1. Making Money on Mobile: Best Practices & Tips for Driving Revenue on Mobile Games Rob Carroll Director of Publishing Tapjoy

2. Driving Revenue in Mobile Games

4. Fire and forget

5. Difficult to get the user to spend on something they don’t know

6. One time revenue from the user

8. User get’s a taste free and can buy the full version

9. Easier to get the user to download

11. Lite to Full Conversion

13. Great for small games

14. Works best in high user volume

15. Not a lot of per user revenue

17. Ability to re-monetize paid users

18. Only really interesting to users that have finished existing content

20. Lets the user play while still allowing a monetization channel

22. Wider appeal

23. Lot of game content needed

25. Virtual Good Types 1 2 3 1) Time Savings: Allow the user to refill their stats or complete tasks to speed up their game play. 2) Avatar Customization : Non stat effecting vanity items Much more prevalent in pet care and city building games 3) Equipment : Items in the game that give the user a bonus or permanently increase their stats

26. Virtual Good Types 4 5 6 4) Level Packs: Extra content for the game. 5) Stat Boosts: Boost that the user can buy to power-up their game play. Usually limited time or effect duration 6) Decorations: Non game effecting items the user can buy to customize the look of their game

27. Virtual Good Types 8 7 7) Resources: Items the user need to build other items or expand in the game, this is often also a time savings benefit 8) Viral Replacements: Allow the user to spend money to continue gameplay without needing to invite friends

32. GameDuell’s Cleopatra’s Pyramid In App Purchase Packages Followed by $1.99, $0.99 in 3rd with 35% $7.99 was the 4th most bought package The $3.99, $4.99, $5.99 and $6.99 packages didn’t contribute much The highest % of IAP packages was $2.99 with 38.9% of all sales

34. Lot’s of Virtual Goods

35. Great Art and Story Resources Stat Boosts

36. 5th Planet’s Dawn of the Dragons

37. 5th Planet’s Dawn of the Dragons

38. Exclusive!!! Take Away Ideas

41. Games with weakly integrated virtual good should expect @ $0.005 to $0.01

44. Create featured/limited item space on the page

45. Items on the home page will have 150% + sales increase

46. Rotate content often

47. Remove feature/limited items from the market

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