using audience measurement data to acquire, retain and maximize revenues | alison murdock
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THE MOBILE GAME PLAYBOOK: Using audience measurement data to acquire, retain and engage users
Alison MurdockSVP, Marketing
05/02/2023
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Verto provides single-source audience measurement services for monitoring the complex behavior of today’s cross-device consumer on every device, app and platform they use throughout the day.
What We Do
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We provide data and insights that inform marketing, competitive intelligence, media buying, and product strategy and development.
How We Help
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DEMOGRAPHICSHolistic intelligence about the digital consumer’s background: age, gender, income, household size, marital status, race, ethnicity, state, etc.
PC BEHAVIORDesktop and laptop devices: web and app usage, device features and data usage, media streaming
SMARTPHONE BEHAVIORSmartphone web and app usage, device features and data usage, media streaming, advertising
DATA MATCHINGUse third-party data to append data on existing panelists
PURCHASING BEHAVIORSTracking e/m-commerce transactions and purchasing profiles in the offline world
TABLET & E-BOOK BEHAVIORTablet web and app usage, device features and data usage, media streaming, advertising
TV & RADIOTracking networks, channels, stations, TV and radio shows/movies, advertisements
A Single-Source Approach to Understanding The Consumer
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Some of Our Customers
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Ecosystem and User Behaviors
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50% Reach 100% Reach
Games reach 57% of mobile app usersSocial activity touches nearly all mobile app users (99%)
Games reach more than half of mobile app users
Source: Verto Analytics, April 2016, Audience Size and Reach by Category
FINANCE
MUSIC AND AUDIO
GAMES AND KIDS
ENTERTAINMENT
TRAVEL AND NAVIGATION
PHOTO AND VIDEO
LIFESTYLE AND SHOPPING
PRODUCTIVITY
UTILITIES
SOCIAL NETWORKING
96,263,820
102,841,817
105,649,843
109,199,332
122,647,672
127,208,767
147,003,032
150,407,273
177,133,980
179,399,491
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Aggregate Time Spent (Hours per month)
4.91 BN1.15 BN
704 MM660 MM357 MM304 MM199 MM173 MM163 MM54 MM
Games category ranks second only to social12% of all mobile app hours spent playing games
While Size Matters, So Does Engagement
Source: Verto Analytics, April 2016, Audience Size and Reach by Category
FINANCE
MUSIC AND AUDIO
TRAVEL AND NAVIGATION
PRODUCTIVITY
LIFESTYLE AND SHOPPING
ENTERTAINMENT
UTILITIES
PHOTO AND VIDEO
GAMES AND KIDS
SOCIAL NETWORKING
96,263,820
102,841,817
122,647,672
150,407,273
147,003,032
109,199,332
177,133,980
127,208,767
105,649,843
179,399,491
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While select developers dominate, fragmentation is the norm per gameOnly 7 current mobile games deliver more than 2% overall mobile reach
However, Higher Time Spent Has Its Challenges
Source: Verto Analytics, April 2016, Audience Size and Reach by Category
Rank TOP GAMING APPS Users [M] MobileReach
1 Candy Crush Saga 12.6 5.12 Words With Friends 12.5 5.13 Candy Crush Soda Saga 8.1 3.34 Solitaire by MobilityWare 7.7 3.15 Clash of Clans 6.1 2.56 Cookie Jam 6.0 2.47 Trivia Crack 5.8 2.38 Candy Crush Jelly Saga 4.6 1.89 Yahtzee With Buddies 3.9 1.6
10 Despicable Me 3.3 1.3
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77 Mobile Games Deliver 1 Million+ Users
Source: Verto App Watch™ data, 18+ US internet users, April ’16
A sizeable number of mobile games (77) deliver over a million users each month.
As the mobile app evolution continues, more mobile games will surpass 1M and 5M in audience reach.
Game Apps User Distribution # Gaming Apps10+ MM users 25-10 MM users 52-5 MM users 161+ MM users 54
25
16
54
10+ MM users 5-10 MM users2-5 MM users 1+ MM users
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• Mobile represents a natural extension of game brands and their franchises • Parallel rise in casual gaming via online and mobile handsets• Add this trend to the near ubiquitous ownership of smartphones, particularly
among Gen Y
The move to mobile gaming
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< / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / >
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< / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / >
< / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / >
< / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / >
< / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / > < / >
THE APP DEVELOPER’S DILEMMA
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Testing/QA
Distribution
Development
Design
Marketing
7%
11%
17%
21%
43%
The Pressing Needs And Challenges
Source: Inmobi
Most challenging aspect of app development
Lack of transparency by app stores
App funding
Revenue model
Acquiring the right users
Discoverability/Awareness
7%
11%
17%
21%
43%
Most challenging aspect of app marketing
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The app Developer’s dilemma
The App Ecosystem
DiscoveryDownloadAdoption
The environment to discover and download apps is nearly “friction-free”.
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The typical marketer challenge
10-20%Usage RetentionUsing after 30 days from download
Interest Towards Apps
Download
App Discovery Within The App Store
Non-app Store App Discovery
63%
37%
• App store search• Recommended
apps• Featured apps• Ranking lists
• Search advertising • Mobile app advertising • Non-app store search• Web links and referrals
AdoptionUsing the day after download
Allows Benchmarking Against App Developers’ Own Metrics.
40-60% 0.2-2%MonetizationSpending money in the app/game
Source: Verto App WatchTM data, 18+ U.S. Internet users, 2016
Monetization typically less than 3% of all mobile gamers.
As much as 37% of installs happen via non-app store referrals including: advertising, social, search, reviews, etc.
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FOCUS ONGAMERS VS. SAMPLERS
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Gamer Stereotype
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Sample of Mobile Gamer Demographics
0% 25% 50% 75% 100%
18-24 25-34 35-44 45-54 55+
Words with friends
Candy Crush Saga
Clash of Clans
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Core Gamer
HeavyGamer
LightGamer
Defining The Heavy GAMER
Not all Mobile Gamers are created equal:
Heavy Gamers (top 40%) make up a staggering 88% of all time spent playing gaming apps each month.
The Core Gamer segment alone (top 20%) represents nearly 2/3rds (62%) of all time spent with games.
The lightest gamers (bottom 40%) make up only 3% of time of gaming activity.
Source: Verto Analytics, April 2016, Games Category, Quintile Analysis
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The average game day
Not all Mobile Gamers are created equal:
Average Time Spent playing games per
day Index
All Gamers 24m 100
Heavy Gamers 1h, 2m 259
Core Gamers 1h, 40m 417
Light App Gamers 2m 008
Source: Verto Analytics, April 2016, Games Category, Quintile Analysis
Core Gamer
HeavyGamer
LightGamer
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Gamers & Sessions
Average Number of Games played:
Not all Mobile Gamers are created equal:
Source: Verto Analytics, April 2016, Games Category, Quintile Analysis
Per Day Per Month
All Gamers 1.3 3.6Heavy Gamers 1.7 (+31%) 5.2 (+44%)Core Gamers 2.3 (+77%) 6.5 (+81%)Light App Gamers
1.0 (-23%) 008 (-39%)
Per day Per month
Average session time
All Gamers 4.3 133.6 5 min, 35 secHeavy Gamers 10.6 (2.5x) 328.4 (2.5x) 5 min, 53 sec
Core Gamers 16.6 (3.9x) 514.4 (3.9x) 6 min, 3 secLight App Gamers 0.6 17.1 3 min, 32 sec
Average Number of Game Sessions played:
Core Gamer
HeavyGamer
LightGamer
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BEST PRACTICES
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Mobile game Downloads – avg. Daily Focus
Monday Tuesday Wednesday Thursday Friday Saturday Sunday0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
4,749,939
7,705,686
4,953,190
6,471,7266,043,750 5,962,936
7,366,833
Tuesday and Sunday deliver the highest average downloadsEnd of week is also generally favorable to the category
Source: Verto Analytics, April 2016, Audience Installations, Games Average per Day
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Game Downloads – Aggregate hourly example
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 240
300,000
600,000
900,000
1,200,000
1,500,000
Tuesday Sunday
General rise from mid-morning through prime hours for both days.Tuesday higher concentration during eves; Sunday midday and late.
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D0 D2 D4 D6 D8D10
D12 D14D16 D18
D20 D22 D24D26 D28
D30 D32 D34 D36 D38 D40 D42 D44 D46 D48 D50 D52 D54 D56 D580%
20%
40%
60%
80%
100% Retention of Popular App Categories
PHOTO AND VIDEO LIFESTYLE AND SHOPPING ENTERTAINMENT MUSIC AND AUDIO SOCIAL NETWORKINGTRAVEL AND NAVIGATION GAMES AND KIDS
Shar
e of
Use
rs U
sing
the
App
Mobile Games Have The Highest Retention Rate Followed by Shopping And Entertainment Apps
The first week is the most critical, especially the first few days.Retention drops well below 50% in most app categories.App sampling is the norm, byproduct of so little ecosystem friction.
Source: Verto Analytics, April 2016, Audience Installations, Games Average per Day
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Managing customer churn
D0 D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 D11 D12 D13 D140%
20%
40%
60%
80%
100%Average Daily Retention
Words With Friends Candy Crush Saga Clash of Clans Solitaire by MobilityWare
First 2-3 days are critical for each individual gameMinimal ecosystem friction from discovery, download to adoptionEmergence of two types of players - samplers and players
Source: Verto Analytics, April 2016, Audience Installations, Games Average per Day
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Heavy Gamers & Specific GamesHeavy Gamer Monthly Time Spent:
94.4%
92.0%
92.9%
Core Gamer
HeavyGamer
LightGamer
Words with friends
Candy Crush Saga
Clash of Clans
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Sessions vs. Avg. Time Spent (multiple games)Impact of heavy usage on overall app behavior
0 50 100 150 200 250 300 3500.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
Sessions per Month
Avg.
Ses
sion
Dura
tion
Words with friendsClash of Clans
Candy Crush Saga
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Recap
• More developer competition on the way• While size matters, engagement is essential• A near “friction-free” ecosystem is a mixed blessing to mobile game developers• Games category requires a unique marketing approach• Mixed exposure strategy needed between app store and outside platforms
• Recognize the unique download behaviors for individual mobile games• Extreme sampling should be considered the norm• The first 2-3 days post install are the most critical• Those who remain potentially make up a mobile game’s primary user set• Develop a Heavy Gamer communications strategy
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Read the report.http://research.vertoanalytics.com/download-mobile-game-report
LEVEL UP YOUR MOBILE GAME!New Industry Report on the Mobile Game User
• Audience measurement analysis and trends
• How audiences find and adopt games
• Mobile game deployment and user-engagement strategies