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How To Launch A Successful F2P Game in The U.S.
Brian Sapp Director, Developer Partnerships
• Introduction To Tapjoy • Content Is Key • User Acquisition Strategies • Social Is Important • Keys To Maximizing Monetization • Pre-Launch Checklist
Overview
Tapjoy by the Numbers
7,673+ Active Apps
1.52 MM Daily Ad Engagements
$300 MM Revenue Earned by Publishers
450 MM Mobile Users
Tapjoy Introduction How Does Tapjoy Mobile Value Exchange™ Work Today?
User wants premium content within an app. User can either pay or engage with advertisements.
1
1
Users chooses to engage with advertisements.
2 2
Users receive reward for engaging with brand.
3 3
Content Is Key
Does your content excite users?
Focus On The U.S. Top Grossing Charts
A great game!
User Acquisition Strategies
What is a typical launch strategy in the U.S.?
Burst Campaign
Goal Drive Maximum Volume
Aim for at least 50K installs/day
Campaign Types Rewarded Installs (Tapjoy)
App to App Cross Promotion Facebook (wide targeting)
Typical Budget $50,000 - $200,000
Duration
2-4 weeks concentrating on Weekends (Thursday launch)
Beta Test
Goal Test the health of the app
(Canada , Australia)
Campaign Types Rewarded Installs (Tapjoy)
Duration 1- 8+ weeks
Don’t launch in US until
in-game metrics are healthy.
Sustained ROI Spend
Goal Drive ROI from high performing
channels
Campaign Types PPE & Rewarded Video (Tapjoy)
Facebook (narrow targeting) Non-rewarded Networks
Consistently test new sources
Typical Budget $10K - $50K per day
Duration
TBD based on game performance
Phase 1 Phase 2 Phase 3
Social Adds Value
Leverage Social Networks To Increase Engagement & Virality
Reward users for inviting their
friends
• 3x more monthly sessions • Average: 11.9 monthly sessions • Facebook: 32 monthly sessions • Facebook: 7% to 12% sign up when rewarding users with coins
Subway Surfer
CSR Racing
Keys To Maximizing Monetization
Why Advertising Is Important ���Revenue Breakdown for My Singing Monsters (US Top 75 Grossing App/350,000 DAU)
Mobile Ad Types
Full Screen Interstitial Ads
Tapjoy Offerwall with Marquee Video
Video Ads
Ad units • Video Ads ($10-15 eCPM) • Full Screen Interstitial Ads ($3-7 eCPMs) • Offerwall ($30-45 eCPMs)
Video
Mobile’s fastest growing ad unit.
Which Ad Units Are Right For My Game?
HARDCORE
Usage: Highly Engaged User/Smaller User Base
Monetization:
High ARPDAU ($.15-$1.00)
Ad Solution: Alternative Payment Platform
MID - CORE
Usage:
Engaged User/Large User Base
Monetization: Mid Level ARPDAU ($.04-$.15)
Ad Solution:
Alternative Payment Platform Featured Ads/Video Ads
CASUAL
Usage:
Low Engaged User/Massive User Base
Monetization: Low ARPDAU ($.01-$.04)
Ad Solution:
Alt Pay/Featured Ads/Video Ads Banner Ads/Cross Promo Wall
Are you leaving revenue on the table? Are you balancing user engagement with monetization?
nGEN Tapjoy’s nGEN Platform
nGEN Drives Performance by Delivering
The Right Engagement Native advertising units and customizable messages to provide the best experience to users.
To the Right User Leverage Tapjoy’s Audience Intelligence platform to maximize LTV & ROI of each user.
At the Right Moment Set up contextually relevant In-App moments to drive deeper engagement.
Pre-launch Checklist
Pre-launch Checklist
QA like crazy ü Maximize device and OS coverage ü Double, triple check English text
and translations
Integrate SDKs ü Social ü Monetization ü Analytics ü Advertising
Create required creative asset ü App icons and screenshots ü Banner creative ü Video trailer
© 2013 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or Distribute Without Tapjoy, Inc.’s Prior Written Consent. The data provided herein is for information purposes only and while all efforts are made to ensure accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.
Tapjoy is hiring! ������
For more info or the deck email me, thanks! ������
[email protected] ������
@sappalicious
