

The Leading Mobile App Network

Tapjoy is embedded into more than 80% of the leading Free-to-Play mobile gaming applications

Best Practices for New User Experience

New User Experience

The new user flow is one of the most important parts of a successful game

• Optimize the download• Make your tutorial simple and clear• Show off the cool parts of the game• Use clear directions• Get the user playing as soon as you can

You have @ 30 seconds to hook your users and 5 min to teach them. • The goal is to shoot for 70% tutorial completion rate

Optimize the Download

Don’t lose users before they open the game• Apps may freeze during the download, let your users know it’s still working• Use this time for tips, hints and jokes

Android Conversion rate: (clicks to installs)• 0-30mb 50-75%• 30-100mb 30-50% • 100+mb 14-20%

iOS Conversion rate: (clicks to installs)• 0-20mb 50-75% *• 50-100mb @ 40% • 200+mb @ 30%

• File size makes a big difference

Start off Simple

Take Users by the Hand and Guide Them Into the Game

• During the first 30 seconds put the user on rails, don’t let them get lost• This is your chance to take an uncertain player and create a returning user• You can’t display everything, show off your core game loop and build from there

Show Off the Cool Parts

Why should users play your game?

• If it’s about fighting let them fight, • If it’s about cute animals give them fluffy things• In the first 1-2 minutes you need to hook them to the game• Don’t try to show them everything

Use Clear Directions

Clearly direct the user

Call to Action

Give Rewards

Get Them Playing

Use Clear Directions

How to do it right

Big icons to call attention

Gray out areas that don’t

matter now

Highlight where you want the users

attention

Use arrows

Give simple info

Get Them Playing

User don’t want to watch, they want to play

• Once you have shown the users the basics of the game, let them play• Put the user in control but give them direction on what they should be doing • Using a task or quest list is a great way to direct without controlling • Tasks keep the user from getting lost and quitting • This is where you should start to get the user into the depth of the game

What to do with your users?

App Re-Engagement

Daily Rewards Keep Them Coming Back

Appointment Mechanics

NotificationsAppointment Mechanics

Mobile Revenue Channels

Direct Pay

Featured Ad

Tapjoy.com

Direct Pay: In app purchase through Google Checkout or iTunes

Alt Pay: Banner ads, Featured ads, videos and services like Tapjoy’s Marketplace, can increase app revenue by up to 50%

Cross Promo Ads

Important Things to Keep in Mind

• Don’t lose users before they open the game• Walk the user through the first experiences of the game • Show the user what is cool in the game• Get them in and playing as soon as possible • Make the most of your monetization by adding alt pay

Proprietary and Confidential Information of Tapjoy, Inc. Please do not copy or distribute.  © Copyright 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and

trademarks mentioned are the property of their respective owners.

Thank You