Transcript of "Strategies for driving Downloads in Application Stores - Dayanidhi, Digital Chocolate: NGDC 2012 "
Strategies for driving Downloads in Application Stores Dayanidhi M G MD-APAC, Digital Chocolate
About Digital Chocolate• A very reputed gaming company founded by the veteran, Trip Hawkins• Publish games on Facebook, tablets and mobile• Headquartered in CA, with offices in Spain, Finland and India• Over 150Mn downloads on AppStores
Why strategise?• Conceiving and developing a game is only job half well done• Managing the game is the other half• Freemium more rewarding than Free/Premium – Analogy – Examples• DIY v/s partnering with a seasoned publisher• Soft launch in select territories, then go global with localised content• User acquisition
Staying in top charts• Varies for different countries• In US, # of DLs in Free games should be 25K for top 50 45K for top 25 80K for top 10• In Canada, it is ~10% of US• In China, it is 40% of US
DChoc Case Study• A strategic approach that paid off on iOS• User Acquisition Cost: Significantly high• A key AAA title, successful on FB• Use catalogue titles for cross promotion including paid games
Goal• Use popular catalog titles by converting paid to free• Use them as feeder apps to help the new game get maximum installs to elevate in the top charts• Fire Hose strategy to use all popular catalog titles in one go
Result• Feeder Apps witnessed several million downloads
Result• Embedded Interstitial banners; Shown during game launch and key places to cross promote the new game• Several million impressions of banners delivered• About 15% resulted in click-throughs• About 5% resulted in installs• New game climbed up the top charts, landing in top 10 in some countries
Strategies for publishers• Launch the game with the best possible momentum• Get it right in the beginning• Strategies for promotion – Word of Mouth – Create the buzz – Multi dimensional approach for reaching target audience – Cross promotion – Analytics
Analytics• Own/3rd party tools• Constant analysis and tweaking• Seasonal• Watch out Downloads v/s position in top charts• UI trick• $4.99 is the best selling band• Week day v/s end!
ASO• Pick a good game name – Combo of 2 words works well• Game description and key words* – Most important – Should not cross 99 chars, chose right KWs• Catch attention with icon and screenshots – Good icon with less or no text – Best suited screenshots.• Manage Reviews and Ratings – Customer Support, fix the problem, request for a better rating• PR, Videos, professional reviews, SEO, Social Media – Build the hype, reviews on popular sites, promotional video, hyperlinks, virality through SM
Conclusion• To get your games on to the top charts, – You don’t have to be a big publisher – You don’t need a huge marketing budget – Use the available tools, common sense• Indian games and publishers can make an impact at the global level. Go for it!