Holistic Monetisation: Ads, IAP and Player Engagement / Felix The, Head of Product Management, Unity Technologies
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Holistic Monetisation: Ads, IAP and Player Engagement / Felix The, Head of Product Management, Unity Technologies
- 1. GenerativeArt—MadewithUnity Thinking Monetization Holistically Felix Thé, Head of Product Management Unity Technologies
- 2. Monetization Drivers Ad network 1 Ad network 2 Agencies relationship SSP relationship Ad network 3 Ad network 4 DSP relationship Saleshouse What’s the best ad tech? Performance Advertising Brand Advertising
- 3. Monetization Drivers Ad network 1 Ad network 2 Agencies relationship SSP relationship Ad network 3 Ad network 4 DSP relationship Saleshouse What’s the best monetization tech? In-app Purchase IAP Promotions Personalized Offers Personalized storefront Starter pack Performance Advertising Brand Advertising
- 4. Monetization Drivers Performance Advertising Brand Advertising In-app Purchase What? Source of revenue
- 5. Monetization Drivers What? Source of revenue Player Acquisition CAC < LTV buying Player Engagement Personalization How? Building a strong business Player Retention LiveOps Tools Performance Advertising Brand Advertising In-app Purchase
- 6. Monetization Suite Performance Advertising Brand Advertising In-app Purchase Player Acquisition CAC < LTV buying Player Engagement Personalization Player Retention LiveOps Tools Data & Analytics Monetization Suite Workflow
- 7. Monetization: Tech Journey and Convergence 1 2 3 Ad tech Monetization tech Monetization suite
- 8. Monetization Suite: Benefits It’s good for business Shared visibility on performance Unlock synergies Better coordination across functions 1 3 2 4
- 9. Workflow Monetization Suite Performance Advertising Brand Advertising In-app Purchase Monetization Suite Player Acquisition CAC < LTV buying Player Engagement Personalization Player Retention LiveOps Tools Data & Analytics IAP Promo Unified Auction Audience Pinpointer Personalization Engine: ● Personalized Campaign* ● Personalized Game Experience ● ...much more to come Game Foundation Universal UX 1 2 3
- 10. Audience Pinpointer 1 Targeting at the user level with Unity Using a system to group audiences Placing the same bids across all users
- 11. Audience Pinpointer 1 Top 10 apps by ad spend with active ROAS campaigns saw: 72% Increased D7 ROAS 82% Increase in D7 depositors
- 13. Personalized Campaign* 2 Do Nothing What should I do with this Player? Who is this Player? IAP promo Developer $40 Whale Show Ads Decision Engine Payer Your call
- 14. Game Foundation 3 Inventory Virtual Currency Game Economy Definition Store Management Stats System https://www.youtube.com/watch?v=JFfSumAQAdI (2 min mark) Or seach: ● Unity Game Foundation ● GDC 2019 Game Foundation
- 15. Monetization Suite Performance Advertising Brand Advertising In-app Purchase Monetization Suite Player Acquisition CAC < LTV buying Player Engagement Personalization Player Retention LiveOps Tools Data & Analytics IAP Promo Unified Auction Audience Pinpointer Personalization Engine: ● Personalized Campaign* ● Personalized Game Experience ● ...much more to come Game Foundation Universal UX
- 18. Traditional Monetization Drivers Ad network 1 Ad network 2 Agencies relationship SSP relationship Ad network 3 Ad network 4 DSP relationship Saleshouse Performance Advertising Brand Advertising What’s the best ad tech?
- 19. Traditional Monetization Drivers Ad Exchange Ad Network Mediation (through 3P ad server) In-house Mediation Header Bidding Solution Are you missing massive demand? Are you missing yield? (See above) Is this the solution? Is this the solution? Not the focus of today’s presentation
- 20. Top 10 apps by ad spend with active retention campaigns saw: 165% Increased D7 retention rate 15% Increased D7 ROAS* Audience Pinpointer 1