1. How To Distribute & Monetize Your HTML5 Games Alexander Krug, Founder & CEO SOFTGAMES Mobile Entertainment Services GmbH www.softgames.de

2. 2 WHO? 10+ years in mobile gaming Ex-Yahoo! Games Manager Serial games entrepreneur Big supporter of HTML5

3. 3 WHAT IS THE STATE OF ?

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6. 6 SHOULD WE BE WORRIED?

7. 7 We are here!

8. ‘S SUPER POWERS:: -Multiple Platform Support -Everybody can play – instantly -No download or installation -High virality -Real-time updates -No dependency on App Stores

9. 9 MONETIZATION Can you make money with HTML5 games?

10. Advertisement -Design your game for ad-supported business model from scratch on -Compare & Optimize User-Flows (A/B Test) -Use multiple Ad-Networks to achieve highest eCPM -Hint: Most effective marketing channel for upcoming in-house titles

11. In-App Purchases -Be aware of HTML5 Challenges: -No standardized billing platform -No App Store In-App Billing -Include Local Payment Methods & Offer-Walls -Analytics! Follow daily user retention & ARPDAU -1-7% should convert to paying users -A/B Test, React fast and optimize wisely -Serve user demands

12. ! 12 DISTRIBUTION How can you get discovered?

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14. HOW TO MANAGE? -Focus on Territories & Languages! -It’s better to be in the Top10 in Ukraine then in the Top 500 in the US. -When you succeed in some countries, you will also in the big ones! -Hire a dedicated sales and integration team or person responsible for specific regions -Do PR to build a Community and Brand awareness

15. 15 DISCOVERY High competition in Stores Limited visibility in Web

16. 16 For your first game: -Extremely hard! -App-PR, Marketing + SEO -Organize App-Exchange with other developers -Make it Social Existing portfolio of games: -Heavily cross-promote your latest game in your existing apps! HOW TO MANAGE? Move from product to marketing innovation!

17. 17 Case Study: Jewels Island X-Promo Market Cross-Promotion effect -300% Daily Install Boost -2 days of X-Promotion -Top Trending App @ Google Play X-Promo Active Installs Daily Installs

18. 18 USER RETENTION How do users come back to my game again?

19. How to manage this? -Proper retention tools for HTML5 are still missing -Give users a reason to come back! -iOS: Add a bookmark button to the home screen -Nothing comparable for Android  -Lower retention rates means worse monetization -Solution: Hybrid App?!

20. 20 GOT A GAME?

21. HOW WE CAN HELP U! Distribution: One access point to 20+ channels globally Distribution: One access point to 20+ channels globally Discovery: Cross-promotion & viral features Discovery: Cross-promotion & viral features Monetization: Localized payments in 85+ countries + Advertisement Monetization: Localized payments in 85+ countries + Advertisement Interested? Send us an email! html5@softgames.de

22. 22 THANKS! Questions? www.softgames.de html5@softgames.de @softgames LinkedIn.com/in/alexanderkrug