How To Launch A Successful Free To Play Game In The U.S.

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This talk from Top Fun Club China Gaming Conference, I discussed typical launch plans for new game developers looking to make a splash in the U.S.

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How To Launch A Successful Free To Play Game In The U.S.

  1. 1. How To Launch A Successful F2P Game in The U.S. Brian Sapp Director, Developer Partnerships
  2. 2. •  Introduction To Tapjoy •  Content Is Key •  User Acquisition Strategies •  Social Is Important •  Keys To Maximizing Monetization •  Pre-Launch Checklist Overview
  3. 3. Tapjoy by the Numbers 7,673+ Active Apps 1.52 MM Daily Ad Engagements $300 MM Revenue Earned by Publishers 450 MM Mobile Users
  4. 4. Tapjoy Introduction How Does Tapjoy Mobile Value Exchange™ Work Today? User wants premium content within an app. User can either pay or engage with advertisements. 1 1 Users chooses to engage with advertisements. 2 2 Users receive reward for engaging with brand. 3 3
  5. 5. Content Is Key
  6. 6. Does your content excite users?
  7. 7. Focus On The U.S.Top Grossing Charts A great game!
  8. 8. User Acquisition Strategies
  9. 9. What is a typical launch strategy in the U.S.? Burst Campaign Goal Drive MaximumVolume Aim for at least 50K installs/day Campaign Types Rewarded Installs (Tapjoy) App to App Cross Promotion Facebook (wide targeting) Typical Budget $50,000 - $200,000 Duration 2-4 weeks concentrating on Weekends (Thursday launch) Beta Test Goal Test the health of the app (Canada , Australia) Campaign Types Rewarded Installs (Tapjoy) Facebook Duration 1- 8+ weeks Don’t launch in US until in-game metrics are healthy. Sustained ROI Spend Goal Drive ROI from high performing channels Campaign Types PPE & RewardedVideo (Tapjoy) Facebook (narrow targeting) Non-rewarded Networks Consistently test new sources Typical Budget $10K - $50K per day Duration TBD based on game performance Phase 1 Phase 2 Phase 3
  10. 10. Social AddsValue
  11. 11. Leverage Social Networks To Increase Engagement & Virality Reward users for inviting their friends •   3x  more  monthly  sessions   •  Average:  11.9  monthly  sessions   •  Facebook:  32  monthly  sessions   •  Facebook:  7%  to  12%  sign  up                when  rewarding  users  with  coins Subway Surfer CSR Racing
  12. 12. Keys To Maximizing Monetization
  13. 13. Why Advertising Is Important

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