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Israeli Game Developemnt Day 2013 - How ui impacts engagement and monetiza…

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Israeli Game Developemnt Day 2013 - How ui impacts engagement and monetiza…

  1. 1. How UI Impacts Engagement & Monetization in F2P Mobile Games Jean-Vincent ‘JV’ Chardon EMEA Publisher Sales Manager
  2. 2. •  Introduction To Tapjoy •  New User Flow •  Store Design and Funnel •  The Devil is in the Details •  Monetization •  Final Thoughts Overview
  3. 3. Tapjoy by the Numbers 100 MM Monthly Active Users 5,000 Active Apps 75,000 Historical Apps 1.2 MM Daily Ad Engagements 600 MM Daily Sessions
  4. 4. Tapjoy’s Mobile Value Exchange I can earn Coins by engaging with ads via Tapjoy. How it Works I need more Coins to gear up in TripleTown. I can buy Coins with real money. 1 2 1 2
  5. 5. New User Flow
  6. 6. New User Flow The new user flow is one of the most important parts of a successful game: •  Use clear directions •  Show off the cool parts of the game •  Get the user playing as soon as you can You have 30 seconds to hook new users and under 5 minutes to teach them: •  Shoot for 70% completion rate of the tutorial
  7. 7. Optimize the Download Tapjoy Network Conversion Rate (clicks to installs) Android  Conversion  rate:       •  0-­‐50mb    50-­‐60%   •  50-­‐100mb    30-­‐45%     •  100+mb    15-­‐20%   iOS  Conversion  rate:       •  0-­‐50mb    65-­‐75%     •  50-­‐100mb    30-­‐40%     •  200+mb    25-­‐30%   Don’t lose users before they’ve opened the game! The smaller the file, the better the CVR!
  8. 8. Conquering the World with Localization •  Significantly improves your chances of getting featured in foreign territories Boost revenue and distribution upon app launch •  +128% downloads and +26% revenue within a week of an app localizing •  Asia is growing at an incredible rate – this is a market that can’t be ignored * Distimo ** App Annie Report - 11/29/12

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