As always, I find the Chartboost blog to be very helpful even though I’m too small for much of it yet. It’s good to keep it in mind and think ahead. The more I know about the mobile market, the better my chances right?
Let’s say you have some paying players. Some of them get to level 5 of your game — with the help of in-app purchases — and then stopped logging in. Other players were so into your game the first week they downloaded it, clicking on ads, purchasing level-ups, but now they only engage every once and a while. What’s a mobile game dev to do?
The answer: embrace segmentation. Developers need to harness knowledge about their players and then divide them into groups. This way, each type of audience can be targeted with different ads in order to help them purchase or re-engage with your game.
Need some help getting started? Here’s a quick checklist of what to do in order to turn different players into money makers.
Step 1: Gather your data
There are three ways to do this:
- Integrate Chartboost’s SDK: Once you integrate Chartboost’s SDK into your game (for free), Chartboost can segment data immediately. This includes data points like user retention and ad revenue, and there’s no additional update required.
- Port your data over from another server: So you use another platform like Tune or Kochava to manage your marketing efforts and store your game’s data? No problem. Chartboost works with these servers directly to get your revenue events and segment them accordingly.
- Integrate Post Install Analytics: PIA is an add-on tool to our standard SDK that can segment your in-app purchase revenue and custom in-app events (like who’s paying in your game and who’s not or who’s reached a certain level).
Step 2: Create player segments
Once your data is integrated, you can decide what kind of segments you want to create. Here are a few popular ones to consider:
- Payers: Anyone who has ever purchased an item in your game.
- Non-payers: Players who have never purchased anything in your game.
- Recently churned active players: Players who have not logged in for five days, but used to log-in regularly.
- Ad revenue generating players: Players who have generated more than $10 in ad revenue per week.
- Accomplished players: This includes players who have reached a specific level or have completed a specific tutorial.
Step 3: Target your player segments
User segments can be targeted once you have the segments in place. Choose these segments through the “Target” level in Network Publishing, Direct Deals and Cross Promotion campaigns. For each target, you can choose the frequency with which these campaigns are delivered to players. Developers are using segmentation to:
- Offer an ad-free experience: Allow paying players to enjoy an ad-free experience by segmenting them out of ad targets.
- Monetize non-revenue generating players: Add segments for non-revenue generating players after a certain number of days by creating a campaign that shows these players some non-skippable interstitial videos.
- Monetize players with a tendency to click on ads: Create a campaign with specific bid floors or negotiate a Direct Deal.
- Keep players engaged: Show videos with in-game rewards to playe