A New Way To Level Up Your Multi platform Strategy - EMILIEN EYCHENNE from Adikteev.

[Music] thank you [Music] our first speaker is from is it addictive it's a milliona Shen from active and he's going to talk about a new way to level up your multi-platform strategy so please welcome Emilian hello hello so good morning everybody uh I hope it's not that tough uh in the morning to start with me so I'm gonna try not to be

boring and to make it uh kind of interactive uh trying to answer your questions as much as possible to be honest the deck is pretty crappy but let's let's go through this and uh so that I could answer your question if you have some so I'm Emilia from addictive I don't have any yeah can you how could we do I don't have anything to to slide it no but it's okay it's okay um so we're an uh so addictive what what are we doing first so we're a nap retargeting company uh so basically our job is to make the players coming back into the game and hopefully spend more money into the games that's what we are used to do um and today I'm gonna talk about I don't have any I don't have any feedback there okay

okay I'm sorry about this this is the very start of the day so okay anyway the main topic of the of the talk I'll continue without it the main topic of the talk today uh is really to speak about how to make the most of your paying users um because I assume we all suffered from the ATT staff a lot for several reasons on our side it was complex to retarget users without any idfa so we had to figure out a way to face it and I assume many game publishers had to as well but it was not a successful for all of them first reason many of my friends from the industry they are running a hyper casual gaming companies and for hyper casual gaming companies they lost between 20 to 30

percent of their revenue coming from the from the ads which is kind of like a big issue and for the others um so core mid-core hardcore gaming companies it was tougher to continue having a positive roas for several reasons first it's it's more difficult to measure the results of your UA campaigns um and second many and and we were in that case but many Publishers they just tried to transfer their budget from iOS to Android and when everybody is trying to transfer every budget from one to the other and the amount of users on Android was still the same then it's kind of a blocker because you had a an increase on the CPI side of stuff not related to what I'm telling but it's okay um so yeah so so those those are some issues and in the meantime during covet we have seen a good amount of money that

has been invested into the gaming industry because many PE like private Equity Funds many VCS we're talking to they were investing a lot into the gaming industry because that was the only one that was resilient to covet so you had many newcomers in the markets many new gaming companies that just popped up like like this and then the competition was even tougher so that means that acquiring new valuable users is really tough now and the fact is that in the last few months many of the Publishers we were working with they were asking us to change a little bit the strategies in terms of retargeting so they were asking us instead of trying to reacquire change users make them come back into the app they're asking us to double down on the paying users and to try triggering new purchase the first reason is that could have

could have some slides to support or yeah okay I have what oh how does it work okay okay cool perfect no it works um so some interesting figures um we just run some analysis on the mid core and hardcore gaming apps we're working with by the way we're working with several big publishing companies in the gaming industry like product Madness Copley social Point Etc so this is not coming from nowhere just to make sure you validate it um and we've seen that most of the revenue are coming from users that are purchasing several times not only one time but the fact is that if you have a look a deepest look a deeper look into the the your game your game's data you're going to see that 40 to 60 percent of your users are only

purchasing wines which means there is an untapped opportunity making them purchase several times so what we what we think is really useful for you now is to double down on your active paying users that is really important and the second the second thing we've seen is that more and more big Publishers there's they're talking about cross promotion as a new lever especially for iOS because you don't have adfa anymore but you still have idea V so you can share it across your different games and you can leverage your users thanks to cross promotion so maybe you're going to tell me that some of you they tried cross promotion in the past and it didn't work but the fact is that the weight has been done from most of the Publishers I was talking to they told me they were using their mediation platform to do so and the fact is that using the mediation platform is not the

best way to leverage course promotion why because one you're going to display an ad to people that no one else want to display not to so it's not the most valuable placement that you're leveraging and second you're not targeting all your users with those ads because for midcore and hardcore games most of the time they're telling me that they don't want to display any AD to their VIP users which is smart and the third thing is that you're you were doing that to me the damn way because you were trying to reach out to every single users into your games that's not the best way to do it so right now the approach is changing a lot which means they are trying those Publishers they are trying to think about or try to predict the churners and then they are first displaying ads to those churners for another of their games this is the first

thing and the second thing they're doing is that they try to push the right ad which means when you have 10 games let's try to figure out which one has the most chance to be installed by your players trying to figure out kind of an affinity score for your users so that you will display the right ad um for for this future churners and try to reach out to the ones that are the most valuable ones which means you don't care about the user that just installed the game and then churn you care about the small portion of your audience that is actually representing the largest portion of your Revenue those are the ones you wanna you wanna make stay into your portfolio of games and that's the way those big Publishers are not thinking about cross promotion and leveraging it especially actually on iOS and then this is the core the core thing of the

day how to leverage a multi-platform strategy and the very first basis of a multi-platform strategy is trying to put in place a web shop why trying to put in place a web shop you have a pretty straightforward answer today you are paying huge transaction fees to the App Stores so first thing if you succeed in transferring some of your paying users outside of your app stores You're Gonna Save on the transaction fees a lot this is the straightforward way to do it and the second reason why you should go on that is that it's going to allow you to display custom time limited offers to your audience very easily and then you can do it pretty seamlessly so yes the ux is not going to be exactly the same than than on the app stores for sure 100 agree with you but it could be

really Slim seamless for for them those are some figures and the reason why I can share these figures is that today we're announcing a partnership with ixola ixola is providing web shops and that's addictive what we're providing is the audience for the webshop because until now it was not possible to display ads inside your games for web shops so that means that you could have had a web shop and no way to make user know about your webshop instead sending them emails if Lucky you you have the emails of your users but today we have different ways to make user coming to your webshop with addictive what we do basically is pretty easy you're gonna see we're gonna segment your audience and then among some of your segments you pick up the ones you want to transfer from your game

to the webshop and let them know about your custom offers this is really easy and then when they click on the ad they just land on the web shop and they are automatically logged in so they could just purchase as if it was on the App Store really easy way to do it and I could answer your questions afterward if you have some um the other thing that is the most important one is that it is totally compliant with IOS and Android rules because we know obviously they're not gonna like it because you're going to transfer your users on something they're not taking transaction fees on but it's not a big deal because we figured out the way to make it a hundred percent compliant with the platform rules so no I will answer some questions if you have and if you want to know more you can meet me at g16 Boost and I think

I'm almost good in the timing so I may answer some question if you have and if you don't that's okay it's early in the morning it's not a shame no questions ah thank you very much yeah yeah I know but I can't hear it so I'm coming it's okay oh okay perfect no that's why outside of the app for sure that is why this is totally compliant with the rules because you don't you don't have the the right today to advertise directly inside the app it's not possible it's rebuilding by Apple and Android so that is why we are doing retargeting meaning we are going after you paying users outside of your app to make them know that you have a web shop and that they

could purchase stuff with good offers