Your game is a marketplace. How to think differently about retention - PowerPoint PPT Presentation

Your game is a marketplace. How to think differently about retention and revenues DEV LIVE DASHBOARD MEASURE ANALYZE ENGAGE SETUP YO U R H O ST: Mark Robinson delta DNA CEO

Evolution of monetization delta DNA From arcade games to F2P mobile ARCADE HOME COMPUTING CONSOLES F2P MOBILE

Evolution of analytics delta DNA From dashboards to personalization INTENSITY COMMUNITY PERSONALITY ACCOMPLISHMENT STRATEGIC CASUAL

Common monetization strategies delta DNA Despicable Me: Minion Rush Good IAP Angry Birds 2 Hearthstone: Heroes of Warcraft Good ads Good Retention double the reward daily tasks by watching a video competition earn extra birds regular content receive extra lives updates / expansion not pressured free tournament entry earn free gifts fun boosters lots of content

Common monetization issues delta DNA Small number of players Ad fill rates Retention of players in the game: CPM rates 40% leave after Day 1 Frequency and timing of ads & offers Which strategy to adopt Look & feel of ads or IAP offers Which ad partners to use & how many Management of data & internal resources “It’s not good enough to build a great game and hope it monetizes because the players feel guilty”

Why players are leaving delta DNA Threshold of game engagement

Solving the problems delta DNA ACQUISITION PROGRESS DEMOGRAPHICS GRIND CURRENCY ITEMS MISSIONS DEVICE AD ENGAGEMENT PURCHASED All the data in once place

Seeing your game as a marketplace: an integrated approach delta DNA poor monetization ADS IAP happy players and better monetization poor poor monetization monetization “Think of your game as a marketplace: RETENTION focus on integrating monetization strategies as a joined up component of gameplay”

Understand how players interact with your game delta DNA Understand which players churn Idenitfy churn points in the game

Novice: set your strategy delta DNA

Novice: implement strategy delta DNA Create messaging Target by segment Determine decision points

Grinder: set your strategy delta DNA

Grinder: implement strategy delta DNA Set up interstitial & rewarded ads Define placements to optimize

Expert: set your strategy delta DNA

Expert: implement strategy delta DNA Test different IAP offers: offer game progression & vanity items Don’t show interstitial ads

Key take-outs delta DNA An integrated approach will maxmize profits by up to 300% Personalization improves player experience Segmentation and testing are essential Players care less about ads if the game is fun Good ads don’t jar the experience - focus on the look & feel We are nowhere near peak ad capacity

Thank you! /deltaDNA info@deltadna.com @delta_DNA YO U R H O ST: Mark Robinson delta DNA mark.robinson@deltadna.com