亿欧创新者年会暨 - 游戏如何“走出去”,“走进来”

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ironSource

2017/12/15 发布于 商业 分类

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1. Overseas and Back Yoni Eyal ironSource Asia Pacific General Manager
2. Smartphone Ownership by Country Penetrating the mobile market Ranking the top 10 smartphone friendly nations by ownership, usage, and penetration
3. The Mobile Experience is All About Apps How is time on mobile spent? % of time spent on iOS and Android devices 14% Browser Other Browsers 2% Google Browsers 5% Apple Safari 7% Other Apps 3% News 3% Productivity 4% Utilities 8% 86% Apps 32% Gaming 17% Facebook 1.5% Twitter 9.5% Gaming 4% YouTube 4% Entertainment (Other) Source: Flurry Analytics, comScore, NetMarketShare
4. App Lifecycle - Impact on UA Strategy Launch ● KPI:'>KPI:'>KPI:'>KPI: market penetration ● Campaign Strategy:'>Strategy:'>Strategy:'>Strategy: use reward-based traffic, burst campaigns and several channels (multi-placement) Market Player (post 500K downloads) ● KPI:'>KPI:'>KPI:'>KPI: user performance, retention, registration, subscription, engagement, and IAP ● Campaign Strategy:'>Strategy:'>Strategy:'>Strategy: non-reward based traffic, premium ad units like Video, Native, Interstitial. Targeted rewarded campaigns for rank and penetrating new markets Maturity (Once you have a large, high-quality user base) ● KPI:'>KPI:'>KPI:'>KPI: more effective monetization of loyal users ● Campaign Strategy:'>Strategy:'>Strategy:'>Strategy: On going performance with targeted re-engagement campaigns Revenue / Profit Introduction Time Growth Maturity Decline Revenue Profit
5. ironSource Mission To give every developer, device manufacturer and mobile carrier on the planet the tools to achieve greater business success.
6. About ironSource ironSource is a global technology powerhouse that provides solutions for data-driven app discovery, distribution & management. 800M People Reached Each Month SEP. 2010 ESTABLISHED 4,200 Apps Installed Every Minute with the ironSource Platform 7.5B+ INSTALLATIONS TO DATE 150B Registered & Analyzed Data Events Every Month 700 EMPLOYEES 80K+ Partnered Apps 365 R&D EMPLOYEES Tel-Aviv ISRAEL San Francisco USA London UK New York USA Beijing CHINA Bangalore INDIA Shanghai CHINA Shenzhen CHINA Seoul Korea Tokyo Japan
7. One of the only Unicorns from Israel Industry Valuation
8. #5 In Tune’s Top 25 Mobile Partners List Top 5 In Appsflyer’s Performance Index In the press
9. The ROI Index ANDROID iOS
10. ironSource MiniCsshiionna 2014 Opened First China Office Select Partners 20% Overall Company Revenue BAIDU CHEETAH MOBILE TENCENT IGG KING SUNGY LILITH YOUZU NETDRAGON Strategic Investors ALIBABA IDREAMSKY DROIDHANG ELEX UC WEB BOYAA QIHOO YODO 1 CYBERLINK
11. iTrhoenSDoeuvrecloepMerissseiroiens 6X6 Shenzhen Guangzhou Beijing Chengdu Shanghai Hangzhou
12. Reward-Based: Video 1. User uses an app 2. User is offered a video to watch 3. User watches the video 4. User receives their reward
13. Display-Based: Banners and Interstitial Mobile Web Banner Mobile Web Video Interstitial In-app Interstitial Mobile Web Native Ad
14. Display-Based: Offerwall 1. User is in need of in-app currency and sees an offer 2. User enters the offerwall and chooses the offer which interests them
15. Supply Inventory - OEMs and Carriers ironSource Aura Unique, exclusive supply Deeply integrated into the user experience of millions of devices worldwide, ironSource Aura gives advertisers the chance to rise above the noise and connect with their target audiences on an untapped channel and through new engagement touchpoints. Onboarding / OOBE Engage users on first device use Smart Notifications Re-engage them throughout the device lifecycle App Discovery Engine Leverage additional app discovery touchpoints
16. Mobile Mediation Fully integrated with all leading demand partners, with total control in the hands of the developer The largest Video mediation In the world
17. Mobile Mediation Automatic real-time optimization of all demand sources, and powerful custom Controls to create your own deals with networks for premium performance.
18. Client-Side Integrated Ad Networks ADCOLONY FACEBOOK HYPER MX MOBILECORE INMOBI APPLOVIN ADMOB UNITY ADS FLURRY TAPJOY CHARTBOOST VUNGLE MEDIA BRIX NATIVE X DOmob多盟 Domob Server-Side Integrated Ad Networks BRIGHTROLL YUME TREMOR VIDEO RUBICON PROJECT MDOTM SPOTXCHANGE
19. Select Publishers PLAYDOTS HIPSTER WHALE KONGREGATE BANDAI-NAMCO EA MIGHTY GAMES CHERRYPICK GAMES ATARI ZYNGA GOGII GAMES GAMEHOUSE SERIOUSLY GSN ZEPTOLABS PIXEL TOYS ZENTERTAIN BIG FISH 99GAMES MOBILITYWARE PLAYDEMIC
20. AppAnnie Top 52 Publishers 7 Chinese publishers 9 Chinese publishers 11 Chinese publishers Chinese publishers are increasing focus on overseas markets
21. Organic & Inorganic Growth “Tencent Seals Deal to Buy ‘Clash of Clans’ Developer Supercell for $8.6 Billion” Wall street Journal, June 2016 “Israeli gaming developer Playtika bought by Chinese consortium for $4.4 billion”. Geektime, July 2016
22. China iOS store “China overtakes the U.S. in iOS App Store revenue”. TechCrunch, October 2016 “Talking Tom App Maker Outfit7 Flipped To China's Jinke At Over $1 Billion” Forbes, March 2017 Talking Tom Pool launches with Outfit7 record -- 7 billion downloads. “…expanding into new key markets like Russia and India, as well as establishing ourselves as connectors between the West and China." Marketwired, November 3017 “Consumer spending across app stores worldwide to top $110 billion in 2018. China’s growth rate, in particular, will ‘significantly outpace’ the rate for the rest of the world. That’s even more notable given that China is already the top market today for iOS App Store consumer spend.” Reboundmobile, July 2017 “Playrix Partners With IDreamSky To Bring Gardenscapes To China” Reboundmobile, July 2017
23. Dec 10th 2017 iOS US 8 Chinese apps in top 100 games Dec 10th 2017 China iOS 0 Foreign apps in top 100 games
24. Chinese publishers overseas ● More Chinese app developers overseas in 2018 ● Mostly from organic growth, Tencent M&As China iOS store ● Huge unexplored market for foreign developers ● Several “foreign friendly” local publishers ● Ongoing increase in foreign taste Popular monetization strategies in the west v will be used by Chinese apps
25. Video ads
26. Client Gallery - Casual Games Playrix two dots King Rovio Big fish Bitmango
27. What is a Playable Ad? Playable ads offer users a snippet of interactive gameplay. They’re opt-in, true to the spirit of the game, and give users an immersive and enjoyable ad experience. The format sees much higher conversion rates, and offers multiple conversion touchpoints throughout the experience.
28. 360° Augmented Reality
29. IRV - Interactive Rewarded Video
30. Multiple Choice
31. Custom End-Card
32. Thank You