Casual Connect Asia

Q2 2016

Leveling Up Your

Your App

Economy

Ian Atkinson

VP, Biz Dev

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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

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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

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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*

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>95%

0.35%

$6.00

* Global eCPM; eCPM vary by geographic region

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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

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#1 Design to Maximize Views

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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?

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#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

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Maximize potential by including in beta tests

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#4 Segment Users

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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

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#5 Create Positive Rewards

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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

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#5 Offer Multiple Reward Options

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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

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#6 Create Immersive Integrations

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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

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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

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Hungry Shark Evolution In-App PromotionHGE uses video to promote it’s cool power-ups

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Ask away!

Q&A

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Thank You