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Mobile Mad Men

Mobile Mad Men. Acquiring and Monetizing Mobile Users. Nick Bhardwaj VP of Monetization @NickLukan. Premium Mobile Games. Freemium Mobile Gaming. A Look At The Numbers – My Horse. 8mm Downloads on iOS Maintaining 500k Daily Active Users 2mm Sessions Per Day

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Mobile Mad Men

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  1. Mobile Mad Men Acquiring and Monetizing Mobile Users Nick Bhardwaj VP of Monetization @NickLukan

  2. Premium Mobile Games

  3. Freemium Mobile Gaming

  4. A Look At The Numbers – My Horse • 8mm Downloads on iOS • Maintaining 500k Daily Active Users • 2mm Sessions Per Day • Featured by Apple in Various Categories

  5. Overview • Monetization KPI’s • 3rd Party Platforms - Monetization • 3rd Party Platforms – User Acquisition • Expectations & Negotiations

  6. Monetization Industry Standards • Key Metrics • ARPU – Average Revenue Per User • ARPPU – Average Revenue Per Paying User • % of Paying Users • ARPDAU – Average Revenue Per Daily Active User • Retention (7-Day & 30-Day)

  7. 3rd Party Monetization Platforms • Banner & Interstitial Platforms (CPC/CPM/CPI) • Offerwall Platforms (CPI/CPC) • Branded/Sponsor Platforms (CPE/CPI) • Video Platforms (CPV/CPI) The ecosystem is wide and diverse.

  8. Banner & Interstitial Platforms

  9. Banner & Interstitial Review • Pros • High Fill Rate • Straight Forward Monetization • Simple Integration • CPC/CPM/CPI • Direct Deals/Install Exchange Opportunities • Cons • Low Payouts (eCPM) • Takes up Valuable UI • Disrupts Game Experience • Tend to have low control of inventory • Analytics are weak on various platforms Revenue Expectations: Banner - $1.00 - $4.00 eCPM Full Page Interstitials - $3.00 - $10.00 eCPM

  10. Offerwall Platforms

  11. Offerwall Review • Pros • High eCPM Rates • High control of inventory • Earning Revenue to maintain engagement w/ freemium users. • SDK, API/Webview Integration opportunities • Cons • Apple Disapproves w/ Incentivized Installs (iOS) • Inventory is Low Quality • Inventory is Unstable • High amount of offers require credit cards. • Exclusive Terms Revenue Expectations: $25.00 - $100.00 eCPM (Have seen numbers as high as $500.00 eCPM) $500 - $3,000 USD per 100k DAU’s on a daily basis.

  12. Video Platforms

  13. Video Review • Pros • New Platform with High Visibility • Above Average eCPM’s • Incentivize Views through Offerwall Platform • Control Over Inventory and Integration • Cons • Low Fill Rates • Below Average Quality Videos • Majority of Inventory are Competitive Games • Disruptive to Game Play if Force Completed View • Low Control of Inventory Revenue Expectations: Brands - $10.00 - $40.00 eCPM Mobile Apps- $5.00 - $20.00 eCPM

  14. Branded & Real Reward Platforms

  15. Branded & Real Reward Review • Pros • Customization Opportunities • High Targeting and Value to Users • High Revenue Share due to Early Adoption • Focused on Retention and Engagement Metrics • Cons • Low Fill Rates • Below Average Payouts • High Integration Needs • Small Teams/Bandwidth Limitations • Fewer High Quality Brands Revenue Expectations: WHO KNOWS?

  16. Don’t Be Afraid To Ask Questions

  17. Negotiations • Always Reject the First Numbers • Don’t settle for lower than 60/40, aim for 70/30. • Never Sign Long-Term Exclusives • Lock In Some Guarantees • Get Creative and Go For The Throat • Test, test, and test some more. Ad Networks Need You More Than You Need Them!

  18. User Acquisition • Quality of Installs • Incentivized • Non-Incentivized • Free App Networks • Organic • Payment Options • CPM (Impression to Install Ratio below 1%) • CPC (Click to Install Ratio below 10%) • CPV (View to Install Ratio below 2%) • CPI

  19. Incentivized Installs • Pros • Low Priced Installs • Control Over Campaign • Help Sustain Rank • Cons • Low Retention • No Monetization • Never ROI Positive CPI Price Points range from $0.10 to $1.00. (Would never pay more than $0.10 CPI)

  20. Non-Incentivized Interstitial Installs • Pros • High Quality Users • Above Average Retention • Control Over Creative • Analytics • Cons • High Price Point • Low Monetizing Users • Inventory is Unstable • Rarely ROI Positive CPI Price Points range from $0.30 to $2.00. (Would never pay more than $0.50 CPI)

  21. Non-Incentivized Video Installs • Pros • High Quality Users • Above Average Retention • Unique Creative • Cons • High Price Point • Must Calculate View to Install Ratio • Inventory is Low CPV Price Points range $0.01 to $0.05. (Would never pay more than $0.03 CPV)

  22. Free-App Networks • Pros • Above Average Users • Solid Retention • High Install Potential • Burst To The Top • Cons • No Guarantees • Low Monetizing Users • Inventory is Unstable • Prefer Premium to Freemium Games Set Fees range from $5,000 to $20,000. CPI ranges from $0.25 to $1.50.

  23. Organic Installs • Organics Users always have the highest value. • More Likely to Spend • More Likely to Retain • More Likely to do Everything that is awesome! • Leverage Social Networks and Increase Virality • Holy Grail is getting featured by Apple

  24. Source Tracking & Optimization • Philosophy: We will only work with sources that provide UDID or similar tracking. • Evaluate each source based on Key Performance Indicators (KPI’s). • Double Down on the right source to constantly improve metrics.

  25. Analytic Providers

  26. Aggregate, Aggregate, Aggregate! • Don’t Be Lazy • Don’t Stick W/ One Source • Ask About Inventory Expectations • Target Ideal Users • Understand Your KPI’s • Always Aim To Be ROI Positive

  27. Summary • The Developers Are In Control • Be Aggressive With Publisher Negotiations • Constantly Review & Track Performance • Bet Big on Sources That Work • Make That Cash Money Son!

  28. Contact Info Nick Bhardwaj nick.bhardwaj@naturalmotion.com @NickLukan Torsten Reil CEO & Founder @TorstenReil

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