Mobile gaming app promotion- mark brill

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  • But they get it wrong. The reality is, that most apps are very poor, and most people aren’t that interested in downloading them.
  • App-Promo study, 2012
  • Talk about the disasters that can happen if you get it wrong or don’t put in the required effort.This app was a black car on a black background that crashed all the time. Not good for a family or fleet car!
  • There’s a fine line between success and failure: The top 7 apps represent 10% of all revenues
  • 1.75m in three days … Accessed an existing 80m user base + very viral
  • But they get it wrong. The reality is, that most apps are very poor, and most people aren’t that interested in downloading them.
  • Inneractive
  • But they get it wrong. The reality is, that most apps are very poor, and most people aren’t that interested in downloading them.
  • 25% increase in downloads, 10% reduction in the cost-per-install
  • But they get it wrong. The reality is, that most apps are very poor, and most people aren’t that interested in downloading them.
  • But they get it wrong. The reality is, that most apps are very poor, and most people aren’t that interested in downloading them.
  • But they get it wrong. The reality is, that most apps are very poor, and most people aren’t that interested in downloading them.
  • Mobile gaming app promotion- mark brill

    1. 1. futuremedia.meGames and App PromotionMark Brillmark.brill@bcu.ac.uk@marktxt4ever@bcufuturemedia
    2. 2. futuremedia.meHello!Mark Brillmark.brill@bcu.ac.uk@marktxt4ever@bcufuturemedia
    3. 3. futuremedia.meThe problemwith paid apps …
    4. 4. futuremedia.meApp-Promo Developer Survey, 2012
    5. 5. futuremedia.meBrands are even worse …80% of brand apps aredownloaded lessthan 1000 times*Deloitte, 2012
    6. 6. futuremedia.me‘We’d like a gamewhere beans chaseeach other, and toastis involved somehow’
    7. 7. futuremedia.meAre Audi A4sreally thathorrible to drive?...drives likethere is a drunkbehind the wheelIf their cars handledlike this the companywould be in bigtroubleI feel ripped off –even though thegame was free!Just like a real A4 –it’s boring andtediousAudi’s A4 Game
    8. 8. futuremedia.meHow many downloadsdoes it take?25,000 daily fortop 25 free2,500 daily top25 paid
    9. 9. futuremedia.meHow long does it take to get 1million users?9 years9 months9 days
    10. 10. futuremedia.meIf you thought Drawsomething was fast, Line Pop reached 1.75m downloads inthree days (but they had an 80m user base already)
    11. 11. futuremedia.meApp Promotion#1 Understand Your Audience
    12. 12. futuremedia.meThere are category differences
    13. 13. futuremedia.meThere are regional differences
    14. 14. futuremedia.me.. and gender differences*Inneractive
    15. 15. futuremedia.meMore Research?
    16. 16. futuremedia.meApp Promotion#2 Be Strategic
    17. 17. futuremedia.meThe Paid, Owned, Earned mobile is a good one to use forapp promotion
    18. 18. futuremedia.meDiamond Dash used Facebook mobile ads, whichincreased downloads by 25% and ROI by 10%
    19. 19. futuremedia.meAngry Birds understand the value of using apps asowned media69% of revenues are in-app purchases *Distimo
    20. 20. futuremedia.meEarned can still get you to the top …73% download apps after hearing them through other people
    21. 21. futuremedia.meApp Promotion#3 Optimise, Test and Learn
    22. 22. futuremedia.meBasic App Hygiene• Name – needs to be discoverable for the brand/search terms• Keywords – both iTunes (100 characters) and Google Play• Description – first three lines are important• Category & region choice – up to 2 categories• Price (or Freemium) – competitors?Read More: http://katemats.com/20-things-every-ios-and-mobile-dev-should-consider-in-their-app-promotion-strategy/http://developer.apple.com/library/ios/#documentation/LanguagesUtilities/Conceptual/iTunesConnect_Guide/8_AddingNewApps/AddingNewApps.html
    23. 23. futuremedia.meApp Store Search is Importanthttp://www.bluefountainmedia.com/blog/ranking-factors-app-store/
    24. 24. futuremedia.meFree Tools Can Helpsearchman.comappannie.com
    25. 25. futuremedia.meHistory of an app: Hiscox
    26. 26. futuremedia.mePR and Reviews
    27. 27. futuremedia.meHiscoxPressReleaseTelegraphArticleTime foranupdate?NewVersionReleasedThe Impact
    28. 28. futuremedia.meApp Promotion#4 In Practice
    29. 29. futuremedia.me‘Children should not be treated as consumers’
    30. 30. futuremedia.meHow do you promotean app with no in-apppurchase, crosspromotion and nobudget?
    31. 31. futuremedia.me
    32. 32. futuremedia.me
    33. 33. futuremedia.me
    34. 34. futuremedia.meSolution? Play to Their Strengths
    35. 35. futuremedia.meTo Conclude• App stores are busy places• Understand the landscape and your audience• Develop a promotion strategy• Use all of the channels you have(but WOM is the most important)• Optimise your app/keywords and update regularly• Be natural, on-brand and play to your strengths
    36. 36. futuremedia.meThank You!mark.brill@bcu.ac.uk@marktxt4ever@bcufuturemedia

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