iQU.com Presents: Online Game Marketing Under Pressure: How to Work Smarter, Not Harder in F2P Online Games

Online Marketing Under Pressure: How to work smarter, not harder in Free2Play online games

Who We AreAT iQU, WE ARE PASSIONATE ABOUT GAMERS.• Gamers are the heart of everything we do. We know what they play, how they play, when they play and why, and that allows us to help them find exactly the right game to match their individual needs.2

Who We Are• Marketing platform for the game sector• 120+ Million gamer profiles and fingerprintsto date• 4+ Million customer conversions to date• 500+ Worldwide publishers• 200+ Game offers3

Why is Online Marketing Under Pressure? 2011 vs. 2010 2011 vs. 2010 revenues revenues $ 2,571,000,000 +3% € 473,000,000 +13% P2P F2P P2P F2P 53% 47% 42% 58% players players 39,400,000 +3% 8,700,000 +11% payers payers 22,300,000 +6% 4,500,000 +13% $ / month € / month $ 9.61 -3% € 8.76 +1% 2011 vs 2010 2011 vs 2010 F2P spending F2P spending +24% +14% © NewZoo, 20114

Why is Online Marketing Under Pressure?

Why is Online Marketing Under Pressure?6

Why is Online Marketing Under Pressure?Until today…• It’s becoming more and more challenging to find affordable traffic sources• Data has not (really) worked for you• You have been focussing on key traffic sources and tried to optimize the ROI7

Why is Online Marketing Under Pressure?What to do?1. Get a deep understanding of your user types2. Use the benefits of online advertising3. Diversify channel mix8

In the world of marketing, targeting is king. And in the world of targeting, data rules! 9

What is Big Data?In IT, big data consists of datasets that grow solarge that they become awkward to work withon-hand/manual data management tools.Difficulties include capture, storage, search,sharing, analytics, and visualizing10

What is Big Data? Data Infrastructure Insights & Analysis Media Performance Gamer iQU Audience Insight 1st Party Data Audience Forecasting Data Management Platform - Behavioral Data - Conversion Events - Appended Data Decisioning Rules Engine Segment Builder Ad Optimization Predictive Optimization LP Optimization 3rd Party Data Secure and Private Environment Media Optimization - Numerous 3rd party Bidding Optimization data relationships11

So how can big data help?12

In the World of Targeting, Data Rules This is Christina Kelly, she is Australian, lives in the Netherlands and loves playing Thirst of Night (kabam). Thirst of Night (MMORTS) Target audience (2 properties): male, 18-38 What did the ad look like that brought her into the game?13

In the World of Targeting, Data Rules She viewed the ad on yahoo.co.au from the Netherlands Her sign-up time was 1.1 minutes She completed tutorial in 6.8 minutes Her first payment was after 27 days …14

If demographic- and geo-targeting are not good enough anymore…. …how else do you build meaningful segments to target?15

How to Build Meaningful Segments

The Look-a-Like Strategy

I only have “small” data. Where can I start?26

5 Steps to Improve TargetingStep 1: Create ads for 4 Segments plus a control group (broad appeal) Control Group

5 Steps to Improve TargetingStep 2: Verify Segments28

5 Steps to Improve TargetingStep 3: Track Behaviour*CPPU calculated with 15% conversion from active user29

5 Steps to Improve TargetingStep 4: Evaluate Segments 1.61 3.13 1 0.38 0.5630

5 Steps to Improve TargetingStep 5: Find look-a-like media 13% registration rate 45% return rate 15% customer rate* 18% registration rate 32% return rate 15% customer rate*31

What to do?1. Get a deep understanding of your user types (who is playing and how do they behave)2. Use the benefits of online advertising (target and measure)3. Diversify channel mix (find appropriate targets across all archetypes)32

Thank You!Need help finding the right players for yourgame? Contact us:http://info.iqu.com/gdc1/E: oliver.kern@iqu.comWeb: http://iqu.com/Twitter: @freewebgames @iqugroup33

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iQU.com Presents: Online Game Marketing Under Pressure: How to Work Smarter, Not Harder in F2P Online Games

by iQU on Feb 13, 2012

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iQU.com Presents: Online Game Marketing Under Pressure: How to Work Smarter, Not Harder in F2P Online Games Presentation Transcript