How UI Impacts Engagement and Monetization in F2P Mobile Games
Brian SappDirector, Developer Partnerships
• Introduction To Tapjoy• New User Flow• Store Design and Funnel • The Devil is in the Details• Monetization• Final Thoughts
Overview
Tapjoy by the Numbers
100 MMMonthlyActive Users
5,000Active Apps
75,000 Historical Apps
1.2 MMDaily AdEngagements
600 MMDailySessions
Tapjoy’s Mobile Value Exchange
I can earn Coins by engaging with ads via Tapjoy.
How it WorksI need more Coins to gear up in Triple Town.
I can buy Coins with real money.1 2
1
2
New User Flow
Optimize the Download
Tapjoy Network Android Conversion Rate: (clicks to installs)
Don’t Force A Registration
• Not only hurts engagement, but also your chart position, especially for new apps and especially on Android
User drop off is typically 50%-75% when forcing registration, including a mandatory Facebook login
• Think of mobile as a new, untapped audience• Consider rewarding users for creating accounts with virtual currency or extra content • If possible, create guest accounts
New User Flow
The new user flow is one of the most important parts of a successful game.
• Optimize the download (<50 MBs)• 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 under 5 mins to teach them.
• The goal is to shoot for 70% tutorial completion rate
A Confusing Tutorial
• Too wordy, use as little text as possible
• Walk users through the core mechanic, don’t explain what it is
• Once a user leaves, they’ll likely never return. Don’t lose them before they’ve even seen the good parts
• The two user choices here are bad and worse
Tutorial - Start Off SimpleTake Users by the Hand and Guide Them Into the App
• During the first 30 seconds put the user on rails, don’t let them get lost
• This is your chance to take an uncertain user and create a engaged user
• You can’t display everything, show off your core loop and build from there
CSR Racing iOS
Store Design and Funnel
Store FunnelR
• No more then two clicks
• Make it easy for users to find your store and buy items.
• Prompt to the store when currency runs out
Currency Store Design (The Bad)R
• Text is too small
• Nothing grabs the user, no calls to action
• Unimaginative icons
• How much does each package cost? Put most popular purchase first.
Currency Store Design (The Good)R
• Use icons over text when possible
• Let users know they’re getting a deal
• A well designed, clean store = happy customer
• Design for the phone, not tablet, use all your real estate
Virtual Goods Store Design (The Bad)R
• Text is hard to read, color scheme is all the same
• What do I get for my upgrade? • Bank call out is not enticing
• Icons are poor to non existent
Virtual Goods Store Design (The Good)R
• Easy to navigate and understand
• Upgrades are clear, I know what I’m getting• Proper call outs to get more currency
• Large icons over text
The Devil is In the Details
Loading ScreensLoading screens are an opportunity to engage users with messages
• Loading screens by nature are time consuming
• Give users helpful hints
• Make it humorous
• Make it what you want
Daily Rewards
• In the later days of the reward cycle give the users bigger or exclusive rewards
• Show them what they earned and also show them what is coming up
Give your users a reward for coming back every day.
Build Daily Rewards Into Game Play (CSR Racing)
Build Daily Rewards Into Game Play (Subway Surfer)
Design is the Name of the Game• Early games were web first designs, ported over to
mobile
• Where will it go next?
• New companies are moving to mobile first design• Polish, polish, polish
Don’t Let Rules Confine You
• Now take everything I’ve said and throw it out the window
• First to market• Great game mechanic• Great content• Hardcore, niche audiences
There are always exceptions to the rule
Monetization
Rewarded Offerwall
Non-rewarded Offerwall
Featured Ads
Banner Ads
Mobile Revenue: Ad Types
11
Videos3
4
5
1
23
4
5
2
Which Ad Units Are Right For My Game?
HARDCORE
Usage: Highly Engaged User/Smaller User
Base
Monetization: High ARPDAU ($.15-$1.00)
Ad Solution:Alternative Payment Platform
CORE
Usage: Engaged User/Large User Base
Monetization: Mid Level ARPDAU ($.04-$.15)
Ad Solution:Alternative Payment Platform
Featured Ads/Video Ads
CASUAL
Usage: Low Engaged User/Massive User Base
Monetization: Low ARPDAU ($.01-$.04)
Ad Solution:Alt Pay/Featured Ads/Video AdsBanner Ads/Cross Promo Wall
Are you leaving revenue on the table? Are you balancing user engagement with monetization?
Final Thoughts
Final Thoughts
• "It's about empathy for the user.” Luke Muscat (Creator of Fruit Ninja and Jetpack Joyride)
• If you can’t build it better, don’t build it.
• Small teams are primed for innovation.
• Play, play, play.
© 2013 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or Distribute Without Tapjoy, Inc.’s Prior Written Consent. The data provided herein is for information purposes only and while all efforts are made to ensure accuracy, errors may arise. 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 [email protected]
@sappalicious