Facebook mobile game ad competition has intensified due to high LTV titles
Patrick Moberg · Gaming Studio Founders - Patrick Moberg and Holly Liu · Y Combinator · Apr 27, 2018 · at 7:55
Playdots co-founder Patrick Moberg explains how high-LTV mobile games have driven up user acquisition ad bidding on Facebook.
0:00 / 0:11exact quote · 11.1s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“So because the sort of game, mobile game industry has evolved so much. There's like people with higher LTVs who are willing to pay much more. So the competition on Facebook has gotten really steep.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Patrick Moberg
Patrick Moberg predicts Fortnite on mobile will spike and then fade
“Yeah, but it'll spike and then sort of maybe die off. It's really novel right now to play this on, like against other players on your mobile device.”
Mobile games require massive scale because player value barely exceeds install cost
“The LTV is almost like just a little bit higher than CPI. So like you're not making that much money on each acquisition. So like that's why you sort of need that big scale to like sort of Profit from that launch.”
Minimalist character design broadens a game's mainstream audience appeal
“I always felt like the less character a game had, the more like a wider audience could almost project whatever they wanted onto it. So it was like, maybe you won't find the most hardcore fan, but it's going to appeal to such a broader sort of audience.”
Clean, minimalist mobile games struggle to generate high lifetime player values
“I think it's like difficult to create high LTV games with that style.
Because I think you do want like passionate niche audiences, which can be large, but they want like to sort of gravitate around a sort of certain theme or something like that.
If they're goi…”
Playdots evaluates new game pitches by requiring a five-year team commitment
“Like big question we're asking with every new sort of pitch that comes now is like, would you, Be excited to work on this for like five years. Cause like you have to sort of think about them now as these sort of projects.”