Socialpoint finds stability during a global pandemic with Rewarded Surveys

Socialpoint is a world-renowned mobile games developer and publisher based in Barcelona, Spain and best known for hit games Dragon City and Monster Legends.

Challenge
As a mature and growing studio within the rapidly growing Take-Two portfolio, Socialpoint needed a scalable way to diversify their global revenue strategy beyond just advertising. This decision was accelerated in mid-2019 after Apple began swiftly rejecting applications from the iOS app store for not complying with their policy against pay-per-engagement (PPE) advertisements commonly used in Offerwalls.

Socialpoint needed to diversify their strategy.

Solution
Sofia Gilyazova, Head of Ad Monetization at Socialpoint, began looking for alternatives to ads and turned to Rewarded Surveys powered by TapResearch to expand her global revenue strategy across the portfolio.

Surveys were a great extension of their current rewarded strategy which includes Video and Offers. With Rewarded Surveys, Socialpoint users now have a new format to earn the large reward amounts they were trying to reach by watching 15+ rewarded videos per session.

The new format also gives Sofia’s team access to large global market research budgets estimated at over $47B in annual spending, in a familiar mobile format to their users.

Source: ESOMAR Global Market Research report

The experience fit seamlessly within their two top titles:

Dragon City

Monster Legends

Results
Since the introduction of Rewarded Surveys to their games in mid-2019, Average Revenue per Daily Engaged User (ARPDEU) has increased 2.75X through Q4 and has not generated any signs of slowing down through the Covid-19 pandemic.

Socialpoints increase in ARPDEU since introducing the new format.

“TapResearch opened an entirely new source of revenue for Socialpoint that fit perfectly within our rewarded monetization strategy. Our users quickly adopted the new format and there were no negative impacts to our user support and communities. We’re excited to grow this partnership!”

— Sofia Gilyazova, Head of Ad Monetization at Socialpoint

Best Practices
To ensure success of the diversification strategy, Socialpoint deployed a number of specific tactics intended to educate users and increase LTV.

  • Introduced a clear CTA to differentiate rewarded formats
  • Posted game forum announcements to educate users of the new way to earn hard currency
  • Run regular currency sales to attract new users & re-engage existing ones
  • Add multiple-currencies to appeal to more types of users
  • Run regular cannibalization checks of iAP/ other ad formats

To learn more about TapResearch and about how Rewarded Surveys can generate a new revenue source for your game, please visit www.tapresearch.com/monetization or feel free to contact me directly at developers@tapresearch.com

New Poll Suggests iOS users unlikely to share IDFA with Publishers

During its Worldwide Developers Conference (WWDC) 2020 conference, Apple began laying the ground work that may render the mobile ad ID or IDFA useless. Starting this fall with the iOS 14 release, Apple will require app developers to ask user permission before collecting ad IDs used to track users across apps and websites. The move is intended to add more transparency and control to the data being collected on users.

For example, users will begin seeing in-app notifications asking permission to allow or not allow tracking across other apps and websites:

The new user permission dialog in iOS 14 from Apple that allows or denies advertiser access to the IDFA (identifier for advertisers).

Given the language of the notification and the implications this could have on the mobile industry, we wanted to find out how iOS users felt about the new changes. So on June 29th, 2020 we ran a simple poll to 1,200 verified iOS mobile users asking them how likely they were to select “Allow Tracking” from an app they use and enjoy on a regular basis.

| Full disclosure, I work at TapResearch.

The poll asked was sent to iOS users, ages 18-64, that live in the US. Respondents were shown the in-app notification above and asked:

“If an app you use and enjoy on a regular basis presented this screen to you, how likely are you to select “Allow Tracking”?

1 — Extremely unlikely
2 — Unlikely
3 — Neutral
4 — Likely
5 — Extremely likely
Don’t know / no opinion

Of the 1,088 respondents who answered 1-5 the data suggests only 16% of iOS users would consider selecting the “Allow Tracking” option from an app they regularly use and enjoy.

Full results of the poll are published here.

Source: TapResearch

Further, when looking at responses by age group, there’s a stark trend among younger respondents which seem more open to allowing the tracking.

Source: TapResearch

While we don’t know for certain what implications this change will have across the mobile ecosystem, it is clear that mobile users will be gaining more control and transparency their data.


About the poll:
TapResearch conducted this survey across their network of random mobile devices. The poll was conducted on June 29, 2020 with 1,201 respondents. Each respondent was a verified iOS user.

If you’re a mobile marketer or decision maker and would like to run a similar poll across the TapResearch mobile sample network please contact michael@tapresearch.com

www.tapresearch.com

What are Rewarded Surveys?

PocketGamer recently reported on Apple’s recent crackdown on CPE/PPE ads commonly found in Offerwalls, and the resulting impact publishers are feeling. As publishers look for ways to offset these impacts, Rewarded Surveys are being identified as a great replacement.

So, what are Rewarded Surveys?
Rewarded Surveys are consumer surveys that users complete in exchange for in-app rewards or virtual currency.

Every major company with an ad budget also has a market research budget that they use to inform their decisions with consumer sentiment data from surveys. And the budgets are big! In fact, the market research industry represents over $50B in annual spend.

When it comes to survey-based research, there is an endless appetite for high quality, large scale consumer opinion data. While researchers traditionally relied on phone and email to reach people, those channels are becoming less and less effective, leading researchers to shift their budgets to mobile.

TapResearch created the best solution to connect researchers with high quality respondents via mobile, to give people a better way to enjoy their favorite apps, and to give publishers a new source of revenue.

We find that freemium and free-to-play (F2P) mobile apps that include virtual currencies as the best fit for Rewarded Surveys, and we work with many of the world’s pre-eminent publishers.

Our mobile-first, opt-in experience is built on the same revenue mechanics as Rewarded Video and Offerwall, but it’s even better because users never have to install any apps, register, or pay for anything. Users simply opt-in and earn virtual currency for sharing their opinions about the world’s top brands and services.

No app installs. No registrations. No credit cards.

TapResearch brings market research to mobile. We make it easy for research buyers to distribute mobile surveys in F2P games with a product that understands game mechanics and in-game virtual economies.

 

If you would like to learn more about TapResearch, and about how Rewarded Surveys can generate a new revenue source for your game, please visit www.tapresearch.com/monetization or feel free to contact me directly at michael@tapresearch.com.