Game Connection Paris 2016 - Making games pay: data secrets for game monetization
-
Upload
lauren-cormack -
Category
Design
-
view
372 -
download
5
Transcript of Game Connection Paris 2016 - Making games pay: data secrets for game monetization
Agenda
Title Text
Making games pay: Data secrets for monetization
Title Text
Chief Executive OfficerMark Robinson
Sara BayleyData analyst
HOSTS
Agenda
Title Text
Common monetization issuesSmall number of players Retention of players in the game: 40% leave after Day 1 Which strategy to adopt Which ad partners to use & how manyAd fill rates eCPM rates Frequency and timing of ads & offers Look & feel of ads or IAP offers Management of data & internal resources Its not good enough to build a great gameand hope it monetizes because the players feel guilty
Agenda
Title Text
All game-makers in F2P need to decide whether to monetize their players, and most will focus on either IAP or Ad-serving. A one size-fits-all approach is then applied to all players. Well discuss common issues faced such as retention, # of payers vs players, ad fill rates, CPM, timing, placement and mediation setup
Sense of guilt Game is a marketplace got to be integrated Ads need to look and feel good & not jar with the experience - this is more important that ad frequency Game needs to be good - if its good then monetization mechanics are less of an issue to players
Seeing your game as a marketplace: an integrated approachThink of your game as a marketplace: focus on integrating monetization strategies as a joined up component of gameplay
Agenda
Title Text
The in-app economy The importance of ads
70% of older users have NEVER paid. Without ads, that 70% of DAU will never monetize.
Agenda
Title Text
User Age% of InstallsD1 %Conversion RateiOSUnder 1365,1%56,7%0,2%13-187,2%47,8%0,2%19-259,7%47,6%0,8%26-358,2%49,2%1,1%35+9,9%51,2%0,5%Total100,0%53,7%0,4%AndroidUnder 1370,9%52,7%0,1%13-189,9%55,6%0,1%19-256,8%60,3%1,1%26-356,7%60,4%1,2%35+5,8%55,2%0,5%Total100,0%54,3%0,2%
70-80% of users are under 18 with very low conversion rates. Without ads, these users with limited purchasing power will never monetize.The in-app economy The importance of ads
Agenda
Title Text
Data secrets: IAPKeys charts to understand how the game is doingUnderstand repeat spender pattern.
Secret 1:
Agenda
Title Text
Too few repeat spendersHow are we doing for repeat spend?Data secrets: IAP
Agenda
Title Text
Data secrets: IAPThis game is too punishing/boring for spendersHow are we doing for spender churn?
Agenda
Title Text
Players are enduringWhat does well balanced look like?Data secrets: IAP
Agenda
Title Text
Relate pinch-points to spending with better sign-posting
Data secrets: IAPSecret 2:
Agenda
Title Text
The balancing/ paying relationship
Difficulty5Churn20%% Revenue