Video advertising strategy in F2P mobile gaming

INTRODUCTION TO SOCIAL POINT

325 PEOPLE WITH 3 TOP MOBILE GAMES

ANALYTICS @ SOCIAL POINT

DATA

PRODUCTS

5 PEOPLE11 PEOPLE

DATA

LAB

11 PEOPLE

GAME DATA

SCIENCE

EMBEDDED ANALYSTSDATA ENGINEERS MACHINE LEARNING

28 PEOPLE DEDICATED TO IMPROVING THE GAMES WITH DATA

WHAT DO PLAYERS PREFER?

97M

65M

22M

WHAT DO YOU THINK?

1. GO TO SLIDO.COM

2. CLICK JOIN EVENT

3. ENTER CODE #J468

DO VIDEO ADS INCREASE CHURN? NO

30%

43%

WHAT ABOUT PUSH VIDEO ADS?

AB TEST RESULTS: IMPACT OF SKIPPABLE ADS ON FOLLOWING DAY RETENTION

- 0.9%

- 1%

0%

WHAT DO YOU THINK?

1. GO TO SLIDO.COM

2. CLICK JOIN EVENT

3. ENTER CODE #N766

ANOTHER AB TEST…..

AB TEST RESULTS: IMPACT OF VIDEO ADS ON LIFETIME VALUE

0%

- 8%

+5%

REVENUE FROM VIDEO ADS OFFSETS CANNIBALISATION EFFECTS

0

IAP revenue

IAP + VAD revenue

AND THEN WE MADE A MISTAKE….

WE ACCIDENTALLY INCREASED THE NUMBER OF VIDEO ADS WATCHED

0% - 8%39%

ARPU DECREASED FOR PAYERS WHO WATCHED MORE THAN 4 VIDEO ADS

+8%

- 5%

*THIS DECREASE WAS TOO BIG TO BE OFFSET BY VIDEO AD REVENUE

1. “PULL” Video ads have no impact on churn

2. “PUSH” video ads have a small negative impact on churn

3. Video ads DO cannibalise IAP revenue

4. IAP + VAD revenue can be greater than IAP alone

5. BUT be careful not to allow players to watch too many video ads