Monetizing Apps

Transcript

1. Monetizing Apps Konstantinos Plumidakis Lead Developer @Quizdom 5/4/17 © Quizdom 2017 1
2. What we will talk about • Banners • Interstitials • Incentivized ads • In-app purchases • In-app subscriptions • Native ads • Direct deals • Sum up 5/4/17 © Quizdom 2017 2
3. Banners • In Greece revenues of about 0,05 – 0,15 per 1000 views • In Germany roughly x3 • Can be shown in general main screens non stop without being too intrusive or annoying • Very easy to implement in android Admob example AdView adView = new AdView(this); adView.setAdSize(AdSize.SMART_BANNER); 5/4/17 © Quizdom 2017 3
4. 5/4/17 © Quizdom 2017 4
5. What we see • Banners in the “home screen” of the app does not annoy the users. They are used to them • Can constantly show the banners in these screens • Banners must NOT be in the gameplay screens, as they affect the game • Best practice is to choose one or two screens to show them 5/4/17 © Quizdom 2017 5
6. Interstitials • In Greece revenues of about 0,15 – 0,30 per 1000 views • In Germany roughly x3 • Must be carefully introduce. Best place is usually at the end of an action (ie. end of level if it’s a game) • A bit harder to implement because you must be careful to think about when to pre load them (ie. Start of a level if it’s a game) 5/4/17 © Quizdom 2017 6
7. Admob example mInterstitialAd = new InterstitialAd(this); mInterstitialAd.setAdUnitId("ca-app-pub- 3940256099942544/1033173712"); mInterstitialAd.setAdListener(new AdListener() {}); requestNewInterstitial(); if (mInterstitialAd.isLoaded()) { mInterstitialAd.show();} else { //continue playing the game } private void requestNewInterstitial() { AdRequest adRequest = new AdRequest.Builder().build(); mInterstitialAd.loadAd(adRequest);} 5/4/17 © Quizdom 2017 7
8. What we see • Interstitials annoy the users quite a lot, so they need more A/B testing to get the best result • Must keep in mind that most often they are video ads • Best practice is to show at every 4th “end” of game 5/4/17 © Quizdom 2017 8
9. Incentivized video ads • They pay x3 amount of other ads • Very nice way to offer some in-game currency or a portion of what can be bought with in-apps (ie. Tokens) • Also can check if the user is close to a high score and then offer a video ad to continue playing • Most difficult of the three to implement since you might need to talk to backend (ie. Loading time, availability) 5/4/17 © Quizdom 2017 9
10. In-app purchases • Classic way to monetize • Must find something the players need • Usually in-game currency AND no ads (banners and interstitials) • It must always be consumable • Easy one tap access is important, could increase revenues by up to 30% 5/4/17 © Quizdom 2017 10
11. What we see • Every boost in revenues is important, but make sure you don’t over inflate the currency (ie. 50% Sale) • Only 1% of the users actually spend money, so you can have the in- apps a bit more expensive than what you think since these users are willing to pay. Needs a lot of A/B testing • Most expensive package should always be the best value for money by far, so that you push the users towards it 5/4/17 © Quizdom 2017 11
12. In-app subscriptions • Good way to unlock the pro version of the app, or the no ads version, for a monthly rate • Will usually contain backend implementation • For google, will need an integration of the google API (we use it in php) to check if subscriptions are auto- renewed • Need to have a restore button in the app 5/4/17 © Quizdom 2017 12
13. What we see • Around 10% of paying users are willing to buy a monthly subscription • Very tricky to find something to offer in the app that is not a consumable and that is valuable to the users • We offer access to a “closed” group • Always prefer subscription over playing in-app purchase 5/4/17 © Quizdom 2017 13
14. Native ads • Probably best way to monetize • Needs a backend to be able to dynamically change the ads • Most difficult and should not rely on since you need to physically go out, find and close the deals. 5/4/17 © Quizdom 2017 14
15. Two types of Native ads Plain Text • Easiest • Less revenue because there is only a text Text with Call to Action • Harder technically (send the url from the backend to the mobile and then mobile handles it – plus log the click) • Because of the Call to Action, could boost revenues of up to x2 • Needs a lot of work on the texts, or else the click through will not be good. • Can be incentivized by offering in- game currency 5/4/17 © Quizdom 2017 15
16. API integration for CTA native ads http://d.quizdom.gr/?a=event&c=<CLIENTNAME>& type=i&k=uG4&trackingCode=<USERNAME> • The client makes this API call when the referred user completes the agreed action (must be described explicitly in the ad) • The user gets his in-game currency 5/4/17 © Quizdom 2017 16
17. Good and Bad texts What works • Oral-B: Κάντε το βούρτσισμα για τα παιδιά σας παιχνίδι! • Εβδομάδα Giga προσφορών στα Pampers! Αγόρασε τώρα! • 57 Νέα Εκπτωτικά Κουπόνια Nestle. Εκτύπωσέ τα Τώρα! What doesn’t work • Απόκτησε τα απαραίτητα βιβλία για τις καλοκαιρινές σου διακοπές, σε απίθανη τιμή από τις εκδόσεις Ψυχογιός. • Nestlenoiazomai: 68 Νέα Εκπτωτικά Κουπόνια Nestle και ΔΩΡΟ 5 PRO παιχνίδια! Εκτύπωσέ τα τώρα! 5/4/17 © Quizdom 2017 17
18. What we have seen • Native ads is ok to be shown even to paying users • Must not show more than one every hour to each user • Must not show more than 7 same native ads to each user • Best practice is to log every message that is shown to every user, as well as their clicks 5/4/17 © Quizdom 2017 18
19. Direct deals • Native ads • In-game sponsored tournaments • In-game sponsored categories • In-game sponsored groups 5/4/17 © Quizdom 2017 19
20. Sum up Revenue streams • Banners / Interstitials : 20% • In-apps : 35% • Direct Deals : 45% 5/4/17 © Quizdom 2017 20
21. Quizdom Publish Your Game Konstantinos Plumidakis Lead Developer at Quizdom 5/4/17 © Quizdom 2017 21
22. The problem You have the idea but you lack in recourses • Register company • Legal / taxes • Marketing • Customer support • Risk 5/4/17 © Quizdom 2017 22
23. The solution Publish your game with Quizdom • Know how • Commercial management • Consulting • Promotion • Minimum Risk 5/4/17 © Quizdom 2017 23
24. Process • Send app • Initial review • Agreement • Final review • Promotion • Revenue share 5/4/17 © Quizdom 2017 24
25. App specifications • One tap gameplay • Infinite levels • Random levels • No interface • Clean and simple graphics • Free with ads 5/4/17 © Quizdom 2017 25
26. Thank you 5/4/17 © Quizdom 2017 26