iqu.com presents: online game marketing under pressure: how to work smarter, not harder in f2p...
DESCRIPTION
At iQU we have developed 42 gamer segments, based on Richard Bartle’s player archetypes. We are working with game companies across the globe to help them identify and evaluate their gamers according to these segments. You can start on a small scale yourself: Use the 4 player-archetypes as your initial segments and I can promise you very useful and interesting insights. The better you understand your gamers the better you will be able to target them.TRANSCRIPT
Online Marketing Under Pressure:
How to work smarter, not harder in Free2Play online games
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Who We Are
AT iQU, WE ARE PASSIONATE ABOUT GAMERS. • Gamers are the heart of everything we do. We
know what they play, how they play, when they play and why, and that allows us to help them find exactly the right game to match their individual needs.
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Who We Are
• Marketing platform for the game sector • 120+ Million gamer profiles and fingerprints to date • 4+ Million customer conversions to date • 500+ Worldwide publishers • 200+ Game offers
Why is Online Marketing Under Pressure?
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P2P F2P
vs. 2010revenues
players
2011
$ 2,571,000,000 +3%
39,400,000 +3%payers
22,300,000 +6%
$ / month
$ 9.61 -3%
P2P F2P
vs. 2010revenues
players
2011
€ 473,000,000 +13%
8,700,000 +11%payers
4,500,000 +13%
€ / month
€ 8.76 +1%
47%53% 58%42%
2011 vs 2010F2P spending
+24%
2011 vs 2010F2P spending
+14%© NewZoo, 2011
Why is Online Marketing Under Pressure?
Why is Online Marketing Under Pressure?
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Why is Online Marketing Under Pressure?
Until today…
• It’s becoming more and more challenging to find affordable traffic sources
• Data has not (really) worked for you• You have been focussing on key traffic sources
and tried to optimize the ROI
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Why is Online Marketing Under Pressure?
What to do?
1. Get a deep understanding of your user types
2. Use the benefits of online advertising
3. Diversify channel mix
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In the world of marketing, targeting is king.
And in the world of targeting, data rules!
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What is Big Data?
In IT, big data consists of datasets that grow so large that they become awkward to work with on-hand/manual data management tools.
Difficulties include capture, storage, search, sharing, analytics, and visualizing
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TOOOO MUCH DATA?
What is Big Data?
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Data Infrastructure
- Behavioral Data- Conversion Events- Appended Data
1st Party Data
3rd Party Data
- Numerous 3rd party data relationships
Gamer iQUData Management
Platform
Secure and Private Environment
Rules EngineSegment Builder
Predictive Optimization
Decisioning
Ad OptimizationLP Optimization
Media OptimizationBidding Optimization
Insights & AnalysisMedia PerformanceAudience InsightAudience Forecasting
So how
can big data help?
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In the World of Targeting, Data Rules
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This is Christina Kelly,she is Australian, lives in the Netherlands and loves playing Thirst of Night (kabam).
Thirst of Night (MMORTS)Target audience (2 properties): male, 18-38
What did the ad look like that broughther into the game?
In the World of Targeting, Data Rules
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She viewed the ad on yahoo.co.au from the NetherlandsHer sign-up time was 1.1 minutesShe completed tutorial in 6.8 minutesHer first payment was after 27 days…
If demographic- and geo-targeting are not good enough anymore….
…how else do you build meaningful segments to target?
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How to Build Meaningful Segments
How to Build Meaningful Segments
How to Build Meaningful Segments
How to Build Meaningful Segments
How to Build Meaningful Segments
How to Build Meaningful Segments
How to Build Meaningful Segments
How to Build Meaningful Segments
How to Build Meaningful Segments
The Look-a-Like Strategy
I only have “small” data.Where can I start?
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5 Steps to Improve TargetingStep 1: Create ads for 4 Segments plus a control group (broad appeal)
Control Group
5 Steps to Improve Targeting
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Step 2: Verify Segments
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5 Steps to Improve TargetingStep 3: Track Behaviour
*CPPU calculated with 15% conversion from active user
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5 Steps to Improve TargetingStep 4: Evaluate Segments
1.61 3.13
1
0.38 0.56
5 Steps to Improve Targeting
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Step 5: Find look-a-like media
13% registration rate45% return rate15% customer rate*
18% registration rate32% return rate15% customer rate*
What to do?
1. Get a deep understanding of your user types(who is playing and how do they behave)
2. Use the benefits of online advertising (target and measure)
3. Diversify channel mix(find appropriate targets across all archetypes)
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Thank You!Need help finding the right players for your game? Contact us:
http://info.iqu.com/gdc1/
E: [email protected]: http://iqu.com/Twitter: @freewebgames @iqugroup
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