Bringing it all togetherAdopt a user centric approach

to boost App monetization

Jerome Grateau, Managing Director, Partner Business Solutions SEEMEA

Dec 2, 2014

Google Confidential and Proprietary

App developers today have

more to worry about than just

building a great App...

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Grow your Installs

Build your App

Monetizeyour audience

What you need is to build a successful App Business

Engage your audience

Google Confidential and Proprietary

Grow your Installs

Build your App

Monetizeyour audience

Engage your audience

Google is committed to supporting you along the path

Google Confidential and Proprietary

Grow your InstallsBuild your App

Monetizeyour audience

Engage your audience

Google is committed to supporting you along the path

Google Confidential and Proprietary

The digital shelf space is crowded: there are over

1.1 million apps in each app store

Google Confidential and ProprietarySource: Park Associate Study for Google (2014)

Average smartphone owner

downloads less than 20

apps

Apps downloaded since phone purchase, by country

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Reach new users across

Google’s network of

600k+ Apps

Track the routes

people take to reach

your App

Make your App shine in

the store to foster

organic growthGrow your

audience

with

Google

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Download is

good, but...

What you

really aim at is

usage!

Google Confidential and Proprietary

Grow your Installs

Build your App

Monetizeaudience

Engage your audience

Google is committed to supporting you along the path

Google Confidential and ProprietarySource: Park Associate Study for Google (2014)

Average user

uses not more

than 5 Apps a

day

Smartphone apps used daily, by country

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80+%of apps are abandoned

within 1 month

20%of apps are

used once

Source: Google Internal (2014)

The Engagement challenge...

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Engage and retain your

audience with Google

Drive engagement

with leaderboards

Reward your players

with in-game gifts

Easy sign up and

sign in

Be shared and

discovered

Embed videos in your game

Turn community enthusiasm into

a promotional asset

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Now that you have built

up a strong audience, it’s

time to grow your App

Business

Google Confidential and Proprietary

Grow your Installs

Build your App

Monetizeaudience

Engage your audience

Google is committed to supporting you along the path

Google Confidential and Proprietary

Our vision is simple

Understand your audience

Grow IAP revenue

Maximize ad revenue

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Our most successful gaming App

partners are getting the most

out of their users by combining

different business models

Revenue indexed

Hybrid model of Ads + IAP = Success

Sources: Google Internal, App Annie (2014)

Google Confidential and Proprietary

In Gaming Apps, 5% of users drive 95% of IAP purchase

valueKiller Whales

1% mobile gamers

Spend >$50 per month

700k NA gamers

Avg. month spend. $68.27

Whales (including Killer Whales)

3% mobile gamers

Spend $25 – $49.99per month

2.5MM NA gamers

Avg. month spend. $29.37Dolphins

16% mobile gamers

Spend $5 – $24.99 per month

14.3MM NA gamers

Avg. month spend. $8.15Non-payers

37% mobile gamers

Spend $0 per month

31.3MM NA gamers

Minnows

43% mobile gamers

Spend $0.01 – $4.99 per month

35.3MM NA gamers

Avg. month spend. $0.94

Mobile

spend p

er m

onth

($)

$0

$20

$140

$120

$100

$80

$60

$40

40% 30% 20% 10% 0%

Percentage of mobile games

Mobile spending is based on a

power curve in which a small

percentage of hardcore

consumers spend exponentially

more money than others

“5%of our users drive 95%

of the IAP value”

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Bringing it all together

MonetizeCollect Analyze

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Getting the most out of each user

Segment your user base

and build audience lists1

Show IAP promotion

interstitials to payers2

Show monetization

ads to non-payers3

Didn’t make it past level 10

01 02 03 04 05 06 07 08 09 10

Played the

game in the

last 24 hours

Paid for an item

in your game

previously

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● OSM (Online Soccer

Manager) is a game by

Gamebasics

● Ad free experience for 4

days, then skippable ads

● Found the best mix of

ads and IAPs

● 75% in IAP / 25% in in-

app ads with AdMob

● Opportunity to track and

monetize ad skippers with IAP

● Clicking away 3 ads opens

prompt to “Buy Premium

Matches” with no ads

How Gamebasics (NL) uses Ads to push IAPs on its Games

Google Confidential and Proprietary

How Lunosoft (KRW) grew eCPM 4X thanks to Admob IAP

Ads

● Hit Shin Bong Sun is a

mobile game by South

Korean Lunosoft

● Initially monetized with

ads

● Achieved an eCPM on

IAP House Ads 4X

higher than with regular

ads

● Kept usual ads for non

IAP buyers

● Wanted to diversify

monetization sources

● Used Admob IAP House Ads,

and targeting usual buyers of

IAP to show IAP offers to them

Admob IAP House Ad Admob 3rd party Ad

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How Lunosoft (KRW) grew eCPM 4X thanks to Admob IAP

Ads

Thank you!

Jerome Grateau, Managing Director Partner Business Solutions SEEMEA

Dec 2, 2014