Sustainable mobile game development model in Vietnam

Opportunities and challenges of affiliate game model in Vietnam market

During the COVID-19 pandemic, the affiliate marketing model has changed the revenue of the mobile game industry significantly. According to Adjust’s report (2020-2021), the measurement rate of unnatural installs (NOI) has plummeted by 30% due to the update of iOS 14.5. However, due to their digital savvy, game apps quickly adapted and adopted the improved SKAN (SKAdNetwork) much faster than non-game apps. NOI allocation from SKAN gaming accounts for 67%, while other types of applications are only 30%.

When using affiliate marketing, businesses will have the opportunity to fully exploit 2 communication channels online and offline, thereby overcoming problems that cannot be tracked from traditional offline channels.

However, many game publishers have difficulty in handling and optimizing affiliate traffic. Affiliate owns an abundant amount of traffic, but without a clear direction, it is easy to come to a deadlock, potentially leading to bringing back unsatisfactory user files as the original goal. Most game publishers are forced to abandon the affiliate channel despite understanding the potential to bring great.

Important indicators of game products and quality improvement plans

When implementing an affiliate game campaign, both campaign partners and game publishers always keep in mind important relevant metrics such as: Retention rate D1, D3, D7, D30; percentage of new registered users on an app (NRU), percentage of active users, session time, ROAS( (Return On Ad Spend) D3, D7, D30… to make sure the campaign is working in the right direction positive as the original purpose.

In addition to keeping the important indicators at a stable level, the exploitation of quality improvement options is always a top priority and the method of quality improvement by correctly typing the media file is one of the methods that have been adopted. highly appreciated for its effectiveness for affiliate games:

Game publishers and affiliate implementation partners need to focus on the available publisher file (professional gamer), giving a “queen bee” model in the affiliate. This will be key in introducing the game to the target audience.

The affiliate’s traffic network almost “touches” the entire online and offline channels from which publishers can reach core-users. However, the important point here is to help publishers identify the quality user files that game publishers are aiming for. Therefore, building training courses for publishers on important game criteria should be included in the marketing plan.

The multi-touch model that Affiliate brings, touches users at every point

Optimal model for game and revenue share solution from ACCESSTRADE

In addition to the traditional models of CPI (Cost Per Install) and CPR (Cost Per Register), ACCESSTRADE offers 2 optimal models for affiliate game campaigns:

The CPR model combined with Purchase rate ensures the user’s deposit rate when playing the game.

Revenue share model: Share a percentage of revenue between ACCESSTRADE and the game publisher, ensuring the game publisher always maintains a stable ROAS level.

ACCESSTRADE also offers CPA (Cost Per Action) models suitable for each operating stage of the game product.

According to statistics from Appsflyer, ACCESSTRADE has obtained typical quality indicators such as Purchase rate of 5-10%, NRU rate of more than 75%, Retention rate of more than 30% in the third quarter of 2022, promising will bring in more than 60,000 new users/month for each cooperative game and allow game publishers to choose the right publisher file for them.

Luu Ky Tam (Project Director of ACCESS Mobile) said: “Depending on each stage of game development, publishers need to choose a suitable cooperation model with Affiliate. Marketing to achieve the desired goal If you need to increase downloads and new users quickly, you can use CPI, CPR models in a short time. Issuers should change to optimal models of quality and CLV (customer lifetime value) such as: CPFP (cost per first purchase), CPP (cost per purchase – revenue sharing). The partnership will help game publishers take advantage of the full power of Affiliate marketing to develop new customers.”

*Revenue sharing: Share revenue when users deposit money for the game

Publisher file participating in mobile game campaign

To learn more about affiliate gaming services and opportunities, visit https://accesstrade.vn/access-mobile-advertiser/