Евгения Андерсон, Head of Advertising Monetization, Zeptolab.

1. 16th meetup

2. Классификация мобильных игр

3. By Monetization Model
Paid/Premium Freemium SubscriptionFree to Play (F2P)
Console-like, pay once,
(almost) no iAp
purchases and no system
for monetization
Alto’s adventure,
Geometry Dash,
LIMBO
Monetized mainly with app purchases
sometimes with iAPs
Games shifted from
Premium, seeking for
wider audience or/and games
w/o strong iAP economy
Cut the Ropes series,
Angry birds,
2048
Monetized with Ads (85%) + iAPs
(15%)
Games with strong
in-game economy, where
players that ‘pay’
progress faster
Clash Royale
Candy Crush
Heartstone
Monetized mainly with
iAPS, sometimes with Ads
Not a model of AS and GP,
however Very popular
in Tier 3 markets and
alternative channels
App Puchases 100%
Ads 0%
iAPs 15%
Ads 85%
iAPs 85%
Ads 15%

4. By Genres
Action Adventure
Sports
Education
Role-Playing
Simulation StrategyPuzzle
Platformer
Shooter
Fighter
RPG
MMORPG
Choices
Fantasy
Life Simulation
Veficle simulation
Construction
Management
simulation
Trivia/Word
Card/Board
Match3
Tower defence
Wargame
Real-time strategy (RTS)
Real time tactics (RTT)

5. By Audience
Hardcore = insider knowledge, knowledge of tech and
hardware, commitment to games
Casual = 90% of remaining population
Hardcore
Midcore
Casual
Only Rewarded Video
Rewarded video + Interstitials
Banners, Interstitials, rarely - RV

11. One more new thing…with Ads

13. Thanks!