This talk from Top Fun Club China Gaming Conference, I discussed typical launch plans for new game developers looking to make a splash in the U.S.

1. How To Launch A
Successful F2P Game
in The U.S.
Brian Sapp
Director, Developer Partnerships

2. • Introduction To Tapjoy
• Content Is Key
• User Acquisition Strategies
• Social Is Important
• Keys To Maximizing Monetization
• Pre-Launch Checklist
Overview

3. Tapjoy by the Numbers
7,673+
Active Apps
1.52 MM
Daily Ad
Engagements
$300 MM
Revenue Earned by
Publishers
450 MM
Mobile Users

4. Tapjoy Introduction
How Does Tapjoy Mobile Value Exchange™ Work
Today?
User wants
premium content
within an app.
User can either
pay or engage
with
advertisements.
1
1
Users chooses to
engage with
advertisements.
2
2
Users receive
reward for
engaging with
brand.
3
3

5. Content Is Key

6. Does your content excite users?

7. Focus On The U.S.Top Grossing Charts
A great game!

8. User Acquisition
Strategies

9. What is a typical launch strategy in the U.S.?
Burst Campaign
Goal
Drive MaximumVolume
Aim for at least 50K installs/day
Campaign Types
Rewarded Installs (Tapjoy)
App to App Cross Promotion
Facebook (wide targeting)
Typical Budget
$50,000 - $200,000
Duration
2-4 weeks concentrating on
Weekends (Thursday launch)
Beta Test
Goal
Test the health of the app
(Canada , Australia)
Campaign Types
Rewarded Installs (Tapjoy)
Facebook
Duration
1- 8+ weeks
Don’t launch in US until
in-game metrics are
healthy.
Sustained ROI Spend
Goal
Drive ROI from high performing
channels
Campaign Types
PPE & RewardedVideo (Tapjoy)
Facebook (narrow targeting)
Non-rewarded Networks
Consistently test new sources
Typical Budget
$10K - $50K per day
Duration
TBD based on game performance
Phase 1
Phase 2
Phase 3

10. Social AddsValue

11. Leverage Social Networks To Increase Engagement &
Virality
Reward users
for inviting their
friends
•
3x
more
monthly
sessions
• Average:
11.9
monthly
sessions
• Facebook:
32
monthly
sessions
• Facebook:
7%
to
12%
sign
up
when
rewarding
users
with
coins
Subway Surfer
CSR Racing

12. Keys To Maximizing
Monetization

13. Why Advertising Is Important
Revenue Breakdown for My Singing Monsters (US Top 75 Grossing App/350,000 DAU)

14. Mobile Ad Types
Full Screen Interstitial Ads
Tapjoy Offerwall with Marquee Video
Video Ads
Ad units
• Video Ads
($10-15 eCPM)
• Full Screen Interstitial Ads
($3-7 eCPMs)
• Offerwall
($30-45 eCPMs)

15. Video
Mobile’s fastest growing ad unit.

16. Which Ad Units Are Right For My Game?
HARDCORE
Usage:
Highly Engaged User/Smaller User Base
Monetization:
High ARPDAU ($.15-$1.00)
Ad Solution:
Alternative Payment Platform
MID - CORE
Usage:
Engaged User/Large User Base
Monetization:
Mid Level ARPDAU ($.04-$.15)
Ad Solution:
Alternative Payment Platform
Featured Ads/Video Ads
CASUAL
Usage:
Low Engaged User/Massive User Base
Monetization:
Low ARPDAU ($.01-$.04)
Ad Solution:
Alt Pay/Featured Ads/Video Ads
Banner Ads/Cross Promo Wall
Are you leaving revenue on the table? Are you balancing user engagement with
monetization?

17. nGEN
Tapjoy’s nGEN Platform
nGEN Drives Performance by Delivering
The Right Engagement
Native advertising units and customizable messages
to provide the best experience to users.
To the Right User
Leverage Tapjoy’s Audience Intelligence platform to
maximize LTV ROI of each user.
At the Right Moment
Set up contextually relevant In-App moments to drive
deeper engagement.

18. Pre-launch
Checklist

19. Pre-launch Checklist
QA like crazy
ü Maximize device and OS coverage
ü Double, triple check English text
and translations
Integrate SDKs
ü Social
ü Monetization
ü Analytics
ü Advertising
Create required creative asset
ü App icons and screenshots
ü Banner creative
ü Video trailer

20. © 2013Tapjoy, Inc.All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or DistributeWithoutTapjoy, Inc.’s PriorWritten Consent.
The data provided herein is for information purposes only and while all efforts are made to ensure accuracy, errors may arise.Tapjoy and theTapjoy logo are
trademarks or registered trademarks ofTapjoy, Inc.All third party logos and trademarks mentioned are the property of their respective owners.
Tapjoy is hiring!
For more info or the deck email me, thanks!
Brian.Sapp@tapjoy.com
@sappalicious