Your SlideShare is downloading. ×
Beginner's guide to user acquisition for mobile apps and games
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Beginner's guide to user acquisition for mobile apps and games

2,696

Published on

With over a million apps on iOS and Android, the biggest problem that developers face is User Acquisition. A quick guide to help indi developers on user acquisition and the most cost-effective ways to …

With over a million apps on iOS and Android, the biggest problem that developers face is User Acquisition. A quick guide to help indi developers on user acquisition and the most cost-effective ways to do it

1 Comment
11 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,696
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
78
Comments
1
Likes
11
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • http://www.flurry.com/pdf/FlurryRe-EngagmentGLUCaseStudy.pdf
  • Transcript

    • 1. User Acquisition for Mobile Apps Rohit Nair, Head –Knowledge Gaming, Games2win
    • 2. Why should an app acquire users?
    • 3. 1) Visibility!!
    • 4. Great Launch + Sustained downloads for a longer period
    • 5. 2) Stability of downloads Download numbers are relatively consistent after a particular rank is established . (-10% to +10% )
    • 6. 3) Generate Revenue User acquisition is most important after LTV (Life time value) of a game has been determined. More downloads = More Money
    • 7. How many downloads are ‘Valuable’?
    • 8. Free downloads required
    • 9. Paid downloads required
    • 10. Free downloads per category
    • 11. How do we acquire users??
    • 12. Three Parts of User Acquisition • Install Volume • Conversion Rate % • User Quality
    • 13. Jargons explained 1) Conversion Rate (CR)(X axis): Clicks/Installs 2) User Quality(Y axis): User Quality scores are calculated by analyzing the number of sessions, in-app events, purchases and retention 3) Volume(Bubble size): New users’ volume
    • 14. 1) Search
    • 15. Search Search here means mobile web search and not appstore search. Pros • Best Quality of users (as they are looking for a game) Cons • Low Quantity • Low Conversion Rates Comments: • Use Adsense for Mobile to advertise on Google Search (Highly untapped. Low volume but great Quality users) • User CPC campaigns
    • 16. Search (Appstore search) Pros • High Conversion Rates • High Quality of users Comments • Dependent on Download volume (+velocity) + Ratings : nothing else!  • Appstore SEO like web search depends heavily on download traffic as much as hygiene Must use: appcod.es , straply.com, searchman to compare and name apps and keywords
    • 17. 2) Ad Networks
    • 18. Ad Network Buying CPC CPI
    • 19. Ad Networks Pros • Deliver strong volume Cons • Conversion rates lower • Quality of users lower Comments: • Best suited for Mass market apps and Games • Always use CPI against CPC
    • 20. Available Networks (listed in the following slides)
    • 21. LTV Optimizers LTV Optimizers help you to get the best return out of multiple ad networks by splitting total spend and analyzing the returns. LTV-Optimizers are easy to use and just need an SDK installed into your app
    • 22. What apps should try CPC (Cost per Click) Facebook MoPub Mmedia Admob
    • 23. What we should try CPI (Cost per install) Flurry
    • 24. Facebook Advertising Believed to be the most cost effective Install mechanism Average CPI in the US around $2
    • 25. Flurry’s Appcircle allows you to target specific type of users $0.50 - $3.00 seem to be the standard CPIs across industries and Ad networks!
    • 26. 3) Incentivized Traffic
    • 27. Incentivized Traffic Pros • Highest Conversion rates Cons • Conversion rates lower • Quality of users lower Comments: Best suited for Mass market apps and Games
    • 28. Incentivized + Non Incentivized Due to the Low quality of users acquired from Incentivized , these companies are now moving to Non Incentivized user acquisition (like any other ad network) NativeX and Tapjoy now function as normal ad networks + provide acquisition depending upon the level of activity in the app
    • 29. 4) App Discovery Platforms
    • 30. App discovery Platforms
    • 31. App Discovery Platform Success Stories
    • 32. Final Comments 1) User acquisition is not a science, it’s an art 2) User acquisition cannot be mastered with a single campaign, this is an iterative process till you figure what works best for YOUR app 3) App discovery platforms are expensive but a great start to any app launch 4) Talk to agents of different networks to get the best deal and figure what will work for YOU

    ×