How to Make Your Gaming App a Success

If you like this presentation – show it...

Slide 0

How to Make Your Gaming App a Success

Slide 1

Ran Avrahamy Head of Marketing – AppsFlyer Mark Robinson CEO – deltaDNA Fascinated by the potential of big data, Mark co-founded deltaDNA in 2010 and has made it his personal mission to evangelize on how analytics can change the games industry. Managing a complicated relationship with mobile. (Too) early adopter. Loves being an entrepreneur - Hates the word entrepreneur.

Slide 2

How to Take Your Advertising Campaigns To The Next Level

Slide 3

Leading the Mobile Advertising Analytics Market

Slide 4

Leading in Scale

Slide 5

Leading in Retention

Slide 6

Back to Basics

Slide 7

Mobile Advertising Analytics What is it Why do you need it

Slide 8

Actionable insights on network performance Sorted by ARPU

Slide 9

Sorted by Conversion rate Actionable insights on ad creative performance

Slide 10

So… How Do You Take Your Campaigns to The Next Level?

Slide 11

Tutorial completion Sharing with friends Unlocking achievements Sessions In-app purchases Facebook Connect Players who connected with Facebook and completed a tutorial Players who made an in-app purchase, completed level 10 but were inactive for 7 days & Combine rich in-app events ...parameters at the SDK level to pinpoint which media... source delivered, for example Rich In-App Events

Slide 12

Single smart tracking link for all sources Non-disruptive user experiences Real time attribution data Multiple links for each campaign, platform and OS Broken user experiences No conversion data From... To... The Evolution of Deeplinking

Slide 13

Click Attribution data provided in real time User landed on the right screen App Installed Direct to app App opened App not installed: App Store Redirect in action App opened

Slide 14

Jackpot: Performance Index for the gaming vertical Know your networks

Slide 15

Day 1 Retention - Gaming

Slide 16

Day 7 Retention - Gaming

Slide 17

Day 30 Retention - Gaming

Slide 18

Retention Level Gap +7% +45% +103%

Slide 19

Key Takeaways Big Data is King Video ads preform iOS Power Key Takeaways

Slide 20

2nd Star OneLink Ran Avrahamy ran@appsflyer.com @RanAvr

Slide 21

Slide 22


Slide 23

Day One Retention Rates On average less than 40% of players return to a free-to-play game after just one session 44% have 60 – 80% of players not returning after one session Many games live with low retention rates and therefore poor lifetime value The Harsh Economics of F2P

Slide 24

The Harsh Economics of F2P Conversion from Player to Payer

Slide 25

Why players leave your game 26 Appointment Setting Monetization Blockers Game Blockers Rewarding 1st 60 Seconds Game Complexity Game Difficulty Repeat Play Tasks Tutorial

Slide 26

Move the dial 27 Technical Issues Too Easy Didn’t Understand Tutorial Ran Out Of Resources Too Difficult Good Momentum Long 1st Session Return For 2nd Session

Slide 27

Key Player Behavior Drivers 28 NOT ALL PLAYERS ARE THE SAME

Slide 28

The deltaDNA platform tools

Slide 29

Maximize the Lifetime Value of your Players

Slide 30

Maximize the Lifetime Value of your Players

Slide 31

Use 3D Segmentation to define player target lists Use LTV Predictor tool to calculate average revenue per install for a range of player demographics and acquisition channels With as little as 4 days of data you will gain >90% accuracy Focus on valuable engaged players instead of volume Understand the LTV of Player Segments Learn which clusters of players offer the best lifetime value: analyze behavioral traits to optimize acquisition strategy

Slide 32

Nanobit uses A/B tests to optimize pricing Created 3 test groups; reduced price by 20%, kept prices the same, increased price by 20% After less than a week could see that increasing the price by 20% had no negative effect on retention Revenue up by at least 20 - 50% For gaming companies, deltaDNA is our number one tool. It has a lot more possibilities than other analytics tools we’ve used in the past; for example A/B testing, push notifications and engagement tools. Alan Sumina CEO of Nanobit Case Study: A/B test to Optimize Monetization

Slide 33

350% increase in engaged users (playing for more than 10 days in a row) 20% improvement in players returning Item sales in the in-game store increased by six times 5x increase in number of transactions 8x increase in transaction value Case Study: Use Engagement Tools to Optimize Retention & Engagement

Slide 34

Integrating the tools from both Appsflyer and deltaDNA lets us see the whole lifecycle of users that we have acquired from one particular campaign Optimize the Entire Player Life Cycle Alan Sumina CEO of Nanobit

Slide 35

Q&A www.deltaDNA.com www.AppsFlyer.com