How UI Impacts Engagement and Monetization in F2P Mobile Games - Apps World 2013

How UI Impacts Engagement and Monetization in F2P Mobile Games

Brian SappDirector, Developer Partnerships

• Introduction To Tapjoy• New User Flow• Store Design and Funnel • The Devil is in the Details• Monetization• Final Thoughts

Overview

Tapjoy by the Numbers

100 MMMonthlyActive Users

5,000Active Apps

75,000 Historical Apps

1.2 MMDaily AdEngagements

600 MMDailySessions

Tapjoy’s Mobile Value Exchange

I can earn Coins by engaging with ads via Tapjoy.

How it WorksI need more Coins to gear up in Triple Town.

I can buy Coins with real money.1 2

1

2

New User Flow

Optimize the Download

Tapjoy Network Android Conversion Rate: (clicks to installs)

Don’t Force A Registration

• Not only hurts engagement, but also your chart position, especially for new apps and especially on Android

User drop off is typically 50%-75% when forcing registration, including a mandatory Facebook login

• Think of mobile as a new, untapped audience• Consider rewarding users for creating accounts with virtual currency or extra content • If possible, create guest accounts

New User Flow

The new user flow is one of the most important parts of a successful game.

• Optimize the download (<50 MBs)• Show off the cool parts of the game• Use clear directions• Get the user playing as soon as you

can

You have @ 30 seconds to hook your users and under 5 mins to teach them.

• The goal is to shoot for 70% tutorial completion rate

A Confusing Tutorial

• Too wordy, use as little text as possible

• Walk users through the core mechanic, don’t explain what it is

• Once a user leaves, they’ll likely never return. Don’t lose them before they’ve even seen the good parts

• The two user choices here are bad and worse

Tutorial - Start Off SimpleTake Users by the Hand and Guide Them Into the App

• During the first 30 seconds put the user on rails, don’t let them get lost

• This is your chance to take an uncertain user and create a engaged user

• You can’t display everything, show off your core loop and build from there

CSR Racing iOS

Store Design and Funnel

Store FunnelR

• No more then two clicks

• Make it easy for users to find your store and buy items.

• Prompt to the store when currency runs out

Currency Store Design (The Bad)R

• Text is too small

• Nothing grabs the user, no calls to action

• Unimaginative icons

• How much does each package cost? Put most popular purchase first.

Currency Store Design (The Good)R

• Use icons over text when possible

• Let users know they’re getting a deal

• A well designed, clean store = happy customer

• Design for the phone, not tablet, use all your real estate

Virtual Goods Store Design (The Bad)R

• Text is hard to read, color scheme is all the same

• What do I get for my upgrade? • Bank call out is not enticing

• Icons are poor to non existent

Virtual Goods Store Design (The Good)R

• Easy to navigate and understand

• Upgrades are clear, I know what I’m getting• Proper call outs to get more currency

• Large icons over text

The Devil is In the Details

Loading ScreensLoading screens are an opportunity to engage users with messages

• Loading screens by nature are time consuming

• Give users helpful hints

• Make it humorous

• Make it what you want

Daily Rewards

• In the later days of the reward cycle give the users bigger or exclusive rewards

• Show them what they earned and also show them what is coming up

Give your users a reward for coming back every day.

Build Daily Rewards Into Game Play (CSR Racing)

Build Daily Rewards Into Game Play (Subway Surfer)

Design is the Name of the Game• Early games were web first designs, ported over to

mobile

• Where will it go next?

• New companies are moving to mobile first design• Polish, polish, polish

Don’t Let Rules Confine You

• Now take everything I’ve said and throw it out the window

• First to market• Great game mechanic• Great content• Hardcore, niche audiences

There are always exceptions to the rule

Monetization

Rewarded Offerwall

Non-rewarded Offerwall

Featured Ads

Banner Ads

Mobile Revenue: Ad Types

11

Videos3

4

5

1

23

4

5

2

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

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 AdsBanner Ads/Cross Promo Wall

Are you leaving revenue on the table? Are you balancing user engagement with monetization?

Final Thoughts

Final Thoughts

• "It's about empathy for the user.” Luke Muscat (Creator of Fruit Ninja and Jetpack Joyride)

• If you can’t build it better, don’t build it.

• Small teams are primed for innovation.

• Play, play, play.

© 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.

Thank You!Brian.Sapp@tapjoy.com

@sappalicious