Building Successful Free-to-Play Apps on Android

Download Building Successful Free-to-Play Apps on Android

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<ul><li> 1. Building Successful Free-to-Play Apps on Android </li> <li> 2. Agenda Introduction to Tapjoy Android Market Stats Acquisition Retention Monetization </li> <li> 3. About TapjoyFounded 2007Headquarters San FranciscoOfces in the US, Europe and Asia Reach 600+ million mobile consumers on Android, iOS, Windows Phone 7 &amp; HTML5Funding $70.5 million from J.P. Morgan Asset Management Rho Ventures North Bridge Venture Partners InterWest Partners D.E. Shaw Ventures </li> <li> 4. Recent Recognition Tapjoy recognized among the worlds Most Innovative Companies by Fast Company Worlds Most #27 Innovative Company Most Innovative in #1 Gaming Most Innovative in #2 Mobile </li> <li> 5. Tapjoy Value ExchangeHow it Works: Vivian needs more Pet Points to hire another employee in Pretty Pet Salon. She can buy Pet Points She can earn Pet Points by engaging with real money. with ads in Tapjoys Marketplace. </li> <li> 6. Power of Choice Vivian CHOOSES to watch The Avengers trailer and earns 59 Pet Points. </li> <li> 7. Tapjoy Ad Units Standard Banners Offerwall Full Screen Banners In-App Video </li> <li> 8. AndroidMarket </li> <li> 9. Android continues to grow Android DAUs continue to climb on the Tapjoy Network Tapjoy Network - 2012 Android Daily Active Users45,000,00040,000,000 App trafc35,000,000 spikes up 30,000,000 on weekends25,000,00020,000,00015,000,00010,000,000 5,000,000 0 r r r r r r r r r n n n n n b eb eb eb a a a a Ap Ap Ap Ap Ap - - - - - Ja Ja Ja Ja Ja Fe M -M -M -M -F -F -F 1 2 2 1- 8- 5- 2- 9- 4- 1 8 15 22 29 5- 12 19 26 11 18 25 Android DAU </li> <li> 10. Free-to-play apps are dominating Revenue from Top Grossing iOS Apps and the future is even brighter! January 2011 39% Projected In-App Purchase Revenue (in Billions)* Paid 6.00 61% Freemium 5.00 4.80 4.00 Freemium revenue and distribution has increased signicantly over the last year, and continues to grow. 3.00 2.10 June 2011 2.00 1.00 35% - Paid 2011 2016 (Projected) 65% Freemium *Juniper Research The Mobile Games Brieng 2011-2016 </li> <li> 11. Top Grossing Apps There is only ONE paid app in the Top 25 Grossing Android apps! 96% of the Top 25 Grossing Android apps are free-to- play </li> <li> 12. Free-to-Play: Its not just for games </li> <li> 13. Acquisition A R M </li> <li> 14. A R MMobile Acquisition Channels How are developers promoting free-to-playapps? Rewarded installs Social discovery (FB, Twitter, etc.) Non-rewarded installs Organic discovery (top charts, search, Video ads word of mouth, etc.) Cross promotion </li> <li> 15. A R MThe Holy Grail Getting Featured onGoogle Play </li> <li> 16. A R M The Holy Grail Getting Featured on Google Play Sessions New Users DAUs ARPDAU200,000 $.05160,000 $.04120,000 $.03 Featured! 80,000 $.02 40,000 $.01 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 -0 -0 -0 -0 -0 -0 -0 -0 -0 -1 -1 -1 -1 -1 -1 -1 -1 -1 -1 -2 -2 -2 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 </li> <li> 17. A R MGoogle Play Featured Process 1 Suggest an app into the wall of suggestions: http://goo.gl/mod/DfIv 2 People vote on the apps that are on the wall of suggestions 3 The apps with the most positive votes are reviewed every Friday by Googles Android Develop Relations team (2pm PT on Hangouts): http://www.youtube.com/user/androiddevelopers 4 The apps they like most are passed on to Google Plays editorial team to be considered for featured / staff picks placement on Google Play </li> <li> 18. A R MNew User FlowThe new user ow is one of the most important parts ofa successful game Optimize the download Great tutorial You have 30 seconds to Use clear directions hook your users and 5 min to teach them. The Give rewards goal is to shoot for 70% Get the user playing as tutorial completion rate. soon as you can </li> <li> 19. A R MOptimize the DownloadTapjoy Network Android Conversion Rate: (clicks to installs) Total Conversion Megabytes Rate (CVR) 0-50 50-60% 50-100 30-45%...</li></ul>