What are good and bad approach towards personalisation based on the data? How to use personalisation to improve LTV in mobile games. Good examples of personalisation in mobile games.

1. Increasing LTV: Tips
and tricks for building
your game.

2. GenerativeArt—MadewithUnity
Player segmentation is used widely
across the games industry to get the most
bang for your buck when monetizing from
a game's audience.

3. GenerativeArt—MadewithUnity
It is always better to
collect more data than you
need, since you can never
go back in time and get
something you missed.

4. Personalize experiences.
You can create an experience specific to the player,
ensuring they are provided with affordable and
attainable goals.
Create relevant content.
Surface the right content to players based on the
features and benefits that will matter to them the most.
Drive strong perception of value.
Ensure you’re driving the strongest perception of value
for your game that will keep players engaged.

5. Why is it Really Important?
We found that 85% of games use campaigns that are untargeted or utilize very basic
demographic targeting, while 15% use sophisticated targeting based on more
complicated player behaviors, resulting in 4x higher uplift.

7. 7
Likely have income from
a job.
Are playing the game to
pass the time.
Are likely busy /
employed => happy to
spend a bit to progress
faster.
For these players, time
is money.
This is where most of
your players start out
Usually are introduced
to the game via friends
& ads.
Might forget to log in
regularly to claim
rewards / offers.
If they remain in this
segment, they are likely
to churn out.
Want to be the best of
the best at any cost.
New content release =>
they will spend to make
sure they have it.
Will try to use all daily
allowances there are
available in the game.
This is your most
valuable, yet likely the
smallest segment.
These players are as
competitive, or more
competitive than
competitive spenders.
Likely students / kids.
Have much more free
time than they have
disposable money
Will min-max all F2P
features to get as much
value as possible.
Casual
Spenders
Competitive
Spenders
Casual
Budgeters
Competitive
Budgeters

8. 8
● This is where most of your players start out
● Usually are introduced to the game via friends &
ads.
● Might forget to log in regularly to claim rewards /
offers.
If they remain in this segment, they are likely to
churn out.
Casual Budgeters

9. 9
● These players are as competitive, or more
competitive than competitive spenders.
● Likely students / kids.
● Have much more free time than they have
disposable money
Will min-max all F2P features to get as much value as
possible.
Competitive Budgeters

10. 10
● Likely have disposable income from a job.
● Are playing the game to pass the time or as a
social getaway.
● Are likely busy with work and family => happy
to spend to progress faster.
For these players, time is money.
Casual Spenders

11. 11
● Want to be the best of the best at any cost.
● New content release => they will spend to make sure
they have it.
● Will try to use all daily allowances there are available
in the game.
This is your most valuable, yet likely the smallest
segment.
Competitive Spenders

12. Timing is Important
● 20-30% more messages sent on
weekends than during the rest
of the week.
● Sundays show almost twice the
percentage uplift of the days
either side.

13. Case Study:
Gardenscapes
A mobile game published by Playrix

14. Core Loop
Build my garden
with resources
(drives progression)
In order to build out my
garden, I need to invest
resources
Resources are stars
currency, consumable item /
materials, time, etc.
Play single-player
match 3 levels
(drives challenge)
Player plays match 3 game
with various level modes
available
Power ups available to
purchase & use that make this
easier
Get rewards from
beating levels
(drives economy)
Once a player beats a level,
they get rewards & stars.
Depending on level difficulty,
they are awarded a specific
amount of stars & rewards.

15. Engagement KPIs
Build my garden
with resources
(drives progression)
● % time spend on the
garden customization
● % of unlocked garden
object items placed
● # of inventory slots
purchased
● # times customization
button is hit per day
● % of garden objects placed
Play single-player
match 3 levels
(drives challenge)
● # failures on each level
before premium currency /
power up is used
● # of levels beaten have a
high star rating on them
● % levels beaten without
power ups
● % premium currency spent
on restoring stamina
Get rewards from
beating levels
(drives economy)
● # of unlocked garden
decorations relative to
level beaten
● % purchased power ups
used
● # of purchased power ups
per day
● # of garden decorations
bought per day

16. Eric enjoys unlocking new content to change
the visuals of his garden.
He might not even enjoy the match 3
gameplay, but he really enjoys the garden
building aspect.
Eric also loves exploring different
configurations for his garden (loadouts as a
constraint).
Profile 1: Explorer Eric

17. Monetisation Opportunities
IAP
● Eric owns a garden chair from one furniture collection, surface an
accompanying garden table at a discount.
● Eric might not be the best player at match-3, so offer him bundles of
power-ups to help him progress and bundle these with decorations.
Ads
● Eric spends most of the time in his garden => put an ad placement that
capitalizes on this. (e.g. garden has a % chance to spawn bees > tap to watch
a rewarded video ad to "pollinate" the plants.

18. Lisa likes playing all sorts of Match 3 games,
and is quite good at them.
Lisa wants to have a challenge, so she’s
unlikely to use power ups unless it feels
absolutely necessary to pass a level.
Instead, she’d rather spend money on extra
lives / resources to attempt failed levels again.
Profile 2: Challenger Lisa

19. Monetisation Opportunities
IAP
● Lisa really likes the challenge of the game, so IAP offers around purchasing
new "challenge" levels to unlock can do well
● Seasonal rotating events that feature timed, challenging content could
encourage Lisa to spend currency on more stamina
Ads
● Lisa spends most of her engagement on the Match 3 gameplay => rewarded
video ads after a beaten level might lead to higher ad engagement (feeling
happy).

20. Case Study 1:
Tanks A Lot
Case Study:
Tanks A Lot
A mobile game published by BoomBit

21. Core Loop
Upgrade tank to
advance Leagues
(drives progression)
A strong tank is needed to
compete in higher level
leagues
Resources are required to
upgrade the tank (currency,
cards, time, etc.)
Play a battle match
against other players
(drives challenge)
Player plays a PvP battle
match (multiple battle modes
available)
Tournament requires “tickets”
Players get x free tickets daily
(purchaseable for HC).
Get rewards for
winning a match
(drives economy)
Once a player wins a match
they get resources
If a player is an MVP, they
earn additional resources

22. Engagement KPIs
Upgrade tank to
advance Leagues
(drives progression)
● % of time spent on tank
customization screen
● # of tank permutations
● # of unlocked tank
cards
● # of times a card is
used / upgraded
Play a battle match
against other players
(drives challenge)
● # of battles played (specific
modes)
● % of battles won
● % of kills vs deaths
● # of tickets used vs # of
tournament matches played
● % of Gems used for
tournament tickets
Get rewards for
winning a match
(drives economy)
● # of trophies
● # of trophies compared
to player level
● # of days in a specific
league
● # of ‘play of the day’
medals won
● # of chests opened

23. GenerativeArt—MadewithUnity
Pete enjoys the progression aspect of Tanks A
Lot, where his main objective is mainly how he
can advance further up the league ladder.
Pete spends little time trying out or customizing
his tank, they prefer to utilize whatever cards they
have are strongest.
Same goes for different battle mode, Pete prefers
to play a battle mode that allows him to win at a
higher success rate to progress easier.
Profile: Progressor PeteProfile 1: Progressor Pete
Pete enjoys the progression aspect of
Tanks A Lot & advancing in the League.
Spends little time customizing his tank,
prefers to use his best cards.
Prefers to play a battle mode that allows
him to win at a higher success rate to
progress easier.

24. Monetisation Opportunities
IAP
● Pete only focuses on a handful of cards. Providing a bundle with some of his
highly used cards would be ideal.
● Resource specific bundles may also be appealing to Progressor Pete.
● Pete may hit a difficulty wall during league progression. Offer him a bundle during
this pain point to overcome such difficulties.
Ads
● Losing a match reduces your trophy count. Include an ad placement where
watching an ad reduces the % of trophies lost.

25. GenerativeArt—MadewithUnity
Pete enjoys the progression aspect of Tanks A
Lot, where his main objective is mainly how he
can advance further up the league ladder.
Pete spends little time trying out or customizing
his tank, they prefer to utilize whatever cards they
have are strongest.
Same goes for different battle mode, Pete prefers
to play a battle mode that allows him to win at a
higher success rate to progress easier.
Profile: Progressor PeteProfile 2: Min/Maxer Matt
Matt enjoys the details of a game & puts a lot
of effort in manipulating the game stats.
Matt spends a lot of time battling to prove
out their tank configuration.
They usually have a high win rate & K/D ratio
due to maximizing their tank stats.

26. Monetisation Opportunities
IAP
● Matt focuses only on strong card stats, so providing a bundle with some of his
highly used cards would be ideal.
● New content/cards with new game mechanics would also interest a user like
Matt.
Ads
● Any ad placement that increases Matt’s chance to acquire more cards is ideal.
(e.g. free chest after X hours, double rewards, etc)

27. GenerativeArt—MadewithUnity
Pete enjoys the progression aspect of Tanks A
Lot, where his main objective is mainly how he
can advance further up the league ladder.
Pete spends little time trying out or customizing
his tank, they prefer to utilize whatever cards they
have are strongest.
Same goes for different battle mode, Pete prefers
to play a battle mode that allows him to win at a
higher success rate to progress easier.
Profile: Progressor PeteProfile 3: Collector Carly
Carly enjoys multiple items and variations
in games.
Her main objective is to obtain every card
within a collection.
Carly participates in all modes to receive as
many resources and cards as possible.

28. Monetisation Opportunities
IAP
● Carly is a collector so bundles that provide her with additional chances to receive
cards, especially rare cards, are ideal.
● New cards during new game updates would also interest a user like Carly.
Ads
● Any ad placement that increases Carly’s chance to acquire more cards is ideal.
(e.g. free chest after X hours, double rewards, etc)
● Ad placements that provide additional card opportunities are also beneficial
(e.g. reduce chest timers, random free card, etc)

29. GenerativeArt—MadewithUnity
Conclusion
● Gather data as soon as possible
● Use segmentation to achieve a higher LTV
● Balance Ad & IAP monetisation
● A/B testing is important
Bonus: Apply behavioural economics to your monetisation.

30. GenerativeArt—MadewithUnity
Thank you!
Ilya Kuznetsov
Client Partner EMEA, Unity Ads
ilyaku@unity3d.com
#unity3d