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.
- 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.
- Email Address - includes proper email format validation
- Phone Number - support international phone numbers
- Age - 1-99
- Zip Code
- Regular (required) - 300x220px
- Retina/iPad/Large - 600x440px
- Regular (required) - 190x280px
- Retina/iPad/Large - 380x560px
- Conversion Rate - conversions / impressions
- Conversions - submission of all required information
Collected Data Reporting
- 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
- 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)