GDC 2014

GDC 2014 Session Scheduler

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Mobile Models: Looking Closer at LTV, CPI and ROI

Jon Radoff  |  CEO & Founder, Disruptor Beam


Location: Room 2010, West Hall

Format: Session
Track: Business, Marketing & Management
Vault Recording: Video


There is a marred piece of received wisdom in the mobile game industry today. A formula that has become commonplace, but that potentially threatens those who do not truly understand it. The mantra is that you can simply take the Lifetime Value of a player (LTV) and subtract the cost-per-install (CPI), and when LTV is greater than CPI, you'll win. Based on Disruptor Beam's experience with Game of Thrones Ascent, Jon Radoff explains why this is not a surefire outlook toward mobile business models, clarifying basic principles surrounding LTV, CPI and ROI, while emphasizing the importance of attracting organic, loyal players.

Takeaway

Attendees will gain a clearer understanding of LTV and CPI metrics through basic business principals such as discounted cash flows, operating costs, opportunity costs, etc. A lifetime entrepreneur, Jon Radoff will also explain factors to consider with player acquisition, including paid acquisition vehicles versus obtaining an organic, loyal player base.

Intended Audience

This talk is targeted toward mobile developers and those in positions that involve monetization, advertising and marketing. A good, basic understanding of the concepts of lifetime value, cost-per-install and ROI will be important in attending this session, as well as basic business principals such as cash flow, operating and opportunity costs.