Not All Players are Created Equal - Ville Heijari, PlayHaven
36
Not All Players Are Created Equal Mobile Monetization Summit – December 17, 2013
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Presented at the Mobile Monetization Summit 2013 http://www.mmsummit.com
Transcript of Not All Players are Created Equal - Ville Heijari, PlayHaven
Not All Players Are Created Equal
Mobile Monetization Summit – December 17, 2013
About PlayHaven
2
San FranciscoPortland
Buenos Aires
Berlin
Manage Your Player Lifecycles
4
Find new players for your game
Keep them engaged & spending money
Bring them back after they’ve left
The Good Old Days…
5
Costs < Revenue = Profit
Premium Business Model With
Single Price
ADMITONE0
00
12
34
00
01
23
4
Equal Customers
Today…
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Customer ≠ Transaction
Free to Play Business Model
WhereInteract with Each Customer to
Over Time
Build a Relationship
Relationships = Communication
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Relationships = Communication
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Relationships = Communication
12
Segments and Lifetime ValueEngage your audience at every point in your players’ lifecycle.
13
Retention Focus on IAP’sRe-
engagementCross-Promotion
Monetize w/ Ads
Engagem
ent
Valu
e
(reset the LTV curve in new game)
TimeDay 1 User Churn
Meaningful, Targeted Messages
???
Meaningful, Targeted Messages
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Free! $0.99+ $9.99+ $19.99++
Tips to engage and monetize your entire user base effectively
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Maximize ROI with IAP Strategy
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Maximize ROI with IAP Strategy
50% non-payers converted
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Maximize ROI with IAP Strategy
50% non-payers converted
+175-250% purchase conversions
22
Build Relationships Outside of Game
23
Build Relationships Outside of Game
+66%Reach
24
Build Relationships Outside of Game
+66%Reach
Lower UA Costs with Cross-Promotion
Lower UA Costs with Cross-Promotion
90% of beta testers
from in-game messaging
Push Notifications
Push Can Drive Up to 50% of DAU
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%
2%
4%
6%
8%
10%
12%
14%
0%
10%
20%
30%
40%
50%
60%
iOS Push Effectiveness
DAU From Push Cumulative DAU From Push
Hours From Push Send
% O
f D
AU
WH
o R
ece
ived P
ush
Cum
ula
tive %
Of
DA
U W
ho R
ece
ived
Push
Relevant Push Notifications
Targeted push campaigns.
Relevant Push Notifications
Targeted push campaigns.
Paired with relevant content to improve player retention, engagement and monetization.
Rewards
Announcements
Opt-In Data
Collection
Ranking and Ratings
31
Keep it relevant!
32
Keep it generous!
33
Keep on giving!
34
35
Keep in touch!
