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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
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
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
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
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
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
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
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
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
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
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
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
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
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
Offer Real Entertainment! Browser and Mobile Games in Focus
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Offer Real Entertainment! Browser and Mobile Games in Focus

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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 …

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.

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Transcript

  • 1. Alicja Borucinska Publisher Manager ab@trafficcaptain.com
  • 2. DOES THE ENTERTAINMENT STILL LOOK LIKE THIS?
  • 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. 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. 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. 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. 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. 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. CHOOSE THE RIGHT GAME Landing Page – good examples Simplicity, call to action Good content, graphics, video FB connect, Google account
  • 10. CHOOSE THE RIGHT GAME Landing Page – funny examples LP is not related to the game, but it works!
  • 11. CHOOSE THE RIGHT GAME Landing Page – bad examples Too much information Complicated lead flow Distracting
  • 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. CHOOSE THE RIGHT GAME Creative assets - catvertising
  • 14. CHOOSE THE RIGHT GAME Banners designed by affiliates
  • 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. DRIVE TRAFFIC Editorial website about online games Websites: browsergamez.com, games.de, warcry.com,
  • 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. & = T ON car anda + DRIVE TRAFFIC Media buying + +
  • 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. 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. 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. 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. 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. 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. Stats: Appanie STRONGEST COUNTRIES
  • 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. WHERE TO FIND MOBILE TRAFFIC? 1. Your mobile website 2. Your mobile app 3. App discovery 4. Media buying 5. Incentivized traffic
  • 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. 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. YOUR MOBILE WEBSITE Our white label template
  • 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. 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. MEDIA BUYING Who has mobile traffic?
  • 34. MEDIA BUYING Which formats to use? DialogPush notifications Icon drop Videoads AppwallsBanners Rich Media
  • 35. MEDIA BUYING How high are CPC/CPM prices?
  • 36. MEDIA BUYING How high are CPC/CPM prices?
  • 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. WHATS THE PERFORMANCE?
  • 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. Alicja Borucinska ab@TrafficCaptain.com www.TrafficCaptain.com Skype: alicja.borucinska Phone: +49 40 23 706 805

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