We’re expanding our platform with three new beta products aimed at helping mobile game developers monetize through deeper player insights and better communication. Let’s dig a little deeper into each:
Post-Install Analytics & Retargeting
As the cost of acquiring a player continues to rise, developers are increasingly becoming more reliant on boosting the value of existing players. By using a fresh new set of data pulled in by our Post-Install Analytics (PIA), developers will be able to understand more about their existing players’ habits inside of the game–in other words, understand where their most valuable players come from, tracked back to the Chartboost campaign that delivered them. Know where to allocate more resources to get their players to “stay and play.” PIA shows developers how engaged their players are and how they’re monetizing–by improving these key levers that PIA provides, developers can make their games much more profitable.
Wreckman: Rise of a Hero, is the first release from the Big Ball Studio since their team attended the inaugural session of Chartboost University (CBU) as part of Immersive Interactive. At graduation the Immersive team noted that the lessons on backend structure, player evolution, and monetization were the most important and effective new practices they learned.
With the release of Wreckman in the iTunes Store, we thought it would be a great time to catch up with Rubén Soriano, CEO of the Big Ball Studio, congratulate him, and of course see how the learnings he gathered at CBU helped develop the final game.
Back in February, we introduced Audience Size Indicator to help you visualize the reach of your campaigns based on your targeting choices. Since then, we’ve gotten some really positive feedback that ASI has led to more efficient campaign targeting, which is why we’re helping you take one more step towards smarter targeting with Bid Assist. No more “bidding blindfold” — Bid Assist takes the guesswork out of what bid you should place using our proprietary algorithm tailored around your specific campaign. No templatized or general suggestions given here!
Advertisers (and Publishers) now have the ability to include or exclude app categories within their campaigns. Category targeting can help you identify top performing creatives by app category and discover the best practices behind their performance. Take the Strategy genre, for example. We have a strong set of Strategy games advertising on the Chartboost Network and we’ve analyzed their creatives to find a few best practices that can apply to other categories. Here are some common themes amongst top performing Strategy game creatives:
Customize the call to action
Tailoring your call to action can give better impact than a simple “Get it now!” button. In Strategy games you can ask players to “Join the Battle” or “Fight With Us” which puts the focus on the gameplay instead of reminding players of the tedium of installing or price sensitivity.
MoreApps empowers you to publish ads for other games to earn more revenue or cross-promote your own titles – all without sending players away from your game.
Today, we’re excited to announce an updated SDK 4.4 for iOS (coming soon on Android) that will give you access to the new and improved MoreApps, which will include:
iOS devices showed strong CPI growth on the Chartboost Network, specifically on the iPod in unanticipated markets. CPIs for Google Play were behind iOS in general, and varied by region. Amazon CPIs remained relatively flat.
We have some exciting news to share with you. We’ve updated our latest plug-in to take advantage of our newest features!
We are expanding our targeting controls for both publishers and advertisers to help further refine your campaigns to target the players that are most important to you.
We believe that a good creative should attract the player’s interest to get a click, but that it should never deceive or confuse the player about the type of game they’re clicking to play. A common denominator we see across all top performing creatives is that the player has a very clear understanding of the type of game portrayed to them. There are a few common ways that creatives are able to do this – successful creatives often portray the in-game mechanics or show off some of the main characters.
Top creatives share some common themes, including:
Properly depicting gameplay
Localizing creative when appropriate
Mentioning it’s “Free” or “Free Today”
Using higher resolution and properly sized creative
Using one central focal point, such as a character
This month, we’re focusing our analysis on Europe where we looked at top targeted countries to show some of the more successful creative assets on our Network.
In March, we saw relatively steady overall CPIs for both the iOS (-2.1%) and Google Play (+2.2%) platforms on the Chartboost Network. This is typically what we see post-January as mobile game usage stabilizes from the end of Winter to early Spring.