Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Google Confidential and Proprietary

Casual Connect, February, 13, 2013 Joel Berger

What makes a mobile game successful?

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Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Insights

Growth of the mobile gaming market will be primarily fueled by smartphone adoption worldwide, and especially in the developing markets.

While iOS currently dominates the market, Android is expected to take the lead in the near future.

In-game purchases are becoming more important, and will account for 62% of the industry's revenue by 2015.

50% end-user sessions on mobile phones are games. 68% of those games are developed by independent studios.

The mobile gaming industry is fast growing and dynamic

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Make mobile work for you: success factors

Engage your customers

Win the moments

that matter

Reach your customers

Make better

decisions

Monetize your game

Go bigger, faster

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Reach your customer Make better decisions

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Reaching the user through all mobile channels …and stand out of the 500k available apps

App Store Outlet for iOS and

Android apps

Mobile Display Accrue a large amount

of downloads in a short period of time.

Mobile Search Reach users who have

expressed intent in downloading your app.

APP STORE NEWS

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App downloads generate app downloads

App Store Outlet for iOS and

Android apps

APP STORE

Daily Downloads

App Store Rank

App Discovery

App Store Ranking

Top 10

Top 25

Top 50

Daily downloads (free apps)

12.000 5.000 3.000

Quelle: Distimo, Dez 2011, Angaben ohne Gewähr und nur zur Orientierung

Viral effects of iTunes/Google Play store ranking

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Mobile Search Reach users who have

expressed intent in downloading your app.

Users look for mobile games via search

Quelle: Google Query Analysis, Germany 2009-2012

Mobile Gaming searches growing exponentially

+102% 2012 vs. 2011

+1372% 2012 vs. 2009

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Address users in other apps and the mobile web Over 70% of Android users spend an average of 81 minutes with apps

Mobile Display Accrue a large amount

of downloads in a short period of time.

NEWS

300K unique apps

4B daily ad requests

200 countries

For example Germany: •  12M unique users •  43% reach on smartphones •  1.7bn impressions/month

Quelle: comScore, Alexa, Flurry Analytics 2011

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Optimize performance with dedicated tools….

Conversion Optimiser for apps will help the client reach the target cost-per-download.

Confirmed clicks will avoid accidental clicks by confirming users intention before driving to download page.

App promo banner turns a text ad into a image ad using your app logo and text lines.

Analytics: You can take a closer look at user behaviour in-app post download and track trends in user engagement to optimise lifetime value.

Measurement tools: Download tracking is key to measuring conversion success and in leveraging optimisation tools.

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Interests WiFi

New Device Targeting

Device

OS/Version

Operator Location

App/Placement

Photo: Jon Snyder/WIRED

... and granular targeting options

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•  150% increase in app download rate •  52% decrease in cost-per-download •  49% improvement in CTR

“We chose Google because of the unparalleled scale of their app network. Google’s host of tracking and optimization tools helps us to quickly iterate and maximize our ROI across our app promotion campaigns." — Sho Masuda, VP of Player Marketing

GREE Conversion Optimizer Success Story

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•  2 million downloads in the first 12 months

•  Measurable increase in store ranking through AbMob placements

“The share of mobile GDN [AdMob] in the marketing mix is always between 40 and 50 percent.“ — Sven Ossenbrüggen, Managing Director, XYRALITY GmbH

XYRALITY Success Story

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Engage your customers

Win all the moments that matter

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Case: Ingress - combining mobile & social & reality

MMOG on the Smartphone

Connect to the real world (Augmented Reality)

User Engagement through Social (competeing groups/local reference)

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Engagement and loyalty is key to profitability

•  Connected games are more engaging, more immersive

•  26% of downloaded apps are only opened once

•  In-game purchases are becoming biggest revenue driver (62%)

Only 25% of mobile games connect to a back-end

Social games have higher retention (but lower frequency)

Source: http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded

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iOS In-App AdWords Conversion Tracking

Register in-app events (registrations, purchases, etc.) as conversion events in AdWords.

App Remarketing

Serve mobile app ads to customers that use your app(s).

App Promo Interstitials

CPC Interstitial format for full-page mobile experience.

New tools to drive engagement and loyalty

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Beyond the download: Google Mobile App Analytics

App marketplace download

New users Active users

Demographics Acquisition

channels

App sales Ad monetization In-app purchases Goal conversions

Engagement flow User loyalty and

retention

Top app screens App crashes Events

Acquisition Outcome

Engagement

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Monetize your customers Go bigger, faster

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It all starts with a scalable and efficient platform Logo

App Engine Scale with zero effort - simple PAYG 1 DAU -> 100M+ DAU

Compute Engine Full customisable flexibility and unlimited scale.

Cloud Storage Deliver assets using ultrafast edge-cached storage.

Big Query Analyse Bn's of events and Tb's of Game log analytics data

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AdMob: large and scalable partner for monetization

Source: AdMob Case Studues http://www.google.co.uk/ads/admob/success.html

Reach and Scale Innovative ads Powerful tools

“Backflip Studios is now earning more than $100K a month with AdMob. Mobile ads are now responsible for approx. 50% of monthly revenues”

“Spooky House grows ad requests by 300% with cross-channel app promotion”

“ […] it seems to be a very good fit and we are very happy with the monetization it provides as with"

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800 million users watch 4 billion videos a month – 25% from a

mobile device

235 million 30-day active users

Search: 100 billion searches per month (16% new searches)

Google Display Network: 92% reach

(Deutschland)

1,3 million Anrdoid activations/day

310 million Chrome users, standard on

Android

350 million mobile

devices and 300.000 mobile apps in the

AdMob network

App Engine (250K active developers), Big

Query, Compute Engine

Google helps creating reach, engagement and monetization for mobile games

25 billion apps downloaded in 190

countries

Google Confidential and Proprietary 22 Google Confidential and Proprietary 22 Google Confidential and Proprietary

Casual Connect February, 13, 2013 Joel Berger bergerj@google.com

Thank you!

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