Post on 06-Apr-2018
transcript
8/2/2019 Tapjoy Mobile Revenue Best Practices
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Rob CarrollDirector of Publishing
Tapjoy
Best Practices & Tips for Driving
Revenue on Mobile Games
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Tapjoy Inc. Confidential : : : 2
Founded: 2007
Headquarters: San Francisco, with
offices in London, Tokyo, New York and
Silicon Valley
Reach: 35+ million Monthly Active Userson Android, iOS, Windows Phone 7 &
HTML5 (coming soon)
The Leading Mobile App Network
Tapjoy is embedded into more
than 80% of the leading Free-to-
Play mobile gaming applications
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Tapjoy Inc. Confidential : : : 3
Our Audience
280 Millionmobile consumers
53%female
28avg. age
61%have B.A.
64%in North
America
male
female
0
20
40
60
80
100
< 18 18 - 49 Over 50
61% Tapjoy users have B.A.
U.S. avg., 28% North
America
Europe
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Smart Banner Ad Placement
You earn revenue (eCPM) through users looking at and clicking on banner ads
As a developer you need to have a balance betweeninterfering with the look of your game and having enough
banner views to earn revenue.
Try to place ads in less conspicuous areas where users must
go through:
Inventory screens Loading pages
Landing screen
Results screens
Your goal should be to place banners
on pages you know your users will begoing through. You may not get as
many views as banners on the screens
where the user is playing, but youre
also not deterring from your
gameplay.
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Tapjoy Services: Non-Incentivized Installs
Featured Ads
Featured ads are a full screen take over you present to your users atsome point in their use of your app. The full page has a much higher
click through rate, which leads to more revenue.
While Feature ads are much more intrusive than normal banner ads,
you can use them in places like the end of levels or after results pages
for high click through rates without affecting gameplay.
Feature ads can also be used to cover load time in the game, if youplace the ad call before the start of the loading process, the ad will
display while your session is loading in the background.
Banner AdsBanners are the more traditional ads that most users are
familiar with. Its important to place the ad in the right
orientation for the actions the user will be doing,
landscape vs. portrait.
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Tapjoy Inc. Confidential : : : 6
Tapjoy Services: In-App Video
In-App Video AdsStarting with our latest SDK (8.1.2+) we will be offering videos for users to download
directly in our offerwall. This does not require any additional buttons or integration points
to be added to your app. The videos will be displayed as they are available, and if the user
has watched all the available videos, the rest of offers will still be displayed, removing the
no content available messages that can be a negative experience for users.
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Sizzle Trailers
Tapjoy Mobile Value ToolsVideo Game TrailersWith the addition of our new video product,
Tapjoy offers a new way for developers to drive
user acquisition, promotional trailers.
These trailers have been used in Hollywood and
traditional console games. Developers can make15 or 30 second videos of their games that give
users a complete picture of the game.
At the end of the video the user can be directed
to install the app, Like it on Facebook or other
actions that developers want.
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Tips for Getting Users to Spend: Good Market UI
Markets and Inventory
Make the buttons large and easy totap.
Whenever possible use art and icons
to direct the player. They look good
and are language agnostic.
Dont make your users scroll throughlong item lists. If you have too many
items on one page try breaking the
inventory down into tabs.
Dos Don'ts
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Tips for Getting Users to Spend: Call to Action
Always give your users options
Never just tell a user no. If they dont have enough currency for the action they want totake, direct them to the store to get more currency. For things like level locked content let
the user know what level they need to get that item, encourage them to stay engaged.
Dont assume the user will go to the store on their own, give them a button and link them
directly to it.
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Tips for Getting Users to Spend: Clear Payment Options
Payment options
Make it clear to the user what they are buying and how much
they get.
Offer bonuses to the user to buy the larger packages. Give extra
credits and rare game items to encourage them to buy.
Offer both Direct and Alternate payment options in the same
screen. Many users wont want to pay cash for items but theywill do offers to get credits for free.
Alternate payment, like Tapjoys Offerwall, can account for
around 30-40% of your revenue on iOS & up to 50% on Android.
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Featured Placement
Feature and Limited Time Items
When the user first logs in, you should give
them a limited time or featured item to buy.
This type of placement feeds the impulse buy
of your users.
Items in this featured location will often have a
sales increase of 150% over the normal store.
This content needs to be changed often,
ranging from every day to once a week
depending on sales.
This is a great place to feature seasonal items.
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Set Realistic Expectations
Banner Ad Revenue
eCPMs for Banner ads in games
will range from $0.35 to $0.90.
Top apps can get in the range of
$2.00 eCPMs
ARPDAU (Average Revenue per Daily Active User)
for Virtual Good Games
In a free to play game, expect to get around 5-10% of
your user base to monetize
Games that dont have a strong need for the users to buy
virtual goods should expect around $0.005 to $0.01
Games with items the users want and need, can get up
to $0.15+ ARPDAU
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Thank you!
For more info, contact rob.carroll@tapjoy.com