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Building Successful Free-to-Play Apps on Android
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Building Successful Free-to-Play Apps on Android

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    • 1. Building SuccessfulFree-to-Play Apps on Android
    • 2. Agenda• Introduction to Tapjoy• Android Market Stats• Acquisition• Retention• Monetization
    • 3. About Tapjoy• Founded 2007• Headquarters San Francisco• Offices in the US, Europe and Asia• Reach 600+ million mobile consumers on Android, iOS, Windows Phone 7 & HTML5• Funding $70.5 million from • J.P. Morgan Asset Management • Rho Ventures • North Bridge Venture Partners • InterWest Partners • D.E. Shaw Ventures
    • 4. Recent Recognition Tapjoy recognized among the world‘s Most Innovative Companies by Fast Company World’s Most #27 Innovative Company # Most Innovative in 1 Gaming # Most Innovative in 2 Mobile
    • 5. Tapjoy Value ExchangeHow it Works:Vivian needs more Pet Points to hire another employee in Pretty Pet Salon. She can earn Pet Points by She can buy Pet Points engaging with ads in Tapjoy‘s with real money. Marketplace.
    • 6. Power of Choice Vivian CHOOSES to watch The Avengers trailer and earns 59 Pet Points.
    • 7. Tapjoy Ad Units Standard Banners Offerwall Full Screen Banners In-App Video
    • 8. Android Market
    • 9. Android continues to growAndroid DAU’s continue to climb on the Tapjoy Network App traffic spikes up on weekends
    • 10. Free-to-play apps are dominating Revenue from Top Grossing iOS Apps …and the future is even brighter! January 2011 Projected In-App Purchase 39% Paid Revenue (in Billions)* 6.00 61% Freemiu 5.00 4.80 m 4.00Freemium revenue and distribution has increased 3.00significantly over the last year, and continues to grow. 2.10 2.00 June 2011 1.00 35% Paid - 2011 2016 (Projected) 65% Freemiu m *Juniper Research – The Mobile Games Briefing 2011-2016
    • 11. Top Grossing Apps There is only ONE paid app in the Top 25 Grossing Android apps! 96% of the Top 25 Grossing Android apps are free-to-play
    • 12. Free-to-Play: It’s not just for games
    • 13. Acquisition A R M
    • 14. A R MMobile Acquisition ChannelsHow are developers promoting free-to-play apps?• Rewarded installs • Organic discovery (top• Non-rewarded installs charts, search, word of mouth, etc.)• Video ads• Cross promotion• Social discovery (FB, Twitter, etc.)
    • 15. A R MThe Holy Grail – Getting Featured onGoogle Play
    • 16. A R M The Holy Grail – Getting Featured on Google Play Sessions New Users DAU’s ARPDAU200,000 $.05160,000 $.04120,000 $.03 Featured! 80,000 $.02 40,000 $.01 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8- 8-
    • 17. A R MGoogle Play Featured Process 1 Suggest an app into the wall of suggestions: http://goo.gl/mod/DfIv 2 People vote on the apps that are on the wall of suggestions 3 The apps with the most positive votes are reviewed every Friday by Google‘s Android Develop Relations team (2pm PT on ―Hangouts‖): http://www.youtube.com/user/androiddevelopers 4 The apps they like most are passed on to Google Play‘s editorial team to be considered for featured / staff picks placement on Google Play
    • 18. A R MNew User FlowThe new user flow is one of the most important parts of asuccessful game• Optimize the download• Great tutorial You have 30 seconds to• Use clear directions hook your users and 5 min to teach them. The• Give rewards goal is to shoot for 70%• Get the user playing as tutorial completion rate. soon as you can
    • 19. A R MOptimize the DownloadTapjoy Network Android Conversion Rate:(clicks to installs) Total Conversion Megabytes Rate (CVR) 0-50 50-60% 50-100 30-45% 100+ 14-20% The smaller the file, the better the CVR.
    • 20. A R M Start off Simple Take Users by the Hand and Guide Them Into the App During the first 30 seconds put the user on rails, don‘t let them get lost • This is your chance to take an uncertain user and create an engaged user • You can‘t display everything, show off your core loop and build from thereCall to action Use arrows Gray out Show off Reward/ Get ‗em playing the screen the store congratulate them early
    • 21. A R MUse Clear DirectionsHow to do it right Use arrows Highlight where you want the users attention Gray out areas that don‘t matter now Give simple info
    • 22. Retention A R M
    • 23. A R MSocial ChannelsTake advantage offree social channels• Most social networks offer free API‘s and SDK‘s• Warning: Forcing a connection to a social network can cause a large drop-off in new user conversion, so it‘s best to make social connections optional • Orange‘s TV Check app saw a 75% drop off when the app forced users to connect with FB
    • 24. A R MSocial ChannelsSometimes it‘s better to create your own sociallayer Surface social activity to users early on
    • 25. A R MIncentivize friend invites Reward users for inviting their friends
    • 26. A R MDaily RewardsGive your users a rewardfor coming back everyday• In the later days of the reward cycle give the users bigger or exclusive rewards• Show them what they earned and also show them what is coming up
    • 27. A R MDaily reward combined with chancemechanic
    • 28. A R MApp Re-engagementRemind them to keep coming back Notifications Appointment Mechanics
    • 29. A R MUse Challenges / Quests to keepusers on track
    • 30. 1- 161- 17 S1- 181- 19 essions1- 201- 211- 22 New Users1- 231- 24 DAU’s1- 251- 26 Quests really work1- 27 ARPDAU1- 281- 291- 301- 32 Quests/Achievements added.2- 12- 12- 32- 4 A2- 5 R2- 6 M
    • 31. Monetization A R M
    • 32. A R MMobile Revenue Channels Direct Pay Alt PayIn app purchase through Google Wallet Allowing users to engage with advertising in exchange for virtual currency Direct Pay Alt Pay — Alt Pay — Top: Display A Offerwalls Bottom: Featured Ad
    • 33. A R MGlu Earnings – Direct and Alt Paymonetization
    • 34. A R MFeatured Item SpecialsHighlight a limited-time featured item when users log in• Items on the home page will have 150% + sales increase• Rotate content often• Great place for seasonal items Today Only Seasonal Sale
    • 35. A R M Create Clear Virtual Goods MarketsMarkets and Inventory• Do - Make the buttons large and easy to tap.• Do - Whenever possible use art and icons to direct the player, they look good and are universal.• Don’t - use small icons and text.• Don’t - make your users scroll through long item lists. Do Don’t
    • 36. A R M Sales and special offersMake your users feel like they are getting a good deal• Your purchase screen should be clean and easy to navigate• Tell the users how much extra cool stuff they get• Use incentives to encourage them to buy higher priced packages• Use icons to make bigger packages look more impressive• Users scroll through long item lists.
    • 37. A R M Iteration and Metrics AR One of the advantages to the Android platform is the ability to iterate quickly • Choose a region you want to use as your test group (ex. Canada) • Make changes based on metrics • Review data on the changes, update and repeat • Keep updating your app with new content Small Changes can Make a Huge Difference55,000 ARPDAU New Users DAU’s Sessions44,00033,00022,00011,000 -01 -02 -03 -04 -05 -06 -07 -08 -09 -10 -11 -12 -13 -14 -15 -16 -17 -18 -19 -20 -21 -22 -23 -24 -25 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12
    • 38. Summary
    • 39. Best Practices For: AcquisitionA • Choose the right channels for acquisition • Hold the user‘s hand through the first experiences of the app • Keep it clear and simple RetentionR • Use social channels and incentivize sharing • Offer daily rewards • Keep users engaged by implementing quests and achievementsM Monetization • Make the most of your monetization by adding alt pay • Highlight special offers and items to drive purchase behavior • Frequently test and measure new features within a segment of your users, and roll out successful changes to the full audience
    • 40. Thank you chris@tapjoy.com