Alicja Borucinska
Publisher Manager
ab@trafficcaptain.com
DOES THE ENTERTAINMENT STILL LOOK LIKE THIS?
400 M MMO PLAYERS GLOBALLY
+ 26 % OF TIME SPENT ON PLAYING
Stats: Newzoo, Y2Y increase 2011-2012
+ 18 % OF TIME SPENT ON P...
MOBILE, MOBILE, MOBILE
100+ million U.S. mobile gamers
The mobile gaming industry is predicted to reach $54 billion by 201...
How to choose the game and earn money as an affiliate
MAKE MONEY ON ONLINE GAMES
1. Type of game
2. Payout
3. Landing Page...
MMO GAMES
Stats: Newzoo, EU represented by UK, DE, FR, NL, BE, ES, IT
PLAYERS 50 M 49.7 M 19.2 M 21.6 M
PAYERS 23 M 23.5 M...
MMOTYPES
PLATFORMS
GENRES
• Browser
• Client
• Social
• Mobile
• Fantasy
• Realism
• Sci-fi / Space
• Anime / cartoon
• Ho...
CHOOSE THE RIGHT GAME
Payout
COUNTRY
AVERAGE CPL
strategy games
AVERAGE CPL
casual games
$ 2.50 $ 1.50
$ 3.00 $ 2.00
$ 2.3...
CHOOSE THE RIGHT GAME
Landing Page – good examples
Simplicity, call to action
Good content, graphics, video
FB connect, Go...
CHOOSE THE RIGHT GAME
Landing Page – funny examples
LP is not related to the game, but it works!
CHOOSE THE RIGHT GAME
Landing Page – bad examples
Too much information
Complicated lead flow
Distracting
CHOOSE THE RIGHT GAME
Creative assets – supported ad formats
Standard IAB formats:
120 X 600
160 X 600
300 X 250
468 X 60
...
CHOOSE THE RIGHT GAME
Creative assets - catvertising
CHOOSE THE RIGHT GAME
Banners designed by affiliates
CHOOSE THE RIGHT GAME
Redirects
What happens with users who click on the offer with different IP?
• LP of the game without...
DRIVE TRAFFIC
Editorial website about online games
Websites: browsergamez.com, games.de, warcry.com,
Make your website known
SEO – the right keywords
Youtube channel with gameplay
FB fanpage
Google+ page and community
Cross...
& = T
ON
car anda
+
DRIVE TRAFFIC
Media buying
+ +
Platform Impressions Clicks CTR Conversions CR
A 8.080.874 5.400 0,07% 45 0,83%
B 62.089.864 415.276 0,67% 5.218 1,26%
Pla...
Paid ads:
use catchy lines, CTA
casual games perform better
redirect to the game or to middlepage
Fanpages:
video trailers...
MAKE MONEY ON MOBILE GAMES
1. Players
2. Devices
4. Countries
3. Channels
6. Driving traffic
5. Campaigns
How to choose th...
MOBILE PLAYERS
Average age of a mobile gamer is 28 years old
54% male vs. 46% female
51% of mobile gamers have spent real ...
DEVICES
68% of Americans play games on a smartphone, of which 19 million
(28%) plays on an iPhone
iPad dominates the table...
DISCOVERING NEW APPS
More than 50% of mobile
gamers learn about new games
from friends and family
In-app ads have a small ...
Stats: Appanie
STRONGEST COUNTRIES
TOP GAMES’ PUBLISHERS JUNE 2013
# Publisher Game
1 Supercell
Clash of
Clans
2 King.com
Candy
Crush Saga
3
Electronic
Arts
...
WHERE TO FIND MOBILE TRAFFIC?
1. Your mobile website
2. Your mobile app
3. App discovery
4. Media buying
5. Incentivized t...
YOUR MOBILE WEBSITE
1. Use mobile template
2. Redirect traffic with mobile
bridge
3. Use mobile subdomain,
e.g. m.yourwebs...
YOUR MOBILE WEBSITE
5. Monitor your mobile traffic
with Google Analytics
6. Keep the website simple
7. Clickable images mu...
YOUR MOBILE WEBSITE
Our white label template
YOUR MOBILE APP
Make it stupid and monetize
Your goals:
High eCPM
High fill rate
Making ads part of experience, not an int...
APP DISCOVERY
Mind the guidelines
Apple guideline 2.25: Apps that display Apps other than your own for purchase or promoti...
MEDIA BUYING
Who has mobile traffic?
MEDIA BUYING
Which formats to use?
DialogPush notifications
Icon drop Videoads
AppwallsBanners
Rich Media
MEDIA BUYING
How high are CPC/CPM prices?
MEDIA BUYING
How high are CPC/CPM prices?
INCENTIVIZED TRAFFIC
Perfect solution for burst campaigns
Mind the restrictions!
Incent traffic is rarely allowed
Virtual ...
WHATS THE PERFORMANCE?
KEY LEARNINGS
...sign up to TrafficCaptain
Games are content, not ads
Grow with the industry
Work on traffic quality
Don’t...
Alicja Borucinska
ab@TrafficCaptain.com
www.TrafficCaptain.com
Skype: alicja.borucinska
Phone: +49 40 23 706 805
Offer Real Entertainment! Browser and Mobile Games in Focus
Offer Real Entertainment! Browser and Mobile Games in Focus
Offer Real Entertainment! Browser and Mobile Games in Focus
Upcoming SlideShare
Loading in …5
×

Offer Real Entertainment! Browser and Mobile Games in Focus

1,109 views
914 views

Published on

This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Browser games are taking over the world of online entertainment. Gaming campaigns can enable monetization of web and mobile inventory on CPL basis. It’s one product for users all over the world.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,109
On SlideShare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Offer Real Entertainment! Browser and Mobile Games in Focus

  1. 1. Alicja Borucinska Publisher Manager ab@trafficcaptain.com
  2. 2. DOES THE ENTERTAINMENT STILL LOOK LIKE THIS?
  3. 3. 400 M MMO PLAYERS GLOBALLY + 26 % OF TIME SPENT ON PLAYING Stats: Newzoo, Y2Y increase 2011-2012 + 18 % OF TIME SPENT ON PLAYING
  4. 4. MOBILE, MOBILE, MOBILE 100+ million U.S. mobile gamers The mobile gaming industry is predicted to reach $54 billion by 2015 70-80% of all mobile downloads are games Over 80% of revenue generated by mobile in 2012 was from games Stats: Socialnomics, iQU, DigitalBuzz
  5. 5. How to choose the game and earn money as an affiliate MAKE MONEY ON ONLINE GAMES 1. Type of game 2. Payout 3. Landing Page 4. Creatives 6. Driving traffic 5. Redirects
  6. 6. MMO GAMES Stats: Newzoo, EU represented by UK, DE, FR, NL, BE, ES, IT PLAYERS 50 M 49.7 M 19.2 M 21.6 M PAYERS 23 M 23.5 M 9.1 M 8.7 M MONEY SPENT + 14% + 28% + 16% +19% #1 GENRE Fantasy Fantasy Realism Realism #1 TYPE Roleplay Roleplay Strategy Roleplay US vs EU vs BR vs RU
  7. 7. MMOTYPES PLATFORMS GENRES • Browser • Client • Social • Mobile • Fantasy • Realism • Sci-fi / Space • Anime / cartoon • Horror • History • Real-time strategy • Roleplay • Battle arena • Resource manager • Shooter • Action/Adventure/Fight • Sports Casual vs Core CHOOSE THE RIGHT GAME
  8. 8. CHOOSE THE RIGHT GAME Payout COUNTRY AVERAGE CPL strategy games AVERAGE CPL casual games $ 2.50 $ 1.50 $ 3.00 $ 2.00 $ 2.30 $ 2.00 $ 0.26 $ 0.20 $ 0.35 $ 0.25 Based on CPL (cost per lead) Check the lead flow SOI – single opt-in DOI – double opt-in Based on CPP (cost per player) Delayed conversion point - after user creates character - after client download Based on RS (revenue share) You get percentage of users spendings - ask about gross/net rev - ask about ARPU, ARPPU, av. lifetime NEGOTIATE PREMIUM PAYOUTS WITH YOUR AM!
  9. 9. CHOOSE THE RIGHT GAME Landing Page – good examples Simplicity, call to action Good content, graphics, video FB connect, Google account
  10. 10. CHOOSE THE RIGHT GAME Landing Page – funny examples LP is not related to the game, but it works!
  11. 11. CHOOSE THE RIGHT GAME Landing Page – bad examples Too much information Complicated lead flow Distracting
  12. 12. CHOOSE THE RIGHT GAME Creative assets – supported ad formats Standard IAB formats: 120 X 600 160 X 600 300 X 250 468 X 60 728 X 90 File type SWF, JPG, GIF, PNG But also: videoads – prerolls before flash games or movie streaming wallpapers – give your website new look siteskins - top placement, best results editorial content – write a review Facebook ads – mostly cats...
  13. 13. CHOOSE THE RIGHT GAME Creative assets - catvertising
  14. 14. CHOOSE THE RIGHT GAME Banners designed by affiliates
  15. 15. CHOOSE THE RIGHT GAME Redirects What happens with users who click on the offer with different IP? • LP of the game without tracking codes your traffic is not monetized but user is not confused • Other game your traffic is fully monetized but user is surprised • Error website / blank website user doesn’t know what’s happening you need adserver
  16. 16. DRIVE TRAFFIC Editorial website about online games Websites: browsergamez.com, games.de, warcry.com,
  17. 17. Make your website known SEO – the right keywords Youtube channel with gameplay FB fanpage Google+ page and community Cross promotion, link sharing Newsletter DRIVE TRAFFIC Editorial website about online games
  18. 18. & = T ON car anda + DRIVE TRAFFIC Media buying + +
  19. 19. Platform Impressions Clicks CTR Conversions CR A 8.080.874 5.400 0,07% 45 0,83% B 62.089.864 415.276 0,67% 5.218 1,26% Platform CPM eCPC Spent Earned Profit A $ 0,013 $ 0,02 $ 29,05 $ 108,00 $ 78,95 B $ 0,202 $ 0,03 $ 9.024,30 $ 12.523,20 $ 3.498,90 Campaign’s performance Financial outcome DRIVE TRAFFIC Media buying – RTB on DSP
  20. 20. Paid ads: use catchy lines, CTA casual games perform better redirect to the game or to middlepage Fanpages: video trailers post couple of times mind inappropriate content DRIVE TRAFFIC Social Media
  21. 21. MAKE MONEY ON MOBILE GAMES 1. Players 2. Devices 4. Countries 3. Channels 6. Driving traffic 5. Campaigns How to choose the game and earn money on CPI campaigns
  22. 22. MOBILE PLAYERS Average age of a mobile gamer is 28 years old 54% male vs. 46% female 51% of mobile gamers have spent real money to purchase a mobile game — the majority (37%) upgrading from a free game trial to a paid version Highest percentage of mobile games are played in the bedroom Stats: DigitalBuzz, Socialnomics, Wired, Infodocket It’s projected there will be 1.4 mobile devices per capita in 2016. With all that hardware to lug around, is the man purse back in fashion? Only time will tell...
  23. 23. DEVICES 68% of Americans play games on a smartphone, of which 19 million (28%) plays on an iPhone iPad dominates the tablet space and is used to play games on by 60% of tablet users Stats: Appanie
  24. 24. DISCOVERING NEW APPS More than 50% of mobile gamers learn about new games from friends and family In-app ads have a small share, but it will grow
  25. 25. Stats: Appanie STRONGEST COUNTRIES
  26. 26. TOP GAMES’ PUBLISHERS JUNE 2013 # Publisher Game 1 Supercell Clash of Clans 2 King.com Candy Crush Saga 3 Electronic Arts The Simpsons Tapped Out # Publisher Game 1 CJ E&M Corp 마구마구20 13 for Kakao 2 LINE Corporation LINE WIND runner 3 Mobage MARVEL War of Heroes Stats: Newzoo
  27. 27. WHERE TO FIND MOBILE TRAFFIC? 1. Your mobile website 2. Your mobile app 3. App discovery 4. Media buying 5. Incentivized traffic
  28. 28. YOUR MOBILE WEBSITE 1. Use mobile template 2. Redirect traffic with mobile bridge 3. Use mobile subdomain, e.g. m.yourwebsite.com 4. Use „back to desktop version” link The average website has 18% of traffic coming from mobile
  29. 29. YOUR MOBILE WEBSITE 5. Monitor your mobile traffic with Google Analytics 6. Keep the website simple 7. Clickable images must be min. 40 px
  30. 30. YOUR MOBILE WEBSITE Our white label template
  31. 31. YOUR MOBILE APP Make it stupid and monetize Your goals: High eCPM High fill rate Making ads part of experience, not an interruption
  32. 32. APP DISCOVERY Mind the guidelines Apple guideline 2.25: Apps that display Apps other than your own for purchase or promotion in a manner similar to or confusing with the App Store will be rejected. Mind networks’ restrictions and cappings
  33. 33. MEDIA BUYING Who has mobile traffic?
  34. 34. MEDIA BUYING Which formats to use? DialogPush notifications Icon drop Videoads AppwallsBanners Rich Media
  35. 35. MEDIA BUYING How high are CPC/CPM prices?
  36. 36. MEDIA BUYING How high are CPC/CPM prices?
  37. 37. INCENTIVIZED TRAFFIC Perfect solution for burst campaigns Mind the restrictions! Incent traffic is rarely allowed Virtual currency and content unlock Conversion rate up to 50% Perfect solution for burst campaign to reach high ranking Doesn’t monetize that well for the advertisers... Payouts $ 0.30 – 1.20
  38. 38. WHATS THE PERFORMANCE?
  39. 39. KEY LEARNINGS ...sign up to TrafficCaptain Games are content, not ads Grow with the industry Work on traffic quality Don’t be afraid to expand Build relationships with networks
  40. 40. Alicja Borucinska ab@TrafficCaptain.com www.TrafficCaptain.com Skype: alicja.borucinska Phone: +49 40 23 706 805

×