Bringing it all togetherAdopt a user centric approach
to boost App monetization
Jerome Grateau, Managing Director, Partner Business Solutions SEEMEA
Dec 2, 2014
Google Confidential and Proprietary
App developers today have
more to worry about than just
building a great App...
Google Confidential and Proprietary
Grow your Installs
Build your App
Monetizeyour audience
What you need is to build a successful App Business
Engage your audience
Google Confidential and Proprietary
Grow your Installs
Build your App
Monetizeyour audience
Engage your audience
Google is committed to supporting you along the path
Google Confidential and Proprietary
Grow your InstallsBuild your App
Monetizeyour audience
Engage your audience
Google is committed to supporting you along the path
Google Confidential and Proprietary
The digital shelf space is crowded: there are over
1.1 million apps in each app store
Google Confidential and ProprietarySource: Park Associate Study for Google (2014)
Average smartphone owner
downloads less than 20
apps
Apps downloaded since phone purchase, by country
Google Confidential and Proprietary
Reach new users across
Google’s network of
600k+ Apps
Track the routes
people take to reach
your App
Make your App shine in
the store to foster
organic growthGrow your
audience
with
Google Confidential and Proprietary
Download is
good, but...
What you
really aim at is
usage!
Google Confidential and Proprietary
Grow your Installs
Build your App
Monetizeaudience
Engage your audience
Google is committed to supporting you along the path
Google Confidential and ProprietarySource: Park Associate Study for Google (2014)
Average user
uses not more
than 5 Apps a
day
Smartphone apps used daily, by country
Google Confidential and Proprietary
80+%of apps are abandoned
within 1 month
20%of apps are
used once
Source: Google Internal (2014)
The Engagement challenge...
Google Confidential and Proprietary
Engage and retain your
audience with Google
Drive engagement
with leaderboards
Reward your players
with in-game gifts
Easy sign up and
sign in
Be shared and
discovered
Embed videos in your game
Turn community enthusiasm into
a promotional asset
Google Confidential and Proprietary
Now that you have built
up a strong audience, it’s
time to grow your App
Business
Google Confidential and Proprietary
Grow your Installs
Build your App
Monetizeaudience
Engage your audience
Google is committed to supporting you along the path
Google Confidential and Proprietary
Our vision is simple
Understand your audience
Grow IAP revenue
Maximize ad revenue
Google Confidential and Proprietary
Our most successful gaming App
partners are getting the most
out of their users by combining
different business models
Revenue indexed
Hybrid model of Ads + IAP = Success
Sources: Google Internal, App Annie (2014)
Google Confidential and Proprietary
In Gaming Apps, 5% of users drive 95% of IAP purchase
valueKiller Whales
1% mobile gamers
Spend >$50 per month
700k NA gamers
Avg. month spend. $68.27
Whales (including Killer Whales)
3% mobile gamers
Spend $25 – $49.99per month
2.5MM NA gamers
Avg. month spend. $29.37Dolphins
16% mobile gamers
Spend $5 – $24.99 per month
14.3MM NA gamers
Avg. month spend. $8.15Non-payers
37% mobile gamers
Spend $0 per month
31.3MM NA gamers
Minnows
43% mobile gamers
Spend $0.01 – $4.99 per month
35.3MM NA gamers
Avg. month spend. $0.94
Mobile
spend p
er m
onth
($)
$0
$20
$140
$120
$100
$80
$60
$40
40% 30% 20% 10% 0%
Percentage of mobile games
Mobile spending is based on a
power curve in which a small
percentage of hardcore
consumers spend exponentially
more money than others
“5%of our users drive 95%
of the IAP value”
Google Confidential and Proprietary
Bringing it all together
MonetizeCollect Analyze
Google Confidential and Proprietary
Getting the most out of each user
Segment your user base
and build audience lists1
Show IAP promotion
interstitials to payers2
Show monetization
ads to non-payers3
Didn’t make it past level 10
01 02 03 04 05 06 07 08 09 10
Played the
game in the
last 24 hours
Paid for an item
in your game
previously
Google Confidential and Proprietary
● OSM (Online Soccer
Manager) is a game by
Gamebasics
● Ad free experience for 4
days, then skippable ads
● Found the best mix of
ads and IAPs
● 75% in IAP / 25% in in-
app ads with AdMob
● Opportunity to track and
monetize ad skippers with IAP
● Clicking away 3 ads opens
prompt to “Buy Premium
Matches” with no ads
How Gamebasics (NL) uses Ads to push IAPs on its Games
Google Confidential and Proprietary
How Lunosoft (KRW) grew eCPM 4X thanks to Admob IAP
Ads
● Hit Shin Bong Sun is a
mobile game by South
Korean Lunosoft
● Initially monetized with
ads
● Achieved an eCPM on
IAP House Ads 4X
higher than with regular
ads
● Kept usual ads for non
IAP buyers
● Wanted to diversify
monetization sources
● Used Admob IAP House Ads,
and targeting usual buyers of
IAP to show IAP offers to them
Admob IAP House Ad Admob 3rd party Ad
Google Confidential and Proprietary
How Lunosoft (KRW) grew eCPM 4X thanks to Admob IAP
Ads
Thank you!
Jerome Grateau, Managing Director Partner Business Solutions SEEMEA
Dec 2, 2014