This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Browser games are taking over the world of online entertainment. Gaming campaigns can enable monetization of web and mobile inventory on CPL basis. It’s one product for users all over the world.

1. Alicja Borucinska
Publisher Manager
ab@trafficcaptain.com

2. DOES THE ENTERTAINMENT STILL LOOK LIKE THIS?

3. 400 M MMO PLAYERS GLOBALLY
+ 26 % OF TIME SPENT ON PLAYING
Stats: Newzoo, Y2Y increase 2011-2012
+ 18 % OF TIME SPENT ON PLAYING

4. MOBILE, MOBILE, MOBILE
100+ million U.S. mobile gamers
The mobile gaming industry is predicted to reach $54 billion by 2015
70-80% of all mobile downloads are games
Over 80% of revenue generated by mobile in 2012 was from games
Stats: Socialnomics, iQU, DigitalBuzz

6. How to choose the game and earn money as an affiliate
MAKE MONEY ON ONLINE GAMES
1. Type of game
2. Payout
3. Landing Page
4. Creatives
6. Driving traffic
5. Redirects

7. MMO GAMES
Stats: Newzoo, EU represented by UK, DE, FR, NL, BE, ES, IT
PLAYERS 50 M 49.7 M 19.2 M 21.6 M
PAYERS 23 M 23.5 M 9.1 M 8.7 M
MONEY
SPENT
+ 14% + 28% + 16% +19%
#1 GENRE Fantasy Fantasy Realism Realism
#1 TYPE Roleplay Roleplay Strategy Roleplay
US vs EU vs BR vs RU

8. MMOTYPES
PLATFORMS
GENRES
• Browser
• Client
• Social
• Mobile
• Fantasy
• Realism
• Sci-fi / Space
• Anime / cartoon
• Horror
• History
• Real-time strategy
• Roleplay
• Battle arena
• Resource manager
• Shooter
• Action/Adventure/Fight
• Sports
Casual vs Core
CHOOSE THE RIGHT GAME

9. CHOOSE THE RIGHT GAME
Payout
COUNTRY
AVERAGE CPL
strategy games
AVERAGE CPL
casual games
$ 2.50 $ 1.50
$ 3.00 $ 2.00
$ 2.30 $ 2.00
$ 0.26 $ 0.20
$ 0.35 $ 0.25
Based on CPL (cost per lead)
Check the lead flow
SOI – single opt-in
DOI – double opt-in
Based on CPP (cost per player)
Delayed conversion point
- after user creates character
- after client download
Based on RS (revenue share)
You get percentage of users spendings
- ask about gross/net rev
- ask about ARPU, ARPPU, av. lifetime
NEGOTIATE PREMIUM PAYOUTS WITH YOUR AM!

10. CHOOSE THE RIGHT GAME
Landing Page – good examples
Simplicity, call to action
Good content, graphics, video
FB connect, Google account

11. CHOOSE THE RIGHT GAME
Landing Page – funny examples
LP is not related to the game, but it works!

12. CHOOSE THE RIGHT GAME
Landing Page – bad examples
Too much information
Complicated lead flow
Distracting

13. CHOOSE THE RIGHT GAME
Creative assets – supported ad formats
Standard IAB formats:
120 X 600
160 X 600
300 X 250
468 X 60
728 X 90
File type
SWF, JPG, GIF, PNG
But also:
videoads – prerolls before flash games or
movie streaming
wallpapers – give your website new look
siteskins - top placement, best results
editorial content – write a review
Facebook ads – mostly cats...

14. CHOOSE THE RIGHT GAME
Creative assets - catvertising

15. CHOOSE THE RIGHT GAME
Banners designed by affiliates

16. CHOOSE THE RIGHT GAME
Redirects
What happens with users who click on the offer with different IP?
• LP of the game without tracking codes
your traffic is not monetized but user is not confused
• Other game
your traffic is fully monetized but user is surprised
• Error website / blank website
user doesn’t know what’s happening you need adserver

17. DRIVE TRAFFIC
Editorial website about online games
Websites: browsergamez.com, games.de, warcry.com,

18. Make your website known
SEO – the right keywords
Youtube channel with gameplay
FB fanpage
Google+ page and community
Cross promotion, link sharing
Newsletter
DRIVE TRAFFIC
Editorial website about online games

19. & = T
ON
car anda
+
DRIVE TRAFFIC
Media buying
+ +

20. Platform Impressions Clicks CTR Conversions CR
A 8.080.874 5.400 0,07% 45 0,83%
B 62.089.864 415.276 0,67% 5.218 1,26%
Platform CPM eCPC Spent Earned Profit
A $ 0,013 $ 0,02 $ 29,05 $ 108,00 $ 78,95
B $ 0,202 $ 0,03 $ 9.024,30 $ 12.523,20 $ 3.498,90
Campaign’s performance
Financial outcome
DRIVE TRAFFIC
Media buying – RTB on DSP

21. Paid ads:
use catchy lines, CTA
casual games perform better
redirect to the game or to middlepage
Fanpages:
video trailers
post couple of times
mind inappropriate content
DRIVE TRAFFIC
Social Media

23. MAKE MONEY ON MOBILE GAMES
1. Players
2. Devices
4. Countries
3. Channels
6. Driving traffic
5. Campaigns
How to choose the game and earn money on CPI campaigns

24. MOBILE PLAYERS
Average age of a mobile gamer is 28 years old
54% male vs. 46% female
51% of mobile gamers have spent real money to
purchase a mobile game — the majority (37%)
upgrading from a free game trial to a paid version
Highest percentage of mobile games are played in
the bedroom
Stats: DigitalBuzz, Socialnomics, Wired, Infodocket
It’s projected there will be
1.4 mobile devices per
capita in 2016. With all that
hardware to lug around, is
the man purse back in
fashion? Only time will tell...

25. DEVICES
68% of Americans play games on a smartphone, of which 19 million
(28%) plays on an iPhone
iPad dominates the tablet space and is used to play games on by
60% of tablet users
Stats: Appanie

26. DISCOVERING NEW APPS
More than 50% of mobile
gamers learn about new games
from friends and family
In-app ads have a small share,
but it will grow

27. Stats: Appanie
STRONGEST COUNTRIES

28. TOP GAMES’ PUBLISHERS JUNE 2013
# Publisher Game
1 Supercell
Clash of
Clans
2 King.com
Candy
Crush Saga
3
Electronic
Arts
The
Simpsons
Tapped Out
# Publisher Game
1
CJ E&M
Corp
마구마구20
13 for
Kakao
2
LINE
Corporation
LINE WIND
runner
3 Mobage
MARVEL
War of
Heroes
Stats: Newzoo

29. WHERE TO FIND MOBILE TRAFFIC?
1. Your mobile website
2. Your mobile app
3. App discovery
4. Media buying
5. Incentivized traffic

30. YOUR MOBILE WEBSITE
1. Use mobile template
2. Redirect traffic with mobile
bridge
3. Use mobile subdomain,
e.g. m.yourwebsite.com
4. Use „back to desktop
version” link
The average website has 18% of traffic coming from mobile

31. YOUR MOBILE WEBSITE
5. Monitor your mobile traffic
with Google Analytics
6. Keep the website simple
7. Clickable images must be
min. 40 px

32. YOUR MOBILE WEBSITE
Our white label template

33. YOUR MOBILE APP
Make it stupid and monetize
Your goals:
High eCPM
High fill rate
Making ads part of experience, not an interruption

34. APP DISCOVERY
Mind the guidelines
Apple guideline 2.25: Apps that display Apps other than your own for purchase or promotion
in a manner similar to or confusing with the App Store will be rejected.
Mind networks’ restrictions and cappings

35. MEDIA BUYING
Who has mobile traffic?

36. MEDIA BUYING
Which formats to use?
DialogPush notifications
Icon drop Videoads
AppwallsBanners
Rich Media

37. MEDIA BUYING
How high are CPC/CPM prices?

38. MEDIA BUYING
How high are CPC/CPM prices?

39. INCENTIVIZED TRAFFIC
Perfect solution for burst campaigns
Mind the restrictions!
Incent traffic is rarely allowed
Virtual currency and content unlock
Conversion rate up to 50%
Perfect solution for burst campaign to reach high ranking
Doesn’t monetize that well for the advertisers...
Payouts $ 0.30 – 1.20

40. WHATS THE PERFORMANCE?

42. KEY LEARNINGS
...sign up to TrafficCaptain
Games are content, not ads
Grow with the industry
Work on traffic quality
Don’t be afraid to expand
Build relationships with networks

43. Alicja Borucinska
ab@TrafficCaptain.com
www.TrafficCaptain.com
Skype: alicja.borucinska
Phone: +49 40 23 706 805