Prelaunch checklist game design

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Tapjoy shares its pre-launch checklist 101 for mobile app developers. This presentation shares five things developers should keep in mind before launching their mobile game.

Published in: Technology, Design

Prelaunch checklist game design

  1. 1. Pre-launchChecklist 101:5 Things to NotForget BeforeLaunching YourMobile Game
  2. 2. Topics for Today• Metrics• New User Tutorial• Monetization• Administrative• Acquiring Users
  3. 3. Metrics
  4. 4. MetricsWithout metrics you have no way to understand the health of your app • Even if you’re not sure what to track, start off with some basics and plan to add as your game grows. • For most games adding metrics hooks will require a code update, so it’s important to have the basics in there before submission. • There are a number of great providers that can supply you with turnkey metrics services If you’re not sure what you should be tracking, work with your metrics provider to generate a baseline list
  5. 5. What Should You Be Tracking?A baseline set of metrics from launch will help you identify problems early • DAU • New users • 24hr, 2nd day, 7 and 30 day re-engagement • New user funnel (Install, Open, Tutorial Start & Finish) • Average game session length • APRDAU & ARPPU • % of users monetizing • Item sales • IAP sales This is a basic list to get started As the game matures you’ll learn the KPI’s (key performance indicators) for your game
  6. 6. New User Tutorial
  7. 7. New User TutorialNew user flow is one of the most important parts of a successful game • Never assume the user will know what to do • Use clear directions • Get the user playing as soon as you can • Give the user access to the tutorial later if they need it, add a link in the help screen A simple static image can be enough to teach the user what to do
  8. 8. Use Clear DirectionsHow to do it right Use arrows Highlight where you want the users attention Gray out areas that don’t matter now Give simple info
  9. 9. Start off SimpleTake Users by the Hand and Guide Them Into the App • During the first 30 seconds put the user on rails, don’t let them get lost • This is your chance to take an uncertain user and create a engaged user • You can’t display everything, show off your core loop and build from thereYou have @ 30 seconds to hook your users and5 min to teach them.The goal is to shoot for 70% tutorial completion rate
  10. 10. Monetization
  11. 11. Revenue ChannelsDirect Pay, Banner ads, Featured ads, Videos and Offerwalls • All payment systems need to be integrated as part of the game code, so any change would require a app update • Most ad units and offerwalls can be deactivated until your ready for them • If you find sudden massive viral success, you won’t have time to add things Offerwalls iTunes Google
  12. 12. Revenue Channels: Ad typesAd Types: • Banner ads: Small banners at run on the screen during gameplay. • Featured ads: Full page takeovers • Video: 15 or 30 second video clips run either natively or through YouTube. • Cross Promotion: non rewarded link to check out “More Great Apps” Banner Ad Video Featured Ad Cross Promotion
  13. 13. Legal DocumentsMake sure you include your TOS and privacy policies in the app • You’ll need to have your privacy policy and your company terms of service accessible in the app • Don’t try to reinvent the wheel, just put what is needed in there • If you don’t know what you need, ask your partners or developer forums
  14. 14. Customer ServiceUnless you want your users e-mailing you directly give them a customerservice channel • Giving users a clear help e-mail can prevent them from posting bad reviews about problems • Creating a message board or Facebook page gives your users a way to contact you and builds community • Give users a way to contact you or they will find one!
  15. 15. Social ChannelsTake advantage of free social channels • Most social networks offer free connections API’s and SDK’s • Present the choice to your users, use the network icons and let them opt in to sharing • Use in-app rewards to encourage signup
  16. 16. Acquiring Users
  17. 17. Mobile Acquisition ChannelsHave a plan in place on where are you getting users to your app from?
  18. 18. Mobile Acquisition ChannelsWhat can you expect to get from:Featured Placement: Front page placement of your app in the platformsmarket, normally for no more than 7 days. 15,000 – 30,000, paid, per day 100,000+, free, per dayTapjoy User Acquisition: Pay per install bid system at $0.10 bid you can get up to 5,000 per day at $1.00+ bid you’ll get @ 30,000+ per dayFree App Promotions: Destination apps and sites that feature your app Charge is $5,000 - $20,000 for 1-7 day listing, no volume guaranteeApp to App Cross-Promotion: Free cross promotion between apps @ 1% of DAU traffic of hosting app, very dependent on placementReview Sites: Have your app reviewed on a blog site @ 1,000 +/- installs, hard to track actual volume
  19. 19. Important Things to Keep in MindMetrics• Have a baseline in place before launch• Review and add hooks as neededNew User Tutorial• Always give some direction for the users• Keep it clear and simpleMonetization• Have the features you want to use in from the beginningAdministrative• Have your privacy policy and TOS in the app• Give your users a customer service e-mailAcquiring Users• Choose the right channels for acquisition• Set goals and strategy before launch
  20. 20. Thank you rob.carroll@tapjoy.com kc.tapjoy.com© 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or Distribute Without Tapjoy,Inc.’s Prior Written Consent. The data provided herein is for information purposes only and while all efforts are made to ensureaccuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos andtrademarks mentioned are the property of their respective owners.

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