James Crabb, Outfit 7 & Bee7
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Boosting LTV: The Outfit7 Way (White Nights Conference Helsinki 2016)
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James Crabb, Outfit 7 & Bee7
- 1. Boosting LTV: The Outfit7 Way
- 2. Not heard of us yet? Solution helped gain 3.2 billion downloads for in just over 5 years
- 5. Bee7 by Outfit7 • Minigames in Talking Tom (Gamewall) • Cross promoting own apps
- 6. Legal Disclaimer: Any and all app-related icons or other trademarks appearing herein are the property of their respective owners. The icons were taken from the app stores and are included solely for the purposes of illustration without implying any existing commercial relations between third parties and Bee7.
- 7. Bee7 by Outfit7 • Minigames in Talking Tom (Gamewall) • Cross promoting own apps • 3rd Party app promotions • Rewarded gameplay loop • Rewarded Video • Bee7 Re-engagement
- 9. Be part of the game mechanics & don’t interrupt gameplay Go Native!
- 11. Proven retention Rewards game play and boosts retention in the new and original game
- 12. Retain more, acquire less • UA prices fluctuate greatly • Unpredictable user quality when acquiring. • Positive ROI on acquired users is harder to achieve
- 13. Re-engagement
- 14. Authentic engagement is key • Completely un-intrusive and perfectly timed • Users are being rewarded for playing their favorite game.. • ..creating a positive connection between new favourite game and the re-engaged game. Re-engagement
- 15. Conclusion • Un-intrusiveness • Relevancy of promotions • Identification of departing users • Authentic re-engagement …leads to increased retention which in turn provides a significant boost in LTV!
- 16. Thank you! *Contact me for info on becoming a Bee7 Re-engagement launch partner. james.crabb@bee7.com @bee7mobile www.bee7.com
Editor's Notes
- Bee7 started as the in-house discovery and cross promotion solution for Outfit7, maker of global app phenomenon Talking Tom and Friends
- So this is the starpline we follow. This is where every developer should be focussed right? On ensuring their users are staying and returning to their games. At least if you want to maximise the value of each user. With the number of games within easy reach today, users have become incredibly savvy/sophisticated, as well as highly fickle. You need your players to be engaged and spending in your games if you have any hope of success. And of course you need to make money, so you want to be sure that any monetization strategy you have in place is doing just that, and not driving your user base away.
- Today we are fortunate to be a proven solution available to all developers and publishers. Our focus is to help them boost retention, with a loyalty mechanism that rewards gameplay and engagement as well as support cross promotion and rewarded video which is now a big part of our offering to advertisers.
- How it all started. The progression Outfit7 make great games, but they saw early on that it was important to ensure users were staying as long as possible, returning time and time again and at the same time discovering other content. The Genesis of Bee7 as a retention tool So we decided to implement mini games in Talking Tom to help increase retention of our users in the game With users engaging in the gamewall we decided to add cross-promoted titles into the game wall. What we found is that this worked wonders in helping to keep players in the game, at the right moment when attention spans often drive gamers away from the game
- This worked so well for us in terms of increasing retention that, we had the classic light bulb moment. What if we also ran 3rd party games on the game wall, so we don’t just keep players hooked with the mini games, but cross promote our other titles AND reward them for discovering and then playing 3rd party games. This way ensuring that we bring them back to our own games. It also offered us additional monetisation. And in implementing this into the gamewall we saw encouraging increases in retention.
- After Rewarded Video: By implementing this into the gamewall we saw an encouraging increase in retention. But… this is nothing compared with what we have recently discovered… Re-engagement
- We are seeing a marked difference in the quality of views based on how native and discoverable the gamewall icon is. In some cases revenues have jumped by 5 x simply with better integration and placement. Creating icons that become part of your game (refer to the icon in Angela)
- We’ve found that a video preview with a reward makes users more engaged in games that they discover. 1. someone who watches a video ad and is rewarded for it, is more likely to remain in an advertised game, because they have bought into it by installing after view. 2. If it’s rewarded then for the publisher you know you are giving your user a reason to return to your game and continue that view/discover/return cycle. 3. Not to mention the high monetization value of video - but without rewarded it comes at a risk.
- This already has great effects on retention. But as I said earlier this is nothing compared to what we are now seeing has biggest impact on retention...
- Let’s just look the context UA prices are unpredictable. (not always rising) – quality is not certain – Keeping users is more important than acquiring new users. Isn’t it better to retain your users? To do every thing you can to keep them coming back.
- Bee7 Re-engagement One of a kind solution based on our patent pending technology “Identifying departing users and rewarding their return” Early results show up to a 20% increase in daily retention and significant lift in LTV. Also: Offer for LIMITED number of patners to help us develop RE-ENG
- user is being rewarded for playing his favourite game = psychologically very positively received
- The less disruptive the loyalty mechanism, the more likely users will come back for more. What you are offering to the user has to be relevant to them. More time a user spends in the game the more opportunities to monetize them. If you rely on ads you can show x times more. Re-engaged users who haven’t payed in the game have a chance to monetize. DAU and retention drives all other KPI’s. These two are essential. Also: Offer for LIMITED number of partners to help us develop RE-ENG