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GenerativeArt—MadewithUnity
Thinking Monetization
Holistically
Felix Thé, Head of Product Management
Unity Technologies
Monetization Drivers
Ad network
1
Ad network
2
Agencies
relationship
SSP
relationship
Ad network
3
Ad network
4
DSP
relati...
Monetization Drivers
Ad network
1
Ad network
2
Agencies
relationship
SSP
relationship
Ad network
3
Ad network
4
DSP
relati...
Monetization Drivers
Performance Advertising
Brand Advertising
In-app Purchase
What?
Source of revenue
Monetization Drivers
What?
Source of revenue
Player Acquisition
CAC < LTV buying
Player Engagement
Personalization
How?
Bu...
Monetization Suite
Performance Advertising
Brand Advertising
In-app Purchase
Player Acquisition
CAC < LTV buying
Player En...
Monetization: Tech Journey and Convergence
1
2
3
Ad tech
Monetization tech
Monetization suite
Monetization Suite: Benefits
It’s good for business
Shared visibility on performance Unlock synergies
Better coordination ...
Workflow
Monetization Suite
Performance Advertising
Brand Advertising
In-app Purchase
Monetization Suite
Player Acquisitio...
Audience Pinpointer 1
Targeting at the user
level with Unity
Using a system to
group audiences
Placing the same
bids acros...
Audience Pinpointer 1
Top 10 apps by ad spend with active ROAS
campaigns saw:
72%
Increased D7
ROAS
82%
Increase in D7
dep...
Personalized Game Experience 2
Personalized Campaign* 2
Do Nothing
What should
I do with this
Player?
Who is this
Player?
IAP promo
Developer
$40
Whale
S...
Game Foundation 3
Inventory Virtual
Currency
Game
Economy
Definition
Store
Management
Stats
System
https://www.youtube.com...
Monetization Suite
Performance Advertising
Brand Advertising
In-app Purchase
Monetization Suite
Player Acquisition
CAC < L...
GenerativeArt—MadewithUnity
Thank you!
GenerativeArt—MadewithUnity
APPENDIX
Traditional Monetization Drivers
Ad network
1
Ad network
2
Agencies
relationship
SSP
relationship
Ad network
3
Ad network
...
Traditional Monetization Drivers
Ad Exchange
Ad Network
Mediation
(through 3P ad server)
In-house Mediation
Header Bidding...
Top 10 apps by ad spend with active retention
campaigns saw:
165%
Increased D7
retention rate
15%
Increased D7
ROAS*
Audie...
Prochain SlideShare
Chargement dans…5
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Holistic Monetisation: Ads, IAP and Player Engagement / Felix The, Head of Product Management, Unity Technologies

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MAMA Minsk Marketing Track

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Holistic Monetisation: Ads, IAP and Player Engagement / Felix The, Head of Product Management, Unity Technologies

  1. 1. GenerativeArt—MadewithUnity Thinking Monetization Holistically Felix Thé, Head of Product Management Unity Technologies
  2. 2. Monetization Drivers Ad network 1 Ad network 2 Agencies relationship SSP relationship Ad network 3 Ad network 4 DSP relationship Saleshouse What’s the best ad tech? Performance Advertising Brand Advertising
  3. 3. Monetization Drivers Ad network 1 Ad network 2 Agencies relationship SSP relationship Ad network 3 Ad network 4 DSP relationship Saleshouse What’s the best monetization tech? In-app Purchase IAP Promotions Personalized Offers Personalized storefront Starter pack Performance Advertising Brand Advertising
  4. 4. Monetization Drivers Performance Advertising Brand Advertising In-app Purchase What? Source of revenue
  5. 5. Monetization Drivers What? Source of revenue Player Acquisition CAC < LTV buying Player Engagement Personalization How? Building a strong business Player Retention LiveOps Tools Performance Advertising Brand Advertising In-app Purchase
  6. 6. Monetization Suite Performance Advertising Brand Advertising In-app Purchase Player Acquisition CAC < LTV buying Player Engagement Personalization Player Retention LiveOps Tools Data & Analytics Monetization Suite Workflow
  7. 7. Monetization: Tech Journey and Convergence 1 2 3 Ad tech Monetization tech Monetization suite
  8. 8. Monetization Suite: Benefits It’s good for business Shared visibility on performance Unlock synergies Better coordination across functions 1 3 2 4
  9. 9. Workflow Monetization Suite Performance Advertising Brand Advertising In-app Purchase Monetization Suite Player Acquisition CAC < LTV buying Player Engagement Personalization Player Retention LiveOps Tools Data & Analytics IAP Promo Unified Auction Audience Pinpointer Personalization Engine: ● Personalized Campaign* ● Personalized Game Experience ● ...much more to come Game Foundation Universal UX 1 2 3
  10. 10. Audience Pinpointer 1 Targeting at the user level with Unity Using a system to group audiences Placing the same bids across all users
  11. 11. Audience Pinpointer 1 Top 10 apps by ad spend with active ROAS campaigns saw: 72% Increased D7 ROAS 82% Increase in D7 depositors
  12. 12. Personalized Game Experience 2
  13. 13. Personalized Campaign* 2 Do Nothing What should I do with this Player? Who is this Player? IAP promo Developer $40 Whale Show Ads Decision Engine Payer Your call
  14. 14. Game Foundation 3 Inventory Virtual Currency Game Economy Definition Store Management Stats System https://www.youtube.com/watch?v=JFfSumAQAdI (2 min mark) Or seach: ● Unity Game Foundation ● GDC 2019 Game Foundation
  15. 15. Monetization Suite Performance Advertising Brand Advertising In-app Purchase Monetization Suite Player Acquisition CAC < LTV buying Player Engagement Personalization Player Retention LiveOps Tools Data & Analytics IAP Promo Unified Auction Audience Pinpointer Personalization Engine: ● Personalized Campaign* ● Personalized Game Experience ● ...much more to come Game Foundation Universal UX
  16. 16. GenerativeArt—MadewithUnity Thank you!
  17. 17. GenerativeArt—MadewithUnity APPENDIX
  18. 18. Traditional Monetization Drivers Ad network 1 Ad network 2 Agencies relationship SSP relationship Ad network 3 Ad network 4 DSP relationship Saleshouse Performance Advertising Brand Advertising What’s the best ad tech?
  19. 19. Traditional Monetization Drivers Ad Exchange Ad Network Mediation (through 3P ad server) In-house Mediation Header Bidding Solution Are you missing massive demand? Are you missing yield? (See above) Is this the solution? Is this the solution? Not the focus of today’s presentation
  20. 20. Top 10 apps by ad spend with active retention campaigns saw: 165% Increased D7 retention rate 15% Increased D7 ROAS* Audience Pinpointer 1

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