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Product Vs. Monetization - Roy Tzayag, Ilyon

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As presented in the Israel Mobile Summit 2019
http://www.israelmobilesummit.com

Published in: Technology
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Product Vs. Monetization - Roy Tzayag, Ilyon

  1. 1. Product VS Monetization
  2. 2. Roy Tzayag VP Product Marketing & Monetization 11Years in the Gaming industry Producer, product and monetization Started in Web and advanced to mobile
  3. 3. 160Employees Branches in Israel and Ukraine More than 500 million installs Casual Games
  4. 4. Keepin ’it Casual ● Our Games- Match 3Bubble Shooter Tap2
  5. 5. Game Building Process ● Build an MVP ● Measure basic metrics- ○ Engagement ○ D 1D ,7D ,30 ● Fine? Let’s improve! ○ FTUE ○ Levels optimization ○ Progression features ● Time to monetize! ○ Ads? ○ IAP? ○ Both?
  6. 6. Our Niche
  7. 7. Puzzle Games
  8. 8. Top Puzzle Games Daily IAP Revenue (Approximated) Candy Crush- 2,000,000$ Homescapes- 1,300,000$ Gardenscapes- 950,000$ Toon Blast- 800,000$ Candy Crush Soda- 650,000$ Toy Blast- 400,000$
  9. 9. Hyper Casual Tap to play!
  10. 10. Casual vs. Hyper Casual Casual Hyper Casual IAP Ads Higher LTV Lower LTV High CPI Low-Medium CPI D30-365 D7 High production cost Low production cost Developer model Publisher model Metagame Core Game King, Playrix, Peak, Ilyon Voodoo, Lion studios*, Ketchapp
  11. 11. Can it Scale? ROI+
  12. 12. What is LTV? Monetization Virality Retention/ Engagement LTV (Lifetime Value)
  13. 13. 1. Retention/ Engagement ●Daily User Engagement ●Immediate ●Easy to measure ●Retention D 1D/7D/30 ●Takes time )1-30( ●Differs between niches ●How to improve? ●In-Game ●Level complexity ●Different monetization ●Progression ●Outer-game ●Push notifications Targeted UA
  14. 14. 2. Virality/ K Factor ● How viral is your game ? ○ If you buy 1000 users, how many will you get for “free” ○ If you buy 1000 and get 500 more, your K Factor is 1.5 ○ If you buy 1000 and get 1000si rotcaF K ruoy ,2 ● K Factor boosters- ○ Brands ○ ASO ○ Social ■ Shares ■ Friend gifts
  15. 15. “Free ”Traffic? ●ASO ●Title ●Description ●Vitals! ●Retention/Engagement! ●Localization ●Graphics (icon,screenshots) ●Store listing experiments
  16. 16. 3. Monetization Mediate Negotiate Experiment
  17. 17. Monetization-> Mediate ○ Focus on Top Geos ○ Test new networks (Per Geo) ○ Diversify ■ Brand vs Performance ■ Admob, Facebook, Unity, Ironsource.. ○ Track overall performance ■ Ratings/Reviews, engagement, retention ● Create healthy competition
  18. 18. Monetization-> Negotiate ● Bargain for deals ○ Rev share ○ Integration bonus ○ Floor prices ● CPM isn’t everything ■ Fill rate ■ Overall synergy (Arpdau,LTV) ● Choose your Metric ■ CPM, Fill, ARPDAU, Rev/Session
  19. 19. Monetization-> Experiment ● Last but not least.. ○ Placements ■ New ones ■ Rotate ○ Formats ■ Native, RV, Polls ○ Segment ■ Different users act differently ○ Frequency ■ Ad capping ■ When/Where?
  20. 20. The challenge! Product vs. Monetization ● Ad-based games (Push) More Ad views- ● Easier/faster levels ● More ad types/higher frequency ● No blockers ● IAP-based games (Pull) IAP conversion ● Harder levels ● Blockers ● Promotions
  21. 21. Thank You! Proprietary and Confidential Information of Ilyon Dynamics Ltd.

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