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Transcript of adc tapjoy keynote
Building Successful ���Free-to-Play Apps on Android
Agenda • Introduction to Tapjoy
• Android Market Stats
• Acquisition
• Retention
• Monetization
• Founded 2007 • Headquarters San Francisco
• Offices in the US, Europe and Asia • Reach 600+ million mobile consumers on Android, iOS, Windows Phone 7 & HTML5
• Funding $70.5 million from • J.P. Morgan Asset Management • Rho Ventures • North Bridge Venture Partners • InterWest Partners • D.E. Shaw Ventures
About Tapjoy
®
Recent Recognition
Tapjoy recognized among the world’s Most Innovative Companies by Fast Company
#1
#2
Most Innovative in Gaming
Most Innovative in Mobile
World’s Most Innovative Company #27
She can buy Pet Points with real money.
She can earn Pet Points by engaging with ads in Tapjoy’s Marketplace.
How it Works: Vivian needs more Pet Points to hire another employee in Pretty Pet Salon.
Tapjoy Value Exchange
Vivian CHOOSES to watch The Avengers trailer and earns 59 Pet Points.
Power of Choice
Standard Banners
Full Screen Banners In-App Video
Offerwall
Tapjoy Ad Units
Android Market ���
���
Android continues to grow Android DAU’s continue to climb on the Tapjoy Network
Tapjoy Network - 2012 Android Daily Active Users45,000,000
40,000,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
1-Jan
8-Jan
15-Jan
22-Jan
29-Jan
5- Feb
12-Feb
19-Feb
26-Feb
4-Mar
11-Mar
18-Mar
25-Mar
1-A
pr8-A
pr
15-Apr
22-A
pr
29-A
pr
Android DAU
App traffic spikes up on weekends
2.10
4.80
-‐
1.00
2.00
3.00
4.00
5.00
6.00
2011 2016 (Projected)
Projected In-App Purchase Revenue (in Billions)*
61%
39%
January 2011
Paid
Freemium
35%
65%
June 2011
Paid
Freemium *Juniper Research – The Mobile Games Briefing 2011-2016
…and the future is even brighter!
Free-to-play apps are dominating
Revenue from Top Grossing iOS Apps
Freemium revenue and distribution has increased ���significantly over the last year, and continues to grow.
There is only ONE paid app in the Top 25 Grossing Android apps! 96% of the Top 25 Grossing Android apps are free-to-play
Top Grossing Apps
Free-to-Play: It’s not just for games
A
Acquisition
R M
How are developers promoting free-to-play apps?
Mobile Acquisition Channels
• Rewarded installs • Non-rewarded installs • Video ads • Cross promotion
• Social discovery (FB, Twitter, etc.) • Organic discovery (top charts, search,
word of mouth, etc.)
A R M
The Holy Grail – Getting Featured on ���Google Play
A R M
200,000
160,000
120,000
80,000
40,000
$.05
$.04
$.03
$.02
$.01
Sessions New Users DAU’s ARPDAU
8-01
8-02
8-03
8-04
8-05
8-06
8-07
8-08
8-09
8-10
8-11
8-12
8-13
8-14
8-15
8-16
8-17
8-18
8-19
8-20
8-21
8-22
The Holy Grail – Getting Featured on ���Google Play
Featured!
A R M
Suggest an app into the wall of suggestions: http://goo.gl/mod/DfIv People vote on the apps that are on the wall of suggestions The apps with the most positive votes are reviewed every Friday by Google’s Android Develop Relations team (2pm PT on “Hangouts”): http://www.youtube.com/user/androiddevelopers The apps they like most are passed on to Google Play’s editorial team to be considered for featured / staff picks placement on Google Play
Google Play Featured Process
1
2
3
4
A R M
The new user flow is one of the most important parts of a successful game
• Optimize the download • Great tutorial • Use clear directions
• Give rewards • Get the user playing as���
soon as you can
New User Flow
You have 30 seconds to hook your users and 5 min to teach them. The goal is to shoot for 70% tutorial completion rate.
A R M
Tapjoy Network Android Conversion Rate: (clicks to installs)
Optimize the Download
TotalMegabytes
ConversionRate (CVR)
0-50 50-100
100+
50-60%30-45%14-20%
The smaller the file, the better the CVR.
A R M
Take Users by the Hand and Guide Them Into the App During the first 30 seconds put the user on rails, don’t let them get lost
• This is your chance to take an uncertain user and create an engaged user • You can’t display everything, show off your core loop and build from there
Start off Simple
Call to action Use arrows Gray out the screen
Show off the store
Reward/ congratulate them early
Get ‘em playing
A R M
Gray out areas that don’t
matter now
Highlight where you want the
users attention
Use arrows
Give simple info
How to do it right
Use Clear Directions A R M
Retention
R A M
Take advantage of free social channels
• Most social networks offer free API’s and SDK’s
• Warning: Forcing a connection to a social network can cause a large drop-off in new user conversion, so it’s best to make social connections optional
• Orange’s TV Check app saw a 75% drop off when the app forced users to connect with FB
Social Channels A R M
Social Channels Sometimes it’s better to create your own social layer
Surface social activity to
users early on
A R M
Incentivize friend invites A R M
Reward users for inviting their
friends
Give your users a reward for coming back every day
• In the later days of the reward cycle give the users bigger or exclusive rewards
• Show them what they earned and also show them what is coming up
Daily Rewards A R M
Daily reward combined with chance mechanic
A R M
Remind them to keep coming back
App Re-engagement
Appointment Mechanics
Notifications
A R M
Use Challenges / Quests to keep users on track
A R M
Quests really work
Sessions New Users DAU’s ARPDAU
1-16
1-17
1-18
1-19
1-20
1-21
1-22
1-23
1-24
1-25
1-26
1-27
1-28
1-29
1-30
1-32
2-1
2-1
2-3
2-4
2-5
2-6
Quests/Achievements added.
A R M
Monetization
A R M
Direct Pay Alt Pay — Offerwalls Alt Pay — Top: Display Ad Bottom: Featured Ad
Mobile Revenue Channels Alt Pay
In app purchase through Google Wallet Allowing users to engage with advertisingin exchange for virtual currency
Direct Pay
A R M
Glu Earnings – Direct and Alt Pay monetization
A R M
Highlight a limited-time featured item when users log in
• Items on the home page will have 150% + sales increase • Rotate content often • Great place for seasonal items
Featured Item Specials
Today Only Seasonal Sale
A R M
Markets and Inventory • Do - Make the buttons large and easy to tap.
• Do - Whenever possible use art and icons to direct the player, they look good and are universal.
• Don’t - use small icons and text.
• Don’t - make your users scroll through long item lists.
Do Don’t
Create Clear Virtual Goods Markets A R M
Sales and special offers Make your users feel like they are getting a good deal • Your purchase screen should be clean and easy to navigate • Tell the users how much extra cool stuff they get • Use incenIves to encourage them to buy higher priced packages • Use icons to make bigger packages look more impressive • Users scroll through long item lists.
A R M
One of the advantages to the Android platform is the ability to iterate quickly • Choose a region you want to use as your test group (ex. Canada)
• Make changes based on metrics
• Review data on the changes, update and repeat • Keep updating your app with new content
Small Changes can Make a Huge Difference
Iteration and Metrics
Iteration & Metrics��2I[�YWIV�JYRRIP��� ��4EMH�EGUYMWMXMSR�TIVJSVQERGI� � F]�GLERRIP� ��8YXSVMEP�GSQTPIXMSR�VEXIW��6IXIRXMSR� ����HE]����HE]�����HE]��IXG� retention rates� ��%GLMIZIQIRX���PIZIPMRK�TVSKVIWW by cohort�1SRIXM^EXMSR� ��%64(%9���QSRIXM^MRK��08:
Key Points
55,000
44,000
33,000
22,000
11,000
ARPDAU New Users DAU’s Sessions
12-0
1
12-0
2
12-0
3
12-0
4
12-0
5
12-0
6
12-0
7
12-0
8
12-0
9
12-1
0
12-1
1
12-1
2
12-1
3
12-1
4
12-1
5
12-1
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12-1
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12-1
8
12-1
9
12-2
0
12-2
1
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5
A R
A R M
Summary������
Acquisition • Choose the right channels for acquisition • Hold the user’s hand through the first experiences of the app
• Keep it clear and simple
Retention
• Use social channels and incentivize sharing
• Offer daily rewards • Keep users engaged by implementing quests and achievements
Monetization
• Make the most of your monetization by adding alt pay
• Highlight special offers and items to drive purchase behavior
• Frequently test and measure new features within a segment of your users, and roll out successful changes to the full audience
Best Practices For:
A
R
M
Thank you ���[email protected]���
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