INTRODUCTION TO SOCIAL POINT
325 PEOPLE WITH 3 TOP MOBILE GAMES
ANALYTICS @ SOCIAL POINT
DATA
PRODUCTS
5 PEOPLE11 PEOPLE
DATA
LAB
11 PEOPLE
GAME DATA
SCIENCE
EMBEDDED ANALYSTSDATA ENGINEERS MACHINE LEARNING
28 PEOPLE DEDICATED TO IMPROVING THE GAMES WITH DATA
WHAT DO PLAYERS PREFER?
97M
65M
22M
WHAT DO YOU THINK?
1. GO TO SLIDO.COM
2. CLICK JOIN EVENT
3. ENTER CODE #J468
DO VIDEO ADS INCREASE CHURN? NO
30%
43%
WHAT ABOUT PUSH VIDEO ADS?
AB TEST RESULTS: IMPACT OF SKIPPABLE ADS ON FOLLOWING DAY RETENTION
- 0.9%
- 1%
0%
WHAT DO YOU THINK?
1. GO TO SLIDO.COM
2. CLICK JOIN EVENT
3. ENTER CODE #N766
ANOTHER AB TEST…..
AB TEST RESULTS: IMPACT OF VIDEO ADS ON LIFETIME VALUE
0%
- 8%
+5%
REVENUE FROM VIDEO ADS OFFSETS CANNIBALISATION EFFECTS
0
IAP revenue
IAP + VAD revenue
AND THEN WE MADE A MISTAKE….
WE ACCIDENTALLY INCREASED THE NUMBER OF VIDEO ADS WATCHED
0% - 8%39%
ARPU DECREASED FOR PAYERS WHO WATCHED MORE THAN 4 VIDEO ADS
+8%
- 5%
*THIS DECREASE WAS TOO BIG TO BE OFFSET BY VIDEO AD REVENUE
1. “PULL” Video ads have no impact on churn
2. “PUSH” video ads have a small negative impact on churn
3. Video ads DO cannibalise IAP revenue
4. IAP + VAD revenue can be greater than IAP alone
5. BUT be careful not to allow players to watch too many video ads