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How to Make Your Gaming App a Success презентация
Содержание
- 1. How to Make Your Gaming App a Success
- 2. Ran Avrahamy Head of Marketing – AppsFlyer
- 3. How to Take Your Advertising Campaigns To The Next Level
- 4. Leading the Mobile Advertising Analytics Market
- 5. Leading in Scale
- 6. Leading in Retention
- 7. Back to Basics
- 8. Mobile Advertising Analytics
- 9. Actionable insights on network performance Sorted by ARPU
- 10. Sorted by Conversion rate Actionable insights on ad creative performance
- 11. So… How Do You Take Your Campaigns to The Next Level?
- 12. Tutorial completion Sharing with friends
- 13. Single smart tracking link for all
- 14. Click Attribution data provided in real time
- 15. Jackpot: Performance Index for the gaming vertical Know your networks
- 16. Day 1 Retention - Gaming
- 17. Day 7 Retention - Gaming
- 18. Day 30 Retention - Gaming
- 19. Retention Level Gap +7% +45% +103%
- 20. Key Takeaways Big Data is
- 21. 2nd Star OneLink Ran Avrahamy ran@appsflyer.com @RanAvr
- 23. CPI vs. LTV
- 24. Day One Retention Rates On average
- 25. The Harsh Economics of F2P Conversion from Player to Payer
- 26. Why players leave your game Appointment Setting
- 27. Move the dial Technical Issues Too Easy
- 28. Key Player Behavior Drivers NOT ALL PLAYERS ARE THE SAME
- 29. The deltaDNA platform tools
- 30. Maximize the Lifetime Value of your Players
- 31. Maximize the Lifetime Value of your Players
- 32. Use 3D Segmentation to define player target
- 33. Nanobit uses A/B tests to optimize pricing
- 34. 350% increase in
- 35. Integrating the tools from both Appsflyer and
- 36. Q&A www.deltaDNA.com www.AppsFlyer.com
Слайд 2Ran Avrahamy
Head of Marketing – AppsFlyer
Mark Robinson
CEO – deltaDNA
Fascinated by the
Managing a complicated relationship with mobile. (Too) early adopter. Loves being an entrepreneur - Hates the word entrepreneur.
Слайд 12
Tutorial completion
Sharing
with friends
Unlocking
achievements
Sessions
In-app purchases
Facebook Connect
Players who connected with Facebook and completed
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
Слайд 13Single smart tracking
link for all sources
Non-disruptive user experiences
Real time
Multiple links for each campaign, platform and OS
Broken user experiences
No conversion data
From...
To...
The Evolution of Deeplinking
Слайд 14Click
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
Слайд 24Day One Retention Rates
On average less than 40% of players return
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
Слайд 26Why players leave your game
Appointment Setting
Monetization Blockers
Game Blockers
Rewarding
1st 60 Seconds
Game Complexity
Game
Repeat Play
Tasks
Tutorial
Слайд 27Move the dial
Technical
Issues
Too
Easy
Didn’t
Understand
Tutorial
Ran
Out Of
Resources
Too
Difficult
Good
Momentum
Long 1st
Session
Return
For 2nd Session
Слайд 32Use 3D Segmentation to define player target lists
Use LTV Predictor
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
Слайд 33Nanobit uses A/B tests to optimize pricing
Created 3 test groups;
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
Слайд 34
350% increase in engaged users (playing for more than 10
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
Слайд 35Integrating the tools from both Appsflyer and deltaDNA lets us see
Optimize the Entire Player Life Cycle
Alan Sumina
CEO of Nanobit
