monetizing applications with video
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How we do it, the opportunities, some inspiration and how to grow your businessTRANSCRIPT
Monetizing applications with video
How we do it, the opportunities, some inspiration and how to grow your business
This is
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We create & publish games
We do casual skill gaming!
Collect as many points as possible
A game session is between 1-5 minutes long
Skill, not luck, is how you win
Play against your own high score or someone else
We’ll assure that you meet a equal opponent.
25-55 years old
Spends 35+ minutes per visit
49% have children in household
92% shop online.
74% have pets.
59% are primary household shopper.Comscore
Women love our games
A very common social gaming profile.
8 years & 200+ high-quality browser games.
10+ million active players
250+ million games played every month
+ in London, Los Angeles, Rome, Malta & Hamburg.
This is where the magic happens.
Our cross-platform strategy
Our cross-platform vision
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Video advertisingon King.com
How we monetize our games
Tournament fees (optional)
Advertising(Classic fremium)
In-game purchase (optional)
100M+ pre rolls (or pre-game) per month
New users are not seeing any ads
Retention, conversion & long term value.
600,000+ game plays in 3 weeks.
Adding value to our users.
Making users like & enjoy advertising
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Applications & video advertisingon Facebook & stand-alone
Social gaming is hot!
And it’s just getting started.
50% of Facebook log-ins are specifically to play games.
FarmVille
Bubble Saga
Poke friend
Status update
And how does it change advertising?
Why are applications different?
App users are engaged users!
Engaged users will share, click & like more.
Source: TubeMogul
Flexible lengthHigh completion rate
High CTR
Source: King.com & TubeMogul
How we do video ads on Facebook
Want to win some extra game coins? Spin the daily spinner!
Why do users care about this?
Because the game becomes more fun!
But not everyone will pay for it.
With “optional” video advertising everyone is a winner.
Click to play with share widget
Editorial video with share widget
How YouTube is doing it.
Creating engagement.
Both Hulu & YouTube are doing this.
How to find application publishers
on.fb.me/findapps
Facebook application directory
My absolute favorite: Appdata.com
Free, independent & up to date
It’s a goldmine full of publishers!
And there’s lots of publishers out there!
Publisher Daily active users
Zynga 48 265 725
Electronic Arts 5 260 217
wooga 4 579 755
Playdom 4 410 008
Popcap Games 3 788 192
Digital Chocolate 2 913 919
CrowdStar 2 470 948
Happy Elements 2 127 058
GSN 1 831 716
King.com 1 582 458
2,000 publishers with 20k monthly users
Find publisher
Find game
Understand game mechanics Would video work here?
Making Facebook publishers happy
Good CPMs
Should not cannibalize
Easy to integrate/scale
(Our Director of Performance)
If you want to put a big smile on that publisher…
DARPUDaily av. revenue per user
MAU Monthly active users
DAUDaily active users
…You learn some basic app lingo
Recap – Video formats in apps
Mid-rolls & post rollscan be used between levels but could be complicated to implement.
Pre roll can easily be applied, but should be used carefully.
Incentivized video (long or short) in a win-win.
Video with skip-button will increase engagement.
Letting the user choose a video will become more popular
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Looking into the futureMobile & TV
88 downloaded applications
Using her iPhone 84 minutes / day.
Why mobile is so important
Source: Appsfire
10 minutes every day on games…
May ‘11: 500k apps in the App Store!
37% are free = Could they do video ads?
Is this only about games?
Users love to explore, but are loyal to games.
Game publishers will generate the most video inventory.
This is one way of doing mobile video
Could this be the future?
Is this only about this guy?
No, but with 61% he’s really important
TV Channels will be replaced with TV applications.
TV – Meet Smart TV
But TV isn’t really dying.
It’s just changing.
Traditional TV commercials will be replaced with “online” video ads.
This is great news!
Video ads in mobile apps (games) will become huge!
Letting users choose, skip or opt in will be popular!
Social gaming & apps are still very young.
App users and app publishers like video
Remember the TV, that’s where it all started!
Bonus: Most video networks are NOT focusing on this.
What we have talked about today
Questions & answersor send them to [email protected]
