GIAF USA Winter 2015 - The secrets to successful F2P ad monetization

The secrets to successful F2P ad monetization: An analytics perspective

● The only deep data analytics platform dedicated to games ● End-to-end toolkit to optimize & manage engagement, retention, &

monetization

deltaDNA: powered by deep data

The evolution of analytics

The secrets to success: why players are leaving

The secrets to success: personalization

THE STATE OF PLAY

Most popular advert types

The state of play

● Interstitial are the most commonly shown type of ad ● It is most common for interstitial ads to be combined with rewarded

ads

● Average certainty that the right approach is being taken: 54%

The state of play

Developer concerns about in-game advertising

The state of play

● Larger games are more confident in their approach

The state of play

APPROACH TOWARDS ADVERTISING

The approach taken towards advertising in games

The state of play

● Developers are cautious of using advertising, and their approach is varied

● Games with high ad revenues are more aggressive with ads. These games are more likely to target casual players, and player numbers are lower

Approach towards advertising

● Games with higher confidence use segmentation. Their revenue from ads is lower than average, but they may be more focused on protecting IAP revenue

● Less confident games advertise more aggressively

Approach towards advertising

Approach towards advertising

● There’s not much difference across genres in whether payers see ads Action games are less aggressive with ad serving

THE SECRETS TO SUCCESS

● Focus on the overall monetization strategy is needed Data is at the heart of the solution

The secrets to success: developer recommendations

The secrets to success: Seeing your game as a marketplace

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

Novice: set your strategy

Expert: set your strategy

Successful F2P ad monetization: key insights

● Uncertainty in the approach towards advertising shows a lack of

analytics reporting

● Unnecessary caution & fear of frightening off players with advertising

● Developers don’t have the correct tools to optimize their

monetization strategies

● There is opportunity to increase ad density and improve ad revenues

● Developers should match the ad format to the right player

/deltaDNA info@deltadna.com @deltaDNA

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