This document outlines key strategies for effectively monetizing mobile games discussed in a presentation. It notes that most common issues include low player retention and uncertainty around which monetization approaches to use. The presentation advocates treating the game like a marketplace by integrating different strategies. It emphasizes that ads are important for monetizing the large percentage of players who never pay and shares data showing over 70% of players do not engage with rewarded ads. The document provides secrets around using player data to understand monetization patterns and balance gameplay and spending. It stresses testing ad placement and rewards to improve engagement without disrupting the game experience.

1. Agenda

2. Title TextMaking games pay: Data secrets for monetization

3. Chief Executive Officer
Mark RobinsonSara Bayley
Data analyst
HOSTS

4. AgendaCommon monetization issues
• Small number of players
• Retention of players in the game:
40% leave after Day 1
• Which strategy to adopt
• Which ad partners to use & how many
• Ad fill rates
• eCPM rates
• Frequency and timing of ads & offers
• Look & feel of ads or IAP offers
• Management of data & internal resources
“It’s not good enough to build a great game
and hope it monetizes because the players feel guilty”

5. AgendaSeeing your game as a marketplace: an integrated approach
“Think of your game as a marketplace: focus
on integrating monetization strategies as a
joined up component of gameplay”

6. AgendaThe in-app economy – The importance of ads
70% of older users have NEVER paid.
Without ads, that 70% of DAU will never monetize.

7. Agenda
User Age % of Installs D1 %
Conversion
Rate
iOS
Under 13 65,1% 56,7% 0,2%
13-18 7,2% 47,8% 0,2%
19-25 9,7% 47,6% 0,8%
26-35 8,2% 49,2% 1,1%
35+ 9,9% 51,2% 0,5%
Total 100,0% 53,7% 0,4%
Android
Under 13 70,9% 52,7% 0,1%
13-18 9,9% 55,6% 0,1%
19-25 6,8% 60,3% 1,1%
26-35 6,7% 60,4% 1,2%
35+ 5,8% 55,2% 0,5%
Total 100,0% 54,3% 0,2%
70-80% of users are under 18 with very low conversion rates. Without
ads, these users with limited purchasing power will never monetize.
The in-app economy – The importance of ads

8. AgendaData secrets: IAP
Keys charts to understand how the game is doing…
Understand repeat spender pattern.Secret 1:

9. Agenda
Too few repeat spenders
How are we doing for repeat spend?
Data secrets: IAP

10. AgendaData secrets: IAP
This game is too punishing/boring for spenders
How are we doing for spender churn?

11. Agenda
Players are enduring
What does well balanced look like?
Data secrets: IAP

12. Agenda
Relate pinch-points to spending with better sign-posting
Data secrets: IAP
Secret 2:

13. AgendaThe balancing/ paying relationship
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Difficulty vs. Revenue
difficulty % revenue
Difficulty 5
Churn 20%
% Revenue <1%
% First Purchases 6%
97% revenue earned
Level 30 is a pinch-point that results in lower revenue.
The levels are not properly balanced.

14. Agenda
Zachary Burn and Nicholas Ross, University of San Francisco,
along with Isaac Roseboom of deltaDNA discovered:
Data secrets: Ad serving
There was no evidence of first session ad density affecting
retention. However, the game itself was a significant predictor
of retention.
Ad frequency doesn’t affect retention. Game experience affects retentionAd secret 1:
Cautious strategies don’t work.

15. Agenda
100
%
Session number
when first
payment made
When to place ads
100%
Day of first payment
Ads must be balanced with first payments because we don’t want
rewarded videos to eliminate the need to pay

16. AgendaWhere to place ads
Healer 1 Healer 2
%Users
Current use of curing tools by non-payers
(frequently gifted)
used and purchased
used but not purchased
never used
Place ads to promote items a player regularly uses.

17. Agenda
70% + of players don’t engage
with rewarded ads
Forget eCPM comparison
Data secrets: Ad serving
Why?
• They don’t see then
• They don’t value them
• They don’t like them
This is your biggest opportunity!!

18. Agenda
Games that serve no ads. Make more money than games with poorly integrated ads.Ad secret 2:
Data secrets: Ad serving
If you’re gonna do it, do it well!

19. AgendaLack of ad engagement
Start App
100%
Lose Level (exposed to ad)
45%
Start Ad
23%
Complete Ad
14%
Not even half of installs are exposed to ads.

20. AgendaData secrets: Balancing IAP with Ads
• Track player engagement
• Test placement & reward
• Test frequency
• Use in-game currency rewards
• Provide different experiences to different players
• Make rewarded ads an integrated part of your game
Treat ads like any game mechanic

21. AgendaBalancing the in-app economy
Gifts cannot be too excessive and must be properly balanced
to consider integrating ads.

22. AgendaKey take-outs
• An integrated approach will maximize profits
• Personalization improves player experience
• Segmentation and testing are essential
• Players care less about ads if the game is fun
• Good ads don’t jar the experience - focus on the look & feel
• We are nowhere near peak ad capacity

23. Title Text
Thank you