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Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
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Day1_0945_Francis
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Day1_0945_Francis
Day1_0945_Francis
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Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
Day1_0945_Francis
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Day1_0945_Francis
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Day1_0945_Francis

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  • 1. The Social Gaming/Mobile Convergence:How to Build and Engage a Profitable Mobile App Audience 79% Female
  • 2. Celia FrancisCEOWeeWorld
  • 3. From online to mobile… notes from the road Roadmap: Where WeeWorld started online 2. Why Mobile? 3. WeeWorld mobile launch 4. Your choices – And help in how to make them 5. 5 final tips
  • 4. WeeWorld.com – top teen social game • 2.5 million monthly UVs • Top 10 teen site in the US • Iconic avatar for visual self expression, games, social interactions – fun!
  • 5. WeeWorld.com - Virtual Goods• High monetization andengagement • 17% purchase virtual goods • 30 min session times
  • 6. WeeWorld.com – Social Advertising
  • 7. From online to mobile… notes from the road Roadmap: 1. Where WeeWorld started online  Why Mobile? 3. WeeWorld mobile launch 4. Your choices – And help in how to make them 5. 5 final tips
  • 8. Part 2: Why Mobile? At the crossroads of Mobile Apps three hot markets $15B 2011 $30B 2013Virtual Goods Social Media $7B 2010 Advertising $14B 2014 $2.8B 2011 $3.5B 2013
  • 9. From online to mobile… notes from the road Roadmap: 1. Where WeeWorld started online 2. Why Mobile? WeeWorld mobile launch 4. Your choices – And help in how to make them 5. 5 final tips
  • 10. iPhone hit Top 10 Overall #1 Social Networking 5-star rated #1 Avatar Creator app Top 10 Social Networking Top 100 Overall
  • 11. Fast-growing mobile franchise • Agile • Profitable • Strong pipeline iOS, Android and Windows Mobile
  • 12. From online to mobile… notes from the road Roadmap: 1. Where WeeWorld started online 2. Why Mobile? 3. WeeWorld mobile launch Your choices – And help in how to make them 5. 5 final tips
  • 13. Entering the race: what’s under the hoodChoices, Choices, Choices• Platform – Native or HTML5, device specific• Audience• Monetization – Free, freemium or paid – Virtual goods, ads, paid downloads• App• Distribution
  • 14. Which Platform? Two horse race right now… Apple iOS Android Time will tell… Windows Mobile Amazon Kindle Fire (..HTML5)..
  • 15. Which audience? • Gender – 53% women; 47% men • 50% have higher education than average • <24 heaviest users • >25 spends most money • Men and women just as likely to buy but men buy moreSource: Flurry
  • 16. Monetization: Paid Download or Free? • 44% of apps paid on iOS; 22% on Android – Paid users are more invested in your app and more likely to buy in app purchases • BUT.. All of the momentum is toward freemium now.. – January 2011 61% of the revenue generated from top 100 grossing games was from paid apps – by June that dropped to 35%Source: Nielsen, Flurry
  • 17. Monetization: Freemium optionsAny combination of these are possible:1. Download for free with in app purchases2. Download for free with advertising3. Download for free with paid upgrade? – Lite app vs. full app – Remove ads with upgrade
  • 18. The elephant in the room: Distribution• Half the time spent on all apps is spent on the top 20 apps• Top 100 apps and top 100 publishers have had little turnover in the past year
  • 19. Make an App you’d tell a friend about • Almost 40% hear about it from a friend Source: WeeWorld Survey
  • 20. Untapping new brand growth via mobile Had you heard of WeeMees or WeeWorld before you heard about the app? No 60% Yes 40% Source: WeeWorld Survey
  • 21. Virality: Tell a friend
  • 22. Virality: Social sharing• Make social media and other forms of sharing integral• 30% share by email• 30% share on Facebook
  • 23. Virality: Social and online sharing
  • 24. Virality: App store reviews In-app messaging that encourages positive reviews
  • 25. Drive returns to the app: Messaging Opt-in push messaging base grows each month
  • 26. Cross promotion important
  • 27. Mine your analytics• Attract – Daily rankings, downloads, comments, campaigns: CPI, CPC• Retain – Active users (DAU and MAU), Total Active Opted in Base, Visits per user, Session Time, Events, DAU/MAU• Monetize – Conversion Rate, ARPU, ARPPU – LTV, PLTV – TTV
  • 28. What’s your strategy? App franchise App to come... App to come...
  • 29. From online to mobile… notes from the road Roadmap: 1. Where WeeWorld started online 2. Why Mobile? 3. WeeWorld mobile launch 4. Your choices – And help in how to make them 5 final tips
  • 30. 5 key elements as you go mobile #1 Focus on core competencies #2 Listen to your audience (the right way)
  • 31. 5 key elements as you go mobile #3 Adapt to the medium #4 Find partners with synergy #5 Expect change
  • 32. Any questions?

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