Sharon Biggar – Chief Analytics Officer, SocialPoint

3. AGENDA
1. WHAT DESIGN OPTIONS EXIST FOR INCLUDING VIDEO ADS INSIDE F2P GAMES?
2. DOES DISPLAYING AN AD FOR A COMPETITIVE GAME INSIDE YOUR APP INCREASE CHURN?
3. DO VIDEO ADS CANNIBALISE IAP REVENUE?

4. INTRODUCTION TO SOCIAL POINT
325 PEOPLE WITH 3 TOP MOBILE GAMES

5. ANALYTICS @ SOCIAL POINT
DATA
PRODUCTS
5 PEOPLE11 PEOPLE
DATA
LAB
11 PEOPLE
GAME DATA
SCIENCE
EMBEDDED ANALYSTSDATA ENGINEERS MACHINE LEARNING
28 PEOPLE DEDICATED TO IMPROVING THE GAMES WITH DATA

7. “PULL” DESIGN OPTION 1: MONSTERWOOD

8. “PULL” DESIGN OPTION 2: DOUBLE REWARDS

9. “PULL” DESIGN OPTION 3: SPEED UP

10. “PUSH” VIDEO ADS DESIGN: SKIPPABLE VA

11. WHAT DO PLAYERS PREFER?
97M
65M
22M

13. WHAT DO YOU THINK?
1. GO TO SLIDO.COM
2. CLICK JOIN EVENT
3. ENTER CODE #J468

14. DO VIDEO ADS INCREASE CHURN? NO
30%
43%

15. WHAT ABOUT PUSH VIDEO ADS?

16. AB TEST RESULTS: IMPACT OF SKIPPABLE ADS ON FOLLOWING DAY RETENTION
-0.9%
-1%
0%

18. WHAT DO YOU THINK?
1. GO TO SLIDO.COM
2. CLICK JOIN EVENT
3. ENTER CODE #N766

19. ANOTHER AB TEST…..

20. AB TEST RESULTS: IMPACT OF VIDEO ADS ON LIFETIME VALUE
0%
-8%
+5%

21. REVENUE FROM VIDEO ADS OFFSETS CANNIBALISATION EFFECTS
0
IAP revenue
IAP + VAD revenue

22. AND THEN WE MADE A MISTAKE….

23. WE ACCIDENTALLY INCREASED THE NUMBER OF VIDEO ADS WATCHED
0% -8%39%

24. ARPU DECREASED FOR PAYERS WHO WATCHED MORE THAN 4 VIDEO ADS
+8%
-5%
*THIS DECREASE WAS TOO BIG TO BE OFFSET BY VIDEO AD REVENUE

26. 1. “PULL” Video ads have no impact on churn
2. “PUSH” video ads have a small negative impact on churn
3. Video ads DO cannibalise IAP revenue
4. IAP + VAD revenue can be greater than IAP alone
5. BUT be careful not to allow players to watch too many video ads