MUFFIN RUSH MONETIZATION REPORT Insights from Q3 Data Collected through Traceback

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1 MUFFIN RUSH MONETIZATION REPORT Insights from Q3 Data Collected through Traceback Whale behavior, traffic source breakdown, advertiser blocking, ad engagement and more Muffin Rush Monetization Report - Q3/2017 1

2 Customer Success is Our Mission At SOOMLA we believe that our customer s success is our success. We are constantly building more tools and processes to enable our customers to make the most out of our platform and translate the cutting edge capabilities into business success. This report is one of these processes aimed at exactly that and we hope it will serve this purpose. Executive Summary The report focuses only on US which represent the biggest revenue opportunity Here are some of the main conclusions: Accurate Ad LTV is key to correctly calculating campaign ROI and finding profitable channels Opportunities to improve the adoption rate can generate additional $18,543 Making incentives more meaningful can yield additional $3,069 in ad revenue just in US $7,124 of additional revenue can be made by popping up an offerwall in te right moment. Advertisers such as Covet Fashion and Wordscapes double the churn compared to other ads These opportunities represents a potential increase of 244% from the existing US revenues. Muffin Rush Monetization Report - Q3/2017 2

3 Country Distribution - Muffin Rush - 8/25-9/23 The charts below show the revenue and the impressions distribution to the top 3 countries vs. other countries. In this case we found that US represents the biggest opportunities and amount to 74% of the revenue. Impressions by Country Revenue by Country 28% 13% 5% 8% 5% 13% 54% 74% US UK CA ROW Conclusion Our recommendation is to focus optimization efforts first in US. The report will only focus on data for US users but most likely the findings can be applicable for other countries. Since the game is generating significant amount of revenue with both Android and ios - the report will cover both. Muffin Rush Monetization Report - Q3/2017 3

4 Revenue Concentration in Muffin Rush - 8/25-9/23 - US The chart below shows the contribution of users to your revenue total and is aggregated by deciles of top contributors (1st decile) vs. bottom contributors (10th decile). The blue line represents the Accumulation of the revenue from all deciles until the current one starting from the left. Revenue Concentration in User Deciles - US 100% 80% Accumulation Decile Contribution REVENUE 60% 40% 20% 0% 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th USER DECILES Conclusions The 1st decile is contributing 71.2% of the revenue and the Ad ARPU in that decile (the ad-whales) is $0.68. Furthermore, when sorting users by ecpm, the top decile contributes $52.6 ecpm while the bottom 80% bring only $2.96 ecpm. It would be effective to target campaigns on ad-whales by creating ad-whale lookalikes and sending postbacks for adwhales. On the monetization side, segmentation is key. Muffin Rush Monetization Report - Q3/2017 4

5 D45 ARPU by Traffic Source - 8/1-8/15 Installs - ios/us By looking at the traffic sources screen we can compare ARPU level between different traffic sources. This report focuses on ios traffic in United States. We looked at Install dates of 8/1-8/15 with a revenue lookup date of 8/1 to 9/29. This is equivalent to a D45 analysis. ARPU by Traffic Source D45 Facebook Organic Instagram $0 $0.05 $0.1 $0.15 ARPU Facebook shows 12.5 cents ARPU. 2X that of Organic users. Conclusions The Ad ARPU data should be included in marketing ROI analysis. We recommend using our API or data pipelining. Muffin Rush Monetization Report - Q3/2017 5

6 D45 ARPU by Traffic Source - 8/1-8/15 Installs - Android/US The chart below compares D45 ARPU levels between different traffic sources for Android users in the United States. We looked at Install dates of 8/1-8/15 with a revenue lookup date of 8/1 to 9/29. This is equivalent to a D45 analysis. ARPU by Traffic Source (First 2 Weeks) Facebook Organic Instagram $0 $0.02 $0.04 $0.06 ARPU In Android, Facebook show nearly 2x more ARPU compared to organic. However, Android ARPU should be further optimized before engaging in UA. Conclusions There is a significant ad revenue optimization opportunity for Android. This opportunity should be addressed prior to UA in android. Muffin Rush Monetization Report - Q3/2017 6

7 Adoption Rate Analysis - 8/25-9/23 - US The chart below checks adoption rate - how many users out of the total get exposed to different ad types in different time periods. For rewarded video - adoption means voluntary action by the user while in Interstitial and video it s a passive exposure Opt-In Rates - Android vs. ios 50% Monthly Opt-in Daily Opt-In OPT-IN RATIO 25% 0% Rewarded Video Interstitial Video Conclusions The biggest improvement opportunity is for Interstitial and Video. Typically these formats enjoy over 90% adoption. Rewarded video also has a room for improvement. Our analysis shows that increasing interstitial and video adoption to 90% level will yield additional $18,543 per month. Muffin Rush Monetization Report - Q3/2017 7

8 Monetization Measurement Platform Monetization Integration - 8/25-9/23 - US The screenshots below shows a key moment in the game where the user has a strong incentive to participate in paid or ad based monetization. The chart below shows how many video ads are being watched per engaged user on a weekly basis as a function of how many weeks the user has been playing the game. Incentive Effectiveness Analysis ADS PER ENGAGED USER W1 W2 W3 Conclusions There is a significant drop in the number of Our analysis is that the incentives are not rewarded videos per user. The users are meaningful for the users. Non linear and willing to watch 4 videos on the first day but random models can be explored. There the reward requires 12. Over time, users are $3,069 left on the table here. are watching less videos. Muffin Rush Monetization Report - Q3/2017 8

9 Monetization Measurement Platform Monetization Integration - 8/25-9/23 - US The screenshot below shows a key points in the game where the user has a strong incentive to participate in paid or ad based monetization. The ad based monetization is not offered here at all. Suggestion Analysis Ad based monetization should be offered Our analysis is that Offerwalls can provide here. While giving 25 Coins for a video doesn t make sense there are other over $50 CPM and double your ARPU options. Offerwalls offer a more balanced based on similar situaitons. The additional payout for this level of reward and it s also revenue can reach $7,124. possible to offer a video for a chance to get the reward. Muffin Rush Monetization Report - Q3/2017 9

10 Advertisers Analysis - 8/25-9/23 - Video/US/Android By looking at the ecpm of different advertisers placed by the ad networks and comparing to the average for US/Android (13.96$) we can identify opportunities - the green bordered ares below. ecpm by Advertiser Total Trivia Final Fantasy XV Toy Blast Word Cookies Gardenscapes Covet Fashion Episode Choices Lucktastic - Win Prizes Township Wordscapes Angry Birds Match My Singing Monsters Pluto TV - It s Free TV Empires & Puzzlest Design Home MARVEL COC Bingo Pop Infinite Word Search Guess The Emoji ecpm Opportunity $0 $5 $10 $15 $20 ECPM In Android there are many opportunities to eliminate low yielding advertisers. The sum of all these opportunities is $2,415. Muffin Rush Monetization Report - Q3/

11 Advertisers Analysis - 8/23-9/23 - Video/US/iOS The chart below focuses on ios and shows the ecpm of different advertisers. By comparing to the average (39.1$) we can identify pockets of opportunity. Green areas in the chart below. ecpm by Advertiser Toon Blast Angry Birds Match Gardenscapes Family Guy Martha Ffion Cooking Craze WordWhizzle Search Word Cookies! Love Nikki Toy Blast Block! Hexa Puzzle Martha Ffion Episode Design Home Fight List Covet Fashion Final Fantasy XV Wordscapes ecpm Opportunity $0 $5 $10 $15 $20 ECPM In ios there are many opportunities to eliminate low yielding advertisers. The sum of all these opportunities is $1,675. Muffin Rush Monetization Report - Q3/

12 Churn by Advertiser/Campaign The chart below shows the churn levels for users who clicked on certain campaigns. It covers both ios and Android and churn here is defined as users who did not come back to play in a 7 day window after clicking on the ad. Churn Analysis Per Advertiser Angry Birds Match ChefDom Cooking Craze Covet Fashion Episode Family Guy Final Fantasy XV Gardenscapes Martha Ffion Toon Blast Total Trivia Toy Blast Wordscapes 0% 5% 10% 15% 20% Churn Rate Wordscapes and Covert Fashion are leading the pack with 19% and 18.4% churn. Their monetization is not justifying the churn. At the same time, Family guy with 8.7% churn is one of the top monetizing campaigns. Conclusions Advertisers with high churn should pay high premium or get kicked out. Protecting your users is critical for long term monetization. Muffin Rush Monetization Report - Q3/

13 Summary of Opportunities The table below aggregates all the opportunities to a single table. Note that these opportunities are for US only and the total opportunity size is bigger. Opportunity Monthly Revenue Impact Adoption - Interstitial & Video $18,543 Better Incentives - Tokens $3,069 Offerwall - Coins $7,124 Advertiser Blocking - Android $2,415 Advertiser Blocking - ios $1,675 Total Potential Opportunities $32,826 Existing Revenue - US $13,480 Improvement Ratio 244% Muffin Rush Monetization Report - Q3/