HOW TO MAKE IT BIG AS A GAME DEVELOPER IN
INDIA
In conversation with
ABOUT INMOBI
1.5 BILLION+
UNIQUE MOBILE
DEVICES
InMobi enables consumers to discover new products and services by providin...
ABOUT NEXTWAVE MULTIMEDIA
2 MILLION+
DAILY ACTIVE
USERS
With blockbuster app store games such as World Cricket Championshi...
INTRODUCING THE SPEAKERS
P R RAJENDRAN
FOUNDER & CEO, NEXTWAVE MULTIMEDIA
prrajendran @nextwaveapps
NAVIN MADHAVAN
HEAD, B...
BUILDING A
SUCCESSFUL GAME
MASTERING AD
MONETIZATION
KEY TAKEAWAYS
BUILDING A
SUCCESSFUL GAME
THE NEXTWAVE MULTIMEDIA
STORY
KEY TAKEAWAYS
START
2010
Foray into Mobile
Gaming
INCEPTION
TIPPING POINT
ZERO TO ONE
2012
• The Idea
• Game
Development
Lifecycle
• Key...
BUILDING A
SUCCESSFUL GAME
FORMULA FOR SUCCESS
KEY TAKEAWAYS
GAME DEVELOPMENT
Building blocks
Sketch a solid
storyline/concept
Understand the role of
Gameplay and Game
mechanics
Build...
Marketing Channels
• Paid vs Organic
• Offline vs Online
• Influencer Channels
• Building ‘Social’
properties
USER ACQUISI...
PERFORMANCE
METRICS
• Crash Rate
• App Loading
• API Latency
MEASURING SUCCESS
USER-BASED
METRICS
• Daily Active Users
• M...
INMOBI MONETIZATION
SOLUTIONS
MASTERING AD
MONETIZATION
KEY TAKEAWAYS
HIGHER REVENUES AND BEST USER-EXPERIENCE WITH THE
INMOBI SDK
Buffer-free
playback of video
ads
Lightweight, near
crash-fre...
DIVERSE AND PREMIUM ADVERTISER ECOSYSTEM
Access to biggest brands
directly through the InMobi
network, programmatically
on...
THE NEXTWAVE SUCCESS
STORY
MASTERING AD
MONETIZATION
KEY TAKEAWAYS
NEXTWAVE MULTIMEDIA: INMOBI
SOLUTION:
• Diverse global demand across India, Middle East, Australia and USA
• Monetization ...
LEARNING FROM GLOBAL
PLAYERS
MASTERING AD
MONETIZATION
KEY TAKEAWAYS
Zeptolabs
Exploring new
opportunities
CHALLENGE:
• Monetize one of the biggest
puzzle games – Cut the Rope
RESULTS:
100% R...
Simply Game
SDK + Video led growth
CHALLENGE:
• Monetize top casual gaming app –
‘Popping Stars 3’
RESULTS:
700% Revenue G...
2017 PREDICTIONS
*Source: Yourstory
INDUSTRY TRENDS*
INMOBI NETWORK
INSIGHTS
GROWTH IN GAMING
AD SPEND
5X
MOST POPULAR CONTENT
CONSUMED BY ...
SUPERIOR RESULTS FOR PUBLISHERS
Source: InMobi Network Video Insights 2016. Engagement, as measured by CTR.
Video CTR incl...
SUPERIOR RESULTS FOR PUBLISHERS
Source: InMobi Network Video Insights 2016. Engagement, as measured by CTR.
Video CTR incl...
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How to make it big as a game developer in India

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India has emerged as one of the top 5 mobile gaming markets in the world with gaming apps accounting for a major share of the app downloads across the country in 2016. Despite commanding a large user base of highly engrossed gamers, monetization still remains a challenge for game developers. But, with the right monetization strategy and an in-depth understanding of in-app advertising, gaming apps can grab a share of the ever growing pie of app publisher revenues in India.

In this presentation, we will be discussing the major trends in gaming app monetization in 2017 and delve into

Building the right monetization strategy
Unlocking revenues with Video and other in-app ad placements
Leveraging learnings from global game developers

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How to make it big as a game developer in India

  1. 1. HOW TO MAKE IT BIG AS A GAME DEVELOPER IN INDIA In conversation with
  2. 2. ABOUT INMOBI 1.5 BILLION+ UNIQUE MOBILE DEVICES InMobi enables consumers to discover new products and services by providing contextual and personalized ad experiences on mobile devices. Through its revolutionary advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. Recognized by Fast Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ billion unique mobile devices worldwide. 20,000+ GLOBAL ADVERTISERS 120+ TB OF USER DATA ANALYZED MONTHLY 6 MILLION+ APP DOWNLOADS TRACKED MONTHLY 32,000+ PUBLISHER APPS 200 BILLION+ MONTHLY AD REQUESTS
  3. 3. ABOUT NEXTWAVE MULTIMEDIA 2 MILLION+ DAILY ACTIVE USERS With blockbuster app store games such as World Cricket Championship 2 (WCC2) and Bat Attack Cricket under its belt, Nextwave Multimedia is one of the most awarded app developers in India. Winner of the Nasscom Gaming Forum Awards’ “People’s Choice Game of the Year” in 2015 for WCC2, Nextwave Multimedia develops games, digital content and digital creation tools. 10+ AWARDS NATIONALLY AND GLOBALLY FOR GAME DEVELOPMENT 30 MILLION+ HOURS OF DAILY USER ENGAGEMENT 8 MILLION+ MONTHLY ACTIVE USERS
  4. 4. INTRODUCING THE SPEAKERS P R RAJENDRAN FOUNDER & CEO, NEXTWAVE MULTIMEDIA prrajendran @nextwaveapps NAVIN MADHAVAN HEAD, BUSINESS DEVELOPMENT & STRATEGIC PARTNERSHIPS, INDIA navinmadhava n @madnavin
  5. 5. BUILDING A SUCCESSFUL GAME MASTERING AD MONETIZATION KEY TAKEAWAYS
  6. 6. BUILDING A SUCCESSFUL GAME THE NEXTWAVE MULTIMEDIA STORY KEY TAKEAWAYS
  7. 7. START 2010 Foray into Mobile Gaming INCEPTION TIPPING POINT ZERO TO ONE 2012 • The Idea • Game Development Lifecycle • Key Challenges • Awards World Cricket Championship MARKET LEADERSHIP LEVEL-UP 2014 • Audience Behavior • Game features • Contrasts or Similarities • Casual vs mid-core vs hard-core • Cricket vs Other Categories WCC vs WCC2 Current Portfolio
  8. 8. BUILDING A SUCCESSFUL GAME FORMULA FOR SUCCESS KEY TAKEAWAYS
  9. 9. GAME DEVELOPMENT Building blocks Sketch a solid storyline/concept Understand the role of Gameplay and Game mechanics Build monetization into the core loop Testing & Updates Drive usability and preserve functionality A/B test to determine key levers Picking a Niche/Genre
  10. 10. Marketing Channels • Paid vs Organic • Offline vs Online • Influencer Channels • Building ‘Social’ properties USER ACQUISITION Virality • App name • Brand associations • IP based games • Entertainment based games App Store Optimizations • iOS vs Android • Leveraging the ‘Featured’ section • Market based approach
  11. 11. PERFORMANCE METRICS • Crash Rate • App Loading • API Latency MEASURING SUCCESS USER-BASED METRICS • Daily Active Users • Monthly Active Users • Device/OS • Geo Segmentation ENGAGEMENT METRICS • Average Session Duration • Session Interval • Retention Rate • App Rating BUSINESS METRICS • Average revenue per user (ARPU) • Average revenue per daily active user (ARPDAU) • eCPMs
  12. 12. INMOBI MONETIZATION SOLUTIONS MASTERING AD MONETIZATION KEY TAKEAWAYS
  13. 13. HIGHER REVENUES AND BEST USER-EXPERIENCE WITH THE INMOBI SDK Buffer-free playback of video ads Lightweight, near crash-free, stable SDK Pre-bundled MOAT, IAS SDK for viewability measurement Crash Analytics with pro-active logging Easy plug-and-play SDK integration within 10 minutes Inbuilt, robust caching solution Partnerships with leading mediation & developer platforms in the ecosystem
  14. 14. DIVERSE AND PREMIUM ADVERTISER ECOSYSTEM Access to biggest brands directly through the InMobi network, programmatically on the InMobi Exchange or through Reseller channels. Access to premium demand dollars from the best performance, brand, and remarketing advertisers across the globe. PUBLISHER REMARKETING PERFORMANCE BRAND Direct sales Programmatic Reseller Platform
  15. 15. THE NEXTWAVE SUCCESS STORY MASTERING AD MONETIZATION KEY TAKEAWAYS
  16. 16. NEXTWAVE MULTIMEDIA: INMOBI SOLUTION: • Diverse global demand across India, Middle East, Australia and USA • Monetization through multiple ad formats such as video and interstitial • Exclusive access to seasonal burst campaigns CHALLENGE: • Scale Monetization globally without trading off user welfare
  17. 17. LEARNING FROM GLOBAL PLAYERS MASTERING AD MONETIZATION KEY TAKEAWAYS
  18. 18. Zeptolabs Exploring new opportunities CHALLENGE: • Monetize one of the biggest puzzle games – Cut the Rope RESULTS: 100% Revenue Growth MoM We strive to create experiences which amalgamates the science of fun through our titles. We wanted to monetize Cut The Rope and InMobi implemented an innovative Native Banner format to help us monetize, while keeping the essence of scientific fun for our users unperturbed. We are extremely happy with the partnership, and look forward to working together on more exciting innovations. – Global Marketing Manager, Zeptolabs “ ” SOLUTION: • Implemented native banners curated for their game
  19. 19. Simply Game SDK + Video led growth CHALLENGE: • Monetize top casual gaming app – ‘Popping Stars 3’ RESULTS: 700% Revenue Growth We at Simply Game are extremely happy with InMobi's performance. We partnered with them on our hit game Popping Stars 3 as we wanted a robust ad network that can help maximize our revenues. We integrated their SDK seamlessly and implemented Interstitials and Video ads. We worked closely with their campaign management teams and even to our surprise, saw our revenues increase by a whopping 700%! And all this without any drop in fill rates. – CEO, Simply Game “ ” SOLUTION: • Seamless InMobi SDK integration • Implemented video and interstitial ads
  20. 20. 2017 PREDICTIONS
  21. 21. *Source: Yourstory INDUSTRY TRENDS* INMOBI NETWORK INSIGHTS GROWTH IN GAMING AD SPEND 5X MOST POPULAR CONTENT CONSUMED BY INDIANS 3RD OF ALL ADVERTISER SPEND ON GAMING APPS 25% LARGEST GAMING MARKET GLOBALLY 5TH BIG GAMING MARKET IN 2020 $5 BN CAGR OF GAMING IN-APP REVENUES 87% GAMING ON THE RISE
  22. 22. SUPERIOR RESULTS FOR PUBLISHERS Source: InMobi Network Video Insights 2016. Engagement, as measured by CTR. Video CTR includes end cards and CTAs 5X HIGHER ENGAGEMENT OVER INTERSTITIAL 2X HIGHER E-CPM OVER INTERSTITIAL 4X GROWTH IN REWARDED VIDEO INVENTORY THE VIDEO WAVE GROWTH IN VIDEO AD SPEND 300% GROWTH IN VIDEO AD CONSUMPTION 200% INCREASE IN VIDEO’S SHARE OF SPEND ACROSS ALL FORMATS 3X PREFERRED BY ADVERTISERS AND USERS ALIKE
  23. 23. SUPERIOR RESULTS FOR PUBLISHERS Source: InMobi Network Video Insights 2016. Engagement, as measured by CTR. Video CTR includes end cards and CTAs 10X CTR OVER STATIC BANNER 3X CPM OVER INTERSTITIAL 3X CONSUMPTION OF REWARDED VIDEO THE VIDEO WAVE GROWTH IN VIDEO AD SPEND 300% GROWTH IN VIDEO AD CONSUMPTION 200% INCREASE IN VIDEO’S SHARE OF SPEND ACROSS ALL FORMATS 3X PREFERRED BY ADVERTISERS AND USERS ALIKE THANK YOU P R RAJENDRAN NAVIN MADHAVAN REACH OUT TO OUR SPEAKERS raj@nextwavemultimedia.com navin.madhavan@inmobi.com Download the Nextwave Multimedia Monetization Case Study

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