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The Business of Mobile Gaming - Flurry: NGDC 2012
 

The Business of Mobile Gaming - Flurry: NGDC 2012

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The Business of Mobile Gaming - Flurry: NGDC 2012

The Business of Mobile Gaming - Flurry: NGDC 2012

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  • Men lead women in spending, with the greatest difference occurring in the 25 – 34 year old age group.  For freemium games, spending is concentrated between the ages of 25 - 54, with men in this age range representing nearly half (45%) of spending and women representing another third (32%).  

The Business of Mobile Gaming - Flurry: NGDC 2012 The Business of Mobile Gaming - Flurry: NGDC 2012 Presentation Transcript

  • The Business of Mobile Gaming Aakrit Vaish Director, Flurry India November 2, 2012
  • Flurry OverviewLargest data set on mobile tracking 500m consumers; 99% penetration on iOS and Android Advertisers Publishers APP MEASUREMENT AND ADVERTISING PLATFORM DOING FOR MOBILE APPS WHAT NIELSEN DID FOR TV DOUBLECLICK FOR DISPLAY GOOGLE FOR SEARCH
  • Mobile Gaming MarketBiggest market of our generation; fastest growing consumer technology ever Source: Flurry Analytics; further analysis by Flurry
  • Mobile Gaming Market Indie Game Makers Dominate Source: Flurry Analytics; further analysis by Flurry
  • Gen Y Plays TIME SPENT BY DEMOGRAPHIC18% Males (53%) Females (47%)16% 17% 17%14% 15%12% 12%10% 11% 11%8%6% 7% 7%4%2% 2% 1%0% 13 – 17 18 – 24 25 – 34 35 – 54 55+
  • Gen X Pays MOBILE FREE-TO-PLAY GAMES: MONEY SPENT BY DEMOGRAPHIC30% 29% Males (58%) Females (42%)25%20% 20%15% 16%10% 12% 9%5% 3% 2% 7% 1% 1%0% 13 – 17 18 – 24 25 – 34 35 – 54 55+ Source: Flurry Analytics
  • Business Model Measurement driven approach where LTV and ARPU replace ASP Retention Premium: getting them to stay - Selling a product Number of Units x Price Freemium: - Service AU x ARPU, CAC-LTVAcquisition Monetizationgetting players in getting them to pay
  • Break the Churn CycleDEVELOPMENT RE-ENGAGE ACQUIRE MARKETING SEGMENT MEASUREMENT
  • AcquisitionAcquisition
  • What are the Options?• Viral/Social effects • All about game design and product• App Store optimization • Optimize for search results, name, icon, screenshots• Mobile advertising • Buy from everywhere and measure• PR • Give a story rather than press release• Cross promotion • Use existing economies of scale
  • Acquisition Social interactionWhat: Use your players asambassadors for the gameHow: Virality, Social Proof CAC LTV
  • Acquisition Smooth Initial ExperienceWhat: Make sure playersunderstand what the gameis and give it a fair tryHow: Constantly optimizingTutorial, NewbieExperience CAC LTV
  • RetentionRetention
  • Retention #1 Challenge in the mobile gaming business• Change from plain volume to Regularity; not just “fire and forget” but ongoing• What to Measure 1. Usage pattern: session behavior 2. Retention: short-term, lifetime retention 3. Feature engagement: % of users interacting with a feature• Engagement 1. Basics (core mechanics, progression, etc) 2. Constant Balancing 3. Regular Content Updates 4. Player interaction 5. Re-engagement
  • Retention Regular Content UpdatesWhat: Evolve the gameto keep maintainsurprise and delightHow: Regular NewChallenges, Content, Updates LTV
  • Retention Social InteractionWhat: Get your players tointeract with each otherHow: SocialProof, Competition/Collaboration LTV
  • Retention Re-engagementWhat: Bring people back tothe game regularlyHow: Appointments, PushNotifications, Playerinteractions LTV
  • Monetization Monetization
  • The Rise of Freemium• Worldwide distribution platform – unprecedented• There is always a FREE alternative• Easiest way to get scale• Once you have users, multiple ways to monetize instead of a single, up-front transaction 1. Micro-transactions 2. Advertising 3. Usage Behavior• Paid apps model only for true IP innovation
  • MonetizationAverage transaction size in freemium games
  • MonetizationConsumable goods make up highest spend
  • Monetization Mobile Advertising
  • Mobile Advertising: Selling your ad spaceAdvertising typically forms 30-40% of total revenue for freemium apps• Individual Ad Networks • Most common and easiest to integrate • Lowest revenue• Supply Side Platforms • Combination of ad networks • Good revenue; most ideal solution currently• Direct • Selling to advertisers on your own • Sales and technology overhead
  • Mobile Advertising: Ad TypesAd Placement is most important; during “ideal time” has highest conversion • Static • Banners or interstitials (roadblock ads) • Most common, lowest revenue; interstitials perform 4-5x better • Video • 15-30 second pre roll, post roll • Highest revenue and fill currently • Rich Media • Mini app within app • High revenue but relatively new and low demand
  • Mobile Advertising: SponsorshipCo-Branded Interstitial Sprint Brand Integration
  • Summary• Measure or Die• Acquire, monetize, re-engage• Constant Balancing• Regular Content Updates• Social Interaction• Freemium for all
  • Top 6 Successful Game TypesENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION SOCIAL RPG GAMER’S GAME POKER / CASINO
  • Thank youaakrit@flurry.com
  • Flurry Services Analytics: Increase Your App Engagement and Retention1 • Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5) • Understand and segment app audiences to maximize engagement and revenue AppCircle: Build & Grow Your App Audience2 • Acquire users with high-quality app recommendations and videos (iOS, Android) • Win-back your best users to build the most loyal and best monetizing audience AppSpot: Maximize Your App Audience Revenue3 • 2X revenue, reduce cost with free ad serving and mediation, yield-optimized ads • Max eCPMs with mediation and yield optimization leveraging Flurry’s big data set • Max eCPMs selling direct, segmented parts of your audience to top advertisers