Top 10 Myths about Monetization on Mobile (White Nights Conference St.Petersburg 2016)

1. #MadeWithUnity
To Ad or not to Ad
Hidden ways to make more $$$
on your game

2. #MadeWithUnity
Why Ads is Important?
If You’re Lucky, 3% of your Entire Player Base Will Pay

3. #MadeWithUnity
Ads Can Help Monetize
The Other 97%

4. #MadeWithUnity
What kind of ads???

5. #MadeWithUnity
Myth #1: My Players Hate Ads!
71% 62%

6. #MadeWithUnity
Preferred Ways to “pay”

7. #MadeWithUnity
Myth #2: Retention Drop

8. #MadeWithUnity
Myth #3: Payers will Stop to Pay

9. #MadeWithUnity
Conclusion: Video Ads is the
Choice!

10. #MadeWithUnity
What’s the best moment to integrate?
• This question is important for rewarded video ads only
• Depends on many factors like game economic, style and
genre
• In general: earlier = better!!!
Myth #4: “I will think about it later”

11. #MadeWithUnity

12. #MadeWithUnity
Unity Ads Solves Hard Problems
$
Acquire
EngageRetain

13. #MadeWithUnity
Problem #1: Engage and Retain
CORE LOOP
AD LOOP

14. #MadeWithUnity
CORE & AD LOOP
Building Video Ads Strategically into
Gameplay Creates a Positive Experience

15. #MadeWithUnity
Myth #5: eCPM is the King!

16. #MadeWithUnity
What Exactly is eCPM?
Definition: Effective Cost per Mille
eCPM = X 1000
Total Earnings
Total Impressions

17. #MadeWithUnity
Few more important metrics
DAU – Daily Active Users
ARPDAU – Average Revenue per DAU
Fill Rate = Successful Impressions /
Ad Requests

18. #MadeWithUnity
eCPM is the Wrong Question
Game devs look at IAP revenue in terms of
ARPDAU… Ads should be no different

19. #MadeWithUnity
Example: Awesome Unity Game
1MM DAU
80% US, 20% China
3 Impressions/US user
2 Impressions/Chinese user

20. #MadeWithUnity
Unity Ads
US
Impression #1 $30 eCPM
Impression #2 $20 eCPM
Impression #3 $10 eCPM
eCPM = $20.00
ARPDAU= $.060
Network 2
US
Impression #1 $34 eCPM
Impression #2 No Fill
Impression #3 No Fill
eCPM= $34.00
ARPDAU= $.034

21. #MadeWithUnity
Competitor has a higher average eCPM,
but Unity Ads makes you more money
Takeaway: Focus on ARPDAU

22. #MadeWithUnity
MIKA RAHKO, CO-FOUNDER AND
HEAD OF DEVELOPMENT,
FUTUREPLAY
We’re seeing an average of
22 rewarded video ads
watched per install.
And this engagement is sending
our revenue through the roof –
driving $0.15 average revenue
per player per day in the US
market.
“
“
Watch a Video to Enter Bonus Mode

23. #MadeWithUnity

24. #MadeWithUnity
SAARA BERGSTRÖM, CMO
NEXT GAMES
75-to-80% of our player base opt in to watch
ads, fueling our business to focus on creating
even better player experiences.
This engagement is having a tremendous
impact to revenue, by driving $0.06 average
revenue per player per day.
“
“
Watch a Video to Earn Surprise Rewards

25. #MadeWithUnity
• Some are biased, pushing own demand
• Self-fulfilling prophecy: Stuck in a certain position because eCPM is
heavily position dependent
• Ad networks don’t talk to each other, therefore the solution is not
truly optimized
• Serve ads based on historical data, not real-time
Few Words About Mediation

26. #MadeWithUnity
Good Examples of Video Ad
Integrations

27. #MadeWithUnity
Good Integration is the Key
• Your $$$ depends on impressions  more
possibilities for player to watch ads = more money
• Clear message to player about ads
• Gamification / Desirability of reward

28. #MadeWithUnity
• Clear message to player
• Better retention
• Longer session
• Better IAP

29. #MadeWithUnity

30. #MadeWithUnity
+250% ad revenue / user
+250% total ad revenue
Longer play sessions

31. #MadeWithUnity
“We saw an increase in session length and daily
session count with no decrease in user retention
whatsoever.”
Juha Matikainen
General Manager, Seriously
Best Fiends by Seriously

32. #MadeWithUnity
Currency Sale – Rewarded Video
Summary:
• Time sensitive event; usually weekend
• Double reward value OR double frequincy of available
reward
Outcome:
• 2x Revenue per day from Video Ads
• 2x Impression per day overall
• Increased user session length
• Increased user retention and engagement
• Higher baseline % of DAU watching video ads after the
event

33. #MadeWithUnity
Try for watching video and buy!
Summary:
• Offer players to try new game stuff (character, booster,
weapon, car etc) for few time for watching video ads
• Offer to buy this stuff after trial as IAP
Outcome:
• One more scenario of integration with well gamification
• Increased IAP!!!
NEW
IDEA!

34. #MadeWithUnity
Useful Links:
• Report Whitepaper: http://bit.ly/unityadsreport
• Good Examples Doc: http://bit.ly/unityads_examples
• Email: slava@unity3d.com
• Skype: vyacheslav.taraskin

35. #MadeWithUnity
• Welcome to Valentin Simonov’s technical
preentation today at 20-00 Green Hall
• Come to our booth to win Unity Pro
Subscription License or Unite tickets
• See you on PARTY!

36. #MadeWithUnity