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Detailed Guide on a Mobile Game Soft Launch

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Soft launch will help you to:
- Collect empirical and behavioral data from statistically relevant sample of players to make data-driven decisions
- Identify success factors and problem areas
- Quantify response to game mechanics or app features


Published in: Mobile
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Detailed Guide on a Mobile Game Soft Launch

  1. 1. This proposal is prepared for the confidential use of our clients. All rights reserved. No part of this proposal may be reproduced in any form or by any means without the prior written permission of ComboApp Inc. Soft launch
  2. 2. About Us
  3. 3. 3Mobile Marketing Agency www.comboapp.com completed projects happy clients worldwide partners years of mobile app market expertise 740 247 2406
  4. 4. 4Mobile Marketing Agency www.comboapp.com Clients
  5. 5. 5Mobile Marketing Agency www.comboapp.com Recognition Mobile App Marketing Agencies in the US TOP 12 App Marketing Agency 2015 TOP Mobile and App Marketing Companies TOP 9
  6. 6. Market Overview
  7. 7. 7Mobile Marketing Agency www.comboapp.com Discoverability is broken?
  8. 8. 8Mobile Marketing Agency www.comboapp.com * http://www.gamedev.ru/industry/articles/galyonkin_indiepocalypse Down many times, but still playing the game
  9. 9. 9Mobile Marketing Agency www.comboapp.com Nearly 800,000 new mobile developers join the industry every year 2014 7,9 M 7,1 M 6,3 M 5,5 M 2015 2016 2017
  10. 10. 10Mobile Marketing Agency www.comboapp.com Revenue are growing
  11. 11. 11Mobile Marketing Agency www.comboapp.com There are about 5.7 million mobile app developers in the world, creating more than 3 million apps.
  12. 12. 12Mobile Marketing Agency www.comboapp.com More than 50% of app developers make less than $500 per month % of mobile developers who use paid downloads, in-app purchases or advertising (and no other revenue model), by monthly revenue (n=1,187) App poverty line ($500 per month) Sustainability line ($10K per month)
  13. 13. 13Mobile Marketing Agency www.comboapp.com AppAnnie estimates 80% of the revenues from app stores are in the games category and the percentage is growing of the revenues are games 80%
  14. 14. 14Mobile Marketing Agency www.comboapp.com The state of mobile game developers of developers shipped < 4 games 70% of developers make games 33% of downloads are games 40% of games make < $500 per month 57% of store revenues are from games 80% * Developereconomics.com
  15. 15. Why games has been developed?
  16. 16. 16Mobile Marketing Agency www.comboapp.com Developer segments on desired outcomes 39% 51% developers revenues Revenues from the app economy 24% Explorers 12% Hobbyist 23% Hunters 16% Guns for hire 8% Enterprise IT 4% Digital Content Publishers 5% Gold Seekers 8% Product Extenders Self improvement Growing a business Revenues from the app economy
  17. 17. 17Mobile Marketing Agency www.comboapp.com Whether you’re developing your game sitting in the basement hiring freelancers or working in a large team, main thing that differs business from hobby here is having a clear understanding of how much you need to spend to stay afloat. LTV > eCPI
  18. 18. Soft launch
  19. 19. 19Mobile Marketing Agency www.comboapp.com What’s the goal of the soft launch? Collect empirical and behavioral data from statistically relevant sample of players to make data-driven decisions Identify success factors and problem areas Quantify response to game mechanics or app features
  20. 20. 20Mobile Marketing Agency www.comboapp.com Duration, budget and sample 2-3 month $15-20k USD ~ 2000 DAU
  21. 21. 21Mobile Marketing Agency www.comboapp.com What to measure User Acquisition ● Cost of new user ● Organic uplift User Experience and Retention ● How users are interacting with game ● Are they moving beyond 1st level Monetization and Virality ● How long does it take to make purchase ● Are people sharing your game Economics ● Measure balance of the game economics
  22. 22. 22Mobile Marketing Agency www.comboapp.com Analytics integration You should understand the difference and have both installs attribution and user experience analytics installed User acquisition measurement UX: in-app analytics
  23. 23. 23Mobile Marketing Agency www.comboapp.com App Store optimization App store optimization is optimizing your app store presence whether it be on Google Play or App Store for the download. Making sure you have the right keywords in the app name, description and your keyword field, having a really engaging icon.
  24. 24. 24Mobile Marketing Agency www.comboapp.com Choosing test market Canada New Zealand Australia
  25. 25. 25Mobile Marketing Agency www.comboapp.com Average CPI by game category, iOS, Q2 2015
  26. 26. 26Mobile Marketing Agency www.comboapp.com Average CPI by game category, Google Play, Q2 2015
  27. 27. 27Mobile Marketing Agency www.comboapp.com 1. Daily active users 2. Retention Day1, Day 3, Day 7 and Day 28 3. Average revenue per daily active user (ARPU) Focus on metrics that matter
  28. 28. 28Mobile Marketing Agency www.comboapp.com The first number you should look at is your Daily Active Unique (users) or DAUs. From this single number, we can drill down into groups such as: ● new users (acquisition), ● returning users (retention), ● amount they return (engagement) ● the amount they spend (monetization). Daily active users
  29. 29. 29Mobile Marketing Agency www.comboapp.com When your Churn Rate surpasses the Acquisition Rate your business is dying and it is only a matter of time before your existing users leave. Churn rate
  30. 30. 30Mobile Marketing Agency www.comboapp.com Creating a lifecycle model Once you have data captured, we recommend breaking down your user’s lifecycle into distinct stages. This let’s you take specific actions that are appropriate for that group of users. Acquired 150, 000 Activated 75, 000 Engaged 45, 000 Stable 10, 000
  31. 31. 31Mobile Marketing Agency www.comboapp.com DAU 10,000 ARPDAU $0.5 Daily revenue $5000 By improving your ARPU you might need fewer users DAU 100,000 ARPDAU $0.05 Daily revenue $5000 Game 1 Game 2
  32. 32. Summary
  33. 33. 33Mobile Marketing Agency www.comboapp.com If you have “leaky bucket” no acquisition budget is enough
  34. 34. 34Mobile Marketing Agency www.comboapp.com 1. Plan in advance: 2 - 3 months (beter 6 months) 2. Focus on product rather than branding 3. Understand your market / industry environment Top tips
  35. 35. Thank you! Skype: serg_kanishchev e-mail: skanishchev@comboapp.com

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