tapjoy mobile revenue best practices

8/2/2019 Tapjoy Mobile Revenue Best Practices

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Rob CarrollDirector of Publishing

Tapjoy

Best Practices & Tips for Driving

Revenue on Mobile Games


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Tapjoy Inc. Confidential : : : 2

Founded: 2007

Headquarters: San Francisco, with

offices in London, Tokyo, New York and

Silicon Valley

Reach: 35+ million Monthly Active Userson Android, iOS, Windows Phone 7 &

HTML5 (coming soon)

The Leading Mobile App Network

Tapjoy is embedded into more

than 80% of the leading Free-to-

Play mobile gaming applications


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Our Audience

280 Millionmobile consumers

53%female

28avg. age

61%have B.A.

64%in North

America

male

female

0

20

40

60

80

100

< 18 18 - 49 Over 50

61% Tapjoy users have B.A.

U.S. avg., 28% North

America

Europe


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Smart Banner Ad Placement

You earn revenue (eCPM) through users looking at and clicking on banner ads

As a developer you need to have a balance betweeninterfering with the look of your game and having enough

banner views to earn revenue.

Try to place ads in less conspicuous areas where users must

go through:

Inventory screens Loading pages

Landing screen

Results screens

Your goal should be to place banners

on pages you know your users will begoing through. You may not get as

many views as banners on the screens

where the user is playing, but youre

also not deterring from your

gameplay.


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Tapjoy Services: Non-Incentivized Installs

Featured Ads

Featured ads are a full screen take over you present to your users atsome point in their use of your app. The full page has a much higher

click through rate, which leads to more revenue.

While Feature ads are much more intrusive than normal banner ads,

you can use them in places like the end of levels or after results pages

for high click through rates without affecting gameplay.

Feature ads can also be used to cover load time in the game, if youplace the ad call before the start of the loading process, the ad will

display while your session is loading in the background.

Banner AdsBanners are the more traditional ads that most users are

familiar with. Its important to place the ad in the right

orientation for the actions the user will be doing,

landscape vs. portrait.


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Tapjoy Services: In-App Video

In-App Video AdsStarting with our latest SDK (8.1.2+) we will be offering videos for users to download

directly in our offerwall. This does not require any additional buttons or integration points

to be added to your app. The videos will be displayed as they are available, and if the user

has watched all the available videos, the rest of offers will still be displayed, removing the

no content available messages that can be a negative experience for users.


7/13Tapjoy Inc. Confidential : : : 7

Sizzle Trailers

Tapjoy Mobile Value ToolsVideo Game TrailersWith the addition of our new video product,

Tapjoy offers a new way for developers to drive

user acquisition, promotional trailers.

These trailers have been used in Hollywood and

traditional console games. Developers can make15 or 30 second videos of their games that give

users a complete picture of the game.

At the end of the video the user can be directed

to install the app, Like it on Facebook or other

actions that developers want.



Tips for Getting Users to Spend: Good Market UI

Markets and Inventory

Make the buttons large and easy totap.

Whenever possible use art and icons

to direct the player. They look good

and are language agnostic.

Dont make your users scroll throughlong item lists. If you have too many

items on one page try breaking the

inventory down into tabs.

Dos Don'ts



Tips for Getting Users to Spend: Call to Action

Always give your users options

Never just tell a user no. If they dont have enough currency for the action they want totake, direct them to the store to get more currency. For things like level locked content let

the user know what level they need to get that item, encourage them to stay engaged.

Dont assume the user will go to the store on their own, give them a button and link them

directly to it.



Tips for Getting Users to Spend: Clear Payment Options

Payment options

Make it clear to the user what they are buying and how much

they get.

Offer bonuses to the user to buy the larger packages. Give extra

credits and rare game items to encourage them to buy.

Offer both Direct and Alternate payment options in the same

screen. Many users wont want to pay cash for items but theywill do offers to get credits for free.

Alternate payment, like Tapjoys Offerwall, can account for

around 30-40% of your revenue on iOS & up to 50% on Android.



Featured Placement

Feature and Limited Time Items

When the user first logs in, you should give

them a limited time or featured item to buy.

This type of placement feeds the impulse buy

of your users.

Items in this featured location will often have a

sales increase of 150% over the normal store.

This content needs to be changed often,

ranging from every day to once a week

depending on sales.

This is a great place to feature seasonal items.



Set Realistic Expectations

Banner Ad Revenue

eCPMs for Banner ads in games

will range from $0.35 to $0.90.

Top apps can get in the range of

$2.00 eCPMs

ARPDAU (Average Revenue per Daily Active User)

for Virtual Good Games

In a free to play game, expect to get around 5-10% of

your user base to monetize

Games that dont have a strong need for the users to buy

virtual goods should expect around $0.005 to $0.01

Games with items the users want and need, can get up

to $0.15+ ARPDAU


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Thank you!

For more info, contact [email protected]

tapjoy mobile revenue best practices

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