GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
-
Upload
lauren-cormack -
Category
Data & Analytics
-
view
559 -
download
1
Transcript of GIAF USA Winter 2015 - The secrets to successful F2P ad monetization
The secrets to successful F2P ad monetization: An analytics perspective
● The only deep data analytics platform dedicated to games ● End-to-end toolkit to optimize & manage engagement, retention, &
monetization
deltaDNA: powered by deep data
The evolution of analytics
The secrets to success: why players are leaving
The secrets to success: personalization
THE STATE OF PLAY
Most popular advert types
The state of play
● Interstitial are the most commonly shown type of ad ● It is most common for interstitial ads to be combined with rewarded
ads
● Average certainty that the right approach is being taken: 54%
The state of play
Developer concerns about in-game advertising
The state of play
● Larger games are more confident in their approach
The state of play
APPROACH TOWARDS ADVERTISING
The approach taken towards advertising in games
The state of play
● Developers are cautious of using advertising, and their approach is varied
● Games with high ad revenues are more aggressive with ads. These games are more likely to target casual players, and player numbers are lower
Approach towards advertising
● Games with higher confidence use segmentation. Their revenue from ads is lower than average, but they may be more focused on protecting IAP revenue
● Less confident games advertise more aggressively
Approach towards advertising
Approach towards advertising
● There’s not much difference across genres in whether payers see ads Action games are less aggressive with ad serving
THE SECRETS TO SUCCESS
● Focus on the overall monetization strategy is needed Data is at the heart of the solution
The secrets to success: developer recommendations
The secrets to success: Seeing your game as a marketplace
“Think of your game as a marketplace: focus on integrating monetization strategies as a joined up component of gameplay”
Novice: set your strategy
Expert: set your strategy
Successful F2P ad monetization: key insights
● Uncertainty in the approach towards advertising shows a lack of
analytics reporting
● Unnecessary caution & fear of frightening off players with advertising
● Developers don’t have the correct tools to optimize their
monetization strategies
● There is opportunity to increase ad density and improve ad revenues
● Developers should match the ad format to the right player
/deltaDNA [email protected] @deltaDNA
JOIN IN THE CONVERSATION PARTICIPATE IN THE NEXT GIAF
GIAF on LinkedIn www.deltadna.com/[email protected]