Rob CarrollDirector of Publishing
Tapjoy
Best Practices for User Acquisition
• Founded: 2007• Headquarters: San
Francisco, with offices in London, Tokyo, Beijing, Seoul and New York • Reach: 500+ Million Devices
with 70 million monthly active users• Platforms: Android, iOS,
Windows Phone 7 & HTML5
The Leading Mobile App Network
Tapjoy is embedded into more than 80% of the leading Free-to-Play mobile gaming applications
Best Practices for New User Experience
New User Experience
The new user flow is one of the most important parts of a successful game
• Optimize the download• Make your tutorial simple and clear• Show off the cool parts of the game• Use clear directions• Get the user playing as soon as you can
You have @ 30 seconds to hook your users and 5 min to teach them. • The goal is to shoot for 70% tutorial completion rate
Optimize the Download
Don’t lose users before they open the game• Apps may freeze during the download, let your users know it’s still working• Use this time for tips, hints and jokes
Android Conversion rate: (clicks to installs)• 0-30mb 50-75%• 30-100mb 30-50% • 100+mb 14-20%
iOS Conversion rate: (clicks to installs)• 0-20mb 50-75% *• 50-100mb @ 40% • 200+mb @ 30%
• File size makes a big difference
Start off Simple
Take Users by the Hand and Guide Them Into the Game
• During the first 30 seconds put the user on rails, don’t let them get lost• This is your chance to take an uncertain player and create a returning user• You can’t display everything, show off your core game loop and build from there
Show Off the Cool Parts
Why should users play your game?
• If it’s about fighting let them fight, • If it’s about cute animals give them fluffy things• In the first 1-2 minutes you need to hook them to the game• Don’t try to show them everything
Use Clear Directions
Clearly direct the user
Call to Action
Give Rewards
Get Them Playing
Use Clear Directions
How to do it right
Big icons to call attention
Gray out areas that don’t
matter now
Highlight where you want the users
attention
Use arrows
Give simple info
Get Them Playing
User don’t want to watch, they want to play
• Once you have shown the users the basics of the game, let them play• Put the user in control but give them direction on what they should be doing • Using a task or quest list is a great way to direct without controlling • Tasks keep the user from getting lost and quitting • This is where you should start to get the user into the depth of the game
What to do with your users?
App Re-Engagement
Daily Rewards Keep Them Coming Back
Appointment Mechanics
NotificationsAppointment Mechanics
Mobile Revenue Channels
Direct Pay
Featured Ad
Tapjoy.com
Direct Pay: In app purchase through Google Checkout or iTunes
Alt Pay: Banner ads, Featured ads, videos and services like Tapjoy’s Marketplace, can increase app revenue by up to 50%
Cross Promo Ads
Important Things to Keep in Mind
• Don’t lose users before they open the game• Walk the user through the first experiences of the game • Show the user what is cool in the game• Get them in and playing as soon as possible • Make the most of your monetization by adding alt pay
Proprietary and Confidential Information of Tapjoy, Inc. Please do not copy or distribute. © Copyright 2012 Tapjoy, Inc. All Rights Reserved. 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