Strategies	
  to	
  Test	
  and	
  Launch	
  
Your	
  Mobile	
  Game	
  
Speaker:	
  Eric	
  Garcia	
  

Client	
  Account...
Agenda
Why Soft Launch?
What do you want to learn?
How do you execute?
How do you react?
What do you do afterwards?
Why	
  SoC-­‐Launch?	
  

“The	
  victorious	
  win	
  first	
  and	
  then	
  go	
  to	
  war,	
  the	
  
defeated	
  go	
...
Three	
  Kinds	
  of	
  Improvements
§ Quality	
  Assurance	
  
§ User	
  Experience	
  
§ User	
  AcquisiRon	
  

	
  ...
Quality	
  Assurance

	
  	
  

Requirements:	
  	
  
§  Small	
  group	
  of	
  thorough	
  testers	
  	
  
§  AVenRon	...
User	
  Experience 	
  	
  
Requirements:	
  	
  
§  StaRsRcally	
  significant	
  sample	
  of	
  actual	
  users	
  
§ ...
User	
  AcquisiRon 	
  	
  
Requirements:	
  	
  
§  Granular	
  tracking	
  capabiliRes	
  
§  OperaRonal	
  resources	...
How	
  do	
  you	
  test	
  without	
  
sacrificing	
  a	
  big	
  opening?	
  
Canada

New	
  Zealand
	
  

Australia
Preparing	
  for	
  a	
  SoC	
  Launch	
  
•  What	
  do	
  you	
  want	
  to	
  learn?	
  
What	
  do	
  you	
  want	
  to	
  measure?	
  	
  
•  User	
  Experience	
  
•  User	
  RetenRon	
  
•  MoneRzaRon	
  
• ...
Building	
  the	
  UX	
  from	
  the	
  Fundamentals	
  
SoC	
  Launch:	
  Tracking	
  
•  Accurate	
  detailed	
  data	
  is	
  criRcal	
  
•  Choose	
  the	
  right	
  technolog...
SoC	
  Launch:	
  One	
  Last	
  Thing…	
  
	
  
	
  

GET	
  THE	
  DETAILS	
  RIGHT!	
  
	
  
Time	
  to	
  Start	
  MarkeRng	
  	
  
Your	
  App	
  
SoC	
  Launch:	
  App	
  Store	
  Presence	
  
SoC	
  Launch:	
  General	
  Scope	
  
•  Timing:	
  2-­‐4	
  weeks	
  depending	
  on	
  user	
  base.	
  
•  MarkeRng	
 ...
What’s	
  Next?	
  
•  Analyze,	
  Improve,	
  Update	
  
Launching	
  Your	
  Game	
  
•  PR	
  
•  Press	
  Release	
  
•  RaRngs	
  and	
  Reviews	
  
Overview	
  of	
  Strategies	
  
Burst	
  Campaign	
  

70k

downloads per
day to reach
top 5 in games
Burst	
  &	
  Sustain	
  
•  Avoid	
  “fleeRng	
  rank”	
  
•  Show	
  that	
  your	
  game	
  has	
  staying	
  power	
  
Long	
  Term	
  SoluRon:	
  MulR-­‐Channel	
  OpRmizaRon	
  
The Grand Targeting Sandbox
Key	
  Takeaways	
  
•  Decide	
  what	
  you	
  what	
  to	
  learn	
  
•  Acquire	
  a	
  small	
  group	
  of	
  users	...
Yeah,	
  We’ve	
  Got	
  Something	
  for	
  That,	
  Too	
  	
  

Fiksu	
  SoC	
  Launch	
  

Test	
  Market	
  Your	
  M...
Fiksu	
  SoC	
  Launch:	
  What	
  You	
  Get	
  
1.  Media	
  buys	
  against	
  four	
  different	
  mobile	
  ad	
  chan...
Fiksu	
  Benchmark	
  

The	
  fastest	
  way	
  to	
  understand	
  how	
  
your	
  app	
  performs	
  in	
  the	
  marke...
Fiksu	
  Benchmark:	
  What	
  You	
  Get	
  
1.  $20K	
  in	
  media	
  buys	
  against	
  four	
  different	
  mobile	
  ...
Thank	
  You!	
  	
  
Learn	
  more:	
  
www.fiksu.com/ebooks	
  

Want	
  to	
  talk?	
  
eric@fiksu.com	
  
www.fiksu.com	
...
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Fiksu presentation a User Acquisition for Mobile Games: Strategies to Test and Launch Your Mobile Game. February 2014.

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Fiksu presentation a User Acquisition for Mobile Games: Strategies to Test and Launch Your Mobile Game. February 2014.

  1. 1. Strategies  to  Test  and  Launch   Your  Mobile  Game   Speaker:  Eric  Garcia   Client  Account  Director  -­‐  EMEA   Fiksu  
  2. 2. Agenda Why Soft Launch? What do you want to learn? How do you execute? How do you react? What do you do afterwards?
  3. 3. Why  SoC-­‐Launch?   “The  victorious  win  first  and  then  go  to  war,  the   defeated  go  to  war  and  then  seek  to  win.”   -­‐Sun  Tzu,  The  Art  of  War  
  4. 4. Three  Kinds  of  Improvements § Quality  Assurance   § User  Experience   § User  AcquisiRon      
  5. 5. Quality  Assurance     Requirements:     §  Small  group  of  thorough  testers     §  AVenRon  to  detail  and  user  use  case   SoluRons:   §  Dedicated  QA  Team   and/or   §  Test  flight  or  a  similar  service  
  6. 6. User  Experience     Requirements:     §  StaRsRcally  significant  sample  of  actual  users   §  Thorough  event  tagging  for  analyRcs   §  User  feedback  loop   SoluRons:   §  SoC  launch  for  test  users   §  In-­‐house  or  off  the  shelf  analyRcs  package     §  In-­‐house  of  third  party  feedback  reporRng  mechanism.  (Other  than   AppStore  reviews!)  
  7. 7. User  AcquisiRon     Requirements:     §  Granular  tracking  capabiliRes   §  OperaRonal  resources  –  creaRve  creaRon,  data  analysis,  biz  dev,   campaign  deployment,  opRmizaRon   SoluRons:   §  In-­‐house  or  off  the  shelf  tracking  partner  –    Fiksu,  HasOffers,  Ad-­‐X…etc   §  In-­‐house  end  to  end  user  acquisiRon  team  or  opRmizaRon  partner  
  8. 8. How  do  you  test  without   sacrificing  a  big  opening?  
  9. 9. Canada New  Zealand   Australia
  10. 10. Preparing  for  a  SoC  Launch   •  What  do  you  want  to  learn?  
  11. 11. What  do  you  want  to  measure?     •  User  Experience   •  User  RetenRon   •  MoneRzaRon   •  Virality  
  12. 12. Building  the  UX  from  the  Fundamentals  
  13. 13. SoC  Launch:  Tracking   •  Accurate  detailed  data  is  criRcal   •  Choose  the  right  technology   •  Understand  the  difference  between  UX  and  UA   technologies  
  14. 14. SoC  Launch:  One  Last  Thing…       GET  THE  DETAILS  RIGHT!    
  15. 15. Time  to  Start  MarkeRng     Your  App  
  16. 16. SoC  Launch:  App  Store  Presence  
  17. 17. SoC  Launch:  General  Scope   •  Timing:  2-­‐4  weeks  depending  on  user  base.   •  MarkeRng  Spend:  $5-­‐20k  
  18. 18. What’s  Next?   •  Analyze,  Improve,  Update  
  19. 19. Launching  Your  Game   •  PR   •  Press  Release   •  RaRngs  and  Reviews  
  20. 20. Overview  of  Strategies  
  21. 21. Burst  Campaign   70k downloads per day to reach top 5 in games
  22. 22. Burst  &  Sustain   •  Avoid  “fleeRng  rank”   •  Show  that  your  game  has  staying  power  
  23. 23. Long  Term  SoluRon:  MulR-­‐Channel  OpRmizaRon  
  24. 24. The Grand Targeting Sandbox
  25. 25. Key  Takeaways   •  Decide  what  you  what  to  learn   •  Acquire  a  small  group  of  users  in  a  specific  country   •  Analyze  their  behavior   •  Update  your  app   •  Test  all  promoRonal  channels   •  Rinse,  Repeat  
  26. 26. Yeah,  We’ve  Got  Something  for  That,  Too     Fiksu  SoC  Launch   Test  Market  Your  Mobile  App  to  Ensure   It’s  Ready  to  Launch    
  27. 27. Fiksu  SoC  Launch:  What  You  Get   1.  Media  buys  against  four  different  mobile  ad  channels  in  a   chosen  testbed  country  –  creaRves  included   2.  OpRmized  buying  over  two  weeks   3.  Minimum  6K  downloads  (but  expect  more)   4.  Final  report  detailing  performance,  recommendaRons  for   full  launch  tacRcs,  and  advice  on  next  steps  
  28. 28. Fiksu  Benchmark   The  fastest  way  to  understand  how   your  app  performs  in  the  market  
  29. 29. Fiksu  Benchmark:  What  You  Get   1.  $20K  in  media  buys  against  four  different  mobile  ad   channels  –  creaRves  included   2.  OpRmized  buying  over  three  weeks   3.  Minimum  10K  downloads  (but  expect  more)   4.  Final  Benchmark  Report  detailing  campaign  performance,   benchmarking  slides,  and  advice  on  next  steps  
  30. 30. Thank  You!     Learn  more:   www.fiksu.com/ebooks   Want  to  talk?   eric@fiksu.com   www.fiksu.com                @fiksu  

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