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From Social to Mobile: A Playbook for Building Successful Games
 

From Social to Mobile: A Playbook for Building Successful Games

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“From Social to Mobile: A Playbook for Building Successful Games.” This session will focuses on the important lessons learned in social games, and how mobile developers and marketers can use them ...

“From Social to Mobile: A Playbook for Building Successful Games.” This session will focuses on the important lessons learned in social games, and how mobile developers and marketers can use them to develop a more successful, profitable mobile application.


-Successfully transitioning from social to mobile platforms

-Challenges in discovery, acquisition and marketing attribution

-Comparisons between social vs mobile user behaviors

-Unique engineering challenges that didn’t exist in social

-Tips and tricks for monetizing in mobile


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  • DAN:Introduction Purpose of this webinar.
  • DAN:Brief history of Kontagent.
  • DAN:Brett:Brett is an investor & entrepreneur with a focus on games and game technology. He joined industry pioneer GarageGames when it was just a couple dozen people. It later grew to well over 100 employees, and was acquired by media giant IAC. Brett joined Unity Technologiesat a similarly early stage, and was instrumental in growing the company to it’s current stature, raising it’s most recent $12M round from several firms, including Sequoia Capital, and setting it on a path to help developers in new ways, adding additional high-growth lines of revenue. He is an active angel investor who loves helping other entrepreneurs however he can.Brad:Brad Edelman, CTO Fingerprint Digital, Inc.Brad is a lifelong software developer and entrepreneur. He squandered much of his childhood programming his Apple ][+ and endured many years of “geek ridicule” before the Internet managed to make computers cool. Brad was the CTO/co-founder of PlayFirst, the pioneering casual games publisher (go Diner Dash!) and created the Indy-game hit Triclops. Prior to PlayFirst, Brad drank Diet Coke while his fingertips typed the code that added video to Macromedia Flash. He also worked on several versions of Adobe PageMill. Brad holds twelve patents and a Bachelor’s degree in Computer Science and Engineering from the Massachusetts Institute of Technology.
  • Then play video… http://youtu.be/oJlpI-ySzQE
  • http://www.istockphoto.com/stock-photo-17541294-mobility-devices-blue-wave-background.php?st=28e38c9DAN:We’ll speak to these topics in the context of what’s different from social to mobile, and then give you a few tips on how to work around the challenges. Here’s the agenda…
  • BRETT:How big is this market? Big challenges but also big opportunities. Toss to Brett. (You can mention the stats below, but only to show this: How much social games has matured since 2006 to present vs mobile games from 2010 – meant to illustrate the fact that we’re still in the fledgling years of mobile. There’s a big market share for mobile devs to capture if social is any indication of how things will evolve…) 2011:575M smartphone “app” users (nearly doubling every year…already bigger than FB)$3.8B (2011) from RIM, Nokia, Android, iOS app stores (growing by 70-80% YoY, iOS = ¾ market).  iOS games about $1.4B in 2011, nearly doubling every year (FB 2011 $1.7B, growth slowing)$15.1B (in 2011) from mobile app stores overall (including feature phones, advertising, almost 200% YoY growth)Biggest thing to note:5.6B mobile subscribers, < 900M smartphonesSmartphones how out shipping feature phones in USA and W. EU, 700,000 Android activations / day (255M / year pace, with 150M+ historical)
  • Image location:http://www.istockphoto.com/stock-photo-16448329-playing-games-on-smart-phone.php?st=8131a34sources:http://www.gartner.com/it/page.jsp?id=1529214BRETT:Brett to talk broadly about the overall market… challenges in fragmentationNot just big and growing, but the crown is still up for grabs!!Compared with Facebook, mobile is largely unconsolidatedWhat we’re seeing now, mini-platforms & niche networks emerging to support content creators as 2st party advantages in the larger market will likely continue for a long time to come.
  • DAN: From there, we go into Brad’s slide. This is two-fold: 1) give an example of just one of the mobile gaming networks available--makes a point that there are many more like this, with many different users in each ecosystem, and you can cross-promote as easily as in Facebook, but each has smaller social graphs; 2) lets Brad get a chance to plug Fingerprint in the context of the fragmented ecosystem.BRAD:Speak to this slide… What is Fingerprint? Makes a point that there are many more like this, with many different users in each ecosystem, and you can cross-promote as easily as in Facebook, smaller social graphs
  • http://i.istockimg.com/file_thumbview_approve/18624958/2/stock-photo-18624958-google-analytics.jpgDAN:Because the mobile ecosystem is so fragmented, getting users to find and install your app is very difficult. What’s the unique problem with mobile, guys?BRETT:How is it different from social to mobile?Mobiledevs are having a hard time getting discovered, and competing against studios with big ad budgets, can pay to get to top App Store rankingsFragmented ecosystem makes targeting high-yield users difficultChallenging to understand ROI due to limited ad-sourcing to install to monetization trackingUnless you have an enormous advertising, this is 90% of your game’s launch potential. Let’s talk about how to make the most of this landscape…BRAD:Speak about his developers challenges… Discovery: Hard to get found, hard to win trust.Cost: Customer acquisition and infrastructure to support live experience is significant.
  • http://www.istockphoto.com/stock-photo-16917055-game-plan-on-chalkboard.php?st=6a702b1http://www.istockphoto.com/stock-photo-18680203-apple-app-store-logo.php?st=a35b53bhttp://www.istockphoto.com/stock-photo-16185880-android-phone.php?st=f69ce7bBRETT:Reach large audiences at a relatively inexpensive cost-basis by advertising on cross-promotional networks and partnering with other developers with high daily active users (DAU) counts.  Drill down into some more detailed tips.BRAD:- What have you been doing to acquire users?CONNOR:- KPIs from ad spend in mobile
  • http://www.istockphoto.com/stock-photo-16917055-game-plan-on-chalkboard.php?st=6a702b1BRETT:Segment users by acquisition channel, and optimize around those producing the highest per-user ROI. Analytics make it possible to see differences between each source: organic, viral, cross-promotion and advertising.KPIs???
  • http://www.istockphoto.com/stock-photo-16947133-searching-target-market.php?st=42bcf36BRETT:Build a great, highly engaging game! The better the experience, the more players will tell their friends. Word-of-mouth is a huge organic driver of installs for mobile devs right now, so focus on gameplay, and reap the benefits. Use analytics to tell you where users are losing interest in your app.CONNOR:KPIs???
  • http://www.istockphoto.com/stock-photo-16947133-searching-target-market.php?st=42bcf36BRETT:You can dive deeper into the tips you provided for the white paper. #1: Get buy-in from the platform owner, gain preferential editorial merchandising…Ex 1: Apple creates a new iOS feature?  If you game is launching shortly after this feature is available, consider finding a way to use it!  Apple’s job is to promote interesting applications of their hardware and software, so don’t underestimate this.  Ex. 2: A new Android tablet OEM enters the market with a big investment in graphics and CPU horsepower?  If you’re already making a visually ambitious game, there’s no better way to get free marketing than to give hardware manufacturer’s something that shows off their investment.  If you don’t know how to navigate this space (it can be incredibly complicated), consider enlisting a publisher with great industry contacts.#2: Get buy-in from the platform owner, gain preferential editorial merchandising…Ex 1: Get an email from users so that you can share news about relevant studio updates.  Ex. 2: Use a social SDK so you can also leverage network-driven discovery, and sharing.  Don’t forget to implement analytics so you can measure your performance!#3: Get buy-in from the platform owner, gain preferential editorial merchandising…Ex 1: You just spent $1,000 with two different ad networks.  How do you know which performed better?  You should be able to feed IDs (provided by your ad network) for your newly acquired users into your analytics system and view their in-game performance as a cohort.  7-day retention is a great early metric predictive of long term engagement and ultimately, spending.  Ex. 2: You just ran a campaign with an ad network and found that your newly acquired users don’t spend as much money as your organically acquired users, but they’re highly engaged.  You may consider dynamically customizing offers for these users with tools like Playhaven’s HTML5 widget.  If these users aren’t spending money, maybe they’re willing to invite friends to the party?  Share a screenshot and achievement on Facebook?  There are lots of indirect routes of benefiting from these highly engaged users in a way that keeps their experience positive and enjoyable.
  • CONOR:What are the KPIs social app developers focus on? Which of these apply to mobile? Why?
  • http://www.istockphoto.com/stock-photo-17463784-smartphone-3d-apps.php?st=6baa3fcDAN:Testing on social vs mobile. It’s not as easy and fluid on mobile as it was on social. It can take 2 days-3 weeks to get approval on each iteration from the App Store. Makes iterating in real-time much more difficult.Many users don’t update their apps, so you can get “dirty” data and can be misleading.
  • http://i.istockimg.com/file_thumbview_approve/18624958/2/stock-photo-18624958-google-analytics.jpgBRAD:Must use data to design app from the startAllows you to tweak play and economy balanceAnalytics allow you to filter by app version, location, device (for Android)… allows you to see which platforms/devices are performing bestFacebook - install brings a new registered user - always.  This is not the case in mobile.In mobile, it starts with the download, which doesn't necessarily bring an active app, which definitely doesn't bring a registered user (at least not for you... Apple knows! Google Market?)- downloads/first-launch/updates - user registrationCONNOR:Many KPIs are similar to social - measuring engagement, retention – which should they pay attention to?
  • http://www.fingerprintplay.com/apps/fire-fighter/DAN: Free-to-play models are dominant in mobile. This is an opp for devs to get insight into their games and virtual economies. How are ways to get increase conversion rates from free to paying customers? BRAD:Testing and iterating on mobile- data-driven development is a really important part of today's App lifecycle- try something, see the data that comes in, get a new idea, try again- analytics, A/B testing, real-time metrics - this stuff gets sophisticated and tricky pretty fast - that's where a partner like Kotangent can help you!- but what about iterating?  with web based deployments, it's about pushing updates, with Apps, it's harder- got to re-upload, with iOS, Apple has to re-approve- so it's to your advantage to design Apps that can dynamically download updates directly from you - data driven Apps that can update themselves without an actual App updateMany KPIs are similar to social - measuring discovery, acquisition, engagement, retention, but happen differently / have different challenges. WHAT ARE THE KPIs??? Any different from social?
  • CONOR:What are the KPIs social app developers focus on? Which of these apply to mobile? Why?
  • http://www.istockphoto.com/stock-illustration-14738005-chart-positive.php?st=e30b059BRETT/BRAD:Android users have friction in payments, results in lower ARPU and monetization ratesDevs need visibility into in-app behaviors, marketing attribution, and marketing channels on ROI basisDevs need to monetize players who don’t make in-app purchases
  • Many KPIs are similar to social - measuring discovery, acquisition, engagement, retention, but happen differently / have different challenges. WHAT ARE THE KPIs??? Any different from social?- Need to encourage users to make purchases, while balancing engagement. Use analytics to see how the two perform (custom event tracking, funnels)
  • Many KPIs are similar to social - measuring discovery, acquisition, engagement, retention, but happen differently / have different challenges. WHAT ARE THE KPIs??? Any different from social?Individually track each and every revenue channel, from in-app purchases to ad yields, for-sale mix and conversion funnels – to understand best price pointsHelps you understand and optimize virtual economy
  • Many KPIs are similar to social - measuring discovery, acquisition, engagement, retention, but happen differently / have different challenges. WHAT ARE THE KPIs??? Any different from social?Let them know about new features, offers via push notifications and emailRe-target these messages to cohortsIncreases their likeliness to spend
  • CONOR:What are the KPIs social app developers focus on? Which of these apply to mobile? Why?
  • AARON:Present demo
  • DAN:Conclude webinar. Tell viewers how they can reach us, sign up for white papers and additional content. We will be following up with a playbook… check your email for it about a week. Plug Twitter and kScope.

From Social to Mobile: A Playbook for Building Successful Games From Social to Mobile: A Playbook for Building Successful Games Presentation Transcript

  • Monthly Webinar SeriesFROM SOCIAL TO MOBILE:A Playbook for BuildingSuccessful Games
  • WHO IS KONTAGENT? We are the leading enterprise user analytics platform for social and mobile applications.User-Centric Data Accessibility Domain Expertise 2
  • SPEAKERS BRETT SEYLER BRAD CONOR NASH Mobile strategy EDELMAN Data scientist consultant / CTO investor & entrepreneur 3
  • 4
  • AGENDAMobile market overviewPLAYBOOK: Get users to find your appPLAYBOOK: Get them to play more, and oftenPLAYBOOK: Monetize your playersDEMO: Kontagent kSuite Mobile analyticsQ&A 5
  • MOBILE OPPORTUNITIES:How big is the market?• 575M smartphone “app” users (Nearly doubling every year; already bigger than Facebook)• 5.6B mobile subscribers | < 900M smartphones• Smartphones how out shipping feature phones in USA and W. EU 700,000 Android activations / day (255M / year pace, with 150M+ historical) 6
  • WHAT’S DIFFERENT?Unique challenges that didn’t exist… SOCIAL vs MOBILE Platform social plumbing (messaging & communication protocols) Identity and authentication Editorial merchandising and discovery Massive consolidation vs unconstrained growth mode High- vs low-friction viral discovery Performance-based marketing & user acquisition 7
  • Fragmented Ecosystem:An example of just one mobile gaming platform • Global parent- child features. • Multi-platform • Progress, mobile app rewards and network. mom-com. • Edutainment • Social sharing. titles from top developers. • Freemium-to-subscription. • Distribution for 3rd party developers. 8
  • USER DISCOVERY AND ACQUISITION 9
  • HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION Promote your app on other apps with high DAUs to reach large audiences 10
  • HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION Segment & optimize acquisition efforts based on user cohorts that generate the highest ROI Group A Group B Group C 11
  • HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION Build a highly engaging game so it leads to organic installs from word-of-mouth marketing 12
  • HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION 1. Engage the platform owner 2. Connect with your users 3. Optimize your advertising spend 13
  • KPIS FORUSER DISCOVERY AND ACQUISITIONNumber of installs per acquisition sourceRevenue per install sourceCost per install 14
  • ENGAGEMENT & RETENTION Get your users to play your game, and play often 15
  • HERE’S THE PLAY:ENGAGEMENT & RETENTION Identify the important metrics; design your game from day 1 to reach pre-defined goals 16
  • HERE’S THE PLAY:ENGAGEMENT & RETENTION A/B test & iterate as quickly as the mobile platform will allow you to (there are ways around App Store approvals!) 17
  • KPIS FORENGAGEMENT & RETENTIONDay 1, 7 and 30 retentionTutorial completionCompare app versions 18
  • MONETIZATION Monetizing in mobile 19
  • HERE’S THE PLAY:MONETIZATION Optimize game mechanics; balance engagement while encouraging your users to make in-app purchases 20
  • HERE’S THE PLAY:MONETIZATION Track revenue channels to understand the best price points for your user cohorts 21
  • HERE’S THE PLAY:MONETIZATION Re-engage your users whenever you have new offers and features 22
  • KPIS FORMONETIZATIONInstrument all in-app purchasesCompare conversion rates of virtual goodsA/B test when you present monetization events 23
  • DEMO 24
  • QUESTIONS?@ Ko n tag entKAL EID O SC OPE BL O G :k s c op e.kontag ent.co m