J. Oberfest ngmoco @ Social Developers Summit

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  • 1. 2 Years on the iPhone platform: Lessons learned building mobile social apps. Friday, July 2, 2010
  • 2. ngmoco:) Company History Dec 08 June 09 Nov 09 June 08 March 09 Sept 09 Feb 10 Oct 08 May 09 Oct 09 March 10 Feb 09 July 09 Dec 09 Friday, July 2, 2010
  • 3. Godfinger Friday, July 2, 2010
  • 4. Godfinger Friday, July 2, 2010
  • 5. Along the way... • Our apps weren’t super social • We charged the wrong price points • We struggled to scale in high growth modes Friday, July 2, 2010
  • 6. What Have We Learned? Friday, July 2, 2010
  • 7. Free apps deliver more revenue than paid apps. Friday, July 2, 2010
  • 8. Daily Active Users (DAUs) are your fuel for success, enabling you to monetize use not downloads. Friday, July 2, 2010
  • 9. The more you grow DAUs, the more ways you have to monetize every single one of them. Friday, July 2, 2010
  • 10. Paid vs. Free to Play: A story of 2 apps 2,000,000 1,500,000 1,000,000 500,000 0 Day 1 Day 30 Day 60 Topple (paid) MazeFinger (free) 10x the volume of free downloads gives you 10x the number of customer relationships to grow around. Friday, July 2, 2010
  • 11. Eliminate and Touch Pets Dogs: What We Learned Virtual Goods Work! Friday, July 2, 2010
  • 12. Layering Revenue Streams Friday, July 2, 2010
  • 13. $’s / DAU by Plus+ Layer 95-98% give you indirect value 2-5% pay you directly Conversion to Paid Performance Advertising Brand Advertising Virtual Goods Friday, July 2, 2010
  • 14. What does free to play success look like? Free to Play creates a much better monetization model with layered, diverse revenue streams and far greater dollars per DAU. Daily Revenue Curve: Top 25 Paid App Daily Revenue Curve: Free to Play App Day 1 Day 35 Day 70 Day 1 Day 35 Day 70 Paid App Rev Conversion to Paid CPI Advertising Brand Advertising Virtual Goods Friday, July 2, 2010
  • 15. Chart position is critical- how do you get there? Friday, July 2, 2010
  • 16. Current Landscape • Good news: 3 million iPads sold in 80 days • Bad news: 11k iPad apps now live, ~2k new apps added each week. • 225k iPhone apps now available • Discovery in the app store remains a big challenge Friday, July 2, 2010
  • 17. Playing with friends is better than playing alone Sessions / Day 20 15 10 5 0 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 # of Friends Friday, July 2, 2010
  • 18. Virtual Goods and Free to Play Apps: Key Success Criteria • Success is about balancing and maximizing three often competing components deep within game design: Reach Retention new user acquisition increasing repeat visits, reducing churn Revenue dollars per DAU Friday, July 2, 2010
  • 19. Plus+ Features Vibrant Social Graph User Reputation • Facebook & Twitter System Social Gaming Integration Developer Analytics • Point Accrual Features • iPhone Contact Integration • Leaderboards • Dashboard for • Push Notifications • Awards Developer Analytics • Organic Friending • User • Unified Across Apps • Real Time Virtual Economy • Cross Game Offers Tuning to User Ads & Offer Management Challenges Management • Virtual Goods • Incented Cost Per • Virtual Currency Install Offers Management • 3rd Party Ad Network • Storefronts Integration Friday, July 2, 2010
  • 20. Q&A Friday, July 2, 2010