Making money on mobile v.1

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  • Carrier IndependentVarieties of Devices to Select FromFlashFaster App Approval ProcessJavaNot limited to Objective-C which is limited to iPhone and Mac OS X developmentOpen Source APIComplete Access to the OS’s heart and the Google API’s thereinSupported by Open Handset AllianceGroup of 80 tech & mobile companies coming together for innovation and richer mobile experienceLow-Cost Tool for Development$25/year to sell in the Android Market
  • Carrier IndependentVarieties of Devices to Select FromFlashFaster App Approval ProcessJavaNot limited to Objective-C which is limited to iPhone and Mac OS X developmentOpen Source APIComplete Access to the OS’s heart and the Google API’s thereinSupported by Open Handset AllianceGroup of 80 tech & mobile companies coming together for innovation and richer mobile experienceLow-Cost Tool for Development$25/year to sell in the Android Market
  • Making money on mobile v.1

    1. 1. Making Money on Mobile:<br />Best Practices & Tips for Driving <br />Revenue on Mobile Games<br />Rob Carroll<br />Director of Publishing <br />Tapjoy<br />
    2. 2. Driving Revenue in Mobile Games <br />
    3. 3. Paid Download <br />Paid Download<br /><ul><li>Known revenue
    4. 4. Fire and forget
    5. 5. Difficult to get the user to spend on something they don’t know
    6. 6. One time revenue from the user
    7. 7. Ranking is critical </li></li></ul><li>Lite to Full Conversion <br />Lite to Full Conversion <br /><ul><li>Limited free gameplay
    8. 8. User get’s a taste free and can buy the full version
    9. 9. Easier to get the user to download
    10. 10. Lots of upsell to the user</li></li></ul><li>Lite to Full Conversion <br />Lite to Full Challenges <br />Tends to be a poor user experience as the game play is limited and the user is repeatedly pushed to buy the full game. <br />Lite to Full Challenges <br />Developers need to straddle a fine line between giving the user a feel from the game without giving too much away. <br />
    11. 11. Lite to Full Conversion <br />
    12. 12. Ad Driven <br />Ad Driven<br /><ul><li>Allows games to be free
    13. 13. Great for small games
    14. 14. Works best in high user volume
    15. 15. Not a lot of per user revenue
    16. 16. Very hard to be ROI positive if there are frequent content updates or lots of paid user acquisition </li></li></ul><li>Level Packs<br />Level Packs<br /><ul><li>Additional game experience for dedicated users
    17. 17. Ability to re-monetize paid users
    18. 18. Only really interesting to users that have finished existing content
    19. 19. Additional development work for design and balance </li></li></ul><li>Level Unlocks <br />Level Unlocks <br /><ul><li>Allows the game to be free
    20. 20. Lets the user play while still allowing a monetization channel
    21. 21. Great for games with no virtual goods </li></li></ul><li>Bundle Packs <br />Bundle Packs<br /><ul><li>Great value for the user
    22. 22. Wider appeal
    23. 23. Lot of game content needed
    24. 24. Mixes Paid download, upgrades and ads </li></li></ul><li>F2P Virtual Goods<br />
    25. 25. Virtual Good Types <br />1<br />2<br />3<br />1) Time Savings:<br />Allow the user to refill their stats or complete tasks to speed up their game play. <br />2) Avatar Customization : <br />Non stat effecting vanity items<br /> Much more prevalent in <br />pet care and city building games <br />3) Equipment : <br />Items in the game that give the user a bonus or permanently increase their stats <br />
    26. 26. Virtual Good Types <br />4<br />5<br />6<br />4) Level Packs:<br />Extra content for the game.<br />5) Stat Boosts:<br />Boost that the user can buy to power-up their game play. Usually limited time or effect duration <br />6) Decorations:<br /> Non game effecting items the user can buy to customize the look of their game <br />
    27. 27. Virtual Good Types <br />8<br />7<br />7) Resources:<br />Items the user need to build other items or expand in the game, this is often also a time savings benefit <br />8) Viral Replacements: <br />Allow the user to spend money to continue gameplay without needing to invite friends <br />
    28. 28. HyperCube’s Jet Fighter <br />Free to Play Arcade Game<br /><ul><li>Twitch action game play
    29. 29. Lot’s of ship upgrades </li></li></ul><li>HyperCube’s Jet Fighter <br />
    30. 30. Tapjoy’s Tap Defense <br />Free to Play Arcade Game<br /><ul><li>Classic Desktop Tower Defense
    31. 31. Good mix of boosts and items</li></li></ul><li>GameDuell’s Cleopatra’s Pyramid <br />Level Pack Purchases <br />Of the users that the second level pack, 49.9% bought the third level pack <br />Of those 48.2% bought the second level pack <br />7.6% of users bought the first level unlock <br />
    32. 32. GameDuell’s Cleopatra’s Pyramid <br />In App Purchase Packages <br />Followed by $1.99, $0.99 in 3rd with 35% $7.99 was the 4th most bought package <br />The $3.99, $4.99, $5.99 and $6.99 packages didn’t contribute much <br />The highest % of IAP packages was $2.99 with 38.9% of all sales <br />
    33. 33. Time Savings <br />5th Planet Games <br />Avatar <br />Customization <br />Viral Replacements<br />Equipment <br />Facebook Role Playing Games<br /><ul><li>Character Progression
    34. 34. Lot’s of Virtual Goods
    35. 35. Great Art and Story </li></ul>Resources <br />Stat Boosts <br />
    36. 36. 5th Planet’s Dawn of the Dragons <br />
    37. 37. 5th Planet’s Dawn of the Dragons <br />
    38. 38. Exclusive!!! <br />Take Away Ideas <br />
    39. 39. Set Realistic Expectations <br /><ul><li>eCPM for Banner ad’s in games will range from $0.35 to $0.90
    40. 40. Top apps will get in the range of $2.00 eCPM</li></ul>ARPDAU (Average Revenue per Daily Active User) <br />for Virtual Good Games <br /><ul><li>Expect to get @ 5-10% of your user base to monetize
    41. 41. Games with weakly integrated virtual good should expect @ $0.005 to $0.01
    42. 42. Games with items the users want and need can get up to $0.15 ARPDAU</li></li></ul><li>Smart Ad Placement <br /><ul><li>Make sure your banners are directionally appropriate
    43. 43. Keep your banner out of the playable area </li></li></ul><li>Featured Placement <br /><ul><li>Add virtual goods to the landing/home page
    44. 44. Create featured/limited item space on the page
    45. 45. Items on the home page will have 150% + sales increase
    46. 46. Rotate content often
    47. 47. Remove feature/limited items from the market
    48. 48. Great place for seasonal items </li></li></ul><li>Hidden Banner Ad’s <br />Normal banner ad placement can interfere with game play<br />Place ad’s in less conspicuous areas <br /><ul><li>Inventory screens
    49. 49. Loading pages
    50. 50. Landing screen </li></li></ul><li>Thank You!<br />Rob Carroll<br />Director of Publishing <br />Tapjoy<br />

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