the ad is the casino floor | nick talarico
TRANSCRIPT
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The *Ad* is the New Entry Point
Nicholas TalaricoFounder & CEO
Super Lucky
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Some Context & Assumptions• lightly-funded
• casino-style content
• but, no RMG content
• games that justify UA spend
• you accept that many/most of your paid UA comes from other slots apps
• you accept that there’s no bulk discount in UA; CPIs increase as spend scales
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Steady State: Casino Floor = App Stores
=
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…but
• enters their app / the app store• scrolls lobby / charts for the
machine of their choice• same• same
• same...
• enters the casino• scans the floor for the
machine of their choice• plays• becomes open to change if:• current machine is unlucky• just wants a change
• chooses by scanning for:• recognized• Interesting
Simplified Slots Player Behavior
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Ads Change Things
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Focus on UA isn’t Anything New• top advertisers:• large teams of designers & UA managers• thousands of designs• hundreds of millions of dollars annually
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But We Noticed that, as Time Went On:• CTRs dropped
• CVRs dropped• and correspondingly, CPIs increased
January
FebruaryMarch April
MayJune
July
August
September
October
November
December
0.00
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14.00
$-
$2.00
$4.00
$6.00
$8.00
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$14.00
CTR, CVR, & CPI over time
CTR CVR CPI
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Our First Step was to Keep Things Fresh
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Lots of Machines in our Network
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And Therefore, Lots of Ads as Entries
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It’s the Network, not the App
AD
AD
AD
AD AD
ADAD
AD AD AD
AD AD
AD
AD
AD
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We Were Auditioning Themes
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...And Also Quickly Testing New Slots
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Lots of Information• which ads/themes attract a lot of people• what play type is attracted by ad/theme• what math types retain players who come in on which themes• what math types monetize players who come in on which
themes• when players come in on X theme, what’s the best theme to
move them to
• combine it all to attract a lot of high-quality players
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Comes With Drawbacks• tech
•machine design
• assets
• ads
•UA / campaign management
• economic
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Tech Engine
math
integrations
art
socialsreels
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Machine Design Variations
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Assets Not Much You Can Do
UA team
ads PM
designdirector
designers
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Ads Designers in the Data
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UA / Campaign Management Tools• PROGRAMMATIC BIDDING• launching• bidding up / down• pausing• audience creation
• WORKFLOW TOOLS• uploading ad creative• permutation assembly
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Economy Tune Holistically• while the multiplication of some things is GOOD:• entry points• various machines• ad creative
• our strategy does multiply some things that are BAD (or at least pose a challenge):• free login collect• big wins• ability to play for free in network
We try to view our economy holistically, as well as discretely.
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In Summary• Fresh creative keeps CTRs & CVRs up, CPIs steady• No better way to keep creative fresh than with more content• More content allows you to maintain CPIs as you scale spend• …but also allows you to test all sorts of new machines• Network effect is massive• Comes with drawbacks, but there are some efficient ways of
managing them