5 Best Practices for Cost-Efficient User Acquisition
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Transcript of 5 Best Practices for Cost-Efficient User Acquisition
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5 Best Practices for Cost-Efficient Player Acquisition
Pepe Agell Head of International
@joseluisagell @chartboost
150,000+ Games
20 billion game sessions
600 million monthly active gamers
In 4 years, Chartboost has became the largest only-games platform on mobile. We are privileged to work with more than 150k games and reach over 600M
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Context
Message
Quality
Iteration
Free stuff
Build an immersive message…
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Who are you talking to?
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What are they looking for?
fun
thrill
challenge
immersion
self-improvement
sharing
bragging
time killing
visuals
realization
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Vide
os
8 IPM
Inte
rstit
ials
3 IPM
Bann
ers
.1 IPM
Immersive formats help
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+15% conversion
What’s your core competence?
…in the right context
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Games within games
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but that’s not enough
Grouped country and device
Separate country and device
Category targeting
Optimize publishers by eCPM
Optimize publishers by ROI
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People react to different messages. If you are able to play around with message and context, you can open up new inventory that was never available to you earlier.
Message+Context= Opportunity
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Message+Context= Opportunity
Define what Success means for you
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Retention and engagement
Monetization
Virality
= Lifetime Value
Pick your standard
D1, D7, D28 (%)
How many users do I keep over time
DAU Daily Active Users
MAU Monthly Active Users
DAU/MAU Ratio measuring engagement of uniques
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KEY METRICS:
Glu Portfolio 10-13%
Angry Birds (back in day) 0.1%
Jackpot Party Slots 16%
Zynga Portfolio (Poker) 22-23%
DAU/MAU BENCHMARKS:
Metrics to track retention and engagement
Day 1 (the day after) 0.4
Day 7 0.2
Day 28 0.1
RETENTION BENCHMARKS :
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Metrics to track retention and engagement
0.0%
7.5%
15.0%
22.5%
30.0%
Dice Word Casino Puzzle Card Strategy Role Playing Simulation Action Music
13.6%
5.0%
11.9%11.1%
6.9%
12.6%
23.5%
13.2%
16.5%
19.4%
D(7) Retention, Chartboost
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Convert virtual currency into real money
ARPU/ARPDAU ($)
$ Revenue / # (Daily Active) Users
Payer Rate (%)
# Paying Users / # Total Users
ARPPU ($) $ Revenue / (# Users * Payer Rate %)
Average Purchase
Price$ Revenue / # Purchases
“Whales” drive IAP revenue (10% of payers drive 50% of revenue^)
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KEY IAP METRICS:
Glu 3Q '13 Glu 3Q '14
$9.88
$4.03
ARPU BENCHMARKS:
Puzzle, time management 1-5c USD
Hidden object, adventure 3-7c USD
RPG, social casino 5-10c USD
ARPDAU BENCHMARKS: ^Swrve 2014 report
Metrics to track monetization
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“K-Factor” Lift achieved through social — 0.1 means a 10% lift in users
Bootup screen for SGN’s new Paint Monsters title
Social virality lowers effective cost per install by bringing more players on board
Virality
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Lifetime Value (LTV) often tries to incorporate: — Monetization (IAP and ads) — Monetization yet to come
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D0 D365
Day 14: 3.1x Day 250: 1.09x
Day 7: 4.25x
ARPU Projection Curve
Google found that: — 18% of customer total value is within first 24 hours — Of those who purchase, 37% will do so on the first day
Lifetime value (LTV)
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No one will decide for you
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How does success look like after 60 days?
*Estimates based on GamesBrief, Jon Walsh August 2014
$1.35-$2.40 $0.07-$0.12 $0.38-$0.69ARPU*
$0.6 $0.03 $0.15Ads
$0.75-$1.80 $0.04-$0.09 $0.23-$0.54IAP
+
Launch, learn and iterate
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Softlaunch before scaling
Sample size: 10,000-20,000 players Timeframe: 2-10 weeks
Canada New Zealand Sweden NetherlandsAustralia
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Softlaunch before scaling
Dec 13(1)
Jan 14(2)
Jan 7(2)
Jan 23(1)
Oct 28(6)
Company Game Release date (updates)
Test markets
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Work backwards from your 60-day success
GOOD BAD MEDIOCRE
% Conversion rate
2.5% 0.5% 1.0%
ARPPU $20 $5 $10
Ad ARPDAU $0.03 $0.005 $0.01
After 48 hours *
$1.35-$2.40 $0.07-$0.12 $0.38-$0.69ARPU*
$20-$36 $5-$9 $10-$18ARPPU Range
3.25%-5% 0.75%-1.0% 2.25%-3%Conversion rate
*Estimates based on GamesBrief, Jon Walsh August 2014
Predicted conversion rate growth48h-60 days*
1.5x-2x
ARPPU growth48h-60 days*
1x-1.8x
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Iterate to achieve success
Come up with different messages/call to actions DOWNLOAD
PLAY
FREE
Exclude non performing publishing apps
EXIT
Test the visuals of your creatives
A B
Don’t forget the free stuff
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Start with your own network
Cross-promotion campaigns perform up to 6x better than advertising on the network
Players in your network are more likely to convert into paying users
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Start with your own network
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Start with your own network
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Game-to-game direct deals
Developers choose their own terms
You can focus your acquisition efforts on valuable sources of players
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5 best practices for cost-efficient player acquisition
In the right context
Build an immersive message
Define what quality means to you
Launch, learn and iterate
Don’t forget the free stuff
Questions?
Thank you!