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.
Trends in Mobile Games

Publishing and Monetisation
Mihai Gheza
Games Business
Ålborg, December 7th 2015
ToC
2
1. About Me & SYBO
2. Publishing, Self Publishing & UA
3. Game Economies, Design* & Monetisation
4. Analytics and Ma...
3
4
Publishing
5
1. Platforms evolving
2. Audiences are evolving
3. Premium vs Free2Play
4. Publisher vs Self Publishing
5. Fe...
Self-Publishing
6
1. soft launch & “The Launch”
2. don’t have a “marketing plan”
3. have a proven channel
4. what then, UA?
User Acquisition
7
1. Spending G$
2. App Store dynamics for Top Charts
3. Territory/Category sustain
4. monitor CPI bids
5...
Game Economies
8
1. energy/lives - match3, puzzles
2. time - sim builders
3. casino - wagering
4. gacha - jRPG
5. collecto...
Game Economy Design
9
Ad Monetisation
10
1. Speak advertising
2. Interstitials
3. Rewarded Video
4. Mediation!
5. Tweak demand sources / Geo
Analytics
11
1. Soft launch & “The Launch”
2. The Golden Cohort
3. Predicting Success
Cumulative Revenue
12
$0K
$30K
$60K
$90K
$120K
Week 1 Week 4 Week 8 Week 12
Tier 1 Tier 2 Tier 3 Tier 4
Bottom 50%
Top 10%...
D1 Retention
13
0%
12%
24%
36%
Week 1 Week 4 Week 8 Week 12
Tier 1 Tier 2 Tier 3 Tier 4
Top Tier
D1 Retention begins at 36...
Conversion
14
0%
2%
5%
7%
Week 1 Week 4 Week 8 Week 12
Tier 1 Tier 2 Tier 3 Tier 4
Top Tier
1 in 7 players $pend
© Game An...
ARPPU
15
$0
$4
$8
$12
$16
Week 1 Week 4 Week 8 Week 12
Tier 1 Tier 2 Tier 3 Tier 4
Top Tier
7 in 100 people spend $14
© Ga...
WrapUp
16
1. forget “marketing plans”, have a proven channel
2. UA is not a business model
3. chose your economy type, rea...
Thank you!
mihaigheza
Upcoming SlideShare
Loading in …5
×

Trends in Mobile Game Publishing and Monetisation - Mihai Gheza @Games Business Aalborg 2015

930 views

Published on

My very condensed overview on most things games business and publishing related, focusing on mobile, free2play.

Published in: Mobile
  • Be the first to comment

Trends in Mobile Game Publishing and Monetisation - Mihai Gheza @Games Business Aalborg 2015

  1. 1. Trends in Mobile Games
 Publishing and Monetisation Mihai Gheza Games Business Ålborg, December 7th 2015
  2. 2. ToC 2 1. About Me & SYBO 2. Publishing, Self Publishing & UA 3. Game Economies, Design* & Monetisation 4. Analytics and Magic KPIs 5. Wrapup & Questions
  3. 3. 3
  4. 4. 4
  5. 5. Publishing 5 1. Platforms evolving 2. Audiences are evolving 3. Premium vs Free2Play 4. Publisher vs Self Publishing 5. Featuring
  6. 6. Self-Publishing 6 1. soft launch & “The Launch” 2. don’t have a “marketing plan” 3. have a proven channel 4. what then, UA?
  7. 7. User Acquisition 7 1. Spending G$ 2. App Store dynamics for Top Charts 3. Territory/Category sustain 4. monitor CPI bids 5. attribution on largest networks 6. track conversion and feedback into +ROAS
  8. 8. Game Economies 8 1. energy/lives - match3, puzzles 2. time - sim builders 3. casino - wagering 4. gacha - jRPG 5. collector - CCG 6. skins & customisation - MOBA 7. idle - incremental clickers 8. VIP subscription - cross genre
  9. 9. Game Economy Design 9
  10. 10. Ad Monetisation 10 1. Speak advertising 2. Interstitials 3. Rewarded Video 4. Mediation! 5. Tweak demand sources / Geo
  11. 11. Analytics 11 1. Soft launch & “The Launch” 2. The Golden Cohort 3. Predicting Success
  12. 12. Cumulative Revenue 12 $0K $30K $60K $90K $120K Week 1 Week 4 Week 8 Week 12 Tier 1 Tier 2 Tier 3 Tier 4 Bottom 50% Top 10% From $0 to $60K in 1 Month © Game Analytics
  13. 13. D1 Retention 13 0% 12% 24% 36% Week 1 Week 4 Week 8 Week 12 Tier 1 Tier 2 Tier 3 Tier 4 Top Tier D1 Retention begins at 36% © Game Analytics
  14. 14. Conversion 14 0% 2% 5% 7% Week 1 Week 4 Week 8 Week 12 Tier 1 Tier 2 Tier 3 Tier 4 Top Tier 1 in 7 players $pend © Game Analytics
  15. 15. ARPPU 15 $0 $4 $8 $12 $16 Week 1 Week 4 Week 8 Week 12 Tier 1 Tier 2 Tier 3 Tier 4 Top Tier 7 in 100 people spend $14 © Game Analytics
  16. 16. WrapUp 16 1. forget “marketing plans”, have a proven channel 2. UA is not a business model 3. chose your economy type, really nail those systems 4. not all ads are evil 5. Analytics & Soft Launch! 6. 3KPIs for success: D1 Retention, Conversion, ARPPU
  17. 17. Thank you! mihaigheza

×