Panelists Alex Mendelev (Advisor with DoubleJump Games), Dave Rohrl (CEO & Founder of Mobile Game Doctor), Konrad Stanczak (Promotions Specialist at Power Up Game Studio) discussed finding balance between gameplay and monetization at Casual Connect Kyiv 2017. The panel Designing for Revenue – It’s Not All Fun and Games was moderated by Tapdaq’s VP of Business Development Chris Lefebvre. Together, they shared their experience which varied from industry veterans to newly published indies.
Who is playing your games? As a publisher, you know there is a huge, diverse audience out there, actively engaged with a tremendous variety of games. And now, brands are discovering the value of this highly engaged audience. So brands want to reach them; they want to reach the players of your games. The game inventory is a perfect fit for brands, but how can publishers capitalize on this demand?
Casual Connect set out to find the answers, bringing together a panel to discuss this question at Casual Connect USA 2018. The participants included industry experts from all sides, including brands, mobile developers and monetization platforms, offering their perspectives on the present and future of brand advertising in mobile gaming. These are the participants:
- Chandra Hill, Vice President of Monetization at MobilityWare. Chandra brings more than twenty years of experience in digital media and is responsible for monetization strategies at MobilityWare, including an in-app advertising platform that produces revenue streams for the company’s portfolio of mobile games. Before joining MobilityWare, Chandra filled executive positions at textPlus and MySpace.
- Sameer Sondhi, Vice President and General Manager Business Development at InMobl. Sameer specializes in mobile monetization, display ads for mobile products, digital media business development, mobile advertising performance-based advertising, search engine and ad engine platforms.
- Sally Lu, Senior Director, Ad Monetization at Jam City. Sally has managed ad campaigns from the ground up, growing them to over billions of ads served. She has also managed ad campaigns that reach more than 200 million customers each year and manages the ad operations team.
- Andrew Gerhart, Chief Operating Officer of AerServ. After spending time as a marketer for multiple publishers, Andrew understands the complex advertising landscape with multiple ad networks and exchanges. He has been Chief Operating Officer for AerServ for five years, helping to build a world-class mobile app monetization and mediation platform. AerServ was acquired by InMobl in January, 2018.
- Dave Edwards, Senior Vice President, Digital Marketing – Theatrical Films, Lionsgate. Dave is a news media enthusiast, entertainment industry operative and film lover. He has years of experience in high profile content creation, virtual reality and augmented reality, digital media and marketing, art direction and project management.
The Panel was moderated by Grant Cohen, General Manager of The Collective and Free App Analytics at Kochava. Kochava is the leading mobile measurement company providing analytics and attribution services across many of the world’s top apps. The Collective is a new business unit that utilizes data from Kochava’s Free App Analytics solution to deliver rich mobile audiences at massive scale over 2 billion devices globally through a self-serve UX.
To learn more about brand advertising in mobile gaming and what to expect in the future, be sure to watch the video of Getting in the Game: How Publishers Can Help Brands Reach Their Players.
As everyone involved in the mobile game industry knows, ad monetization has become critical to monetizing mobile games. And without effective monetization, no game can succeed. So how can you learn the best ways to monetize your game. At Casual Connect USA 2017, the panel discussion, The Pain and Gain of Ad Monetization – Publisher Stories, offered some important information from the publishers’ perspective of what works and what doesn’t.
Publishers experienced with ad monetization for mobile games participated as panelists. They included:
Jarrko Rajamaki, Vice President Advertising at Rovio. This is Jarrko’s second commission in this position at Rovio, heading ad monetization over the entire Rovio game portfolio. Jarrko began his career in online advertising at AOL’s European business and still proudly uses aol.com as his email address.
Dave Yonamine, Co-Founder and Chairman of Mobilityware. Dave is the primary liaison between Mobilityware and other app developers and has the primary responsibility for the company’s strategic direction. Mobilityware is a leading mobile games developer and has more than 250 million downloads across its award winning portfolio.
John Boog-Scott, Chief Operating Officer at PeopleFun. John has spent the past five years growing PeopleFun, learning the hard way what succeeds and what fails with mobile games UA and monetization. PeopleFun builds five star casual word games. John has also been a lean startup founder in many other software and games companies, including Ensemble Studios, the creators of Age of Empires.
Karim Farghaly, Director of Business Development at Bandai Namco Entertainment America for mobile platforms. Karim manages external partnerships with development studios, licencors, digital distributors and advertising platforms. Prior to BNEA Mobile, Karim held a number of executive positions in the games industry, including at Scarab, Empire and Interplay.
The panel was moderated by Ayala Rudoy, Director of Strategic Customers at SafeDK. Ayala is passionate about helping game developers ensure the ads they serve in their games don’t affect the game’s user experience, retention or revenue.
This session discussed the benefits and best practices when monetizing with ads and described the issues and main risks of displaying ads in mobile games. Watch the video of this session to learn from these experts in monetizing with ads in games.
With over 50 million downloads and having been #1 in App Store general ranking in over 40 countries for multiple apps, appChocolate shared their story at Casual Account Kyiv. Emmanuel Carraud, CEO and Co-founder of appChocolate also shared practical tips on how to launch successfully mobile games for independent studios and indie developers including KPIs, localization, ASO, analytics, PR, monetization, user acquisition, App Store ranking on iOS and Android. Listen to the full lecture entitled How to Make Your Next Game Go BIG below.
Producing the revenue you need for a healthy company is a constant concern is a constant concern for most developers. If maximizing the revenue you can generate from mobile apps is something you want to know more about, the session at Casual Connect USA 2017, The Next Phase of Mobile App Monetization: What Developers Need to Know to Maximize Revenue, offered some important information.
Presenters at the session were Adam Carey and Boris Logvinskiy. Adam Carey, Senior Director of Ad Monetization at Sega Networks, is a specialist on ad operations, ad product, data and marketing with 18 years of experience in digital advertising. You will be especially interested to learn that he is an expert in helping companies adopt and adhere to digital advertising best practices. Boris Gogvinskiy specializes in monetizing mobile apps and heads product management for all MoPub products at Twitter. Previous roles included product management at Demandforce, which was acquired by Intuit in 2011.
New kinds opportunities have been emerging for monetizing mobile apps. Don’t miss learning about them; watch this video of the complete presentation from Casual Connect USA 2017.
Esports is one sector of the game industry that is evolving especially quickly. Are you someone who is interested in developing or publishing in this area? Then you are also concerned with keeping up with the latest developments; you need to know what directions the industry may take next.
At Casual Connect USA 2018, Geoff Keighley hosted a Fireside Chat, Esports Evolving – What Can We Expect to See Coming in Esports. The guest expert was Mike Sepso, Senior Vice President of Activision Blizzard Media Media Networks. Mike launched this division with Steve Bornstein; it is dedicated to creating the best esports experiences for fans across games, platforms and geographies.
Geoff is a video game journalist, television presenter and the producer of the annual Game Awards event.
In the Fireside Chat, they provided an up close and personal discussion of Mike’s insights and the trends esports are taking. If you would like to know the next big thing Mike sees coming in esports, don’t miss the chance to watch the video of this Fireside Chat.
How is mobile advertising working for you? Do you have an effective mobile attribution strategy? Today’s mobile advertising landscape is so complex that these questions might be difficult to answer. There are thousands of networks, publishers and sub-publishers that you must navigate to most efficiently reach the highest ROI.
If you feel you could use a little help figuring all this out, you couldn’t find a better person to ask than Grant Cohen. Grant is the General Manager at Kochava, a leading mobile measurement company. Kochava provides attribution and analytics services to many of the top apps.
At Casual Connect USA 2018, Grant presented the session Evolving Your Mobile Attribution Strategy in 2018. In it he explained how you can drive your 2018 success with fraud prevention, configurable attribution and full funnel analysis. You can learn more about succeeding with mobile attribution, watch this video of Grant’s session.
Macy Mills is a business development specialist focused on the gaming industry. Currently, she works with game publishers who are interested in scaling their user base with influencer marketing. Before GameInfluencer, she was the VP of Strategy and Business Development at Hitcents, creators of The Godfather: Family Dynasty, Draw a Stickman, and Hanx Writer. At Casual Connect Kyiv, Macy spoke about different, unorthodox approaches to influencer marketing.
The majority of developer revenue comes from in-game micro transactions, with money that is spent inside games that are F2P. For the last six years, Nick Berry, Data Scientist, has sifted through the data of all the minnows and whales on every penny spent worldwide on every web-based game on Facebook. In this presentation from Casual Connect USA, he revealed what’s behind the curtain and present this data. Nick proclaimed, “If you have the greatest game in the world and no one knows about it, it is just the greatest game in the world that nobody knows about. Content is king! Distribution is God!” He also reminded the audience that, “It’s cheaper to bring somebody back from the dead than to find somebody new.
After completing game development, marketing is the most difficult task faced by new game companies. MyTona achieved great success from their first self-published title and at Casual Connect Asia 2017 they shared their post-launch advertising experience and some “hacking” tips to acquire high quality users while maneuvering through the challenges of post-launch marketing.