DeltaDNA reveal previously unknown research and insight that’s guaranteed to change the way you think about balancing your in-game monetization In this webinar, learn about the real monetization issues facing developers. Discover the secrets behind balancing IAP and ad serving, and how to monetize without loss of engagement. Find out how to understand your player experiences through segmentation, and to use this insight to design player-centric ad and IAP monetization strategies. https://deltadna.com/

1. Title TextMaking games pay: Data secrets for monetization

2. Chief Executive Officer
Mark Robinson
HOSTS

3. AgendaEvolution of analytics

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. AgendaData secrets: Experience
Threshold of game engagement

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

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

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

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

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

12. 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.

13. 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!

14. Agenda
No one knows what they are doing
Ad secret 3:
In numbers:
• 51% see advertising as a necessary evil.
• 48% average certainty of taking the
optimum approach (down from 54%)
• 42% show 1 ad or fewer/session
• 14% show ads in first session
• 14% show 5 or more ads/session
W H I C H W O R D B E S T D E S C R I B E S Y O U R O V E R A L L
A P P R O A C H T O I N - G A M E A D V E R T I S I N G ?
Data secrets: Ad serving

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

16. 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

17. 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

18. Title Text
Thank you