In Analytics insights, Game marketing, Game monetization

Don’t worry, this isn’t a political call-to-arms. The campaigns we’re interested in use straightforward, targeted and effective messaging to improve your KPIs across key metrics. They involve no door-knocking, televised debates, or fake news.

We are consistently impressed by the creativity of our clients in making use of our Engage functionality to create, test, and target sophisticated automated campaigns. The key is to provide as many different players as possible with the engagement most appropriate to them. Total covfefe coverage is the aim.

With that in mind, we want to expose a selection of exemplary campaigns to demonstrate the power of targeted engagement.

The results below are taken from campaigns with an obvious focus on increasing monetization, based on their titles. For example, we included “20% off Crystals Sale” but excluded the likes of “Sarah’s random campaign version 5”. For client confidentiality, we have renamed and bundled similar campaigns together.

Engagement = uplift

Let’s get right into the data. In the visualization below, the tadpoles – or comets, if you prefer – show the change in Average Revenue Per Daily Active Users (ARPDAU) on account of various engagement campaigns. The head represents the key dates of the sample campaigns and the tail represents the previous week. It’s safe to say that the use of Engage made a significant contribution to the results seen.

 

Example campaigns linked to strong improvements in ARPDAU

What does this tell us?  Well, clearly, players love a bargain.  Whether promotions were midweek, weekend or date-specific (eg. Valentines or World Medjool Day), tempting players with good value offerings is universally beneficial:

  1. Gamers are happy to have picked up a bargain.
  2. Developers are happy to have seen average spend grow. 

While these campaigns included segmentation to send players the most relevant promotions, from non-spenders to those holding a specific number of coins, many also included A/B Testing to identify the optimal approach. 

We also noted that some of the biggest successes were where special offers were combined with changes to shop configurations, adding to improved player experiences. By taking advantage of the flexibility of Engage to develop more sophisticated multi-faceted initiatives, games are reaping the rewards. 

The power of special occasions

As we approach Black Friday on November 29th, we took a broader look across our games to find how many players had received targeted messages for Black Friday promotions. To be purists about this, we only included those explicitly named Black Friday, BF or a similar variant. From this criteria, we saw a 4x increase in players receiving targeted Black Friday promotions in 2018 compared to the previous year.

The number of players receiving targeted Black Friday offers (YoY)

Engage is the driving force behind our mission at deltaDNA, but there’s more than engagement alone. We’ll be dropping some exciting new campaign reporting very soon so your uplift will be easier to diagnose and nicer to look at. Watch this space!

Our 5th annual in-game advertising survey is still open for responses. If you’re a Free-to-Play developer and like the idea of winning $300 in Amazon vouchers, click here.

 

 

If you have any questions, about the contents of this piece or anything else, contact us at [email protected] and we’ll connect you to the relevant person.

 

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