Monetise 100% of Your App User Base with Amazon Underground

Learn how you can monetize 100% of your Android users with Amazon Underground. Did you know that Goat Simulator made more money on Amazon Underground in December than on any other Android Platform and Gerard Piqué’s Final Kick saw over 1500% more revenue in Amazon Underground? With Amazon Underground’s monetisation approach, Amazon pays you for every minute a customer uses your Amazon Underground app, and customers pay nothing. In this talk we’ll discover everything you need to know about Amazon Underground, how to get started, and how developers are increasing their revenue and downloads with Amazon Underground.

Transcript

1. MARIO VIVIANI T E C H N O L O G Y E V A N G E L I S T, A M A Z O N A P P S T O R E U K @mariuxtheone http://www.linkedin.com/in/marioviviani MONETISE 100% OF YOUR USER BASE W ITH AMAZ ON UNDERGROUND
2. I T ’ S A - M E ! Ma r io V ivia n i Technology Evangelist, Amazon Appstore UK @mariuxtheone Android Developer from 2010 95+ apps published 12,000,000+ downloads Google Developer Expert 2013-15 Startup Founder, Co-Worker Speaker at: Droidcon, Android Dev Days, Google I/O 2015
3. MANY MONETIZATION OPTIONS Premium In-App Purchase Ads
4. F R E E M I U M THE BIGGEST PROBLEM WITH FREEMIUM APP MODELS IS THAT 97% OF CONSUMERS DON’T CONVERT, INSTEAD STICKING TO THE FREE FEATURES. T h e Wa l l S t r e e t J o u r n a l h t t p : / / w w w . w s j . c o m / a r t i c l e s / m o b i l e - g a m e - m a k e r s - t r y - t o - c a t c h - m o r e - w h a l e s - w h o - p a y - f o r - f r e e - g a m e s - 1 4 3 1 3 0 6 1 1 5
5. A NEW MONETISATION MODEL
7. THEY PLAY. WE PAY. YOU WIN.
9. • Generate Revenue from Every Customer • Increase Apps User Base • Focus on Building Great User Experiences • Start Earning Right Away THEY PLAY. WE PAY. YOU WIN.
11. Available now on Android & Fire Devices in the US, UK, DE, FR, IT, and ES. www.amazonunderground.com
14. “ G O O D B U T N O W B E S T ” This app was a fun game buy you had to pay for more levels. Now with Underground I can play it for free. This is why Amazon is a good platform for games they get that we want, something that is actually free. C a r d b o a r d M o n e y A u g u s t 2 6 , 2 0 1 5
15. “ I N M Y W I L D E S T D R E A M S ” “I WOULD HAVE NEVER THOUGHT I'D GET TO PLAY MLP SO EASILY.” M i ke P A u g u s t 2 7 , 2 0 1 5
16. “ T H I S I S J U S T T H E B E S T G A M E E V E R ! ” So I went in the Appstore and this thing popped up that said I was in Amazon underground and I had no idea what that meant. Well I figured out what that is. Now I think i'm glad to have a Kindle Fire instead of an iPad or something for once! I can't believe we get free apps that Google and Apple users have to pay for! Anyway, I got this game free, and I just LOVE IT SO MUCH! THE HELICOTERS, THE BUGS, THE HATS, THE JOY OF PUSHING PEOPLE OFF DOCKS WHILE THEY PROPOSE MARRIAGE! Get it. Get it now. I mean it! A s t ro C a t A u g u s t 2 8 , 2 0 1 5
17. A NEW OPTION Premium In-App Purchase Ads Amazon Underground
19. GOAT SIMULATOR MADE MORE MONEY ON AMAZON UNDERGROUND IN DECEMBER THAN ON ANY OTHER ANDROID STORE
20. G O AT S I M U L ATO R FOR US, EVALUATING NEW PLATFORMS IS VERY IMPORTANT, AND UNDERGROUND HAS BEEN ONE EXAMPLE SHOWING IT CAN BE WORTH IT FOR US! IF YOU HAVE A PRODUCT THAT DOES WELL IN GENERAL, MOVING IT ONTO NEW PLATFORMS IS THE WAY TO GO!
21. FINAL KICK CUSTOMERS PLAY TWICE AS LONG IN AMAZON UNDERGROUND AS THEY DO ON GOOGLE PLAY "I SEE THE AMAZON UNDERGROUND MODEL AS THE NEW BIG MOVEMENT FOR THE MOBILE GAME INDUSTRY."
22. "IF YOU WANT TO GET YOUR APPS IN THE HANDS OF AS MANY USERS AS POSSIBLE, THIS REALLY IS THE WAY TO GO."
23. "THIS NEW PROGRAM FROM AMAZON IS A REALLY EXCITING OPPORTUNITY FOR DEVELOPERS TO MAKE MONEY IN A NEW KIND OF WAY."
24. "WE DEFINITELY SEE THIS AS REALLY BOLD AND DISRUPTIVE. IT'S GOING TO CHANGE THE COMPETITIVE MARKETPLACE FOR THE OTHER APPSTORES."
26. GETTING STARTED
27. Q U A L I F I C AT I O N S ANDROID PREMIUM OR IAP IN ANOTHER STORE RELEASE TO US, UK, GERMANY, FRANCE, ITALY, OR SPAIN R E Q U I R E M E N T S
28. APPLY THE SASH TO LAUNCHER ICON SET THE PACKAGE NAME com.company.example.underground bit.ly/UndergroundMigration P R E PA R I N G T H E A P P
29. SUBMIT IAP ITEMS AND AMAZON WILL SHOW STRIKE THROUGH PRICES or REMOVE IAP AND ENTITLE THE ITEMS. Note that “Pay to remove ads” Freemium apps are not eligible for Amazon Underground. Amazon Underground apps provide core app and game experiences for free. I A P M I G R AT I O N O P T I O N S
30. Game Circle Mobile Ads API Mobile Associates API Amazon Device Messaging (ADM) Login with Amazon OT H E R A P I M I G R AT I O N
31. SUBMITTING Free for developers. Register and submit at developer.amazon.com/underground Things to think about: • Name doesn’t change • Description explains value • Testing instructions include a link to app in other stores • We’ll automatically sash icons you add during the submission process developer.amazon.com/underground bit.ly/90sAppTest
41. OPTIMIZING
42. Revenue = Sessions X Minutes X Rate For 100% of your users, every minute they use your app bit.ly/AmazonUndergroundCalc
43. PREMIUM $1.99 to download 200 downloads per month (2400 / yr) Subtract 30% commission Subtract $0.35/download cost for user acquisition Yields $2500 / yr Assume 8 min per day or 240 min per month (with fall off over time) 240 x $0.002 = $0.48 per user, per month 2400 users generate 3.1 Million usage minutes Yields about $5,400 / yr Plus, additional organic 200 users playing for only 2 min per day Yields $6,900 / yr E X A M P L E : P R E M I U M U T I L I T Y A P P
44. FREEMIUM Assume 10,000 monthly active users growing 5% month-over-month 3% paying $2.99 / month For 17,100 players and $10,000 in royalties with user acquisition of $0.50 per user Yields $1,400 / yr Assuming 20 min per week per user Yields $19,000 / yr IAP monthly average revenue per user would need to exceed $8.25 to match this. E X A M P L E : F R E E M I U M C A S UA L G A M E
45. So, the focus is Fun Useful Exciting Scary Clever Unique … whatever got you into this business!
46. THANK YOU! Mario Viviani @mariuxtheone @AmazonAppDev vivianim@amazon.co.uk developer.amazon.com/appstore