The Business of Mobile Gaming - Flurry: NGDC 2012

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The Business of Mobile Gaming - Flurry: NGDC 2012

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  • Men lead women in spending, with the greatest difference occurring in the 25 – 34 year old age group.  For freemium games, spending is concentrated between the ages of 25 - 54, with men in this age range representing nearly half (45%) of spending and women representing another third (32%).  
  • The Business of Mobile Gaming - Flurry: NGDC 2012

    1. 1. The Business of Mobile Gaming Aakrit Vaish Director, Flurry India November 2, 2012
    2. 2. Flurry OverviewLargest data set on mobile tracking 500m consumers; 99% penetration on iOS and Android Advertisers Publishers APP MEASUREMENT AND ADVERTISING PLATFORM DOING FOR MOBILE APPS WHAT NIELSEN DID FOR TV DOUBLECLICK FOR DISPLAY GOOGLE FOR SEARCH
    3. 3. Mobile Gaming MarketBiggest market of our generation; fastest growing consumer technology ever Source: Flurry Analytics; further analysis by Flurry
    4. 4. Mobile Gaming Market Indie Game Makers Dominate Source: Flurry Analytics; further analysis by Flurry
    5. 5. Gen Y Plays TIME SPENT BY DEMOGRAPHIC18% Males (53%) Females (47%)16% 17% 17%14% 15%12% 12%10% 11% 11%8%6% 7% 7%4%2% 2% 1%0% 13 – 17 18 – 24 25 – 34 35 – 54 55+
    6. 6. Gen X Pays MOBILE FREE-TO-PLAY GAMES: MONEY SPENT BY DEMOGRAPHIC30% 29% Males (58%) Females (42%)25%20% 20%15% 16%10% 12% 9%5% 3% 2% 7% 1% 1%0% 13 – 17 18 – 24 25 – 34 35 – 54 55+ Source: Flurry Analytics
    7. 7. Business Model Measurement driven approach where LTV and ARPU replace ASP Retention Premium: getting them to stay - Selling a product Number of Units x Price Freemium: - Service AU x ARPU, CAC-LTVAcquisition Monetizationgetting players in getting them to pay
    8. 8. Break the Churn CycleDEVELOPMENT RE-ENGAGE ACQUIRE MARKETING SEGMENT MEASUREMENT
    9. 9. AcquisitionAcquisition
    10. 10. What are the Options?• Viral/Social effects • All about game design and product• App Store optimization • Optimize for search results, name, icon, screenshots• Mobile advertising • Buy from everywhere and measure• PR • Give a story rather than press release• Cross promotion • Use existing economies of scale
    11. 11. Acquisition Social interactionWhat: Use your players asambassadors for the gameHow: Virality, Social Proof CAC LTV
    12. 12. Acquisition Smooth Initial ExperienceWhat: Make sure playersunderstand what the gameis and give it a fair tryHow: Constantly optimizingTutorial, NewbieExperience CAC LTV
    13. 13. RetentionRetention
    14. 14. Retention #1 Challenge in the mobile gaming business• Change from plain volume to Regularity; not just “fire and forget” but ongoing• What to Measure 1. Usage pattern: session behavior 2. Retention: short-term, lifetime retention 3. Feature engagement: % of users interacting with a feature• Engagement 1. Basics (core mechanics, progression, etc) 2. Constant Balancing 3. Regular Content Updates 4. Player interaction 5. Re-engagement
    15. 15. Retention Regular Content UpdatesWhat: Evolve the gameto keep maintainsurprise and delightHow: Regular NewChallenges, Content, Updates LTV
    16. 16. Retention Social InteractionWhat: Get your players tointeract with each otherHow: SocialProof, Competition/Collaboration LTV
    17. 17. Retention Re-engagementWhat: Bring people back tothe game regularlyHow: Appointments, PushNotifications, Playerinteractions LTV
    18. 18. Monetization Monetization
    19. 19. The Rise of Freemium• Worldwide distribution platform – unprecedented• There is always a FREE alternative• Easiest way to get scale• Once you have users, multiple ways to monetize instead of a single, up-front transaction 1. Micro-transactions 2. Advertising 3. Usage Behavior• Paid apps model only for true IP innovation
    20. 20. MonetizationAverage transaction size in freemium games
    21. 21. MonetizationConsumable goods make up highest spend
    22. 22. Monetization Mobile Advertising
    23. 23. Mobile Advertising: Selling your ad spaceAdvertising typically forms 30-40% of total revenue for freemium apps• Individual Ad Networks • Most common and easiest to integrate • Lowest revenue• Supply Side Platforms • Combination of ad networks • Good revenue; most ideal solution currently• Direct • Selling to advertisers on your own • Sales and technology overhead
    24. 24. Mobile Advertising: Ad TypesAd Placement is most important; during “ideal time” has highest conversion • Static • Banners or interstitials (roadblock ads) • Most common, lowest revenue; interstitials perform 4-5x better • Video • 15-30 second pre roll, post roll • Highest revenue and fill currently • Rich Media • Mini app within app • High revenue but relatively new and low demand
    25. 25. Mobile Advertising: SponsorshipCo-Branded Interstitial Sprint Brand Integration
    26. 26. Summary• Measure or Die• Acquire, monetize, re-engage• Constant Balancing• Regular Content Updates• Social Interaction• Freemium for all
    27. 27. Top 6 Successful Game TypesENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION SOCIAL RPG GAMER’S GAME POKER / CASINO
    28. 28. Thank youaakrit@flurry.com
    29. 29. Flurry Services Analytics: Increase Your App Engagement and Retention1 • Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5) • Understand and segment app audiences to maximize engagement and revenue AppCircle: Build & Grow Your App Audience2 • Acquire users with high-quality app recommendations and videos (iOS, Android) • Win-back your best users to build the most loyal and best monetizing audience AppSpot: Maximize Your App Audience Revenue3 • 2X revenue, reduce cost with free ad serving and mediation, yield-optimized ads • Max eCPMs with mediation and yield optimization leveraging Flurry’s big data set • Max eCPMs selling direct, segmented parts of your audience to top advertisers

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