Delivered at Casual Connect USA 2016. Unity Ads serves a network of 1B gamers, and partnered with Unity Analytics, offers unparalleled insights into ad effectiveness and impacts on player lifecycles. Attendees to this session will learn the latest evolution in ad formats, best practices for monetization strategies into the gameplay, and a deeper understanding of key metrics for monitoring, managing, and maximizing the player’s overall lifetime value.
The document discusses plans to develop and market a new addictive and easy-to-play mobile game called EasyFun. The game will combine elements of hardcore and casual games and include both single-player and multiplayer modes. The business model involves in-app purchases. Initial marketing will target Vietnam due to its large Windows Phone user base and low user acquisition costs through Facebook and other channels. Future markets include Brazil and Canada. Milestones include private beta testing, 120,000 downloads in Vietnam, and 750,000 total downloads within a year.
Learning to Succeed in Asia with Netmarble Case Studies | Baris OzistekJessica Tams
Delivered at Casual Connect Tel Aviv 2016 | Baris Ozistek, CEO of Netmarble EMEA, will cover common stats on key Asian markets, the major differences between them, and the importance of localization according to target territory. He will share examples from Netmarble games to show the key features that are especially preferred by Asian players.
ABOUT SPACE APE
Space Ape's hit real time strategy game, Samurai Siege, has been played by over 11m people and generated over $50m in revenue since it's launch in October 2013. The game was built by a team of 12 over 6 months.
Samurai Siege has sustained in the grossing charts where many come and go in no small part because of the team's focus on live operations. Every week new content is pushed live, marketing strategies are refreshed and the game is optimised based on a combination of player research and analytics.
ABOUT THIS PRESENTATION
This presentation shows the evolution of the Samurai Siege analytics stack and some of the applications of the data by Space Ape's product, marketing and community teams.
The stack started as a simple MVP but evolved over time as the game matured and the competitive landscape changed. It is now a fully functioning service that was easily replicated to support the launch of their next game Rival Kingdoms (currently in public Beta). As such, the presentation will be of interest to smaller games studios who are figuring out how to prioritise investment in data as well as established studios who might be re-thinking their legacy systems and figuring out how to bring the data focus needed to succeed in the modern free to play games business.
This presentation was made by Space Ape's analyst Richard Reyes and shared with local game developers at the Great British Big Data Game Show & Tell in London on 25 February 2015.
For more on Space Ape's Live Ops and Analytics stacks see
https://tech.spaceapegames.com/2016/12/07/space-ape-live-ops-boot-camp/
Supercharge Your Game with Unity Ads & Unity Analytics | Angelo FerroJessica Tams
Delivered at Casual Connect Asia 2016
Game developers face tremendous challenges to building a game that can last. Discover how Unity Ads and Analytics can help you acquire, engage, retain and monetize your players so you can keep building great games that players love to play.
This document discusses strategies for integrating video ads into mobile games to increase monetization. It dispels common myths about ads reducing retention and discouraging in-app purchases. The document advocates focusing on average revenue per daily active user rather than effective cost per mille. Examples are provided showing how video ads can increase engagement and revenue when integrated strategically into the core gameplay loop through rewards and time-limited events. Integrating video ads in a clear, gamified way is emphasized as key to monetizing the majority of players who do not make in-app purchases.
The document discusses key metrics to measure for a mobile game's performance worldwide. It recommends tracking the number of app downloads, active users on mobile and PC, users by country, and levels completed in the game. Measuring these data points will provide insight into how to keep the game engaging for users and help target them with relevant offers. Regular measurement of performance is important for improving the game over time.
The document discusses plans to develop and market a new addictive and easy-to-play mobile game called EasyFun. The game will combine elements of hardcore and casual games and include both single-player and multiplayer modes. The business model involves in-app purchases. Initial marketing will target Vietnam due to its large Windows Phone user base and low user acquisition costs through Facebook and other channels. Future markets include Brazil and Canada. Milestones include private beta testing, 120,000 downloads in Vietnam, and 750,000 total downloads within a year.
Learning to Succeed in Asia with Netmarble Case Studies | Baris OzistekJessica Tams
Delivered at Casual Connect Tel Aviv 2016 | Baris Ozistek, CEO of Netmarble EMEA, will cover common stats on key Asian markets, the major differences between them, and the importance of localization according to target territory. He will share examples from Netmarble games to show the key features that are especially preferred by Asian players.
ABOUT SPACE APE
Space Ape's hit real time strategy game, Samurai Siege, has been played by over 11m people and generated over $50m in revenue since it's launch in October 2013. The game was built by a team of 12 over 6 months.
Samurai Siege has sustained in the grossing charts where many come and go in no small part because of the team's focus on live operations. Every week new content is pushed live, marketing strategies are refreshed and the game is optimised based on a combination of player research and analytics.
ABOUT THIS PRESENTATION
This presentation shows the evolution of the Samurai Siege analytics stack and some of the applications of the data by Space Ape's product, marketing and community teams.
The stack started as a simple MVP but evolved over time as the game matured and the competitive landscape changed. It is now a fully functioning service that was easily replicated to support the launch of their next game Rival Kingdoms (currently in public Beta). As such, the presentation will be of interest to smaller games studios who are figuring out how to prioritise investment in data as well as established studios who might be re-thinking their legacy systems and figuring out how to bring the data focus needed to succeed in the modern free to play games business.
This presentation was made by Space Ape's analyst Richard Reyes and shared with local game developers at the Great British Big Data Game Show & Tell in London on 25 February 2015.
For more on Space Ape's Live Ops and Analytics stacks see
https://tech.spaceapegames.com/2016/12/07/space-ape-live-ops-boot-camp/
Supercharge Your Game with Unity Ads & Unity Analytics | Angelo FerroJessica Tams
Delivered at Casual Connect Asia 2016
Game developers face tremendous challenges to building a game that can last. Discover how Unity Ads and Analytics can help you acquire, engage, retain and monetize your players so you can keep building great games that players love to play.
This document discusses strategies for integrating video ads into mobile games to increase monetization. It dispels common myths about ads reducing retention and discouraging in-app purchases. The document advocates focusing on average revenue per daily active user rather than effective cost per mille. Examples are provided showing how video ads can increase engagement and revenue when integrated strategically into the core gameplay loop through rewards and time-limited events. Integrating video ads in a clear, gamified way is emphasized as key to monetizing the majority of players who do not make in-app purchases.
The document discusses key metrics to measure for a mobile game's performance worldwide. It recommends tracking the number of app downloads, active users on mobile and PC, users by country, and levels completed in the game. Measuring these data points will provide insight into how to keep the game engaging for users and help target them with relevant offers. Regular measurement of performance is important for improving the game over time.
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert
Succeeding with Licensed IP for Mobile F2P Games
This presentation provides a framework for evaluating IP for use in mobile games. It also provides some guidance for negotiating IP licensing terms.
The document discusses key topics in video search engine optimization including:
1) Most clicks on search engine results pages come from organic search results rather than paid search ads.
2) The top organic search positions receive the most clicks, with the first position getting over a quarter of all clicks.
3) A successful video SEO campaign involves analyzing keywords, budgeting, creating optimized videos, and ongoing campaign improvements.
4) By using video SEO services, businesses can expect their video to rank on the first page of Google for targeted keyword phrases and dominate local video searches.
Yengage Japanese Ad Agency Credential And Case StudiesJustin Endo
Yengage is a Japanese advertising agency that helps market foreign mobile games and Apps in Japan. Services include User Acquisition, Performance Marketing, PR, Creative Production, and Influencer Marketing. This is Yengage's agency credential and public case studies. Visit https://yengage.net for more information.
Smartcoding for Marketing: UA Hacking | Elena VinokurovaJessica Tams
Delivered at Casual Connect Asia 2017. After completing game development, marketing has been the most difficult task faced by new game companies. With the success that Mytona has achieved from their first self-published title, they will share their advertising experience of a new game launch and some “hacking” tips to acquire high quality users while maneuvering through this challenging phase.
This document discusses social game design and data analysis challenges. It describes GREE as a global gaming company and outlines where mobile gaming is headed. It then covers building successful social features through integration, rewards, and campaigns. Key elements of social data are explored, including how it impacts product development, operations, marketing and requires a shift to analyzing collective player data and groups. Unique challenges of A/B testing and social network analysis in live games are also presented.
This document discusses how to succeed with rewarded video ads. It begins with an introduction to rewarded video ads, noting they are 15-second videos users opt-in to watch in exchange for in-app rewards. It then compares rewarded video ads to traditional video ads, finding rewarded videos have higher user retention, completion rates and LTV. Examples are given of apps successfully using rewarded videos. The document concludes by providing guidance on integrating rewarded videos, including ad placement, frequency, rewards and partner selection.
Did you know that only 1% of the app store makes money through ads? A major reason for this is a reliance on traditional banners and interstitial ads – ad formats that have lower eCPMs than newer, high-engagement formats.
Enter Rewarded Video ads where users can opt to watch a video in exchange for virtual goods or gifts within the app!
Rewarded video is seeing huge adoption within the game developer community with the added benefit that often encourages players to stay with a game longer than they might otherwise. And developers are seeing their CTRs and eCPMs increase 2-3x after integrating rewarded video ads. Also big brands and large publishers want to acquire users through video ads thus creating a massive demand pool.
Read this webinar to hear the latest insights from InMobi’s global experience increasing the value of monetization for game and app developers, specifically:
-How you can implement and monetize with Rewarded Video ads.
-What the right placements for your Rewarded Video ads are.
-How much money you can earn using Rewarded Video ads.
-How it works for different types of games and can it work for non-gaming apps? [Spoiler: Yes!]
-Reward management and the types of rewards that are effective.
With PlayFab it’s like getting a visit from the game operations fairy. Only PlayFab can deliver the speed and agility you demand for your game development and live game operations. Isn’t it time to stop reinventing the wheel and get a complete game operations platform for your game?
* How to use PlayFab to get all the benefits of a working backend from day one of your development. This includes cross platform player authentication, virtual economy, matchmaking and more.
* How to manage and optimize your game post launch to improve conversion, retention and revenue out of the box with the PlayFab game management tools.
How to Invest in Video and Demonstrate Marketing ROI Brightcove
Video + Brightcove = Business ROI, a presentation from Brightcove at Salesforce's Dreamforce conference (2016). Learn how to create a video marketing strategy that speaks to customers and prospects across the customer journey, how to create videos quickly and easily, and how to track engagement and measure the success/demonstrate ROI of your video marketing programs.
Quick to Market – 1 Game Every 8 Weeks | Jesse DivnichJessica Tams
Delivered at Casual Connect USA 2017. How three AAA Developers Plan To Disrupt the F2P Mobile Market For Indie Devs: We aim to disrupt the mobile market by creating games that look and feel like they had a much longer development cycle than our self-imposed 8 weeks. To achieve these goals, we need to compact everything in a much shorter period. Discover our milestones, creative, monetization, QA and localization strategies, each necessary to achieve these results.
Mobile games are evolving right before our eyes, breaking all development stereotypes, and the use of advertising is no exception. Hit titles like Crossy Road and Fun Run 2 have generated millions of dollars through unique game flow and design, using video ad units as part of the game play. Hear from Supersonic's Head of Publisher Operations, Adam Ben-David, on how premium publishers like PopCap, PocketGems, and Text+ craft their mobile advertising experience, effectively turning mobile ads into app features.
This talk was delivered by Adam Ben-David, VP of Supply Side Platform at Supersonic, at Casual Connect SF 2015.
This presentation summarizes a business opportunity with MVT Eagles, which distributes video technology products through a direct selling model. The presentation outlines the company and products, which include video design, broadcasting, and channel tools. It then describes the compensation plan, including bonuses and a binary structure allowing individuals to earn through building two teams. Finally, it emphasizes the importance of acting quickly to benefit from the business's growth and duplication.
Eric Seufert, GDC 2014: Profitably launching Jelly Splash to #1, a marketing ...Eric Seufert
The document discusses marketing strategies for launching the mobile game Jelly Splash. It describes soft launching the game in Canada to test metrics like retention, virality, and customer acquisition costs. The soft launch was successful, showing strong retention and virality with a low estimated customer acquisition cost of $1.04. This set up a global "trampoline launch" to quickly gain users by aiming for a top chart position, despite the strategy having higher upfront costs than a slower "ladder launch". The document evaluates the costs and risks of different global launch approaches.
The gain & pain of ad monetization – publisher storiesJessica Tams
This document summarizes a discussion between mobile app publishers about monetizing apps through advertising. Some key points from the discussion include:
- iOS generates higher ad revenue per user than Android. Rewarded videos, interstitials, and playable ads tend to work best. On average users see 1.5-2 ads per session.
- Most publishers use 2 ad networks and do not do direct deals. User experience and retention is prioritized over maximizing monetization.
- Rewarded videos perform well for retention while ads can sometimes cannibalize in-app purchases. Poorly designed ad placements and crashes from ad SDKs harm retention.
- Publishers blacklist competitors, adult, political, dating and casino ads
[WEBINAR] Winning With Rewarded Video MonetizationInMobi
Did you know that only 1% of the app store makes money through ads? A major reason for this is a reliance on traditional banners and interstitial ads – ad formats that have lower eCPMs than newer, high-engagement formats.
Enter Rewarded Video ads where users can opt to watch a video in exchange for virtual goods or gifts within the app!
Rewarded video is seeing huge adoption within the game developer community as developers are seeing their CTRs and eCPMs increase 2-3x after integration.
Join this webinar to hear the latest insights from InMobi’s global experience increasing the value of monetization for game and app developers, specifically:
How you can implement and monetize with Rewarded Video ads.
What the right placements for your Rewarded Video ads are.
How much money you can earn using Rewarded Video ads.
How it works for different types of games and can it work for non-gaming apps? [Spoiler: Yes!]
Reward management and the types of rewards that are effective.
How to launch successful retargeting campaigns for gaming apps issei tanaka_f...Jessica Tams
This document discusses how to successfully launch retargeting campaigns for gaming apps. It recommends specifying the target audience based on in-game events and goals. Integrating additional player data from within games is important to power dynamic segmentation and creative optimization. Segmenting users based on their progress and allocating budget efficiently can improve campaign performance. Dynamic creatives that are personalized to each user's achievements can significantly increase engagement.
The Black Hole of Video Analytics- KISSmetrics / Viddler WebinarViddler Inc.
Eric McClatchy, Marketing Manager of Viddler, presented a video analytics webinar for KISSmetrics.
"The Black Hole of Video Analytics" prevents your ability to relate your video analytics to your website goals and metrics, severely limiting the insights your video analytics can bring.
Topics Covered:
- What is the "Black Hole"
- How to Avoid the "Black Hole"
- Advanced video reports and charts
- Experiments to improve video effectiveness
Traditional web analytics is now jumping into Gaming platforms: Web Apps, HTML5, IOS, Android, Facebook games. Learn how to measure and collect user engagement data form your games applications, discover which KPIs may be relevant for your business, track your e-commerce transactions and learn how to track your online campaigns.
These slides were used during the "Mobile Games Marketing" series of free webinars, held by Zenna Apps.
To take part in the next series of free webinars, dedicated to mobile games marketing and global user acquisition, contact ksenia@zennaapps.com.
http://zennaapps.com/
E.G.N is a mobile app that records and rewards time spent playing other mobile games. Users earn points from playing games that can be redeemed to purchase apps and in-game items. Initially, E.G.N will partner with indie developers and aims to partner with larger developers in the future. E.G.N's main revenue sources are advertising through cost-per-install payments and pay-per-click ads on the app. In the first year, expenses are expected to exceed revenue as the app is developed and marketed, but profits are expected in the second year as revenue increases from more users and partnerships.
You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan DunnJessica Tams
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
Insights You Need to Win in Mobile Gaming | Herman LeeJessica Tams
This document provides an overview and highlights of the mobile gaming market from a presentation by Herman Lee of App Annie. It discusses the growth of mobile gaming and time spent on mobile. Some key trends highlighted include the rise of hyper-casual games, Chinese publishers looking overseas, subscription gaming models, and varying monetization potential across markets and genres. Examples are given of how certain genres have increased user spending and revenue. The presentation concludes with information on App Annie's mobile analytics and insights platform.
More Related Content
Similar to Monetization and the Means to Success | Paul Bowen
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert
Succeeding with Licensed IP for Mobile F2P Games
This presentation provides a framework for evaluating IP for use in mobile games. It also provides some guidance for negotiating IP licensing terms.
The document discusses key topics in video search engine optimization including:
1) Most clicks on search engine results pages come from organic search results rather than paid search ads.
2) The top organic search positions receive the most clicks, with the first position getting over a quarter of all clicks.
3) A successful video SEO campaign involves analyzing keywords, budgeting, creating optimized videos, and ongoing campaign improvements.
4) By using video SEO services, businesses can expect their video to rank on the first page of Google for targeted keyword phrases and dominate local video searches.
Yengage Japanese Ad Agency Credential And Case StudiesJustin Endo
Yengage is a Japanese advertising agency that helps market foreign mobile games and Apps in Japan. Services include User Acquisition, Performance Marketing, PR, Creative Production, and Influencer Marketing. This is Yengage's agency credential and public case studies. Visit https://yengage.net for more information.
Smartcoding for Marketing: UA Hacking | Elena VinokurovaJessica Tams
Delivered at Casual Connect Asia 2017. After completing game development, marketing has been the most difficult task faced by new game companies. With the success that Mytona has achieved from their first self-published title, they will share their advertising experience of a new game launch and some “hacking” tips to acquire high quality users while maneuvering through this challenging phase.
This document discusses social game design and data analysis challenges. It describes GREE as a global gaming company and outlines where mobile gaming is headed. It then covers building successful social features through integration, rewards, and campaigns. Key elements of social data are explored, including how it impacts product development, operations, marketing and requires a shift to analyzing collective player data and groups. Unique challenges of A/B testing and social network analysis in live games are also presented.
This document discusses how to succeed with rewarded video ads. It begins with an introduction to rewarded video ads, noting they are 15-second videos users opt-in to watch in exchange for in-app rewards. It then compares rewarded video ads to traditional video ads, finding rewarded videos have higher user retention, completion rates and LTV. Examples are given of apps successfully using rewarded videos. The document concludes by providing guidance on integrating rewarded videos, including ad placement, frequency, rewards and partner selection.
Did you know that only 1% of the app store makes money through ads? A major reason for this is a reliance on traditional banners and interstitial ads – ad formats that have lower eCPMs than newer, high-engagement formats.
Enter Rewarded Video ads where users can opt to watch a video in exchange for virtual goods or gifts within the app!
Rewarded video is seeing huge adoption within the game developer community with the added benefit that often encourages players to stay with a game longer than they might otherwise. And developers are seeing their CTRs and eCPMs increase 2-3x after integrating rewarded video ads. Also big brands and large publishers want to acquire users through video ads thus creating a massive demand pool.
Read this webinar to hear the latest insights from InMobi’s global experience increasing the value of monetization for game and app developers, specifically:
-How you can implement and monetize with Rewarded Video ads.
-What the right placements for your Rewarded Video ads are.
-How much money you can earn using Rewarded Video ads.
-How it works for different types of games and can it work for non-gaming apps? [Spoiler: Yes!]
-Reward management and the types of rewards that are effective.
With PlayFab it’s like getting a visit from the game operations fairy. Only PlayFab can deliver the speed and agility you demand for your game development and live game operations. Isn’t it time to stop reinventing the wheel and get a complete game operations platform for your game?
* How to use PlayFab to get all the benefits of a working backend from day one of your development. This includes cross platform player authentication, virtual economy, matchmaking and more.
* How to manage and optimize your game post launch to improve conversion, retention and revenue out of the box with the PlayFab game management tools.
How to Invest in Video and Demonstrate Marketing ROI Brightcove
Video + Brightcove = Business ROI, a presentation from Brightcove at Salesforce's Dreamforce conference (2016). Learn how to create a video marketing strategy that speaks to customers and prospects across the customer journey, how to create videos quickly and easily, and how to track engagement and measure the success/demonstrate ROI of your video marketing programs.
Quick to Market – 1 Game Every 8 Weeks | Jesse DivnichJessica Tams
Delivered at Casual Connect USA 2017. How three AAA Developers Plan To Disrupt the F2P Mobile Market For Indie Devs: We aim to disrupt the mobile market by creating games that look and feel like they had a much longer development cycle than our self-imposed 8 weeks. To achieve these goals, we need to compact everything in a much shorter period. Discover our milestones, creative, monetization, QA and localization strategies, each necessary to achieve these results.
Mobile games are evolving right before our eyes, breaking all development stereotypes, and the use of advertising is no exception. Hit titles like Crossy Road and Fun Run 2 have generated millions of dollars through unique game flow and design, using video ad units as part of the game play. Hear from Supersonic's Head of Publisher Operations, Adam Ben-David, on how premium publishers like PopCap, PocketGems, and Text+ craft their mobile advertising experience, effectively turning mobile ads into app features.
This talk was delivered by Adam Ben-David, VP of Supply Side Platform at Supersonic, at Casual Connect SF 2015.
This presentation summarizes a business opportunity with MVT Eagles, which distributes video technology products through a direct selling model. The presentation outlines the company and products, which include video design, broadcasting, and channel tools. It then describes the compensation plan, including bonuses and a binary structure allowing individuals to earn through building two teams. Finally, it emphasizes the importance of acting quickly to benefit from the business's growth and duplication.
Eric Seufert, GDC 2014: Profitably launching Jelly Splash to #1, a marketing ...Eric Seufert
The document discusses marketing strategies for launching the mobile game Jelly Splash. It describes soft launching the game in Canada to test metrics like retention, virality, and customer acquisition costs. The soft launch was successful, showing strong retention and virality with a low estimated customer acquisition cost of $1.04. This set up a global "trampoline launch" to quickly gain users by aiming for a top chart position, despite the strategy having higher upfront costs than a slower "ladder launch". The document evaluates the costs and risks of different global launch approaches.
The gain & pain of ad monetization – publisher storiesJessica Tams
This document summarizes a discussion between mobile app publishers about monetizing apps through advertising. Some key points from the discussion include:
- iOS generates higher ad revenue per user than Android. Rewarded videos, interstitials, and playable ads tend to work best. On average users see 1.5-2 ads per session.
- Most publishers use 2 ad networks and do not do direct deals. User experience and retention is prioritized over maximizing monetization.
- Rewarded videos perform well for retention while ads can sometimes cannibalize in-app purchases. Poorly designed ad placements and crashes from ad SDKs harm retention.
- Publishers blacklist competitors, adult, political, dating and casino ads
[WEBINAR] Winning With Rewarded Video MonetizationInMobi
Did you know that only 1% of the app store makes money through ads? A major reason for this is a reliance on traditional banners and interstitial ads – ad formats that have lower eCPMs than newer, high-engagement formats.
Enter Rewarded Video ads where users can opt to watch a video in exchange for virtual goods or gifts within the app!
Rewarded video is seeing huge adoption within the game developer community as developers are seeing their CTRs and eCPMs increase 2-3x after integration.
Join this webinar to hear the latest insights from InMobi’s global experience increasing the value of monetization for game and app developers, specifically:
How you can implement and monetize with Rewarded Video ads.
What the right placements for your Rewarded Video ads are.
How much money you can earn using Rewarded Video ads.
How it works for different types of games and can it work for non-gaming apps? [Spoiler: Yes!]
Reward management and the types of rewards that are effective.
How to launch successful retargeting campaigns for gaming apps issei tanaka_f...Jessica Tams
This document discusses how to successfully launch retargeting campaigns for gaming apps. It recommends specifying the target audience based on in-game events and goals. Integrating additional player data from within games is important to power dynamic segmentation and creative optimization. Segmenting users based on their progress and allocating budget efficiently can improve campaign performance. Dynamic creatives that are personalized to each user's achievements can significantly increase engagement.
The Black Hole of Video Analytics- KISSmetrics / Viddler WebinarViddler Inc.
Eric McClatchy, Marketing Manager of Viddler, presented a video analytics webinar for KISSmetrics.
"The Black Hole of Video Analytics" prevents your ability to relate your video analytics to your website goals and metrics, severely limiting the insights your video analytics can bring.
Topics Covered:
- What is the "Black Hole"
- How to Avoid the "Black Hole"
- Advanced video reports and charts
- Experiments to improve video effectiveness
Traditional web analytics is now jumping into Gaming platforms: Web Apps, HTML5, IOS, Android, Facebook games. Learn how to measure and collect user engagement data form your games applications, discover which KPIs may be relevant for your business, track your e-commerce transactions and learn how to track your online campaigns.
These slides were used during the "Mobile Games Marketing" series of free webinars, held by Zenna Apps.
To take part in the next series of free webinars, dedicated to mobile games marketing and global user acquisition, contact ksenia@zennaapps.com.
http://zennaapps.com/
E.G.N is a mobile app that records and rewards time spent playing other mobile games. Users earn points from playing games that can be redeemed to purchase apps and in-game items. Initially, E.G.N will partner with indie developers and aims to partner with larger developers in the future. E.G.N's main revenue sources are advertising through cost-per-install payments and pay-per-click ads on the app. In the first year, expenses are expected to exceed revenue as the app is developed and marketed, but profits are expected in the second year as revenue increases from more users and partnerships.
Similar to Monetization and the Means to Success | Paul Bowen (20)
You Only Pitch Once – Getting Game Pitches Right The First Time | Gregan DunnJessica Tams
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
Insights You Need to Win in Mobile Gaming | Herman LeeJessica Tams
This document provides an overview and highlights of the mobile gaming market from a presentation by Herman Lee of App Annie. It discusses the growth of mobile gaming and time spent on mobile. Some key trends highlighted include the rise of hyper-casual games, Chinese publishers looking overseas, subscription gaming models, and varying monetization potential across markets and genres. Examples are given of how certain genres have increased user spending and revenue. The presentation concludes with information on App Annie's mobile analytics and insights platform.
Zero to 60: Building A Successful Games Studio Within A Hollywood Media Compa...Jessica Tams
The document discusses how FoxNext Games was built from nothing within two years as a games studio within a Hollywood media company. Some key lessons learned were that creative talent, not just IP or portfolio, must be the center of the business. Both a great talent and a great idea are needed for success, as IP, marketing and distribution cannot carry a game alone. They also learned to lean into their strengths while not avoiding risks, and to go all in when they knew something was great. Within two years, one of their games launched by FoxNext had over 22 million installs and $175 million in revenue, growing month over month with 60% of players returning daily.
Succeeding in the Maturing Mobile Gaming Market | Tuyen Nguyen, Owen O’DonoghueJessica Tams
Delivered at Casual Connect USA 2019. While mobile gaming continues to boast tremendous revenue growth, the industry is entering a new phase of maturation. In order to stay competitive, it’s essential to develop a strategy that’s focused on building great games, adopting sophisticated marketing practices, and putting your customers first. In this session, we’ll share trends, research and recommendations allowing you to adapt your business in a mature market, and develop a monetization strategy that prioritizes value for your customers.
Staying on Top of Your Game: Engaging and Converting Players in an Evolving L...Jessica Tams
The document discusses trends in player conversion and monetization in mobile games. It summarizes analysis of hundreds of billions of player actions and tens of millions of in-app purchases over three months. Some key points made include:
- Half of players who make purchases ("convert") do so nearly 3 days after installing the game, with many converting later, so ongoing messaging is important to keep players engaged.
- The average time to first purchase is increasing, with some purchases happening over 68 hours after installing. Continued communication about value and incentives are needed.
- Revenue is concentrating in fewer players who make larger purchases. Developers need targeted communication strategies to keep high value players invested.
Improving LTV with Personalized Live Ops Offers: Hill Climb Racing 2 Case Stu...Jessica Tams
This document discusses improving monetization in games through personalized live operations offers using the case study of Hill Climb Racing 2. It describes segmenting players based on both their purchasing behavior and gameplay interactions to create targeted offers. Machine learning models were used to predict player preferences and maximize revenue. This approach resulted in a 52% increase in lifetime value for Hill Climb Racing 2 players through more relevant offers.
The rise of the regulators | Paul GardnerJessica Tams
Regulators are becoming more significant in the gaming industry due to the growth and widespread reach of games, as well as their potential to negatively impact business and players. Regulators are focusing on issues like monetization techniques that exploit children, gambling elements, and games that encourage overengagement. The industry needs to proactively respond by not ignoring regulators, staying informed of policy developments, factoring regulations into product design, and considering regulations in strategic planning, as oversight is the new normal.
Why the Games Industry Needs Initiatives Like Putting The G Into Gaming | Liz...Jessica Tams
Delivered at Casual Connect Europe 2019. With just 20 per cent of the games workforce consisting of women, the G Into Gaming initiative was launched to help games companies take actionable steps, with the aim of promoting gender balance. It aims to encourage women and young girls to consider a career in games, then support and nurture that talent going forward. GIG is now calling for Champions of Change from across the games industry and will use Casual Connect London to launch the G Into Gaming Charter for the games industry.
Delivered at Casual Connect Europe 2019. Mobile RPG "Age of Magic" launched worldwide in 2018 and became a huge success for Playkot (reached top51 grossing in China). The game was created by a small but dedicated team under a tight budget and schedule. Learn about principles that led to this success: the way Playkot forms the core team; identification, evaluation, hiring and integration of fanatics; the epic first task for every newcomer and the role trust, freedom and responsibility play in game development. These principles are universal and can be applied to every epic team no matter its size or complexity of their games.
10 Years of Angry Birds | Stephen PorterJessica Tams
This document outlines the history and evolution of Rovio, the developer of the Angry Birds franchise, from 2009 to the present. It discusses key milestones such as the launch of Angry Birds in 2009, revenue growth through licensing and new games between 2010-2015, the Angry Birds movie in 2016, and Rovio's current focus on strengthening the Angry Birds brand and supporting performance marketing. The document provides statistics on revenue sources, game downloads and licensing sales over the years. It outlines Rovio's marketing mission and investment, as well as the best performing games and licensing programs currently.
Game Changers: Three Business Disruptions Upon Us | Eric GoldbergJessica Tams
Three major business disruptions are upon the game industry: spectating, subscriptions, and connective communications channels like social media. Spectating involves watching games rather than playing and could account for 10-20% of game consumption. Subscriptions provide access to games for a monthly fee but have yet to succeed at scale in games. Connective channels like Facebook and Twitch influence player relationships and interactions more than individual game developers. To succeed, developers must prioritize managing player relationships across these channels rather than focusing solely on their own games.
Understanding Mobile Game Players | Saad HameedJessica Tams
Delivered at Casual Connect Europe 2019. A human-centered look at mobile game users their segment comparison: (Gender, Age, Device, Gaming Frequency) their segment distribution within each country and how design thinking can help companies grow game players.
Soft Launch Planning and Management | Dylan TredreaJessica Tams
1. Soft launches are different from regular live operations and require specific strategies to maximize learning.
2. It is important to take risks and make big changes during soft launches to learn as much as possible, as learnings accumulate over multiple tests and most soft launches fail.
3. Proper soft launch planning includes preparing server-side controls, operations plans, and qualitative feedback channels to support high-risk, high-reward experiments that could potentially "break" the game.
1 Million Years of Audience Watch Time | James BeavenJessica Tams
Keymailer is an influencer marketing platform that connects game publishers to influencers and helps track the results. It has over 680,000 influencer members who have promoted over 1 million game keys from 5000 publishers. Keymailer's data analysis found that properly setting up game details, timing promotions, measuring channel relevance, and scaling key distribution can improve content coverage and ROI for games. The presentation provided statistics on top influencers and lessons learned from analyzing over 1 billion views of influencer content.
Delivered at Casual Connect Europe 2019. Join Arizona Sunshine’s creator Vertigo Games in their journey of making high-quality Virtual Reality content accessible to a large audience. After the development of the home version of Arizona Sunshine, Arcades and Location Based Entertainment were explored in order to reach more players. The problems encountered, their solutions and the lessons learned during this process will be presented. Finally, the future of accessible VR will be discussed by taking a look at standalone devices.
The document provides 5 tips for maximizing app monetization: 1) Respect user privacy and comply with GDPR by obtaining clear consent; 2) Better understand users through analytics to adapt strategies; 3) Leverage brand advertising in apps to raise awareness and drive installs; 4) Optimize monetization strategies efficiently through automated tools and regular reviews; 5) Continually challenge strategies and optimize through repetition. The document is from a presentation at Casual Connect London 2019 about these tips from Ogury, a company that provides mobile marketing and analytics.
Do You Have What it Takes? What VCs are Looking For in Esports Investments | ...Jessica Tams
Venture capital firms like Bitkraft are looking for three main things in esports investments: strong leadership teams with esports passion and technical expertise; an ambitious vision and initial product that shows potential for market fit; and key performance indicators in data that prove product adoption, engagement, and monetization. Bitkraft evaluates these factors when considering investments that could deliver outstanding returns and change paradigms in the esports industry.
Commercial and Contractual Stability in Esports | Adam WhyteJessica Tams
This document discusses the need for contractual stability in esports through the use of smart contracts. It notes that esports currently lacks professionalism due to localized paper solutions being used in a global digital world, which can lead to problems with payments, data issues, and adversarial relationships. The document proposes that a smart contract platform could automate payments and obligations to align interests, source data directly from participants, and increase transparency through standardized contract terms. This would help address current problems and bring more professionalism to the esports industry.
Playtika's growth by change | Boaz LevinJessica Tams
Boaz Levin, GM of Playtika UK, discusses how Playtika has grown through change, including acquiring several game studios and launching new game labs. Playtika now has over 2,500 employees developing over 20 games across 16 offices worldwide, with over 27 million active monthly users. Levin invites the audience to join Playtika through rank-order and mean-level changes in traits and mindsets.
Only the Best is Good Enough: How LEGO is Transforming its Approach to Videog...Jessica Tams
Delivered at Casual Connect Europe 2019. LEGO was founded in 1932 on the Danish principle: Det bedste er ikke for godt or “Only the Best is Good Enough”. As play evolves for LEGO fans of all ages, LEGO has taken on new innovation challenges—but always with a safe, fair and transparent approach. This talk will address the way LEGO videogames have changed their approach to quality, innovation, digital child safety, and fair and transparent monetization.
Generating privacy-protected synthetic data using Secludy and MilvusZilliz
During this demo, the founders of Secludy will demonstrate how their system utilizes Milvus to store and manipulate embeddings for generating privacy-protected synthetic data. Their approach not only maintains the confidentiality of the original data but also enhances the utility and scalability of LLMs under privacy constraints. Attendees, including machine learning engineers, data scientists, and data managers, will witness first-hand how Secludy's integration with Milvus empowers organizations to harness the power of LLMs securely and efficiently.
Freshworks Rethinks NoSQL for Rapid Scaling & Cost-EfficiencyScyllaDB
Freshworks creates AI-boosted business software that helps employees work more efficiently and effectively. Managing data across multiple RDBMS and NoSQL databases was already a challenge at their current scale. To prepare for 10X growth, they knew it was time to rethink their database strategy. Learn how they architected a solution that would simplify scaling while keeping costs under control.
Digital Banking in the Cloud: How Citizens Bank Unlocked Their MainframePrecisely
Inconsistent user experience and siloed data, high costs, and changing customer expectations – Citizens Bank was experiencing these challenges while it was attempting to deliver a superior digital banking experience for its clients. Its core banking applications run on the mainframe and Citizens was using legacy utilities to get the critical mainframe data to feed customer-facing channels, like call centers, web, and mobile. Ultimately, this led to higher operating costs (MIPS), delayed response times, and longer time to market.
Ever-changing customer expectations demand more modern digital experiences, and the bank needed to find a solution that could provide real-time data to its customer channels with low latency and operating costs. Join this session to learn how Citizens is leveraging Precisely to replicate mainframe data to its customer channels and deliver on their “modern digital bank” experiences.
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...Alex Pruden
Folding is a recent technique for building efficient recursive SNARKs. Several elegant folding protocols have been proposed, such as Nova, Supernova, Hypernova, Protostar, and others. However, all of them rely on an additively homomorphic commitment scheme based on discrete log, and are therefore not post-quantum secure. In this work we present LatticeFold, the first lattice-based folding protocol based on the Module SIS problem. This folding protocol naturally leads to an efficient recursive lattice-based SNARK and an efficient PCD scheme. LatticeFold supports folding low-degree relations, such as R1CS, as well as high-degree relations, such as CCS. The key challenge is to construct a secure folding protocol that works with the Ajtai commitment scheme. The difficulty, is ensuring that extracted witnesses are low norm through many rounds of folding. We present a novel technique using the sumcheck protocol to ensure that extracted witnesses are always low norm no matter how many rounds of folding are used. Our evaluation of the final proof system suggests that it is as performant as Hypernova, while providing post-quantum security.
Paper Link: https://eprint.iacr.org/2024/257
Fueling AI with Great Data with Airbyte WebinarZilliz
This talk will focus on how to collect data from a variety of sources, leveraging this data for RAG and other GenAI use cases, and finally charting your course to productionalization.
Your One-Stop Shop for Python Success: Top 10 US Python Development Providersakankshawande
Simplify your search for a reliable Python development partner! This list presents the top 10 trusted US providers offering comprehensive Python development services, ensuring your project's success from conception to completion.
"Frontline Battles with DDoS: Best practices and Lessons Learned", Igor IvaniukFwdays
At this talk we will discuss DDoS protection tools and best practices, discuss network architectures and what AWS has to offer. Also, we will look into one of the largest DDoS attacks on Ukrainian infrastructure that happened in February 2022. We'll see, what techniques helped to keep the web resources available for Ukrainians and how AWS improved DDoS protection for all customers based on Ukraine experience
Dandelion Hashtable: beyond billion requests per second on a commodity serverAntonios Katsarakis
This slide deck presents DLHT, a concurrent in-memory hashtable. Despite efforts to optimize hashtables, that go as far as sacrificing core functionality, state-of-the-art designs still incur multiple memory accesses per request and block request processing in three cases. First, most hashtables block while waiting for data to be retrieved from memory. Second, open-addressing designs, which represent the current state-of-the-art, either cannot free index slots on deletes or must block all requests to do so. Third, index resizes block every request until all objects are copied to the new index. Defying folklore wisdom, DLHT forgoes open-addressing and adopts a fully-featured and memory-aware closed-addressing design based on bounded cache-line-chaining. This design offers lock-free index operations and deletes that free slots instantly, (2) completes most requests with a single memory access, (3) utilizes software prefetching to hide memory latencies, and (4) employs a novel non-blocking and parallel resizing. In a commodity server and a memory-resident workload, DLHT surpasses 1.6B requests per second and provides 3.5x (12x) the throughput of the state-of-the-art closed-addressing (open-addressing) resizable hashtable on Gets (Deletes).
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
How information systems are built or acquired puts information, which is what they should be about, in a secondary place. Our language adapted accordingly, and we no longer talk about information systems but applications. Applications evolved in a way to break data into diverse fragments, tightly coupled with applications and expensive to integrate. The result is technical debt, which is re-paid by taking even bigger "loans", resulting in an ever-increasing technical debt. Software engineering and procurement practices work in sync with market forces to maintain this trend. This talk demonstrates how natural this situation is. The question is: can something be done to reverse the trend?
Skybuffer SAM4U tool for SAP license adoptionTatiana Kojar
Manage and optimize your license adoption and consumption with SAM4U, an SAP free customer software asset management tool.
SAM4U, an SAP complimentary software asset management tool for customers, delivers a detailed and well-structured overview of license inventory and usage with a user-friendly interface. We offer a hosted, cost-effective, and performance-optimized SAM4U setup in the Skybuffer Cloud environment. You retain ownership of the system and data, while we manage the ABAP 7.58 infrastructure, ensuring fixed Total Cost of Ownership (TCO) and exceptional services through the SAP Fiori interface.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
13. MIKA RAHKO, CO-FOUNDER AND
HEAD OF DEVELOPMENT,
FUTUREPLAY
We’re seeing an average of
22 rewarded video ads
watched per install.
And this engagement is sending
our revenue through the roof –
driving $0.15 average revenue
per player per day in the US
market.
“
“
14. MIKA RAHKO, CO-FOUNDER AND
HEAD OF DEVELOPMENT,
FUTUREPLAY
We’re seeing an average of
22 rewarded video ads
watched per install.
And this engagement is sending
our revenue through the roof –
driving $0.15 average revenue
per player per day in the US
market.
“
“
18. MARK WANG, CO-FOUNDER
& HEAD OF OPERATIONS, GAME
HIVE
After designing rewarded video ads around
gameplay, we’ve had no loss of retention. In
fact, we’ve seen incremental retention
increases, and our players are demanding to
watch more ads because they can get to parts
of the game they couldn’t before.
“
“
19. MARK WANG, CO-FOUNDER
& HEAD OF OPERATIONS, GAME
HIVE
After designing rewarded video ads around
gameplay, we’ve had no loss of retention. In
fact, we’ve seen incremental retention
increases, and our players are demanding to
watch more ads because they can get to parts
of the game they couldn’t before.
“
“
*KEYNOTE, EXCITED, OVERVIEW*
Unlock data insights
Supercharge game monetization
Analytics | Ads | IAP
[NEXT SLIDE]: Stephen Sullivan
*GREETING*
Hi everyone!
I’m Paul Bowen and I’m the VP of Global Account Management here at Unity Ads.
[NEXT SLIDE]: Monetization motor revving
*CHALLENGES | NEED OF DEVELOPER*
Real-time marketing platform
Understand players
Maximize potential of game
*WHY UNDERSTANDING SO IMPORTANT?*
Customize the player experience
Increase engagement
Helps monetization strategies be effective
*END RESULT*
Well-functioning Monetization Motor
Maximize player life time value
*SO HOW DO WE DO IT?*
Monetization Motor humming smoothly
[NEXT SLIDE]: Ads + IAP
*BUILDING THE MONETIZATION MOTOR*
Comprehensive set of tools
Two wheels: In-App Purchasing and In-Game Advertising
Integrated into the Engine
Designed workflows to minimize messy integrations and maximize ease of use
*UNITY ANALYTICS*
Get fast, easy access to important information
Improve in-game economy
Optimize player experience
*ADS + IAP = AGGREGATE REVENUE*
Focus on the metrics that matter
Average Revenue Per Daily Active User (ARPDAU)
See aggregate Ads and IAP revenue in a single dashboard
*INTRO TO ADS*
Let’s start with Unity Ads
[NEXT SLIDE]: Ads overview
I’m excited to show you how our monetization platform can give you a holistic picture of your monetization strategy, optimizes your gameplay experience, and ultimately maximizes and extends your players Lifetime Value (LTV).
At Unity Ads our singular purpose is enabling developer success
We’re not ‘just a network.’ We’re a more sophisticated, next generation game’s platform for ad monetization. At our core we are Unity the game engine – this dna means we think about you the developer first and the value to your players – which results in the most player centric ad business in the industry.
There are 3 pieces to achieving this
The first is a tight integration with Unity. We know developer are tired of SDKs so we created the only SDK-less solution in the industry. Simple turn on Unity ads, call and ad in your game and you’re done
The second is a deep expertise in Games. That’s why today we are going to be showing you actual ad integrations from developer who have cracked the code to successful ad integration. We will also highlight some data we’ve collected from the development communicty in order to share with you
Lastly is our global reach. Unity is proud to have a global footprint of advertising experts that offer unique scale, and a direct commitment to EMEA to help you succeed both here and abroad.
[NEXT SLIDE]: Simple Setup
At Unity, we make it as easy as possible for developers to succeed. By doing so, we’ve made Ads and Analytics as easy as possible with the simple flip of a switch and a few lines of code.
No SDK required for Unity developers.
One Click Integration
API is super simple and easily setup in 30 seconds.
[NEXT SLIDE]: Publisher earnings growth
And we’re absolutely committed to the US market.
We have full teams of account management and development all across the Americas.
And since the last year’s Casual Connect, we’ve had an increase of publishers monetizing via our platform in the US by 216%. Across all of the America’s (US, CA, LATAM), it was 198%
[NEXT SLIDE]: Publisher’s Earnings Growth
And we’ve seen Publisher Earnings increase in the US 161%. Across all of the America’s (US, CA, LATAM), it was 133%.
[NEXT SLIDE]: Rewarded Video Ads are the Player’s Choice
But we’re not just saying this. But before I dive into the product, I want to share with you a quick stat from a research study we did at the end of last year.
We gathered research from over 2,000 mobile developers and players to learn about their experiences so we could get first hand information about what they care most about.
One thing was overwhelmingly clear.
In that study, we learned that out of all types of advertising (paying up front, interstitials/banners, IAP), 71% of players choose watching video ads as their preferred way to ‘pay’ for a mobile game.
Specifically, over half was rewarded video ads.
By what does this work. What is driving the acceptance of rewarded video advertising
[NEXT SLIDE]: Understanding the loops
Let’s start with a bid of history
Next developers placed opt in buttons in stores where you can earn a few coins for watching an ad
[NEXT SLIDE]: Strategic implementation
For example, these two loops shown here, the core loop and ad loop, should be thought about as one unified experience rather than slapping ads into the game 2 weeks prior to launch.
You can do better.
We’ve seen this first hand in our data as well.
One of our casual game* developers had initially integrated ads in a generic manner by placing at the bottom of their storefront, and this led to less than 10% of users watching an ad.
However, using Unity Ad’s expertise in game play, the client was able to rebuild the placement into the natural storyline of the game.
With that, the share of users watching an ad skyrocketed practically overnight to over 35% and resulting in increased revenue of 3x.
2 takeaways from this example.
1. Take time to integrate rewarded video in a way that fits naturally into you gameplay
2. The time to do this is before launch. A good launch can be the difference between success and failures of a game. You will get the largest amount of player in your game during launch and you do not want to be earning 1/3 your possible revenue.
*Developer must remain anonymous (Seriously)
Note, this is May of 2015 (last year)
[NEXT SLIDE]: Strategically Implementing Rewarded Video
When you combine the core and ad loops as one continuous, strategic part of the storyline, it has amazing impacts to your monetization. To do so, you can offer your gamers a chance to earn more currency, extra life, or double their score in exchange for watching a short video.
To do this, you must think about the total value of your customers and their ARPU, rather than just focusing on clicks that drive up eCPM (effective cost per impression). We help maximize the value of your user base over their lifetime with an end-to-end solution.
By designing ads into your natural storyline without interrupting gameplay and giving players the power to choose when they want to watch a video ad, it’s a win-win for all involved:
Players stay engaged from a positive experience
Developers earn more revenue over the lifetime of more engaged, retained players
Advertisers attract better quality audiences
[NEXT SLIDE]: Watch a video to enter bonus mode
And this isn’t just an isolated case.
In this example, Futureplay, the makers of the breakaway hit Farm Away!, used the Unity Editor to go from concept to launch in just 4 months.
And from the very beginning, focused on creating a positive player experience by strategically implementing rewarded video ads into the gameplay.
As a result of this seamless implementation from day 1, they’re seeing average revenue per player per day in the U.S. market of $0.15.
Here you’ll see how Futureplay used a method known as entering bonus mode that rewarded their players in a positive fashion.
Check out the case study at unity3d.com/ads
<Play demo>
[NEXT SLIDE]: Retention stat
And this isn’t just an isolated case.
In this example, Futureplay, the makers of the breakaway hit Farm Away!, used the Unity Editor to go from concept to launch in just 4 months.
And from the very beginning, focused on creating a positive player experience by strategically implementing rewarded video ads into the gameplay.
As a result of this seamless implementation from day 1, they’re seeing average revenue per player per day in the U.S. market of $0.15.
Here you’ll see how Futureplay used a method known as entering bonus mode that rewarded their players in a positive fashion.
Check out the case study at unity3d.com/ads
<Play demo>
[NEXT SLIDE]: Retention stat
So far we’ve been talking a lot about monetization but I am sure you are wondering what rewarded video ad means for the engagement of your game.
Tying this back to our research, we discovered that when developers strategically implement rewarded video into a seamless experience, there’s huge impacts to engagement.
In fact, almost 80% of players confirmed they are open to engaging with video ads in exchange for in-game rewards.
But what does this mean for our developers?
[NEXT SLIDE]: Engagement impacts from analytics
Now, what’s important to stress here is that these are not short term effects by any means, and this strategic way of thinking has a positive impact to not only engagement, but also retention and increasing the player’s LTV.
In our before-mentioned research, we also discovered that when implementing rewarded video ads, 62% of developers had no impact or actual increases in retention, while only less than 1-in-10 mobile developers saw any drop in retention.
[NEXT SLIDE]: Retention analytics
More importantly, because Unity Ads is so tightly integrated with Unity Analytics, we can directly measure the long term gains of video ads in your game over the lifespan of your player.
For example, from Dec - Feb*, we gathered some internal analytics data from across our network.
We saw that on average, players who see video ads, had their Day 1 Retention increase from 37% to 51%, and their Average Revenue Per Daily Active User (ARPDAU) increase significantly, from $0.35 to $1.14.
*Dec. 1, 2015 – Feb. 26, 2016 (88 days)
[NEXT SLIDE]: Tap Titans example
On that point, here’s another example of how a developer shifted their strategy in order to focus on long term gains.
Game Hive, one of the pioneers of view-to-play games, once monetized most of their games via interstitial ads, yet weren’t realizing the LTV they aspired.
So in partnership with Unity Ads, Game Hive integrated rewarded video ads to maximize players’ LTV.
The impact - no loss of retention.
In fact, they saw incremental increases to retention and even had players demanding to watch more ads!
In this example, you’ll see how they trigger a “fairy” that entices the player to click. This works for them because it’s not tricking the player.
[NEXT SLIDE]: Next Games Editor Demo
On that point, here’s another example of how a developer shifted their strategy in order to focus on long term gains.
Game Hive, one of the pioneers of view-to-play games, once monetized most of their games via interstitial ads, yet weren’t realizing the LTV they aspired.
So in partnership with Unity Ads, Game Hive integrated rewarded video ads to maximize players’ LTV.
The impact - no loss of retention.
In fact, they saw incremental increases to retention and even had players demanding to watch more ads!
In this example, you’ll see how they trigger a “fairy” that entices the player to click. This works for them because it’s not tricking the player.
[NEXT SLIDE]: Next Games Editor Demo
Now that I’ve walked through how to strategically and seamlessly implement rewarded video ads into your game, that’s just one piece of the puzzle. For the whales out there that do purchase on IAP, we have that covered.
*WHY DID WE BUILD IT*
Make it easy to set up IAP across variety of app stores
*WHAT IS IT*
Sits on top of games
Universal API that is cross-platform, modular
Designed to deploy the same code base across a wide variety of different App Stores
[NEXT SLIDE]: Previous paradigm
*PROLIFERATION OF APP STORES*
Required developers to write a bunch of store-specific code fore each individual store
Performing once is challenging. Repeating it is painful.
*SEPARATE LEARNING CURVES*
Different languages
Different API design and flow of information
Requires user to be an expert in every implementation
Read hundreds of pages of documentation
[NEXT SLIDE]: Unity IAP platform
*THE SOLUTION*
Unity IAP stands this on its head
Instead of rewriting IAP code for every store, every store is adapted to work with Unity IAP
A single, consistent, universal IAP API.
*BENEFIT*
Saves developer time
We do the heavy lifting so that you can focus more time on building your game.
[NEXT SLIDE]: IAP platforms
*FEATURES*
Build into the engine in Unity 5.3
Recently added support for Samsung Galaxy and Tizen Apps, Apple tvOS, and Amazon Appstore
Many more to come
[NEXT SLIDE]: Unity Analytics
And finally, all of this data from Ads and IAP must be used to effectively optimize your monetization strategy.
*BUILT JUST FOR UNITY*
Custom built, by gamers for gamers
Haven’t had to compromise to serve the needs
*UNIQUE SELLING POINTS*
Launched with Multi-Platform Support
Focused on building game-specific tooling like Heatmaps and Custom Game Event tracking
SDK build straight into the Unity Engine
Flip of a switch, the integration is complete and power unlocked
*EASY, SEE REVENUE DATA*
It’s easy to get started with Unity Analytics and start seeing revenue data
[NEXT SLIDE]: Unity Analytics
*AS SIMPLE AS POSSIBLE*
Avoid the hassle of messy integrations and get started quickly with our One-Click Integration
See all your data in one dashboard
Find insights and develop strategies to more quickly optimize your game’s monetization potential
*REVENUE BUILDING BLOCKS*
So let’s dive in deeper on creating the revenue building blocks for your game
First, let’s take a look at Unity IAP.
[NEXT SLIDE]: Engine that pays you
*AS SIMPLE AS POSSIBLE*
Avoid the hassle of messy integrations and get started quickly with our One-Click Integration
See all your data in one dashboard
Find insights and develop strategies to more quickly optimize your game’s monetization potential
*REVENUE BUILDING BLOCKS*
So let’s dive in deeper on creating the revenue building blocks for your game
First, let’s take a look at Unity IAP.
[NEXT SLIDE]: Engine that pays you
*AS SIMPLE AS POSSIBLE*
Avoid the hassle of messy integrations and get started quickly with our One-Click Integration
See all your data in one dashboard
Find insights and develop strategies to more quickly optimize your game’s monetization potential
*REVENUE BUILDING BLOCKS*
So let’s dive in deeper on creating the revenue building blocks for your game
First, let’s take a look at Unity IAP.
[NEXT SLIDE]: Engine that pays you
To wrap things up, I just want to point out that Unity is the only engine that pays you. In 2015, Unity actually paid out more to developers than we brought in. In fact, we have the highest ARPU of any rewarded video network.
Remember that the important metric you as developers should care about is total ARPDAU. This means using the analytics and data engine to maximize you total ad and IAP revenue
Unity Analytics enables you to gain better insights, and with Unity IAP and Ads, you can set up the best monetization strategy to enable success.
All the services together in our monetization platform reinforce the cycle of acquisition, engagement and retention.
Sign up now!