1. Isaac Roseboom
Chief Strategy Officer
Mark Robinson
Chief Executive Officer

2. Isaac Roseboom
Chief Strategy Officer
Mark Robinson
Chief Executive Officer
10 post launch CRM strategies
you need to know to
maximize revenues

3. Agenda
To 2011:
• F2P mechanics poorly understood
• Analytics focused on the ‘golden’ metric
• Panic to monetize
• We spent our time trying to save flawed games...
• Lots of investment money and energy
• But no-one knew what they were doing
Let’s go back in time...

4. AgendaIntroduction - A brief history of game making time
It’s impressive how quickly the industry has learned!

5. Agenda
What we know now:
• Meta game is as important than core game
• Repeat spend as important as first conversion
• Think carefully what you want to achieve in session
one
• Game profitability often relies on good ad
strategies
Evolution of best practice

6. Agenda
• Being a genre specialist is wise
• Think of players as multi-game relationship
• Experiment quickly
• Post launch can make or break a game
Evolution of best practice

7. AgendaEvolution of best practice

8. Agenda
• Modern F2P games that follow these rules are
built to last
• Taking March Top grossing game charts
(Appannie: IOS, US)
o Of top 10, 8 games are older than 1 year
o Of top 100, 86 games are older than 1 year
o Of top 100, 47 games are older than 3 years
• Having a long lived F2P game is not a new thing
o Bejeweled as existed as F2P various forms
since at least 2001!
What does best practice result in?

9. Agenda
For long lived games:
(deltaDNA IOS, US)
• 45% of DAU will be more
than 1 month old
• 27% more than 3 months old
• Over 70% of revenue comes
from these players!
Why is making a long lived game important?
Best games are nurturing players for many months to build up their value

10. Agenda
• The best games have ARPDAU of $0.3+ and LTV
of $5+
o This is why they can afford $2+ CPIs
o Top 100 games have 30% of all MAU
• Top games are entrenched with 70% of this
revenue is coming from established players (1+
months)
o Can’t expect a game with few weeks in soft
launch to hit these monetization KPIs!
Why is making a long lived game important
Long term retention and engagement is MUCH more
important than basic revenue stats

11. AgendaF2P game lifecycle
• Two main F2P game lifespans
o Peak on launch then fade away
o Grow steadily and peak
periodically on big updates
• In deltaDNA
o 65% of games are like 1
o 35% of games are like 2

12. AgendaF2P game lifecycle
What makes a long lived game?
Month 2 KPIs:
65% of games fade away because they don’t worry about long term retention
deltaDNA: IOS,US

13. AgendaHow do games keep players going for months or years?
Competitive tournaments Seasonal offers and items
Bee Brilliant Golf Clash

14. AgendaHow do games keep players going for months or years?
Guild/clan mechanics Status items
Governor of Poker World Series of Poker

15. AgendaReadiness for post launch live ops
• Majority of games will have a basic task and offer messaging system
• The ability modify this on the fly to show timed content to everyone
(e.g. 50% this weekend, special tasks for today, etc) is the next level
• After this segmenting the player base to allow situational messaging
• Finally accurate measurement and iteration is vital to ensure first 3 levels
are optimized and balanced

16. AgendaLevel 1 – Timed promotions
• Running timed promotions helps boost
engagement
• Mainly aimed at mature players, can be
aspirational for new players
• Timing can be weekends, seasonal or random

17. Agenda
• Per month deltaDNA system processes
o Over 200 million messages
o Across 1 billion sessions
60% of games on our platform send timed offers
• Typical game sends an offer
o 1 in 5 sessions
o 2 in 3 active play days
Level 1 – Timed promotions
Sessions with in game offers have 38% more IAP revenue
than those that have none

18. AgendaLevel 1 – Timed promotions
• 20-30% more messages sent
on weekends
• 25% of games on deltaDNA
concentrate half of their
targeted offers on weekends
(or a single weekday)
deltaDNA: IOS & Android

19. AgendaLevel 1 – Timed promotions
Timing is everything, send messages at peak performance times
deltaDNA: IOS & Android

20. AgendaLevel 1 - Timed promotions
Timed collection mechanic
Homescapes

21. AgendaLevel 1 - Timed promotions
Seasonal tournament and collectables
Guns of Boom

22. AgendaLevel 2 – Targeted Offers
• Player targeting is vital for diverse player base
• Allows games to treat players differently without
corrupting new player experience
• Simple examples are:
o Content recommendation
o Lapsed player / anti-churn
o Exclusive VIP content

23. Agenda
Looking at all campaigns run in deltaDNA
• 48% have no targeting
o Hit all active players
• 15% have basic targeting
o userLevel
o Mission/Task finished
• 35% target based on more complicated player
behaviors
o Spend/play trajectory
o Play focus area
Level 2 – Targeted Offers

24. AgendaLevel 2 – Targeted offers
However ‘good’ games run more campaigns so these 35% of
campaigns come from 15% of all games in deltaDNA
deltaDNA: IOS & Android

25. AgendaLevel 2 - Targeted offers
Lapsed spender
Bee Brilliant Loyalty Pack
Content Recommendations
deltaSlots

26. Agenda
• A/B testing is essential to understand the
effectiveness of player targeting
• In principle you want a control group for
ALL messaging to cleanly assess its
impact
• Hierarchy of control groups to truly
understand impact of strategy
o 5% control on each campaign
o 5% hold out group from all messaging
per week/month
Level 3 – Optimized promotions

27. AgendaLevel 3 - Optimizing in-game advertising
• Reward amount of ad is very
important
• <5c results in almost no
engagement
• 10-20c can achieve 40%
usage rate
• Even at $20 eCPM this is 10x
the value of the ad impression!
deltaDNA: IOS & Android

28. AgendaLevel 3 - Optimizing push notifications
Push opt in rates (IOS)
• Median opt in rate: 39%
• Interquartile: 24% - 67%
Effectiveness of push campaigns -
% play again (IOS)
• Messaged in first 48 hours: 41%
• Not messaged: 37%
Benchmark push opt in statistics:
deltaDNA: IOS & Android

29. AgendaReadiness for post launch live ops
• Putting these stats together we
get a view of the live ops
landscape across the app store
• <10% of games are running
targeted and optimized campaigns
against their players

30. Agenda10 post-launch CRM strategies you need to know
1. You need to nurture players for many months to
build up their value
2.Long term retention and engagement is MUCH
more important than basic revenue
1. Send offers 2 out of 3 active days
2.Sessions with in-game offers have 38% more IAP
revenue than those that have none
3.Timing is everything, send messages at peak
performance times

31. Agenda10 post-launch CRM strategies you need to know
6.Targeted offers outperform broad ones by 3x
7. A/B testing in-game rewards is vital - no
engagement with rewarded ads if the value is too
low
8.Push notifications are an important engagement
tool
9.CRM is vitally important in ensuring a long lived
game
10.Maintain a strong focus on repeat spend

32. Isaac Roseboom
Chief Strategy Officer
Mark Robinson
Chief Executive Officer
Thank you!
info@deltadna.comwww.deltadna.com