Bài chia sẻ của ông David Chun đến từ Tapjoy về chủ đề "Dự đoán doanh thu" tại hội thảo Mobile Game Asia 2015 diễn ra tại TP.Hồ Chí Minh, Việt Nam.

1. Predictive Monetization
Your freemium mobile app is leaving money on the table.
Here’s what you can do about it.
April 2015
David Chun
Managing Director, Tapjoy

2. Vietnam and China mobile game market – a lot of similarities
• Exponential over 50% growth in smartphone from 2012-15, with
over 70% Android
• Mobile Game Market growth: 75% in 2014 reaching $210M
• 9000+ local games/apps, 120M+ downloads/ 32% YoY growth
Vietnam China
Source : Mwork
Common Challenge:
Do we fully MONETIZE??

3. Tapjoy’s Market Perspective
Tapjoy’s goal is to maximize the
value of every user for freemium
mobile app publishers.

4. Tapjoy Is The FIRST Complete Mobile Marketing Automation
And Monetization Platform
Marketing Automation
Suite
Monetization
Analytics & Predictive
Analytics
ADS
Single Data Set
Dashboard: LTV.TAPJOY.COM
Enquiry email: hezuo@tapjoy.com
MESSAGES &
NOTIFICATIONS
517+
millionMonthly Active
Global Users
270+
thousandLife-to-Date Apps
2.03+
millionDaily Ad
Engagements
Who Reaches Massive Global Users and Mobile APPs
Founded in 2007
San Francisco

5. 1
2
3
1 2
4
3Offerwall
Rich Media
Full Screen Interstitial Video Ads
Banner Ads
5
5
The Largest Rewarded Ad Solutions Platform
4

6. Tapjoy Drives Industry Leading Results for Mobile Publishers
14%
Incremental Revenue
Lift in revenue without cannibalizing
spend*
10%-30%
Higher eCPMs
$10+
- $30+
Average eCPMs
4.5X
More Time in App*
Lift in Retention**

7. Do You Understand Your Users?

8. 88
The Bad News – Most Of The Companies Are Only Looking At

9. 99
ARPD
AU
The Bad News – Most Of The Companies Are Only Looking At

10. 1010
But There Are Only 3.5% Paying Users In Your App
100% revenue
3.5% users
PPU
overall
lifecycle
1. Only 3.5% of freemium
app users pay for
content…but account for
70%+ of revenue
2. Most developers lack
solutions that can segment
paying customers…so they
fear bringing ads to anyone

11. 1111
Do You Understand Your Users?
1st
Paying Users?
2nd
Paying Users?
3rd
Paying Users?
Non-paying
Users?

12. 1212
Over
50%
Who Are Your Loyal Paying Users?

13. 1313
There is another HUGE 96.5% of users
in your game are paying NOTHING!!!
And Don’t Forget…
Are you leaving these money on the table?

14. Tapjoy provides you the Solutions!

15. 1. Analysis: Segment your users and understand each of the user
cohorts.
The Solutions? – Analyze, Predict, Target & Optimize!
• Understand the health of your
app and where you can make
improvements
• Conveniently and quickly
compare cohorts side-by-side
in real time
• Track and analyze anything with
custom cohorts
Empower fremium developers with tools required to understand
customers’ potential buying behavior.

16. 2. Predict - Tapjoy Future Value Map™：Foresee the future value of every
user in your app!
• Our bold, inventive tool looks
forward to the opportunities
ahead.
• Predictive analytics identifies
users who spend and those who
never will.
• Show the current value and the
future value of your users.
The power of predictive analysis is mission-critical for unlocking
fremium app ad inventory.
The Solutions? – Analyze, Predict, Target & Optimize!
Future
LTV
Revenu
e
True
Whales
Rookies
High eCPM
AD
Monetization
General
AD
Monetization

17. 1717
Dolphin
s
WhalesMinnow
s
Non-
Paying
Non-
Paying
Minnow
s
Dolphin
s
Whales
7% 70%
Future Value Map – Snapshot, D+14
The Solutions? – Analyze, Predict, Target, and Optimize!

18. 3. Target&Optimize - Marketing Automation: Leverage a single data
set to personalize the monetization experience
Push the RIGHT content to the RIGHT user at the RIGHT time
The Solutions? – Analyze, Predict, Target & Optimize!
Made 3 IAP
purchases
No IAPs request
sessions
No sessions in the
last 3 months

19. 3. Target&Optimize: Facilitate real-time measurement and adjustment
of “moment based” engagements.
Context is key for both marketing and ad-based monetization success.
The Solutions? – Analyze, Predict, Target & and Optimize!

20. Success Cases

21. 2121
The Objective
Grow Ad Revenue For
Kingdom Age And
other GREE Games By
Determining The
Optimal Currency
Exchange Rate.
Case Sharing -GREE Lifted Ad Revenue 90% By Optimizing
Currency Exchange Rates
The Solution
Test Multiple New Currency
Exchange Rates Against A
Control Rate
Tapjoy determined that a
currency exchange rate of 1:
30 was the optimal ratio to
generate the most revenue in
Kingdom Age.
The Result
Kingdom Age Saw an Astounding 90% Lift in Total
Advertising Revenue
More Converters Higher Revenue Per
Daily Converter
More Total
Ad Revenue

22. 2222
Wanna See A Demo?
Or Visit
http://ltv.tapjoy.
com
Welcome To Visit Our Booth
#23

23. @ 2015 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary. Please do not copy or distribute without Tapjoy, Inc’s prior written consent. The data provided herein is for information purposes only and while all efforts are
made to ensure accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.
Thank You!
Contact Us:
david.chun@tapjoy.com
hezuo@tapjoy.com
Website: www.tapjoy.com