Making money on mobile v.1

Making Money on Mobile:Best Practices & Tips for Driving

Revenue on Mobile Games

Rob CarrollDirector of Publishing

Tapjoy

Tapjoy Inc. Confidential : : : 2

Level Packs

Paid Downloads

Lite to Full Virtual Goods

Ad’s

Bundle Packs

Driving Revenue in Mobile Games


Paid Download

Paid Download• Known revenue

• Fire and forget

• Difficult to get the user to spend on something they don’t know

• One time revenue from the user

• Ranking is critical


Lite to Full Conversion

Lite to Full Conversion • Limited free

gameplay

• User get’s a taste free and can buy the full version

• Easier to get the user to download

• Lots of upsell to the user



Lite to Full Challenges Tends to be a poor user experience as the game play is limited and the user is repeatedly pushed to buy the full game.

Lite to Full Challenges Developers need to straddle a fine line between giving the user a feel from the game without giving too much away.




Ad Driven

Ad Driven• Allows games to

be free

• Great for small games

• Works best in high user volume

• Not a lot of per user revenue

• Very hard to be ROI positive if there are frequent content updates or lots of paid user acquisition


Level Packs

Level Packs• Additional game

experience for dedicated users

• Ability to re-monetize paid users

• Only really interesting to users that have finished existing content

• Additional development work for design and balance


Level Unlocks

Level Unlocks • Allows the game to be free

• Lets the user play while still allowing a monetization channel

• Great for games with no virtual goods


Bundle Packs

Bundle Packs• Great value for the user

• Wider appeal

• Lot of game content needed

• Mixes Paid download, upgrades and ads


Stat Boosts

Level Packs

Avatar Customization

Time Savings Decorations

Viral Replacements

Equipment

Resources

F2P Virtual Goods


Virtual Good Types

1) Time Savings:Allow the user to refill their stats or complete tasks to speed up their game play.

1

2

2) Avatar Customization : Non stat effecting vanity items

Much more prevalent in pet care and city building

games

3) Equipment : Items in the game that give

the user a bonus or permanently increase their

stats

3


Virtual Good Types

4) Level Packs:Extra content for the game.

4

5

5) Stat Boosts:Boost that the user can buy to

power-up their game play. Usually limited time or effect

duration

6) Decorations: Non game effecting items the user can buy to customize the

look of their game

6


Virtual Good Types

7) Resources:Items the user need to build other items or expand in the

game, this is often also a time savings benefit

8) Viral Replacements: Allow the user to spend

money to continue gameplay without needing to invite

friends 8

7


80%

10%

10%

Jet Fighter

Ship UpgradesFuelPower-ups

HyperCube’s Jet Fighter

Free to Play Arcade Game• Twitch action game play• Lot’s of ship upgrades


80%

10%

10%Jet Fighter

Ship Upgrades

Fuel

Power-ups

HyperCube’s Jet Fighter

40%

36%

24%

Other Arcade Style Fighter Game

Ship Upgrades

Fuel

Power-ups


Tapjoy’s Tap Defense

Free to Play Arcade Game• Classic Desktop Tower Defense • Good mix of boosts and items

76%

36%

7%

Tap Defense

Equipment

Boosts

Level Packs


GameDuell’s Cleopatra’s Pyramid

7.6% of users bought the first level unlock

Of those 48.2% bought the second

level pack

Of the users that the second level pack, 49.9% bought the third level pack

Level Pack Purchases


GameDuell’s Cleopatra’s Pyramid

The highest % of IAP packages was $2.99

with 38.9% of all sales

Followed by $1.99, $0.99 in 3rd with 35%

$7.99 was the 4th most bought package

The $3.99, $4.99, $5.99 and $6.99 packages didn’t

contribute much

In App Purchase Packages


Stat Boosts Time Savings Equipment Avatar

Customization Viral

Replacements Resources

Facebook Role Playing Games• Character Progression• Lot’s of Virtual Goods• Great Art and Story

5th Planet Games


5th Planet’s Dawn of the Dragons

47%

51%

1%>1%

1%

Dawn of the Dragons

Equipment

Time

Viral

Avatar

Resources


5th Planet’s Dawn of the Dragons

47%

51%

1% >1%1%

Dawn of the Dragons

Equipment Time ViralAvatar Resources 79%

12%

9%Equipment Breakdown

Random Packs

Weapons, etc

Army

47%53%

Time Breakdown

Potions

Stat Refill


Exclusive!!!

Take Away Ideas


Set Realistic Expectations

• eCPM for Banner ad’s in games will range from $0.35 to $0.90

• Top apps will get in the range of $2.00 eCPM

ARPDAU (Average Revenue per Daily Active User) for Virtual Good Games

• Expect to get @ 5-10% of your user base to monetize

• Games with weakly integrated virtual good should expect @ $0.005 to $0.01

• Games with items the users want and need can get up to $0.15 ARPDAU


Smart Ad Placement

• Make sure your banners are directionally appropriate

• Keep your banner out of the playable area


Featured Placement

• Add virtual goods to the landing/home page

• Create featured/limited item space on the page

• Items on the home page will have 150% + sales increase

• Rotate content often

• Remove feature/limited items from the market

• Great place for seasonal items


Hidden Banner Ad’s

Normal banner ad placement can interfere with game play

Place ad’s in less conspicuous areas • Inventory screens • Loading pages• Landing screen

Thank You!

Rob CarrollDirector of Publishing

Tapjoy

Entertainment & Humor

Making money on mobile v.1