Monetizing Mobile Games

The mobile gaming industry is already a 10 billion dollar a year industry. Learn how independent game creators are generating their revenue, and learn how you can do the same thing. In this session you will learn all about mobile game monetization strategies including advertising options, in app purchases, and large scale user acquisition. Making money in today's mobile marketplace is a reality for those that put in the effort to create great mobile games. Learn how to step up your game and get a piece of the mobile game pie.

Talk given August 24th, 2013 by Roger Peters at the Atlanta Code Camp at SPSU in Marietta, GA.

Transcript

1. MONETIZING Presented by Roger Peters Atlanta Code Camp August 24th, 2013 MOBILE GAMES
2. ALL MOBILE Roger Peters (@SmartyP) Independent Mobile Developer AllMobileEverything.com SmartyPantsCoding.com SmartyP.net EVERYTHING
3. LET’S TALK NUMBERS
5. 5 *  Infographic  from  Forbes’  “How  Mobile  Games  Are  a  Big  Business”
6. CRUSHING IT • Currently takes in over $600,000/day • 48 million players each month • Roughly 30% pay for in app purchases • Roughly 65-70% are females age 25-45 References: hBp://www.independent.co.uk/news/business/analysis-­‐and-­‐features/candy-­‐crush-­‐saga-­‐studio-­‐behind-­‐game-­‐with-­‐over-­‐44m-­‐monthly-­‐users-­‐promises-­‐more-­‐hits-­‐8755414.html hBp://now.msn.com/candy-­‐crush-­‐now-­‐making-­‐an-­‐esNmated-­‐dollar633000-­‐a-­‐day hBp://www.vg247.com/2013/03/27/candy-­‐crush-­‐saga-­‐gets-­‐50-­‐million-­‐players-­‐a-­‐day-­‐dev-­‐announces-­‐two-­‐new-­‐games/ Candy  Crush  Saga  -­‐  KING
7. ZOMBIE DOMINATION • Brings in ~$1+ million a year • Built by husband and wife team References: hBp://www.talkandroid.com/99644-­‐mika-­‐mobile-­‐update-­‐why-­‐they-­‐really-­‐quit-­‐android/ Zombieville  USA  -­‐  Mika  Mobile
8. HOW DO YOU DO IT?
9. DON’T BE A ONE HIT WONDER Angry Birds was Rovio’s 52nd game • Focus on longer-term goals • Being a game developer takes commitment • Some games are one-hit wonders, but the only certain route to success is growing your user base over time
10. DON’T BE A ONE HIT WONDER • Create an app network • Look at every new game release as an opportunity to build your overall user base • Cross-promote across your app network • Use your app network to help launch your new titles
11. MASTER SOCIAL MARKETING • 25% of adults hear about games through social media • 50% of mobile game players learn about games from friends and family • Increase your game’s virility • Free games are much more likely to get installed • Social sharing goes further the more platforms you are on
13. REDUCE GAME ATROPHY With so many games available, players get tired of a game quick, and are ready to move on. The longer you can keep your core users engaged, the longer you can capitalize on them. Expert examples of never-ending updates: Jetpack Joyride and Fish Out of Water by Halfbrick Studios How long can you make your long-tail?
14. HAVE MULTIPLE REVENUE STREAMS There are a growing number of ways to monetize your apps. Here is a brief listing: • Banner ads (ex: iAD, Admob, Amazon, etc.) • Full-screen interstitial ads (ex: Chartboost, RevMob, etc.) • In-app-purchases • Surveys (ex: Pollfish) • Real-world rewards (ex: Kiip) • Physical goods (ex: Angry Birds plushies) • Affiliate programs • Subscriptions • Shady practices (Android exclusive)
15. 15 Full-screen interstitial ads HAVE MULTIPLE REVENUE STREAMS
16. 16 Pollfish HAVE MULTIPLE REVENUE STREAMS
17. 17 Kiip HAVE MULTIPLE REVENUE STREAMS
18. HOW CAN I DO IT?
19. SUCCESSFUL GAME TYPES TODAY Jumpers Runners Task-based games
20. A SUCCESSFUL, SIMPLE, GAME What’s the Word? #2 in all free games
21. TIPS FOR SUCCESS
22. IMPORTANT FACTORS OF SUCCESS • Games which are monetizing the best are using a ‘freemium’ model. Users are cheap, don’t be stingy. • Industry leaders focus on RPI (return-per- install), ASO (app-store-optimization), and large scale user acquisition. • Cross-platform games have a larger potential user base, have their word-of-mouth and social marketing go further, and are less affected by market shifts.
23. YOU NEED MORE THAN JUST A GAME
24. YOU NEED MORE THAN JUST A GAME
25. GENERAL TIPS • Reward users • Leaving reviews • Sharing with friends • Must go-wide for ‘freemium’ to work • Paid apps account for only 10% of downloads • Don’t annoy your users (limit ad frequency, etc.) • Spend time analyzing marketplace top charts • Read other games’ post-mortems
26. MONETIZATION TIPS • Get familiar with in app purchases (IAP) • Consumables • Unlockables • Get familiar with IAP methods • Virtual currency • Virtual items • Sell, sell, sell • Via multiple revenue streams • Via in-app stores, pause screens, and popups
27. DESIGN TIPS • Never design for fixed screen sizes • Design for a higher resolution than necessary • Create assets in vector formats when possible (most important for 2D games) • Invest time in your marketplace assets • Don’t reinvent the wheel (utilize Humster3D, and other asset libraries)
28. APP DISCOVERY IS INVALUABLE “Flashlight” earns $1400+/day today on iOS – not because it was revolutionary, but because it was established in the market before it was over saturated.
29. THE SILVER BULLET
30. [REDACTED] You should’a been there man!
31. THANK YOU!
32. Q&A
33. ALL MOBILE Roger Peters (@SmartyP) Independent Mobile Developer AllMobileEverything.com SmartyPantsCoding.com SmartyP.net EVERYTHING