Professional Documents
Culture Documents
ASO Bible - Fiona Shih
ASO Bible - Fiona Shih
Ad Monetization
& KPI Benchmarks
About Me
Tips on
&
User
Animoca Tips on
Acquisition
Brands App
Store
Optimization Tips on
KPI
Ad
Benchmarks
Monetization
2
FIONA SHIH | November 2019
About Me &
Animoca Brands
3
FIONA SHIH | November 2019
About Me - Fiona Shih
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FIONA SHIH | November 2019
History & Milestones of Animoca Brands
Outblaze was
founded in Hong Crazy Defense
Kong Heroes (iOS) Partnered with
Acquired
Listed in Aus launched Lucid Sight
TicBits
Stock market Licensed
Outblaze launched CryptoKittes Crazy Defense
Animoca to focus on Acquired Partnered with Heroes (GP)
mobile app business Tribeflame iClick launched
HQ in Hong Kong
Australia Listed with presence in Global
ASX: AB1 New York, Canada, Publisher
Finland, Philippines
and Argentina
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FIONA SHIH | November 2019
2018 World’s Top 50 Global Developer
Animoca Brands is selected in August 2018 as one of the only 5 Chinese publishers in “Top 50 Developer 2018”
by Pocket Gamer, aside from Tencent, NetEase, IGG, and Moonton.
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FIONA SHIH | November 2019
Original Casual & Midcore Games and Apps
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FIONA SHIH | November 2019
International IP Collaboration – Mobile Games
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FIONA SHIH | November 2019
Early Leader for NFTs and Blockchain Gaming
The first phase of the game, featuring NFTs based on The game will have a collectible component based on
Formula 1® intellectual property, will be launched in Q2 non-fungible tokens (NFTs) as well as a racing
of this year. component utilising those NFTs.
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FIONA SHIH | November 2019
Tips on UA
(User Acquisition)
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FIONA SHIH | November 2019
User Acquisition / Performance Marketing
Source: Appsflyer
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FIONA SHIH | November 2019
Successful user acquisition is
extremely reliant on
continuous data-driven
optimization.
Source: Appsflyer
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FIONA SHIH | November 2019
Digital Marketing
Paid 💰 Owned 🤗 Earned 👍
Media Media Media
Advertising: WEB Sharing:
• Flyers, TV ads Properties: • Word-of-mouth
• Keyword ads • Website • Mentions
• Video ads • App storefront • Shares
• App install ads • Email, QR code • Reviews
• Paid • Contents • Features
influencers/KOL
• Social media • “Viral”
• Paid content Promo channels
• Media relations
• Sponsorship • Cross-promo
• Blogger relations
• Social media ads • Push notifications
(FB, IG, Twitter, • KOL relations
Snapchat, Tiktok)
• eNews
• Referal
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FIONA SHIH | November 2019
Potential UA Channels
Source: https://www.appsflyer.com/performance-index/
● AppsFlyer Performance Index
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FIONA SHIH | November 2019
Facebook Creative
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FIONA SHIH | November 2019
Facebook Creative
Source:
Facebook for Business
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FIONA SHIH | November 2019
Facebook Creative
Source:
Facebook for Business
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FIONA SHIH | November 2019
Facebook Creative
Source:
Facebook for Business
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FIONA SHIH | November 2019
Facebook Ad Library
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FIONA SHIH | November 2019
Facebook Optimization for Ad Delivery
Source: Facebook
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FIONA SHIH | November 2019
Facebook Optimization for Ad Delivery
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FIONA SHIH | November 2019
Facebook Optimization for Ad Delivery
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FIONA SHIH | November 2019
Facebook Split Tests
x 30)
3~14 days (ma
t
Winning Ad Se
vel
Confidence Le
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FIONA SHIH | November 2019
Facebook Audience Overlap
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FIONA SHIH | November 2019
Facebook Dynamic Ads
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FIONA SHIH | November 2019
Google UAC Campaigns
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FIONA SHIH | November 2019
Retargeting
● Re-engagement
● Re-attribution
○ New features
○ Lower acquiring costs
Source: Appsflyer
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FIONA SHIH | November 2019
KOL / Influencer Campaigns Strategy Flow
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FIONA SHIH | November 2019
Influencer UA on Organic Uplift
10x Organic t!
a se li n e U plif
B
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FIONA SHIH | November 2019
Engage with Community Gamers for Better Good
1. Teaser
2. Bugs
3. Wish-list
4. Trends
5. Contents
6. Togetherness
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FIONA SHIH | November 2019
MMP (Mobile Measurement Platforms)
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FIONA SHIH | November 2019
MMP (Mobile Measurement Platforms) Attribution
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FIONA SHIH | November 2019
Pay Attention to Mobile Fraud
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FIONA SHIH | November 2019
Mobile Fraud Trends
Source: Appsflyer
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FIONA SHIH | November 2019
Mobile Fraud Types
Attribution Hijacking
● Click injection
Source: Appsflyer
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FIONA SHIH | November 2019
Mobile Fraud Types
Fake Installs
Source: Appsflyer
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FIONA SHIH | November 2019
iOS LAT (Limited Ad Tracking) Influence on UA
● Fingerprinting attribution
● Recognize as organic installs (CPI/CPA)
● Apple Search Ads discrepancy in MMP
Source: Apple
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FIONA SHIH | November 2019
iOS LAT (Limited Ad Tracking) Share
34%
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FIONA SHIH | November 2019
The Key Metrics for UA Optimization
*CTI (Click to Install)
CTR (Click-Thru Rate) IR (Install Rate)
=Clicks/Ad Impression =Install/Clicks CTR
Creative Optimization
App Store
Ad Click Install
IR or CTI
Impression
ASO
IPM or CVR
Full Picture
Revenue (IAP+Ads)
ROAS (Return on Ads Spent)=
Ads Spent
ROAS=1 (Break-even)
ROAS>1 (Growth) UA Marketing
● Winning creatives to lower CPI
● ASO
● Proper targeting
● Proper UA channels
● Budget allocation...etc
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FIONA SHIH | November 2019
Synchronize UA Marketing & Product Design
Pre-Launch After-Launch
● Acquire real-word users to ● Promote new features
optimize game-balance, churn
rate, retention...etc ● ROAS Optimization
Revenue (IAP+Ads)
● Market Research:
○ A/B test potential features Ads Spent
○ A/B test potential art
assets & keywords
● Trendy ad formats
● Country-based features
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FIONA SHIH | November 2019
UA
Dynamic Ads
LAT
IPM
Retargeting
Influencer
MMP
FIONA SHIH | November 2019 44
Tips on ASO
(App Store
Optimization)
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FIONA SHIH | November 2019
Search is a Very Important Discovery Vector
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FIONA SHIH | November 2019
Discovery is a Funnel to Conversion
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FIONA SHIH | November 2019
The “Last Mile” for Selling Your Game/App
ASO (App Store Optimization)
• Better discovery
• Better conversion
Source: StoreMaven
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
App Name
Icon
Preview Video
On-metadata Factors
Screenshots
Descriptions
Keyword Strings
(iOS)
Source: TheTool
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
Source: TW @DanielPeris
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
• 80% users watch <12s* • Art style with screenshots • Up to 3 previews (iOS)
Preview Video
• Poster frame (iOS) • Feature graphic (GP) • A/B test if it’s essential
Only 6-10% will click to watch!
Auto-play
Video
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
• 80% users watch <12s* • Art style with screenshot • Up to 3 previews (iOS)
Preview Video
• Poster frame (iOS) • Feature graphic (GP) • A/B test if it’s essential
16:9 video
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring
Source: StoreMaven
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring
Hyper-Casual
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring
Japan RPG
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring
• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring
16:9 screenshots x3
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FIONA SHIH | November 2019
BEST PRACTICE 1
Marvel Contest of
Champions Developer: Kabam Games Inc.
The Amazing
Spider-Man 2 Developer: Gameloft
Descriptions
• Subtitle (iOS) • <2% users hit “…More” • Keyword density (2-3%)
• Short description (GP) • First 135 (iOS), first 80 (GP) • Promoted IAP (iOS)
Keyword Strings • Use all 100 characters • Skip keywords in title, • Cross-relations
(iOS) • Remove space subtitle, category & plural (US-EN & ES-MX)
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
Keyword Strings • Use all 100 characters • Skip keywords in title, • Cross-relations
(iOS) • Remove space subtitle, category & plural (US-EN & ES-MX)
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FIONA SHIH | November 2019
ASO Check Points for Better Discovery & Conversion
• 80% users watch <12s* • Art style with screenshots • Up to 3 previews (iOS)
Preview Video
• Poster frame (iOS) • Feature graphic (GP) • A/B test if it’s essential
• First 2 screens (65%) • 1 key feature per screen • 16:9 landscape screens
Screenshots
• Simple taglines • Localize & cultralize (GP) x3 for the featuring
Descriptions
• Subtitle (iOS) • <2% users hit “…More” • Keyword density (2-3%)
• Short description (GP) • First 135 (iOS), first 80 (GP) • Promoted IAP (iOS)
Keyword Strings • Use all 100 characters • Skip keywords in title, • Cross-relations
(iOS) • Remove space subtitle, category & plural (US-EN & ES-MX)
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FIONA SHIH | November 2019
Useful ASO Tool
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FIONA SHIH | November 2019
Useful ASO Tool: StoreMaven (for IOS & GP)
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FIONA SHIH | November 2019
Useful ASO Tool: AppSparky (for IOS)
Preview how the icon looks like on store-front & various devices
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FIONA SHIH | November 2019
Useful ASO Tool: Switchr (for IOS)
https://play.google.com/stor
e/apps?hl=ja&gl=jp
hl (Language)
● ja (Japanese)
● zh-tw
● zh-hk
gl (Location)
● jp (Japan)
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FIONA SHIH | November 2019
Our Case Study
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FIONA SHIH | November 2019
A/B Test Game Icons for IOS Version
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FIONA SHIH | November 2019
A/B Test Game Icons for iOS Version
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FIONA SHIH | November 2019
Localize & Cultralize Store Promotion Screens
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FIONA SHIH | November 2019
Encourage Ratings & Reviews for Better Search Results
• SKStoreReviewController (iOS)
Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings
Today Today
Feature Feature
in Greater in Greater
China China
China
x16 x19 x2 4.44 4.82
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings
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FIONA SHIH | November 2019
Encourage Ratings & Reviews for Better Search Results
• Launched with “SKStoreReviewController” in Sep. 2018
Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings
Japan
x7 x5 x2 4.45 4.59
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings
89
FIONA SHIH | November 2019
Encourage Ratings & Reviews for Better Search Results
• Launched with “SKStoreReviewController” in Sep. 2018
Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings
Today Today
Feature Feature
in Greater in Greater
China China
Worldwide
x11 x12 x2 4.27 4.78
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings
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FIONA SHIH | November 2019
Don’t Ask! It’s Scary...
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FIONA SHIH | November 2019
ASO is all about Discovery & Conversion
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FIONA SHIH | November 2019
Black Hat ASO - Discovery
Keyword Stuffing:
Package ID
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FIONA SHIH | November 2019
Black Hat ASO - Discovery
Source: AppTweak
Keyword Stuffing:
Title/Subtitle/Metadata
Source: Google
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FIONA SHIH | November 2019
Black Hat ASO - Discovery
Manipulating
Developer Names (Android)
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FIONA SHIH | November 2019
Black Hat ASO - Discovery
Faking Popular
Apps/Games
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FIONA SHIH | November 2019
Black Hat ASO - Discovery
Incentified Search
Installs for Keyword Ranking Source: ASO Stack
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FIONA SHIH | November 2019
Black Hat ASO - Discovery
Refund to 👥👥
$999.99 x 👥👥 Top Chart
$999.99 => $0.99
Manipulating
Grossing Ranking
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FIONA SHIH | November 2019
Black Hat ASO - Discovery
Trending Search
Bot (iOS) Source: The Tool
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FIONA SHIH | November 2019
Black Hat ASO - Conversion
Source: Apple
Incentified Ratings
Source: Google
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FIONA SHIH | November 2019
Black Hat ASO - Conversion
Incentified Reviews
with Keywords
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FIONA SHIH | November 2019
Black Hat ASO - Conversion
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FIONA SHIH | November 2019
Gray Hat ASO
Mimicking Push
Notification
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FIONA SHIH | November 2019
Tips on ASO
Better discovery, better conversion for the “Last Mile”
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FIONA SHIH | November 2019
ASO=
UA
Discovery
Dynamic Ads
+
LAT
Conversion
IPM
Retargeting
X Black Hat
Influencer
ASO
MMP
FIONA SHIH | November 2019 107
Tips on Ad
Monetization
108
FIONA SHIH | November 2019
Ad Network vs Ad Mediation
● Ad network connects advertisers to app publishers that host ads.
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FIONA SHIH | November 2019
Different Ad Delivering Logic for Ad Mediation
Auto-Optimized Waterfall
Historical
Data
Source: Appodeal
Manual Waterfall
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FIONA SHIH | November 2019
Different Ad Delivering Logic for Ad Mediation
Source: Stack
Source: AdMob
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FIONA SHIH | November 2019
How does App-ads.txt work?
Example:
https://www.example.com/app-ads.txt
Source: Ad Generation JP
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FIONA SHIH | November 2019
How can App-ads.txt benefit our games/apps?
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FIONA SHIH | November 2019
Opt-in Triggered Ad
Type 1 Type 2
Source: Google
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FIONA SHIH | November 2019
Glossary
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FIONA SHIH | November 2019
The More Ads Shown, the Higher Ads Revenue?
CPI = View & Click & Install & 1st Open (& Action)
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FIONA SHIH | November 2019
The Timing for Monetized Ads
Compare
Choose the engagement
Review & Find the best
suitable ad & revenue
explore the “discovery”
formats among
user flow or “opt-in”
moments *Admob
different ad
Smart Segmentation placements
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FIONA SHIH | November 2019
The Timing for Monetized Ads
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FIONA SHIH | November 2019
Monetize the Non-Paying Users with Ads
Paying Users +
Ad View Ad View
Non-Paying
Users
Ad View Ad View Ad View Ad View Ad View
● Low paying rate geo
● eCPM or Retention might be affected
● Focusing on LTV (absolute $ value)
● A/B test
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FIONA SHIH | November 2019
Our Case Study
Crazy Kings
Developer: Animoca Brands & Ticbits
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FIONA SHIH | November 2019
Crazy Kings
Before: “Rewarded Video” ad unit After: New “Playable Video” ad unit
Before a battle, players could opt-in to watch a In Shop, players could opt-in to PLAY a
video to unlock additional card slot mini-game to get a free mini card pack
*The supply included Videos & Playable Videos *The supply included Playable Videos only
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FIONA SHIH | November 2019
Better User Experience, Better Conversion
7.9x
2.6x
126
FIONA SHIH | November 2019
Optimizing for the Best Possible User Experience
Clear Heads-up
Opt-in to Play
127
FIONA SHIH | November 2019
Ad Monetization Key Factors Overview
128
FIONA SHIH | November 2019
KPI Benchmarks
129
FIONA SHIH | November 2019
The Key Metrics for UA Optimization
*CTI (Click to Install)
CTR (Click-Thru Rate) IR (Install Rate)
=Clicks/Ad Impression =Install/Clicks CTR
Creative Optimization
App Store
Ad Click Install
IR or CTI
Impression
ASO
IPM or CVR
Full Picture
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FIONA SHIH | November 2019
CTR (Click-Through Rate)
Source: Appsflyer
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FIONA SHIH | November 2019
IR (Install Rate) or CTI (Click to Install)
Source: Appsflyer
133
FIONA SHIH | November 2019
IPM (Install Per Mille) or CVR (Conversion Rate)
Source: Appsflyer
134
FIONA SHIH | November 2019
Google Acquisition Reports - Peers Benchmark
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FIONA SHIH | November 2019
Game Analytics - 2019 H1 Mobile Benchmarks Report
• Day 1 Retention
• Day 7 Retention
• Day 28 Retention
• Average Session Length
• Stickiness (DAU/MAU)
• ARPPU
• ARPDAU
• Daily Conversion
(Paying Rate)
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FIONA SHIH | November 2019
Day 1 Retention
Top 25%
Median
Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report
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FIONA SHIH | November 2019
Day 7 Retention
Top 25%
Median
Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report
138
FIONA SHIH | November 2019
Day 28 Retention
Top 25%
Median
Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report
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FIONA SHIH | November 2019
Ave. Session Length
Top 25%
Median
Source: Game Analytics 2019 H1 Bottom 25%
Mobile Benchmarks Report
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FIONA SHIH | November 2019
Stickiness (DAU/MAU)
How many monthly user
play every day
Top 25%
Median
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FIONA SHIH | November 2019
ARPPU
Average Revenue Per Paying User
Top 25%
Median
142
FIONA SHIH | November 2019
ARPDAU
Average Revenue Per DAU
Top 25%
Median
Source: Game Analytics 2019 H1 Bottom 25%
Mobile Benchmarks Report
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FIONA SHIH | November 2019
Daily Conversion
(Paying rate)
Top 25%
Median
Bottom 25%
Source: Game Analytics 2019 H1
Mobile Benchmarks Report
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FIONA SHIH | November 2019
Today’s Sharing Takeaways
About Fiona UA is
Continuous
Original & IP Data-driven Better
Games Optimization Discovery &
Conversion
for the Timing &
“Last Mile” Conversion Benchmark &
Matter for Ad Optimize
Monetization
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FIONA SHIH | November 2019
Crazy Defense Heroes
瘋狂塔防物語
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FIONA SHIH | November 2019
LinkedIn WeChat
fionashih@animocabrands.com
Twitter @missfifishih
FIONA SHIH 施毓鈞
User Acquisition & Ad Monetization Manager
Animoca Brands
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FIONA SHIH | November 2019