How to maximise mobile game revenue with Firebase and AdMob

[Music] hi uh good afternoon everyone thank you very much for being here uh greatly appreciate it so yeah my name is Alex manado uh I lead gaming Partnerships uh here in North America uh for Google uh my job uh focuses on helping large up developers specifically gaming devel Vel opers uh monetize across inner purchases and ads using Google's um Technologies basically um today I would like to share some insights into how you can maximize uh your mobile game Revenue with Firebase and atmo but before jumping into that uh let me say that it's a pretty exciting moment to be in gaming uh what you can see on that slide is a photo of a go Champion the sidol uh playing against Google's artificial intelligence Alpha go uh playing against

it and losing against it actually um so alpago became one of the top ranked go players in the world last March um with the uh fast growth and development of artificial intelligence it's clear that very soon gaming companies will be able to replace their users with artificial intelligences provided by Google um you know obviously I'm I'm I'm just kidding this is probably not even a very good business idea because as far as I know AIS don't have uh credit cards so forget forget it um actually uh fortunately humans are more interested in games than ever um actually 50 6% of uh us uh uh people play mobile games every month and this figure is up 9% uh year on year um so in this context this business should be a piece of cake right um unfortunately it can be uh pretty painful uh to develop apps and and games uh the average app uses seven sdks um

and this is just an average right obviously many games probably use way more than seven sdks when you factor in attribution U advertising uh push notifications and many other services so um yeah can be uh quite stressful actually and obviously we are trying to solve a bunch of challenges along the game life cycle with all of these sdks and systems at the end of the day um when you develop your game you want to be able to focus on things like game design um gameplay mechanics right unfortunately uh game developers end up spending a lot of time and money developing or uh integrating backend systems testing systems and you know other such areas that are not part of kind of the Core Business of making the game um in terms of growing your game you want to make sure that you have the right Tools in place to combine um

paid acquisition and organic growth for reality in the right way um and you want to make sure that you also have the right ways to earn money from the game um in a tailored way uh to your audience in an Ideal World all of these tools and services should be in one single SDK they should all be crossplatform across IOS and Android and they should work seamlessly together in an integrated way um this is precisely uh what Google has created with uh Firebase Firebase is Google's app development platform we we launch it very recently just last month uh and it's basically the one single dashboard for you to uh manage and monitor your app and focus on what's really important um what Faris does is that it encapsulates um all of Google's cross-platform uh tools and services um integrates them into a simless way uh inside one uh single SDK um we have actually 15 different products um inside

Firebase uh for instance products to help you develop like authentication storage um test lab crash reporting uh to help you grow and uh increase the virality of your game um notifications app indexing Dynamic links and others um products to earn through advertising and uh and IP like at mob and free and unlimited analytics Firebase analytics at the core of this structure really gluing everything together so right there's a lot to talk about here so I don't want to bore you with um everything so we'll just focus on four of these 15 points uh and touch upon them briefly AdWords admob analytics uh and remote config so let's start from the beginning uh which is finding the best possible Gamers the best users right I mean that's that's where you're going to start and AdWords can really help here um now

obviously from a business perspective not all gamers are the same you really want to focus on the Avid Gamers um based on our research Abid gamers are those Gamers that are the most engaged with the gaming category they're more likely to spend on IP um more likely to click on ads uh more likely to uh recommend your game socially um Abid Gamers represent roughly 35% of the uh gaming population but they drive 69% of Gaming revenue right so how can you find them um let me share some more results from our research on this topic that we actually produced just last December these are the sources of new game awarness ranked by frequency um you have light Gamers on the left hand side and Avid Gamers so the real kind of business drivers on the right hand side um what's interesting is that Avid

gamers are much more likely to learn about new games through YouTube and Google search than light Gamers um App Store rankings are kind of you know equally important um for both of them now AdWords um which is um Google's um user acquisation Network can help you access precisely those places right you can place ads on on YouTube and by the way roughly 50% of the YouTube traffic is on the mobile app these days you can place ads on Google search both both classic ads and also playable ads and you can place ads on the Google Play Store um now what's especially powerful with AdWords is that all of these user acquisition Solutions uh work together we have something called Universal app campaigns um what what you do with these campaigns is basically you um set up a budget so how much money you want to spend in total you also decide a Target

CPI a Target cost per install so how much money you want to spend per user and you let AdWords basically optimize your acquisition budget across

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