Merging game monetization and marketing teams for accelerated growth

Merging game monetization and marketing teams for accelerated growth

Within the final yr or so, we’ve seen a pattern within the Gaming trade by which an rising variety of monetization and UA groups are merging collectively, as numerous recreation firms notice the virtues of a holistic progress mannequin.


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This shift started within the hyper-casual house, the place the enterprise mannequin is reliant on ad-based monetization and shorter retention, however after it proved its potential to catalyze progress, it’s now slowly making its method to builders in different informal recreation genres.

Within the large image, a unified UA and monetization crew allows sooner, extra environment friendly optimization of the expansion loop, permitting higher prioritization of the place sources must be spent.

Under, we clarify why precisely that is the case, giving particular examples to point out how working with somebody or a crew of people that do each UA and monetization can profit a cell video games enterprise.

A virtuous cycle of progress

In any Gaming firm, there are those that are engaged on bringing in new customers, and those that are engaged on offering a priceless expertise for these customers – which (hopefully) generates income. That income will get reinvested into bringing extra, even higher-quality customers who (hopefully) go on to monetize, as effectively.

It nearly appears apparent that taking a look at it from this attitude, progress shouldn’t be a funnel that begins with consumer acquisition and ends with monetization, however moderately a loop that’s powered by each. Both sides of the enterprise, in spite of everything, is devoted to driving recreation progress, and each resolution made by both of them impacts the cycle.

In a unified crew, in fact, it’s simpler to see how that cycle works, because the crew would almost definitely be optimizing their progress technique in the direction of a single purpose, comparable to revenue.

Nonetheless, separate UA and monetization can nonetheless profit from elevated communications and a greater image of how the opposite facet works and what they’re engaged on.


Executing on the proper KPIs

In a powerful progress crew, selections are made primarily based on information and the proper metrics.

However and not using a have a look at the opposite facet of the enterprise, the info these conclusions are primarily based on is skewed and solely tells half the story – making it unreliable.

By being related to one another and conscious of what’s occurring outdoors their very own area, monetization and advertising items could make extra knowledgeable selections to speed up the loop – enabling them to execute, iterate, rinse and repeat. Let’s break down a couple of examples.

How monetization impacts UA KPIs

The launch of a brand new advert placement or tutorial by the monetization and product crew actually impacts the entire downstream metrics on the UA facet. Not solely is it necessary for the UA facet to grasp why ARPU instantly elevated (the brand new advert placement is performing nice), however it’s additionally essential that they’re instantly made conscious that it’s in reality rising.

Notified of the brand new high-performing advert placement, the UA facet may shortly modify CPIs to bid larger in that second, and drive extra scale – moderately than shedding treasured time and the chance value of ready typically weeks and even months earlier than reacting.

Along with impacting the metrics, any change on the monetization and product facet may additionally skew how sure customers behave within the recreation, together with the monetization habits of key demographics for the UA crew – say, customers in tier-3 nations who’re extremely engaged offerwall customers.

This could require the UA facet to rethink their technique, creatives, channels, for buying that demographic of customers.

How UA impacts monetization KPIs

Equally, any updates to UA exercise, comparable to a brand new CPE marketing campaign to reward customers for ending degree 10, will affect monetization metrics and the way the monetization facet makes their selections.

The acquired customers who full the extent could skew the product crew’s numbers and warp their understanding of the extent’s high quality – they could see excessive numbers merely due to the offerwall marketing campaign, which could not replicate the precise high quality of the extent itself.

Likewise, turning on a brand new paid channel or operating a selected marketing campaign, which might ship an inflow of a brand new sort of consumer, relying on the demographics of that channel’s provide pool, could be met with an affect to monetization metrics – for instance, operating a rewarded video marketing campaign could herald customers who’re more likely to interact with rewarded video.

The uptick in rewarded video engagement and ARPU may set off the product and monetization crew to make ill-informed selections referring to their placement and advert unit technique.

The identical is true for retargeting – as a result of customers introduced again into the sport from retargeting campaigns have larger buy charges and retention charges, being within the loop and figuring out that there’s an evidence from the UA facet for these metrics is evidently essential for resolution making.

Combining forces for higher segmentation

As soon as the foundations are in place for elevated communications between monetization and advertising, there are a number of actions which the 2 sides can collaborate on to speed up the expansion loop – specifically, viewers segmentation, which may massively affect KPIs throughout the board.

The 2 sides of the enterprise can work collectively to raised phase their product by taking supply degree UA data like natural, paid, and even which paid channel into consideration. Seeing that natural customers interact extra with IAPs however much less with adverts and in contrast, paid customers generate larger advert income, which is logical seeing as they had been transformed within the first place by an advert.

As such monetization managers can phase their advert unit technique to maximise advert income from paid customers whereas not hurting IAP income from natural customers. In the meantime, they’ll feed this data again to the UA facet to form their technique.

Let’s take the offerwall for example, which solely works in video games with deep in-app economies and usually requires a cautious placement technique. In an effort to get essentially the most engagement out of the offerwall, the product crew ought to know which customers transformed into the sport by way of a paid offerwall marketing campaign, as they’ll assume that these customers will go on to interact with their offerwall as effectively.

On this case, it’s greatest observe to be extra aggressive and present the offerwall within the first or second session to this consumer, rising the variety of site visitors drivers and pop-up notifications – which isn’t a standard offerwall technique in any other case.