Dave Verwer, Shiny Development

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Practical Marketing for the App Store -- Dave Verwer, Developer, Trainer and Consultant at Shiny Development (The Winter Nights: Mobile Games Conference 2014 http://www.wnconf.com/).

Practical Marketing for the App Store -- Dave Verwer, Developer, Trainer and Consultant at Shiny Development (The Winter Nights: Mobile Games Conference 2014 http://www.wnconf.com/).

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  • 1. Practical Marketing on the App Store.
  • 2. Practical Marketing on the App Store.
  • 3. Why? Source: http://www.superdataresearch.com/market-data/digital-game-user-acquisition-cost/
  • 4. Idea &! Design Launch!! Post! Launch Pre! Launch Build!
  • 5. Design Build Pre Launch Launch Post Launch Marketing
  • 6. Idea & Design.!
  • 7. App Store Guidelines.
  • 8. Monetisation of your idea requires planning.
  • 9. 92% of top grossing games are freemium.
  • 10. So, Freemium? — Freemium is a valid, and successful business model, but be careful.! — Be cautious with IAPs that stall gameplay or feel required to progress.! — Keep your games primarily fun!
  • 11. Example: Hearthstone.
  • 12. Example: Hearthstone.
  • 13. Example: Hearthstone. — No artificial barriers. Buying IAPs is helpful but far from necessary.! — Items available for purchase can also be earned without paying.! — The game is fun to play with or without IAPs.
  • 14. Example: Hearthstone. — No artificial barriers. Buying IAPs is helpful but far from necessary.! — Items available for purchase can also be earned without paying.! — The game is fun to play with or without IAPs.
  • 15. Market Research
  • 16. Build.
  • 17. Quality. Quality. Quality!
  • 18. Devices and OS versions.
  • 19. Devices and OS versions.
  • 20. Source: https://developer.apple.com/support/appstore/ Devices and OS versions. Earlier! 3% iOS 6! 17% iOS 7! 80%
  • 21. Integrate well with iOS. — Universal apps.! — Game Centre - Leaderboards, Achievements, Peer to Peer.! — Game Controllers.
  • 22. Tracking and Analytics. Download Install Purchase
  • 23. Pre Launch.
  • 24. Building an audience.
  • 25. Example: Monument Valley.
  • 26. Example: Monument Valley.
  • 27. Influential beta testers. — Beta testers will come out of the woodwork.! — People who are engaging early will be biased. Treat with a little caution.! — Start researching bloggers & writers in your target market and start a conversation.
  • 28. Working with Apple. — Talk to Apple during development.! — Make your app easy to feature.! — Quality. Quality. Quality!
  • 29. Launch!
  • 30. App Review.
  • 31. App Review. — Common reasons for rejection:! — Crashing!! — Description doesn’t match product.! — Network failures.! — Trademark and copyright issues.
  • 32. App Store Submission. — Be in control of your App Store account.! — Think about metadata early in the launch process.! — Localise your metadata.
  • 33. App Store Submission.
  • 34. Screenshots. — Screenshots are final when an app version finishes in review.! — Simple screenshots or real photography?! — Keep it simple and clean.
  • 35. Press Release. — It’s about the story!! — Simple, clear, short.! — Offer promo codes.! — Provide a Press Kit.! — You’ve got 30 seconds…
  • 36. Create a Press Kit. — Contact Details!! — App Icon, Screenshots & Video.! — Press Releases (all of them).! — Company Profile, Portfolio, FAQ.! — Allow download as a single zip file.
  • 37. Example: Hearthstone.
  • 38. Distributing Press Releases. — Research your reviewers.! — Look for people interested in the market you are aiming at.! — Their followers will also be interested in that market.
  • 39. Distributing Press Releases.
  • 40. Distributing Press Releases.
  • 41. Working with Apple. — appstorepromotion@apple.com! — appoftheweek@apple.com
  • 42. Post Launch.
  • 43. Reviews.
  • 44. Reviews.
  • 45. What’s New? “Bug fixes…”
  • 46. What next? — Keep going…! — Repeat the marketing cycle for future releases.! — Keep engagement high with your audience.
  • 47. Thank You. dave.verwer@shinydevelopment.com! @daveverwer on Twitter shinydevelopment.com! iosdevweekly.com
  • 48. Star by Dmitry Baranovskiy from The Noun Project! http://thenounproject.com/term/star/5059/! ! Moon by Ema Dimitrova from The Noun Project! http://thenounproject.com/term/star/24804/! ! Rocket by Jean-Philippe Cabaroc from The Noun Project! http://thenounproject.com/term/star/7427/! ! Truck by Carlos Ramos from The Noun Project! http://thenounproject.com/term/star/14020/! ! Thought Bubble by Mateo Zlatar from The Noun Project! http://thenounproject.com/term/star/6417/! ! Arrow by Jamison Wieser from The Noun Project! http://thenounproject.com/term/star/5440/ Attribution and Thanks