How to create an Opt-In Data Collection Content Unit

Opt-In Data Collection is a new content unit to prompt users to submit their contact or demographic information as defined by the publisher.  This tool serves two primary needs:

Re-engagement - once a user has uninstalled the game, publishers have no means to re-engage or communicate with their players.  Collecting user phone numbers (SMS) and email addresses provides a new channel for marketing and monetization.

Insight - an understanding of ones player base can help publishers create and optimize their game design, marketing initiatives, and lead to increased ad monetization.

 
NOTE: Opt-In Data Collection is NOT currently available on Android.  An SDK update will be needed to address and once supported only users on working SDK versions will encounter this Opt-In Data Collection content units.
 
Use Cases
 
  • Email Marketing - email may be archaic but it's still a great channel for communication.  Weekly newsletters, game update announcements, re-engagement/social notifications, new game cross-promotions, and surveys are a few examples of the type of marketing emails a publisher may instrument.
     
  • Email Monetization - there are several ways publishers can ethically monetize their email lists.  Cross-promoting other games, merchandise (e.g. Angry Birds plush toys), and other relevant content as separate emails or within ongoing newsletter announcements can generate ancillary revenue outside the game experience, without cannabilizing opportunity cost of other in-game promotions/ads.
     
  • SMS Marketing - similar to email marketing, publishers can directly communicate via SMS outside the confines of Apple/Google push notification policies.  Unique to SMS, users read these messages on the device giving publishers the ability to directly link to the App Store or app itself using URL handlers.
     
  • Promotional Contests/Drawings - prompt users to submit their email address to opt-in to a drawing (e.g. "Submit your email address for a chance to win 100,000 gold coins!  Drawing ends this Friday!").
     
  • Maximize Conversions with Rewards - reward players for submitting their information to increase conversion.  Note that this may encourage more users to submit fake information or be less likely to read SMS or email messages in the future.
     
  • Increased 3rd Party Ad Monetization - publishers can report anonymous demographic information to 3rd party ad networks (typically brand ad providers such as Admob or Sponsorpay) who are willing to pay more for targeting specific user groups.  Note that none of the collected data can currently be used for targeting but if a publisher has a heavily female audience between the age of 45-55, this information may be used to command higher eCPM's.
 
Creating a Content Unit
 
Content Unit Edit Page: 

Data Fields
 
Publishers choose which data fields they want to prompt users to submit within each content unit.  Each data field may be set to optional or required and placed in the order the publisher defines.  The following options are available:
 
  • Name
  • Email Address - includes proper email format validation
  • Phone Number - support international phone numbers
  • Age - 1-99
  • Zip Code
 
Presentation Options
 
Only one presentation is available.  Publishers can define the background color and button from predefined or custom colors.  A landscape and/or portrait image (png, gif, or jpg) is also required.  Image requirements:
 

Portrait

  • Regular (required) - 300x220px
  • Retina/iPad/Large - 600x440px

Landscape

  • Regular (required) - 190x280px
  • Retina/iPad/Large - 380x560px
 

Frequency Caps

Standard time and impression-based frequency caps are available.  Additionally, once a user submits their information, that particular content unit will never appear again.  Note: Test Devices do not adhere to these rules.
 

Reporting

Performance Reporting

The following performance is reported in aggregate for all content units and each individual content unit over the standard time periods.  This information is also available through the reporting API.
 
  • Impressions
  • Conversion Rate - conversions / impressions
  • Conversions - submission of all required information
 

Collected Data Reporting

 
Publishers have the ability to export the data collected from their content units via the API or as a downloadable CSV through the dashboard.  This information can be exported for all games, individual games, or specific content units over various periods of time.
 
In addition to the information submitted by the user, the following meta-data is also included for each entry:
 
  • Game Name - game nickname as defined by the publisher
  • Game ID
  • Content Unit Name - name of the content unit set by the publisher
  • Content Unit ID
  • Timestamp
  • Reward Item(s) and Quantity - only if a reward item (ie offer_tag) was attached to the content unit should this be included, otherwise ‘N/A’ or ‘null’ (e.g. gold_coins(100), super_sword(1))
  • Connect Type - 3G, Wifi, 2G/Edge
  • Platform - iOS or Android
  • Hardware - Hardware type (e.g. iPhone4, iPhone3GS)
  • OS - version of the OS (e.g. iOS 5.0, iOS 4.1, Android 2.2)
  • IP-Based Geolocation - country code based on the IP address (e.g. USA, CNY)
  • Placement - placement that the information was collected in (e.g. game_launch)
     
Note that UDID's are not currently included in this publisher-facing reporting.  This was intentional to error on the side of user privacy, particularly after Apple's emphasis as of recently.
 
Collected Data Page for Data Exporting:
 
Privacy Policy/Legal
 
The Privacy Policy is included as a link within the content unit.  Users can view the Privacy Policy within the content unit without leaving the game.  As with most policies from companies that reside in the U.S., this is written in accordance to U.S. laws (e.g. COPPA compliance) and is not intended to specifically address foreign laws.
 
Security
 
All data submitted is sent through an encrypted transmission via SSL to protect user privacy.