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Chris Akhavan - LOGIN Conference 2012
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Chris Akhavan - LOGIN Conference 2012



Chris Akhavan - Mobile App Launch Strategies - LOGIN Conference 2012 - 9/26/2012

Chris Akhavan - Mobile App Launch Strategies - LOGIN Conference 2012 - 9/26/2012



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  • Tapjoy rocket
  • Reward users for inviting their friends

Chris Akhavan - LOGIN Conference 2012 Chris Akhavan - LOGIN Conference 2012 Presentation Transcript

  • Mobile App Launch Strategies Chris Akhavan VP, Partnerships Tapjoy
  • Agenda• Pre-launch prep• Initial bucket testing• Full promotion• Sustained user acquisition
  • Pre-launch
  • Checklist QA like crazy  Maximize device and OS coverage Integrate SDKs  Social  Monetization  Analytics  Advertising Create required creative asset  App icons and screenshots  Banner creative  Video trailer Localize  Prioritize Japanese & Korean
  • Optimize the DownloadTapjoy Network Average Conversion Rates:(click-to-install) 0-50 50-60% 50-100 30-45% 100+ 14-20%The smaller the file, the better the CVR
  • Self-publish or get published?Get published?• Make sure you get adequate, hard commitments on marketing budget and promotional effortsSelf-publish?• You should have at least $100K-$200K to promote your app or be pretty damn sure Apple/Google are going to feature your app• Ideally you already have a built-in user base playing your previously launched titles that you can use for cross promotion
  • App iconsThey are starting to look a bit similar…
  • App icons
  • Initial Bucket Testing
  • Testing the waters• Choose a smaller region to test in • Everybody uses Canada, so you’re probably better off going with another English-speaking country (ex. AU, NZ, SG) • Get 5K+ DAUs flowing through your app• Focus on retention (next-day, 7-day, 14-day) • Rough targets: 40%+ next-day, 25%+ 7-day, 15%+ 14-day • Tutorial completion rate goal at 70%• Monetization measurement • High end: $1 ARPDAU • Realistic ARPDAU range: $0.04-$0.15 • % DAUs monetized: 1%-5%• Take care of any bugs• Proceed with a full launch only when you’re happy with the performance of your bucket test
  • Full Promotion
  • Burst campaign• Budgets are typically between $100K on the low end and and $1MM++ on the high end• Agency vs. Direct?• Weekend vs. weekday?• iOS vs. Android differences
  • Getting Featured
  • Getting Featured Featured!
  • Google Play Featured Process 1 Suggest an app into the wall of suggestions: http://goo.gl/mod/DfIv 2 People vote on the apps that are on the wall of suggestions 3 The apps with the most positive votes are reviewed every Friday by Google’s Android Develop Relations team (2pm PT on “Hangouts”): http://www.youtube.com/user/androiddevelopers 4 The apps they like most are passed on to Google Play’s editorial team to be considered for featured / staff picks placement on Google Play
  • Getting FeaturedSome things they’re looking at:• Territories Available• Languages Supported• Supported Devices• Technology Supported – ex. Retina Display, Multitasking, Gyroscope, Accelerometer, Location Services, Game Center, etc.• Marketing Description – one-liner that captures what makes your app special
  • Sustained User Acquisition
  • Mobile Acquisition ChannelsHow are developers promoting apps?• Rewarded installs search, word of mouth, etc.)• Non-rewarded installs • Featured placements• Video ads• Dev-to-dev cross promotion• Social discovery (FB, Twitter, etc.)• Organic discovery (top charts,
  • Incentivize friend invites Reward users for inviting their friends
  • Daily RewardsGive your users a rewardfor coming back everyday• In the later days of the reward cycle give the users bigger or exclusive rewards• Show them what they earned and also show them what is coming up
  • Thank you chris@tapjoy.com© 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc.All third party logos and trademarks mentioned are the property of their respective owners.