Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
UD3. ARM
Feeding the Funnel
Juan Gabriel Gomila Salas
/joanby
@Joan_By
Juan Gabriel 

Gomila Salas
joanby
ARM Model
• Acquisition: How do I gain new users?
• Retention: How do I retain those users?
• Monetization: How do I make ...
Acquisition
Acquisition: types
• Paid acquisition
• Facebook Ads
• Google Adwords: Display y Banners
• Mobile Ads
• Email Marketing
• ...
Acquisition: types
• Organic acquisition
• Viral
• Social
• Public Relation (PR)
• Search Engine Optimization (SEO)
• Cros...
Acquisition: Ads & Display
• Target: keywords, interests, demography…
• Creativities: format, sizes, CTR, CVR…
• Pricing: ...
Acquisition: Email Marketing
• Bounce Rates
• Spam Filters
• Open Rate
• Examples: Mailchimp
Acquisition: Social Media
• Facebook Fan Pages
• Twitter Account
• Youtube Channel
• Blogs
• Web
Acquisition: Press & Public Relations
• Talking to the Press
• Get your game reviewed
• Talking to your fans & gamers
• Ga...
Acquisition: Virality
• Make easy to invite friends 

(Facebook, Twitter, Gmail…)
• Incentivized Vitalization
• Enhanced V...
Retention
Retention: Engagement
• First 60 seconds
• DAU/MAU
• 1-day, 3-day, 7-day
• Monthly retention
• Average Session Length
• Nu...
Retention Tools
• Leaderboards
Retention Tools
• Achievements
Retention Tools
• Collections & Badges
Retention Tools
• Tournaments
Retention Tools
• Missions & Challenges
Retention Tools
• Chats
Retention Tools
• Core Game Loops
Retention Tools
• XP and Level Models
Retention Tools
• Virtual Currencies
Retention Tools
• Rewards & Gifts
Monetization
Monetization: sell the game
• Advantages
• Fire and forget development
• Familiar process for many developers
• Similar re...
Monetization: sell the game
• Disadvantages
• Focus on launch day gives only one chance to maximize sales
• Limits ongoing...
Monetization: subscription
• Advantages
• Recurring revenue stream
• Predictability of income
• Easy for consumer and 

de...
Monetization: subscription
• Disadvantages
• Long-term commitment deters users
• Ongoing development costs
• Requires bill...
Monetization: premium
• Advantages
• Paid once, enjoy forever
• Offers clear value to

premium costumers
• Easy to code
Monetization: premium
• Disadvantages
• Means hobbling the free version (i.e. your prospects get a poor
experience)
• Need...
Monetization: virtual goods
• Advantages
• Allows the user to set 

the price they want to pay
• Easy to track and measure...
Monetization: virtual goods
• Disadvantages
• Requires billing and customer service infrastructure
• Requires substantial ...
Monetization: advertising
• Advantages
• Monetise traffic even 

if users aren’t paying
• Can be simple to 

implement
Monetization: advertising
• Disadvantages
• Can cheap your brand
• Requires active management to generate substantial reve...
Monetization: sponsorship
• Advantages
• Substantial budgets available
• Can pay for the entire game
Monetization: sponsorship
• Disadvantages
• Work-for-hire revenue that simply swaps the publisher for a brand
• Requires s...
Monetization: offer walls
• Advantages
• Additional source of revenue 

for virtual goods business
• Offers alternative wa...
Monetization: offer walls
• Disadvantages
• Carries all the negatives of virtual goods
• Requires careful monitoring
Monetization: payment methods
• Bank transfers
• Credit & Debit cards
• eWallets (Paypal)
• Mobile payments
• SMS Premium
...
Think about the ARM funnel
Exercise #1
• What kind of metrics should track an Acquisition Manager?
• What kind of metrics should track a Retention Ma...
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
Acquisition - Retention - Monetization : Feeding the Funnel
Upcoming SlideShare
Loading in …5
×

Acquisition - Retention - Monetization : Feeding the Funnel

2,324 views

Published on

Review of the most important topics of an online business: Acquisition, how to improve targeting new users,
Retention, how to make them stay the most,
Monetization, how to earn money from them to feed the funnel

Published in: Business
  • Unlock Her Legs is your passage way to a life full of loving and sex... read more ... ●●● http://t.cn/AijLRbnO
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Earn a 6-Figure Side-Income Online... Signup for the free training HERE ◆◆◆ http://ishbv.com/j1r2c/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Tired of being scammed? Take advantage of a program that, actually makes you money! ♥♥♥ https://tinyurl.com/y4urott2
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Acquisition - Retention - Monetization : Feeding the Funnel

  1. 1. UD3. ARM Feeding the Funnel Juan Gabriel Gomila Salas /joanby @Joan_By Juan Gabriel Gomila Salas joanby
  2. 2. ARM Model • Acquisition: How do I gain new users? • Retention: How do I retain those users? • Monetization: How do I make money? CPA < LTV
  3. 3. Acquisition
  4. 4. Acquisition: types • Paid acquisition • Facebook Ads • Google Adwords: Display y Banners • Mobile Ads • Email Marketing • Incentivized Ads • Affiliates • Other: magazines, blogs, TV, Radio,…
  5. 5. Acquisition: types • Organic acquisition • Viral • Social • Public Relation (PR) • Search Engine Optimization (SEO) • Cross-Platform • Corss-Promotion
  6. 6. Acquisition: Ads & Display • Target: keywords, interests, demography… • Creativities: format, sizes, CTR, CVR… • Pricing: CPM, CPC, CPI, CPA… • Examples: Facebook Ads, Google Adwords, Twitter Ads, Web Impressions, Zetanet, Ad4Game, LinianAds, LifeStreetmedia…
  7. 7. Acquisition: Email Marketing • Bounce Rates • Spam Filters • Open Rate • Examples: Mailchimp
  8. 8. Acquisition: Social Media • Facebook Fan Pages • Twitter Account • Youtube Channel • Blogs • Web
  9. 9. Acquisition: Press & Public Relations • Talking to the Press • Get your game reviewed • Talking to your fans & gamers • Gaming conferences
  10. 10. Acquisition: Virality • Make easy to invite friends 
 (Facebook, Twitter, Gmail…) • Incentivized Vitalization • Enhanced Vitalization k-factor = % users who invita * avg. invitations * % friends who accepted k-factor < 1
  11. 11. Retention
  12. 12. Retention: Engagement • First 60 seconds • DAU/MAU • 1-day, 3-day, 7-day • Monthly retention • Average Session Length • Number of sessions per day • Reengagement
  13. 13. Retention Tools • Leaderboards
  14. 14. Retention Tools • Achievements
  15. 15. Retention Tools • Collections & Badges
  16. 16. Retention Tools • Tournaments
  17. 17. Retention Tools • Missions & Challenges
  18. 18. Retention Tools • Chats
  19. 19. Retention Tools • Core Game Loops
  20. 20. Retention Tools • XP and Level Models
  21. 21. Retention Tools • Virtual Currencies
  22. 22. Retention Tools • Rewards & Gifts
  23. 23. Monetization
  24. 24. Monetization: sell the game • Advantages • Fire and forget development • Familiar process for many developers • Similar revenue at launch
  25. 25. Monetization: sell the game • Disadvantages • Focus on launch day gives only one chance to maximize sales • Limits ongoing relationship with gamers • Typically higher price point • Hard to offer a free version of the game • Requires 100% of development budget to spend upfront
  26. 26. Monetization: subscription • Advantages • Recurring revenue stream • Predictability of income • Easy for consumer and 
 developer to understand
  27. 27. Monetization: subscription • Disadvantages • Long-term commitment deters users • Ongoing development costs • Requires billing and consumer service infrastructure • Hosting and server costs • Limited upset opportunities
  28. 28. Monetization: premium • Advantages • Paid once, enjoy forever • Offers clear value to
 premium costumers • Easy to code
  29. 29. Monetization: premium • Disadvantages • Means hobbling the free version (i.e. your prospects get a poor experience) • Needs different designs and layouts for each service, which adds usability and testing headaches • Requires billing and costumer service infrastructure
  30. 30. Monetization: virtual goods • Advantages • Allows the user to set 
 the price they want to pay • Easy to track and measure • Flexible • Often generates more revenue
  31. 31. Monetization: virtual goods • Disadvantages • Requires billing and customer service infrastructure • Requires substantial investment in inventory management • Hosting and server costs • Ongoing development costs
  32. 32. Monetization: advertising • Advantages • Monetise traffic even 
 if users aren’t paying • Can be simple to 
 implement
  33. 33. Monetization: advertising • Disadvantages • Can cheap your brand • Requires active management to generate substantial revenues • Most ads currently targeted at gamers are for rival games • Unlikely to finance your entire game, even once the current market improves
  34. 34. Monetization: sponsorship • Advantages • Substantial budgets available • Can pay for the entire game
  35. 35. Monetization: sponsorship • Disadvantages • Work-for-hire revenue that simply swaps the publisher for a brand • Requires significant and specialist business development work with media agencies and brands
  36. 36. Monetization: offer walls • Advantages • Additional source of revenue 
 for virtual goods business • Offers alternative ways to pay 
 for cash-strapped consumers • Relatively simple to implement
 (provided virtual goods have
 already been implemented).
  37. 37. Monetization: offer walls • Disadvantages • Carries all the negatives of virtual goods • Requires careful monitoring
  38. 38. Monetization: payment methods • Bank transfers • Credit & Debit cards • eWallets (Paypal) • Mobile payments • SMS Premium • Mobile eWallets • Phone Calls • Prepaid cards (physical & vouchers)
  39. 39. Think about the ARM funnel
  40. 40. Exercise #1 • What kind of metrics should track an Acquisition Manager? • What kind of metrics should track a Retention Manager? • What kind of metrics should track a Monetization Manager?

×