Not All Players are Created Equal - Ville Heijari, PlayHaven
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  • PlayHaven is the business engine for mobile games offering developers flexible tools to intelligently manage player acquisition, engagement, and monetization.
  • Premium business model was focused on conversion rates and price of admission
  • Customer Lifetime Value (CLV) attempts to determine the economic value a customer brings over their “lifetime” with the business.  At the heart of understanding CLV lies the recognition that a customer does not represent a single transaction but a relationship that is far more valuable than any one-time exchange.However, CLV is not about any one customer; it is about stepping back and taking a look at your customer base as a whole — understanding that while some never return and some never leave, on average there is a typical customer lifetime and that lifetime has a specific economic value.Understanding Customer Lifetime Value is incredibly important for customer service professionals and for businesses of all types. Why?
  • Push Adoption = % of DAU that can receive a push-> Typically 40-60% of DAUPush Reach = % of DAU that received a push-> Will Vary with TargetingPush Effectiveness = % of DAU received a push before opening
  • -> Up to 50% DAU!!!The cost of reactivating a lapsed user can be a fragment of the acquisition cost of a new user.Better yet, if a react user converts and makes a purchase.We see an increase in both retention and revenue with targeted virtual good promotions. So how do we maximise the chances for conversion?
  • Server-driven broadcast messages great for reactivating targeted usersand increasing user engagement
  • Server-driven broadcast messages great for reactivating targeted usersand increasing user engagement
  • Ratings factored into ranking systems – positive ratings from the most engaged players boost rank and longevity on charts.

Transcript

  • 1. Not All Players Are Created Equal Mobile Monetization Summit – December 17, 2013
  • 2. About PlayHaven Berlin Portland San Francisco Buenos Aires 2
  • 3. Manage Your Player Lifecycles Find new players for your game Keep them engaged & spending money Bring them back after they’ve left 4
  • 4. The Good Old Days… ADMIT ONE 0001234 Premium Business Model With 0001234 Costs < Revenue = Profit Single Price Equal Customers 5
  • 5. Today… Customer ≠ Transaction Free to Play Business Model Where Over Time Interact with Each Customer to Build a Relationship 7
  • 6. Relationships = Communication 10
  • 7. Relationships = Communication 11
  • 8. Relationships = Communication 12
  • 9. Segments and Lifetime Value Engage your audience at every point in your players’ lifecycle. Focus on IAP’s Re-engagement Engagement Value Retention CrossPromotion Monetize w/ Ads (reset the LTV curve in new game) Day 1 Time User Churn 13
  • 10. Meaningful, Targeted Messages ???
  • 11. Meaningful, Targeted Messages
  • 12. Free! $0.99+ $9.99+ $19.99++ 16
  • 13. Tips to engage and monetize your entire user base effectively
  • 14. Maximize ROI with IAP Strategy 19
  • 15. Maximize ROI with IAP Strategy 50% nonpayers converted 20
  • 16. Maximize ROI with IAP Strategy 50% nonpayers converted +175-250% purchase conversion s 21
  • 17. Build Relationships Outside of Game 22
  • 18. Build Relationships Outside of Game +66% Reach 23
  • 19. Build Relationships Outside of Game +66% Reach 24
  • 20. Lower UA Costs with Cross-Promotion
  • 21. Lower UA Costs with Cross-Promotion 90% of beta testers from in-game messaging
  • 22. Push Notifications
  • 23. Push Can Drive Up to 50% of DAU % Of DAU WHo Received Push 14% 60% 12% 50% 10% 40% 8% 30% 6% 20% 4% 2% 10% 0% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hours From Push Send DAU From Push Cumulative DAU From Push Cumulative % Of DAU Who Received Push iOS Push Effectiveness
  • 24. Relevant Push Notifications Targeted push campaigns.
  • 25. Relevant Push Notifications Announcements Targeted push campaigns. Paired with relevant content to improve player retention, engagement and monetization. Rewards Opt-In D a t a
  • 26. Ranking and Ratings 31
  • 27. Keep it relevant! 32
  • 28. Keep it generous! 33
  • 29. Keep on giving! 34
  • 30. Keep in touch! 35
  • 31. Thank You! Questions? Concerns? Ideas?! Email: ville@playhaven.com Twitter: @heijari 36