Session: Key Trends & Monetization Strategies In Mobile Gaming - Eden Liu, BIGO Ads.

[Music] who is going to be talking about key trends uh and monetization strategies in mobile gaming. Yeah. Hello. Good morning everyone. My name is Eden. Yeah, I'm the senior director of big ass taking care of user acquisition at monetization and strategy cooperation. Uh maybe some of people some of the people here will know big but yeah I know many people have never heard of. Yeah, I have been in the industry for almost eight years. Uh today I'm going to talk about the the casual revolution and I will share the key trends and the

monetization strategy for you. Okay, first let's have a look on the hyper casual game general market trend. Since Apple's ADT policy, the entire hyper casual games uh setup seems to have entered a decline. According to the 2024 Q3 hyper casual game report released by App Magic, the hyper casual game market continue to sink in the first quarter with downloads decreased by 12% quarter and quarter to 2.98 billion as lower than 3.8 8 billion downloads in the same periods last year. The year-on-year trends are similar to the previous quarter. The western tier one market saw the largest year onear decline at 18% followed by eastern tier one market with a 16% drop and an

average decline of 7% in all countries. Uh this table shows the download trends of the top 10 global hyper casual games in Q4 2024 indicating that the downloads continue to decline in Q4 particular December. It includes the well-known games such as pizza ready cars and more control. Okay. So why decline? Uh the reason are below from my opinion. Yeah. The first one is the market situation. The market has become over situated with similar hyper casual games from Japan, South Korea, Vietnam, China and also United States is so competitive competitive in

this vertical. And the second one is the cost is higher. The more publishers in the industry, the more CPI you have to pay. And the last one is the monetization strategy uh challenges. Changes uh to IDFA have significantly impact the monetization models. And the most important uh business for hypercastle games only as they don't have any inapp purchase. And the last one is retention issue. The simplicity nature of hyper casual games often leads to low player retention due to repetitive and unengaging p game play. Okay. So what's the trend now? I think is casual game high casual game. The new kit on the gaming app block the subcategories of casual games are what games, puzzle games, solitire,

match free. These kinds of games are not only the top publishers of our platform but also the top publishers of the mediation platform just like mass level play adop mediation. Okay. was the strategy uh charact characteristic of hyper casual games. The first one is the first one is blend of simplicity and depth. Casual games combined to easy to learn mechanics of hyper casual games and also with deeper gameplay elements from other genres. And the second one is higher retention rate. The top casual games the day one retention rate is around 50%. And day seven retention rate is still 15%. And the third is balance

monetization. They will have inapp purchase and also inapp s. And the last one is border appeal with longevity. These games appeal to a wider audience while also providing enough depth to keep players engaged for longer periods. The user age are from 25 years old to 45 years old. The user value is much better than the hyper casual games. Okay. Uh let's have a look on the what game. Yeah, this is one of the very popular games of this vertical. The chart display the download in different countries in the last one year. It shows that the dam low number have increased over this periods for all countries. Russia and Turkey are the two fastest growing markets for this game.

The United States have the slowest growth rate but US contribute the most revenue of this game. This is in US is the highest from 25 to 322 USD on Android and 40 to 42 on iOS. and tier two countries Turkey and just like Russia the EPM is from four to $6 on Android and five to $6 on iOS. Many marketers will think about tier three countries is low but for Brazil, Mexico the is much better than India, Indonesia the is from three to $8. So please don't ignore this market. And for card and solid games, it is also very popular of these uh casual games. The top markets are always tier

one countries including US, UK, France and Germany. The EPM range from 25 to $42 on Android and 40 to 60 on iOS. However, the presume market is also performing well with espion ranging from four to $7 on Android and5 to $10 on iOS for match free games they are used they're still very popular in the industry just like world plus yeah the top markets are US, India, Brazio, Mexico and Russia. DCM of in US is from 25 to $30 on Android and 28 to $38 on iOS. For tier 2 market, just like Russia, the EPAM is from 4 to $7 on Android and three to seven on iOS. For Brazil and Mexico, the EPAM is from $2 to

$4. Okay. After some numbers, I will let you know. Yeah. If you like to publish casual games, what's the strategy for monetization? Uh the first one I think is implement rewarding video. Yeah, because most of the casual games will use rewarding video. Yeah. And according to at more 50% of users will prefer to rewarded videos. And the second one is AB testing. a lot of AB testing with different kinds of ad network at placement frequencies and enhance the user experience while maximize your revenue. And the third just try some new network just like just like uh okay let me introduce our platform to you. We are still a young network in the

industry. Yeah, we are just three years old. But now our partners are all around the world including the United States and Europe. Pigle was found in 2014 in Singapore. Big Live and like it are our top brands. Big life is a live stream app and like is a short video platform. It's a social platform. They are popular in the US, Southeast Asia, Middle East and Russia. In 2019, Big Ads was launched. Big's product have a nearly 350 million monthly active users globally. In 2024, Pico has become an appspire advanced media partners and an official beating partner

of mass and level play mediation. Now continue to expand reaching over 500 million global daily active users solidifying our position as a key player in the industry. This table shows the core business of our platform. On the demand side, our budget, our demand will divide it into three parts. The first one is our DSP also called direct budget. Yeah, we have our sales team globally. Yeah, they will reach out the advertisers and ask for the budget for publishers. And the second one is our in-house budget. Yeah. Because we have our own apps including big life like they will spend over 20 million dollars per day. Yeah. Most of the budget will

go to big s and the first part is global top DSPs just like DV 360 the trade eters. On the supply side, we have our own apps with over 350 million monthly active users. We also have our S network also called big audience network which is a monetization SDK for the publishers. Uh like and emo are our o apps with over 350 million monthly active users globally. We have been wanting monetization for many years. POS use our large user base and data insights enhanced by machine learning to help advertisers find valuable users globally and achieve the ROI goals effectively. Okay, let me share a case

study of ever. Yeah, this is a leading puzzle game publishers node for Suduku. Yeah, Solitaire and War Games. They began their user exquisition partnership with us two years ago. Focus on tier one markets by using POS roing strategy. They achieve a day seven that is five times higher compared to other network. Today is one of the top partners of them. Big audience network aggregates high quality traffic from our old and old apps. Global developers SSPs offering premium ads inventories to game publishers with 300 billion daily active requests and 500 million daily active users. It helps advertisers effectively reach target users worldwide.

Our audience network support almost all the air formers in the industry. Banner native rewarding video splash splash s is also known open s just like just from from abloving and also at mo is one of our top formers. Almost 30% of our gaming publishers will use splash ads on our platform. Okay, let me share a case study of the monetization side. This is our one of our top partners in Turkey. Yeah, Fugo is one of the top publishers in Eastan Booth and their top games is War of Wonders. It's a war game. Yeah, they integrate with our SDK three years ago and our performance in US and Russia uh pretty well. The eBam in US is from five to

$32 on Android and we help them to increase around 5% update market is from 2 to $15. Yeah, the upd is around 8%. Uh this is another solitire games publishers on big. The EPM in US is pretty good. Yeah, it's from $35 to $50 on Android. And the upd is around8% by our SDK. For the Brazil market, the EPAM is from three to $8 and the upd is is pretty well. Yeah, it's 10% by our SDK. Yeah, our platform now is very easy to use. Yeah, just go to our dashboard. Yes. Sign up an account. Yeah. And you just uh integrate with our SDK. Now you

can use the mass and also level play uh for big bidding. Yeah. So and we'll pay you on net45. Okay. And we also we will have a booth here. Yeah. If you like to ask any question about the as monetization and also the users question. Yeah. Please come to our booth. We will help you to answer any questions. Yeah. Just feel. Yeah. Just enjoy yourself in San Francisco. Yeah, that's all. Thank you.