Strategies and Platforms: Google Monetization Opportunities -- Greg Ivanov, Strategic Partner Manager at Google (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

1. Unlock the Power
of your Game
Greg Ivanov
Strategic Partner Manager
@gregivanov

2. 68%
Google Confidential and Proprietary

3. 68%
of Russian smartphone users regularly
play games
more than in any other market surveyed
Google Confidential and Proprietary
Source: Parks Associates, 2014

4. Google Confidential and Proprietary

9. Russian mobile gamers are:
• amongst the most engaged
• with highest likelihood to pay (IAP and Paid)
• the most ad-aware (-> higher CTR and RPM)
Google Confidential and Proprietary

10. Unlock the
Power of your
Game
Use Google’s latest
technologies to build,
distribute, promote, and
monetize your games
Google Confidential and Proprietary

11. Killer Whales
1% mobile gamers
Whales (incl. Killer Whales)
3% mobile gamers
Dolphins
16% mobile gamers
Non-payers
37% mobile gamers
Minnows
43% mobile gamers
Mobilespendpermonth($)
Percentage of Mobile Gamers
Source: EEDAR, September 2012
2-6% of users drive 95% of IAP
Google Confidential and Proprietary

12. ADVERTISER
PUBLISHER
Segmen-
tation
Analytics
Networks
OfferWalls / Rewards
Mediation /
Serving
Exchanges
Ads and analytics form a complex ecosystem
Google Confidential and Proprietary
Direct / Owned & Operated
Acquisition
Analytics

13. Manage it with one end-to-end partner
Google Confidential and Proprietary
ADVERTISER
PUBLISHER
Acquisition
Analytics
Segmen-
tation
Analytics
Networks
OfferWalls / Rewards
Mediation /
Serving
Exchanges
Direct / Owned & Operated

14. 650,000 apps
on AdMob
900 million devices reached
across platforms
The biggest unified app business platform
Extensive global gaming experience
across regions and business models
>1 million advertisers
Google Confidential and Proprietary

15. Understand
your audience with
Google Analytics
Grow
your in-app purchase
revenue with targeted
campaigns through House
and In-App Purchase Ads
Maximize
ad revenue with Ad
Network Optimization
and Live CPM, giving
you access to
real-time demand
Optimize your business across revenue streams
Google Confidential and Proprietary

16. Analytics and ads integrations
Google Confidential and Proprietary

17. Adapt and target by user segment
Analytics in AdMob

18. Segment your users with Google Analytics
Google Confidential and Proprietary

19. Make your portfolio work with house ads
Colpl (JP): monetization and cross-promotion
● Shifting from mobile web to
native game apps in 2011-13
● 27M+ downloads of F2P “Kuma
the Bear” casual games
● Building IAP portfolio
● 50% of casual games
inventory is ad
monetized
● 50% frequency
capped house ads
● CTR in interstitial
house ads 70x other
ads, boosting UA for
core titles
● 3x revenue YoY in 2013
Google Confidential and Proprietary

20. Promote In-App Purchases
House Ads one step further
Show monetization
ads to non-payers
Show IAP promotion
interstitials to payers
Segment your user base
and build audience lists
1 2 3
Google Confidential and Proprietary

21. Full ads demand and format menu
Google Confidential and Proprietary
Large and
varied demand
pool
Complete set
of format tiers
CPC Banners and Interstitials
CPM banners, TrueView in-game ads
AdMob Reserve Display and Video Interstitials
high fill
high RPM

22. Analytics and ads integrations
Google Confidential and Proprietary

23. Ad Serving
Direct Sales &
House Ads
Yield
Management
RTB, Private
& Preferred
Network
Mediation
Other AdMob
Other Other
Buyers
Everything on one Google
Mobile Ads SDK
Trafficking, forecasting and
reporting across screens and
monetization partners
Powerful audience targeting
from DFP (Ad Server) down
Yield Management / Ad
Network Optimization and
Direct Sales
Full serving and monetization stack
Google Confidential and Proprietary

24. All monetization tiers enabled
Also, Dynamic Allocation across Direct and Indirect Sales
Mediation and
Ad Network
Optimization
Maximize yield
from tag-based
networks
Open Auction
Programmatic
with deep controls
Direct Sales
and House Ads
Guaranteed direct
premium sales
Open & Liquid Exclusive & Reduced Demand
Preferred Deals
Programmatic,
One buyer,
fixed price
Private Auctions
Programmatic,
Multiple buyers,
CPM floors
Google Confidential and Proprietary

25. Image / data space
Thank You

26. Monetization Appendix
Chhota Bheem-Shoot the Leyaks 2 by Green Gold Animation. Download now on Google Play

27. Full serving and monetization stack
Google Confidential and Proprietary

28. 120%
eCPM growth Revenue paid to developers
2014 Aug. 2013 20142013
100%
Google monetization on the rise
Google Confidential and Proprietary

29. Rich Media Interstitials
Google Confidential and Proprietary

30. Rich Media Interstitials
Google Confidential and Proprietary

31. Video Interstitials
Google Confidential and Proprietary

32. TrueView in Games
Google Confidential and Proprietary

33. Mediate and Optimize House Ads
● Serve ads to your game
using your own inventory,
free of charge
● Promote your own games
/ products or another
advertiser’s products
through a direct deal
AdMob Mediation
Google Confidential and Proprietary

34. Ad Filters
Advertiser urls
General categories
Sensitive categories
● Easy to configure and
flexible controls
● Deliver only the most
relevant ads to users
● Avoid showing
competitor ads
Granular controls
Google Confidential and Proprietary

35. Analytics Appendix

36. It’s Not Just About CPI Anymore
Google Confidential and Proprietary

37. Some players are more equal than others
Google Confidential and Proprietary

38. Acquisition how are they finding your Game?
Understanding User acquisition is critical
Google Confidential and Proprietary

39. Google Confidential and Proprietary

40. Behavior how are they using your Game?
• Are your users doing what you expect?
• Where are they spending their time?
• Where are they stuck?
Google Confidential and Proprietary

41. Google Confidential and Proprietary

42. Segment your users
Google Confidential and Proprietary

43. Robust tracking solution to
fit different business model
Conversions measure success
What is the goal of your game?
Google Confidential and Proprietary

44. Google integrations
Google Confidential and Proprietary

45. Google Analytics Services SDK
Google Tag Manager
Google Confidential and Proprietary