Not All Players are Created Equal - Ville Heijari, PlayHaven

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Presented at the Mobile Monetization Summit 2013
http://www.mmsummit.com

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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.
  • Not All Players are Created Equal - Ville Heijari, PlayHaven

    1. 1. Not All Players Are Created Equal Mobile Monetization Summit – December 17, 2013
    2. 2. About PlayHaven Berlin Portland San Francisco Buenos Aires 2
    3. 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. 4. The Good Old Days… ADMIT ONE 0001234 Premium Business Model With 0001234 Costs < Revenue = Profit Single Price Equal Customers 5
    5. 5. Today… Customer ≠ Transaction Free to Play Business Model Where Over Time Interact with Each Customer to Build a Relationship 7
    6. 6. Relationships = Communication 10
    7. 7. Relationships = Communication 11
    8. 8. Relationships = Communication 12
    9. 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. 10. Meaningful, Targeted Messages ???
    11. 11. Meaningful, Targeted Messages
    12. 12. Free! $0.99+ $9.99+ $19.99++ 16
    13. 13. Tips to engage and monetize your entire user base effectively
    14. 14. Maximize ROI with IAP Strategy 19
    15. 15. Maximize ROI with IAP Strategy 50% nonpayers converted 20
    16. 16. Maximize ROI with IAP Strategy 50% nonpayers converted +175-250% purchase conversion s 21
    17. 17. Build Relationships Outside of Game 22
    18. 18. Build Relationships Outside of Game +66% Reach 23
    19. 19. Build Relationships Outside of Game +66% Reach 24
    20. 20. Lower UA Costs with Cross-Promotion
    21. 21. Lower UA Costs with Cross-Promotion 90% of beta testers from in-game messaging
    22. 22. Push Notifications
    23. 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. 24. Relevant Push Notifications Targeted push campaigns.
    25. 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. 26. Ranking and Ratings 31
    27. 27. Keep it relevant! 32
    28. 28. Keep it generous! 33
    29. 29. Keep on giving! 34
    30. 30. Keep in touch! 35
    31. 31. Thank You! Questions? Concerns? Ideas?! Email: ville@playhaven.com Twitter: @heijari 36

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