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

1. HOW TO MAKE IT BIG AS A GAME DEVELOPER IN
INDIA
In conversation with

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. 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. INTRODUCING THE SPEAKERS
P R RAJENDRAN
FOUNDER & CEO, NEXTWAVE MULTIMEDIA
prrajendran @nextwaveapps
NAVIN MADHAVAN
HEAD, BUSINESS DEVELOPMENT & STRATEGIC
PARTNERSHIPS, INDIA
navinmadhava
n
@madnavin

5. BUILDING A
SUCCESSFUL GAME
MASTERING AD
MONETIZATION
KEY TAKEAWAYS

6. BUILDING A
SUCCESSFUL GAME
THE NEXTWAVE MULTIMEDIA
STORY
KEY TAKEAWAYS

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. BUILDING A
SUCCESSFUL GAME
FORMULA FOR SUCCESS
KEY TAKEAWAYS

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. 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. 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. INMOBI MONETIZATION
SOLUTIONS
MASTERING AD
MONETIZATION
KEY TAKEAWAYS

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. 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. THE NEXTWAVE SUCCESS
STORY
MASTERING AD
MONETIZATION
KEY TAKEAWAYS

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. LEARNING FROM GLOBAL
PLAYERS
MASTERING AD
MONETIZATION
KEY TAKEAWAYS

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. 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. 2017 PREDICTIONS

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. 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. 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