MAR IO V IV IAN IT E C H N O L O G Y E V A N G E L I S T , A M A Z O N A P P S T O R E U K

@mariuxtheone l inked in .com/in/ marioviv iani

AMAZ ON UNDERGROUND

A YEAR AFTER

I T ’ S A - M E !

M a r i o V i v i a n i

Technology Evangelist, Amazon Appstore UK

@mariuxtheone

Android Developer from 2010

95+ apps published12,000,000+ downloads

Google Developer Expert 2013-15

Startup Founder, Co-Worker

Speaker at: Droidcon, Android Dev Days, Google I/O, Develop

CONNECTDEVELOPERS

AND

CUSTOMERS

TO D AY ’ S T H E M E

MANY MONETIZATION OPTIONS

Premium In-App Purchase Ads

F R E E M I U M

THE BIGGEST PROBLEM WITH FREEMIUM APP MODELS IS THAT 97% OF CONSUMERS DON’T CONVERT, INSTEAD STICKING TO THE FREE FEATURES.

T h e W a l l S t r e e t J o u r n a lh t t p : / / w w w . w s j . c o m / a r t i c l e s / m o b i l e - g a m e - m a k e r s - t r y -t o - c a t c h - m o r e - w h a l e s - w h o - p a y - f o r - f r e e - g a m e s -1 4 3 1 3 0 6 1 1 5

M O N E T I S AT I O N

80% OF REVENUE CAPTURED BY 100 DEVELOPERS

N e w Z o o ( 2 0 1 5 )

P h o n e a n d T a b l e t g a m e s N e w Z o o 2 0 1 5

A NEW

MONETISATION

MODEL

THEY PLAY.

WE PAY.

YOU WIN.

• Generate Revenue from Every Customer

• Increase Apps User Base

• Focus on Building Great User Experiences

• Start Earning Right Away

THEY PLAY. WE PAY. YOU WIN.

Available now on Android & Fire Devices in the US, UK, DE, FR, IT, and ES.

www.amazonunderground.com

A NEW OPTION

Premium In-App Purchase AdsAmazon

Underground

GOAT SIMULATORMost Downloaded Game in Amazon Underground in 2015

4 BILLION

MINUTESconsumed in Amazon Underground program

82% OF UNDERGROUND GAMESgenerating more revenue than they were through traditional Appstore business model

+750% Revenue Generated by Top Title Gamethrough Amazon Underground

APPSON

UNDERGROUND

PREMIUM

APPS

G O AT S I M U L ATO R

O T H E R P L AT F O R M S

£3.29 FREE

GOAT SIMULATOR MADE MORE MONEY ON

AMAZON UNDERGROUND IN DECEMBER

THAN ON ANY OTHER ANDROID STORE

G O AT S I M U L ATO R

FOR US, EVALUATING NEW PLATFORMS IS VERY

IMPORTANT, AND UNDERGROUND HAS BEEN ONE

EXAMPLE SHOWING IT CAN BE WORTH IT FOR US!

IF YOU HAVE A PRODUCT THAT DOES WELL IN

GENERAL, MOVING IT ONTO NEW PLATFORMS IS THE

WAY TO GO!

FREEMIUM

APPS

F I N A L K I C K

O T H E R P L AT F O R M S

FREEMIUM

IAPFREE

ENTITLED IAP

ITEMS

FINAL KICK CUSTOMERS PLAY TWICE AS LONG

IN AMAZON UNDERGROUND AS THEY DO ON

GOOGLE PLAY

"I SEE THE AMAZON

UNDERGROUND MODEL AS

THE NEW BIG MOVEMENT

FOR THE MOBILE GAME

INDUSTRY."

WHAT ARE

DEVELOPERS

SAYING?

"IF YOU WANT TO GET

YOUR APPS IN THE

HANDS OF AS MANY

USERS AS POSSIBLE,

THIS REALLY IS THE

WAY TO GO."

"THIS NEW PROGRAM

FROM AMAZON IS A

REALLY EXCITING

OPPORTUNITY FOR

DEVELOPERS TO MAKE

MONEY IN A NEW KIND

OF WAY."

"WE DEFINITELY SEE

THIS AS REALLY BOLD

AND DISRUPTIVE.

IT'S GOING TO CHANGE

THE COMPETITIVE

MARKETPLACE FOR THE

OTHER APPSTORES."

WHAT ARE

USERS SAYING?

“ G O O D B U T N O W B E S T ”

This app was a fun game buy you had to pay for more levels. Now with Underground I can play it for free. This is why Amazon is a good platform for games they get that we want, something that is actually free.

C a r d b o a r d M o n e y

A u g u s t 2 6 , 2 0 1 5

“ T H I S I S J U S T T H E B E S T G A M E E V E R ! ”

So I went in the Appstore and this thing popped up that said I was in Amazon underground and I had no idea what that meant. Well I figured out what that is. Now I think i'm glad to have a Kindle Fire instead of an iPad or something for once! I can't believe we get free apps that Google and Apple users have to pay for!

Anyway, I got this game free, and I just LOVE IT SO MUCH!

THE HELICOTERS, THE BUGS, THE HATS, THE JOY OF PUSHING PEOPLE OFF DOCKS WHILE THEY PROPOSE MARRIAGE!

Get it.

Get it now.

I mean it!

A s t r o C a t

A u g u s t 2 8 , 2 0 1 5

GETTING STARTED

Q U A L I F I C AT I O N S

ANDROID

PREMIUM OR IAP IN

ANOTHER STORE

RELEASE TO US, UK,

GERMANY, FRANCE, ITALY,

OR SPAIN

R E Q U I R E M E N T S

APPLY THE SASH TO LAUNCHER ICON

SET THE PACKAGE NAMEcom.company.example.underground

bit.ly/UndergroundMigration

P R E PA R I N G T H E A P P

SUBMIT IAP ITEMS AND AMAZON

WILL SHOW STRIKE THROUGH

PRICES

or

REMOVE IAP AND ENTITLE THE

ITEMS.

Note that “Pay to remove ads” Freemium apps are not

eligible for Amazon Underground. Amazon Underground

apps provide core app and game experiences for free.

I A P M I G R AT I O N O P T I O N S

Game Circle

Mobile Ads API

Mobile Associates API

Amazon Device Messaging (ADM)

Login with Amazon

O T H E R A P I M I G R AT I O N

SUBMITTING

Free for developers. Register and submit at developer.amazon.com/underground

Things to think about:

• Name doesn’t change

• Description explains value

• Testing instructions include a link to app in other stores

• We’ll automatically sash icons you add during the submission process

developer.amazon.com/underground

bit.ly/90sAppTest

OPTIMIZING

Revenue = Sessions X Minutes X RateFor 100% of your users, every minute they use your app

bit.ly/AmazonUndergroundCalc

PREMIUM

$1.99 to download

200 downloads per month (2400 / yr)

Subtract 30% commission

Subtract $0.35/download cost for user

acquisition

Yields $2500 / yr

Assume 8 min per day or 240 min per month

(with fall off over time)

240 x $0.002 = $0.48 per user, per month

2400 users generate 3.1 Million usage minutes

Yields about $5,400 / yr

Plus,

additional organic 200 users playing for only 2

min per day

Yields $6,900 / yr

E X A M P L E : P R E M I U M U T I L I T Y A P P

FREEMIUM

Assume 10,000 monthly active users

growing 5% month-over-month

3% paying $2.99 / month

For 17,100 players and $10,000 in

royalties

with user acquisition of $0.50 per user

Yields $1,400 / yr

Assuming 20 min per week per user

Yields $19,000 / yr

IAP monthly ARPU would need to exceed $8.25

to match this.

E X A M P L E : F R E E M I U M C A S U A L G A M E

So, the focus is

Fun

Useful

Exciting

Scary

Clever

Unique

… whatever got you

into this business!

THANK YOU!

Mario Viviani@mariuxtheone

@AmazonAppDev

vivianim@amazon.co.uk

developer.amazon.com/appstorebit.ly/AmazonSummitFeedback