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Making games pay: Data secrets for monetization

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Chief Executive OfficerMark Robinson

Sara BayleyData analyst

HOSTS

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Common monetization issuesSmall number of players Retention of players in the game: 40% leave after Day 1 Which strategy to adopt Which ad partners to use & how manyAd fill rates eCPM rates Frequency and timing of ads & offers Look & feel of ads or IAP offers Management of data & internal resources Its not good enough to build a great gameand hope it monetizes because the players feel guilty

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All game-makers in F2P need to decide whether to monetize their players, and most will focus on either IAP or Ad-serving. A one size-fits-all approach is then applied to all players. Well discuss common issues faced such as retention, # of payers vs players, ad fill rates, CPM, timing, placement and mediation setup

Sense of guilt Game is a marketplace got to be integrated Ads need to look and feel good & not jar with the experience - this is more important that ad frequency Game needs to be good - if its good then monetization mechanics are less of an issue to players

Seeing your game as a marketplace: an integrated approachThink of your game as a marketplace: focus on integrating monetization strategies as a joined up component of gameplay

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The in-app economy The importance of ads

70% of older users have NEVER paid. Without ads, that 70% of DAU will never monetize.

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User Age% of InstallsD1 %Conversion RateiOSUnder 1365,1%56,7%0,2%13-187,2%47,8%0,2%19-259,7%47,6%0,8%26-358,2%49,2%1,1%35+9,9%51,2%0,5%Total100,0%53,7%0,4%AndroidUnder 1370,9%52,7%0,1%13-189,9%55,6%0,1%19-256,8%60,3%1,1%26-356,7%60,4%1,2%35+5,8%55,2%0,5%Total100,0%54,3%0,2%

70-80% of users are under 18 with very low conversion rates. Without ads, these users with limited purchasing power will never monetize.The in-app economy The importance of ads

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Data secrets: IAPKeys charts to understand how the game is doingUnderstand repeat spender pattern.

Secret 1:

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Too few repeat spendersHow are we doing for repeat spend?Data secrets: IAP

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Data secrets: IAPThis game is too punishing/boring for spendersHow are we doing for spender churn?

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Players are enduringWhat does well balanced look like?Data secrets: IAP

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Relate pinch-points to spending with better sign-posting

Data secrets: IAPSecret 2:

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The balancing/ paying relationship

Difficulty5Churn20%% Revenue