is this all there is? what's new in monetization
TRANSCRIPT
IS THIS ALL THERE IS? WHAT'S NEW IN MONETIZATION
Reach Engage Earn
MIKE HINESDEVELOPER EVANGELIST, AMAZON
@MikeFHines mikehines45
AndroidDevs
iOS devs AmazonFire OS
41%48%
60%
% D
evel
op
ers
abo
ve P
ove
rty
Lin
e
Source: Developer Economics Q3 2014 © VisionMobile, All Rights Reserved
HOW DO WE GET MORE
DEVELOPERS EARNING
MORE REVENUE?
An app must make more than $500 per month if it is to fund future app development and marketing. $500 per month is the app poverty line.
MANY MONETIZATION OPTIONS BUT,
Premium In-App Purchase Ads
There’s room for improvement
• “The biggest problem with freemium app models is that 97% of consumers don’t convert,
instead sticking to the free features.”1
• Cost of $3.15 and $1.80 per download for iOS and Google Play respectively in the US
often eclipses user lifetime value (LTV)3
• Free apps attract more users that premium apps
1 WSJ http://www.wsj.com/articles/mobile-game-makers-try-to-catch-more-whales-who-pay-for-free-games-14313061153 Chartboost: https://www.chartboost.com/insights/2016
Amazon Underground
Coins Merch
For customers, Amazon Coins
263k viewers10MM min watched65.9 min per uniqueHighest single day rev
Configure Coins campaigns to give coins back to customers who purchase items from Amazon! Incent purchase of specific items.
The effect on Power Users
U.S. data from App Annie and internal sales data
What next?
• Create a Coins Rewards Campaign to
target your power users.
• Promote the campaign in social media.
• Promote the campaign on your
YouTube and Twitch channels.
TARGET POWER USERS
Amazon Underground
Coins Merch
Discounts and
incentives for power
users
merch.amazon.com
Use physical goods to
EARN ADDITIONAL REVENUE
“Many Free to Play devs classify their players as willing to pay or not willing to pay.
What we've found is some folks who don't want to pay for digital goods are fine paying for a shirt. ”
Bryan MashinterBackflip Studios, creators of DragonVale
Create and upload your artwork using our templates.
Promote your t-shirt. Analyze your sales and iterate for best monetization.
"We know how to make games really well, but retail and merchandising is not our core business. Working with Amazon really helped get us out there."— Bryan Davis, Big Blue Bubble creators of My Singing Monsters
merch.amazon.com
Free self-service tools
MERCH BY AMAZON ROYALTY CALCULATOR
merch.amazon.com
How to sell shirts?
• Platform independent
– Android
– iOS
– Online
• Shirts may appeal to fans who don’t
buy IAP items
• No out-of-pocket cost to you
PROMOTE SHIRTS IN-
GAME
80% of orders come from in-game promotions.
20% of orders happen outside of your app!
What next?
• Pick art identifiable with your game
• Pick 3 (maybe 4) shirt colors
• Strongly consider $19.99 for price
• Ask fans what they want
• Start promoting your shirt outside of your game (email, social media, etc…)
BUILD A GOOD SHIRT
Just because lots of shirt colors are available doesn’t mean you need to use them all!
Amazon Underground
Coins Merch
Discounts and
incentives for power
users
An on-demand
service with no
out-of-pocket cost
A NEW SHOPPING APP WITH
ACTUALLY FREE APPSAvailable for any Android device where Amazon Underground is installed.
Developers waive fees on apps and In App Purchase items.
Android customers get really, truly free apps.
Amazon pays developers for cumulative minutes customers spend in an Amazon Underground app.
Getting Started
• Android
• Premium or IAP in another store
• Release to US, UK, Germany or France
Qualifications
developer.amazon.com/underground
AMAZON UNDERGROUNDHOW WILL IT WORK FOR YOU?
• Back-of-the-napkin
• Back it out of ARPU
$0.002 for every user-minute
$0.12 per hour per user
AMAZON UNDERGROUNDHOW WILL IT WORK FOR YOU?
• Back-of-the-napkin
• Back it out of ARPU
10K Users150K Minutes
150K x $0.002 = $300
Revenue = Sessions X Minutes X RateFor 100% of your users Every minute they use your app
http://bit.ly/undergroundcalculator
What developers are saying
Is it Working?
DEVS SAY…"If you want to get your apps in the hands of as many users as possible, this really is the way to go.”
“Session lengths went up, and the overall hours that we saw in the Underground version were incredible—hundreds of percent higher. It was really amazing to see. All of that translates into more hours played in total, and ultimately, revenue."
What next?
• Eliminate the limited upside of premium
• Remove purchase resistance of premium
• Increase download count vs. premium
• Premium apps have done very well when
moved to Amazon Underground
TAKE YOUR PREMIUM APP
UNDERGROUND
Amazon Underground
Coins Merch
#ActuallyFree apps
and in-app
purchases
and
developers are paid
per minute
Discounts and
incentives for power
users
An on-demand
service with no
out-of-pocket cost
Special Casual Connect Offer
Go to http://merch.amazon.com
Sign up by Sunday and use…
• email you used for registration
• email you used for survey
• Get Merch account by that Friday
Merch by Amazon accounts are free
APPLY TODAY
How did we do? http://bit.ly/devdaysurvey
Learn more: http://merch.amazon.com
http://developer.amazon.com/underground
http://coins.amazon.com
Follow us:@MikeFHines
developer.amazon.com/blog