The Democratization of Game Promotion | Jason Akel

The Democratization of Game Promotion

2016

JASON AKEL

2016

General Manager, North America

Game Discovery DemocracyDemocracy Demos (people) + Kratia (rule, order)

2016

Unintended Consequences

2016

Spend per player, top 25 mobile games 2015

2016

Game of War - Fire AgeSummoners War

Big Fish Casino - Free SlotsCastle Clash

Brave FrontierMARVEL Contest of Champions DoubleDown Casino - Free Slots

Boom Beach Covert Fashion Clash of Clans Gummy Drop

Family Guy The Quest for Stuff Hay Day

Kim Kardashian Hollywood The Simpsons Trapped Out

FarmVille 2 Country Escape Cookie Jam

Candy Crush Soda Saga Hearthstone Heroes Of Warcraft

Candy Crush Saga Madden NFL Mobile

SimCity BuilditFarm Heroes Saga The Sims FreePlay

Minecraft

Reliability

2016

Longer-Term Engagement

2016

Video Performs & EngagesMorevideo views25X

Moreconversions7X

HighereCPMs9X

Zynga Advertising Revenue

$200M

$150M

$100M

$50M

2011 2012 2013 2014 2015

2016

2016

25%

30%

15%

5%

0%

2011 2012 2013 2014 2015

Zynga Ad Revenue Ratio

Starting mid-2014, 20%-30% of game revenues from ads

Video Ads & Rewarded Videosdisrupt the model

CPI & ARPU, Android

CPI

ARPU

2016

$2.50

$2.00

$1.50

$1.00

$0.50

$-

Jan’14 Jan’15 Jun’16Jan’16

2016

Advertisers’ 2nd Day Retention

Interstitial Native Ads Video

2016

Publishers’ eCPM

Interstitial Native Ads Video

$4.5

$6.7

$26.4

eCPM

eCPM

eCPM

Down the Center

2016

Controls

2016

Transparency

Direct Deals

Test against other platforms

Verifiable and Accountable

Managed & Diversified Risk

2016

It is possible to be... For the users

For the advertisers

For the publishers

2016

Thank you.

Jason AkelGeneral Manager, North America

jason@appnext.com