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

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Mar 22, 2024 234 likes •418 views

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

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Mark Robinson

CEO

YO U R H O ST:

deltaDNA

Your game is a marketplace.

How to think differently about retention and revenues

DASHBOARD MEASURE ANALYZE ENGAGE SETUP LIVE DEV

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deltaDNA

Evolution of monetization

ARCADE CONSOLES HOME COMPUTING F2P MOBILE

From arcade games to F2P mobile

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deltaDNA

Evolution of analytics

From dashboards to personalization

PERSONALITY COMMUNITY STRATEGIC CASUAL INTENSITY ACCOMPLISHMENT

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deltaDNA

Common monetization strategies

not pressured earn free gifts fun boosters lots of content

Despicable Me: Minion Rush Good IAP

double the reward by watching a video earn extra birds receive extra lives free tournament entry

Angry Birds 2 Good ads

daily tasks competition regular content updates / expansion

Hearthstone: Heroes of Warcraft Good Retention

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deltaDNA

Common monetization issues

Small number of players Retention of players in the game: 40% leave after Day 1 Which strategy to adopt Which ad partners to use & how many Ad fill rates CPM rates Frequency and timing of ads & offers Look & feel of ads or IAP offers Management of data & internal resources

“It’s not good enough to build a great game and hope it monetizes because the players feel guilty”

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deltaDNA

Why players are leaving Threshold of game engagement

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deltaDNA

Solving the problems

All the data in once place

DEMOGRAPHICS GRIND CURRENCY ITEMS PURCHASED AD ENGAGEMENT MISSIONS DEVICE ACQUISITION PROGRESS

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deltaDNA

Seeing your game as a marketplace: an integrated approach

“Think of your game as a marketplace: focus on integrating monetization strategies as a joined up component of gameplay”

ADS RETENTION IAP

happy players and better monetization poor monetization poor monetization poor monetization

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deltaDNA

Understand how players interact with your game

Idenitfy churn points in the game Understand which players churn

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deltaDNA

Novice: set your strategy

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deltaDNA

Novice: implement strategy

Target by segment Determine decision points Create messaging

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deltaDNA

Grinder: set your strategy

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deltaDNA

Grinder: implement strategy

Define placements to optimize Set up interstitial & rewarded ads

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deltaDNA

Expert: set your strategy

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deltaDNA

Expert: implement strategy

Test different IAP offers:

ffer game progression

& vanity items Don’t show interstitial ads

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deltaDNA

Key take-outs

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

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Mark Robinson

YO U R H O ST:

deltaDNA

Thank you!

mark.robinson@deltadna.com

info@deltadna.com @delta_DNA /deltaDNA