Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Eric Seufert - GDC San Francisco 2016 Presentation - Taking Flight Again: The Launch of Angry Birds 2

1,174 views

Published on

Taking Flight Again: The Launch of Angry Birds 2

Published in: Entertainment & Humor
  • Be the first to comment

Eric Seufert - GDC San Francisco 2016 Presentation - Taking Flight Again: The Launch of Angry Birds 2

  1. 1. Taking Flight Again: Planning the Launch of Angry Birds 2 Eric Benjamin Seufert VP of User Acquisition & Network Engagement, Rovio
  2. 2. Who am I? Mobile Dev Memo Freemium Economics VP of User Acquisition & Network Engagement
  3. 3. Presentation Thesis Mobile has matured to the point where privileged access to distribution is a competitive advantage, and a portfolio of apps is an effective way to achieve that.
  4. 4. Presentation Structure 1) Vanity Metrics! 2) State of the Market 3) UA Strategy in a Competitive Marketplace 4) Planning the Angry Birds 2 Launch 5) Launch Results
  5. 5. Presentation Structure 1) Vanity Metrics! 2) State of the Market 3) UA Strategy in a Competitive Marketplace 4) Planning the Angry Birds 2 Launch 5) Launch Results
  6. 6. Vanity Metrics!
  7. 7. Vanity Metrics! ● 2.2MM installs Day One of global launch; All Numbers are Global; 1Numbers are time-based GTM; featuring started 8pm of “Day One”;
  8. 8. Vanity Metrics! ● 2.2MM installs Day One of global launch; ● 10MM cumulative installs by Day Two; All Numbers are Global; 1Numbers are time-based GTM; featuring started 8pm of “Day One”;
  9. 9. Vanity Metrics! ● 2.2MM installs Day One of global launch; ● 10MM cumulative installs by Day Two; ● 30MM cumulative installs by Day Twelve. All Numbers are Global; 1Numbers are time-based GTM; featuring started 8pm of “Day One”;
  10. 10. Vanity Metrics! All Numbers are Global; 1Numbers are time-based GTM; featuring started 8pm of “Day One”; 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 1 2 3 4 5 6 7
  11. 11. Presentation Structure 1) Vanity Metrics! 2) State of the Market 3) UA Strategy in a Competitive Marketplace 4) Planning the Angry Birds 2 Launch 5) Launch Results
  12. 12. Über points
  13. 13. Über points ● People aren’t downloading many apps:
  14. 14. Über points ● People aren’t downloading many apps: ● Large companies own disproportionate amount of mobile time;
  15. 15. Über points ● People aren’t downloading many apps: ● Large companies own disproportionate amount of mobile time; ● Smartphone penetration isn’t growing in the developed world.
  16. 16. Über points ● Discovery is mostly driven by marketing:
  17. 17. Über points ● Discovery is mostly driven by marketing: ● The largest developers are able to spend lots of money on not just direct response media but also OoH and television;
  18. 18. Über points ● Discovery is mostly driven by marketing: ● The largest developers are able to spend lots of money on not just direct response media but also OoH and television; ● Saturation in app economy has limited “pull” factor for discovery.
  19. 19. Presentation Structure 1) Vanity Metrics! 2) State of the Market 3) UA Strategy in a Competitive Marketplace 4) Planning the Angry Birds 2 Launch 5) Launch Results
  20. 20. The Mobile Funnel
  21. 21. The Mobile Funnel Discovery • Mobile app install ads; • Inspiring platform store search.
  22. 22. The Mobile Funnel Discovery Platform Store Page • App store asset optimization. • Mobile app install ads; • Inspiring platform store search.
  23. 23. The Mobile Funnel Discovery Platform Store Page In-app Behavior • App store asset optimization. • Mobile app install ads; • Inspiring platform store search. • Retention drivers.
  24. 24. The Mobile Funnel Discovery Platform Store Page In-app Behavior • App store asset optimization. • Mobile app install ads; • Inspiring platform store search. Growth Optimization • Retention drivers.
  25. 25. Growth plan requires actual growth
  26. 26. Growth plan requires actual growth ● How will lots of people find out about this game?
  27. 27. Growth plan requires actual growth ● How will lots of people find out about this game? ● Sometimes IP co-brands and “ASO” look like growth strategies, but they are actually optimization strategies.
  28. 28. ASO IP Co-brands What it does What it doesn’t do
  29. 29. ASO IP Co-brands What it does Increase ad CTRs Increase ad CTRs and platform store IR What it doesn’t do
  30. 30. ASO IP Co-brands What it does Increase ad CTRs Increase ad CTRs and platform store IR What it doesn’t do Drive awareness (increase store search volume) Drive awareness (increase store search volume)
  31. 31. Is Platform Search a valuable discovery channel?
  32. 32. Is Platform Search a valuable discovery channel? ● The Belgium Test:
  33. 33. Is Platform Search a valuable discovery channel? ● The Belgium Test: ● Removed every Angry Birds game from App Store in Belgium except AB POP and AB Friends;
  34. 34. Is Platform Search a valuable discovery channel? ● The Belgium Test: ● Removed every Angry Birds game from App Store in Belgium except AB POP and AB Friends; ● 0 impact on installs.
  35. 35. Is Platform Search a valuable discovery channel? ● The Belgium Test: ● People know what they want when the search on the App Store;
  36. 36. Is Platform Search a valuable discovery channel? ● The Belgium Test: ● Unless your app is transactional, search probably isn’t as valuable as you think.
  37. 37. Presentation Structure 1) Vanity Metrics! 2) State of the Market 3) UA Strategy in a Competitive Marketplace 4) Planning the Angry Birds 2 Launch 5) Launch Results
  38. 38. Angry Birds 2
  39. 39. Angry Birds 2 ● Soft launched as Angry Birds “Under Pigstruction” in Canada in March 2015;
  40. 40. Angry Birds 2 ● Soft launched as Angry Birds “Under Pigstruction” in Canada in March 2015; ● Early speculation by media that the game was actually an Angry Birds sequel;
  41. 41. Launch UA Strategy
  42. 42. Launch UA Strategy ● Brand recognition would generate high CTRs / IRs, result in low cost of acquisition;
  43. 43. Launch UA Strategy ● Brand recognition would generate high CTRs / IRs, result in low cost of acquisition; ● Earned media + potential featuring would deliver free installs;
  44. 44. Launch UA Strategy ● A massive awareness campaign would reduce install friction on paid campaigns (higher CTRs / IRs);
  45. 45. Launch UA Strategy ● A massive awareness campaign would reduce install friction on paid campaigns (higher CTRs / IRs); ● “Cheap” UA could subsidize portfolio CPIs, great opportunity for cross promo.
  46. 46. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement ?
  47. 47. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement ?
  48. 48. Launch UA Strategy
  49. 49. Launch UA Strategy Massive Awareness Awareness campaign drives down paid UA CPIs;
  50. 50. Launch UA Strategy Massive Awareness Paid installs Earned Media Installs Awareness campaign drives down paid UA CPIs; Paid campaigns perform well, earned media generates installs;
  51. 51. Launch UA Strategy Massive Awareness Paid installs Earned Media Installs Awareness campaign drives down paid UA CPIs; Paid campaigns perform well, earned media generates installs; Surge of AB2 players flows into portfolio. Portfolio installs
  52. 52. Network Engagement Awareness campaign drives down paid UA CPIs; Paid campaigns perform well, earned media generates installs; Surge of AB2 players flows into portfolio.
  53. 53. Network Engagement Awareness campaign drives down paid UA CPIs; Paid campaigns perform well, earned media generates installs; Surge of AB2 players flows into portfolio. ● Goal: increase retention across Rovio’s portfolio of games;
  54. 54. Network Engagement Awareness campaign drives down paid UA CPIs; Paid campaigns perform well, earned media generates installs; Surge of AB2 players flows into portfolio. ● Goal: increase retention across Rovio’s portfolio of games; ● Two major projects undertaken by Rovio UANE team in last year:
  55. 55. Network Engagement Awareness campaign drives down paid UA CPIs; Paid campaigns perform well, earned media generates installs; Surge of AB2 players flows into portfolio. ● Goal: increase retention across Rovio’s portfolio of games; ● Two major projects undertaken by Rovio UANE team in last year: ● Better cross promotional impression targeting;
  56. 56. Network Engagement Awareness campaign drives down paid UA CPIs; Paid campaigns perform well, earned media generates installs; Surge of AB2 players flows into portfolio. ● Goal: increase retention across Rovio’s portfolio of games; ● Two major projects undertaken by Rovio UANE team in last year: ● Better cross promotional impression targeting; ● Better cross promotional ads.
  57. 57. Optimized, programmatic cross promo
  58. 58. Optimized, programmatic cross promo ● Propensity to spend broken down by:
  59. 59. Optimized, programmatic cross promo ● Propensity to spend broken down by: ● Device type;
  60. 60. Optimized, programmatic cross promo ● Propensity to spend broken down by: ● Device type; ● Source game;
  61. 61. Optimized, programmatic cross promo ● Propensity to spend broken down by: ● Device type; ● Source game; ● Player country;
  62. 62. Optimized, programmatic cross promo ● Propensity to spend broken down by: ● Device type; ● Source game; ● Player country; ● Player “profile”.
  63. 63. Optimized, programmatic cross promo ● What ad is a player based in GERMANY on an IPHONE 6 playing ANGRY BIRDS FRIENDS who HAS NEVER MONETIZED likely to click on (and monetize for)?
  64. 64. Optimized, programmatic ad serving Game (ad impression) Ad Server Player Data What’s the best ad to serve this player based on what we know about them? Ad Did the player click on the ad? Did they ultimately monetize? Yes or No Update performance data for this player profile based on click / no click
  65. 65. Optimized, programmatic ad serving Results:
  66. 66. Optimized, programmatic ad serving Results: • For some games, outbound installs more than doubled;
  67. 67. Optimized, programmatic ad serving Results: • For some games, outbound installs more than doubled; • Significantly reduced manual effort required to traffic ads (since the algorithm does the ad selection).
  68. 68. Rich content ad portal
  69. 69. Rich content ad portal Showing better ads:
  70. 70. Rich content ad portal Showing better ads: • Give players the ability to opt into ads, make ad placements feel like native content, allow for rich content ad types.
  71. 71. Rich content ad portal
  72. 72. Rich content ad portal Results:
  73. 73. Rich content ad portal Results: • Increase in total cross promo impressions; • Increase in cross promo downloads; • Increase in App Store conversion rate; • Moderate decrease in average CTR.
  74. 74. Rovio’s Portfolio MUU (Feb 2016) Play One Game Play >1 Game
  75. 75. Rovio’s Portfolio MAU 60% 62% 64% 66% 68% 70% 72% 74% Jan-16 Feb-16 65% 72% Percentage of MAU playing more than one game Content Channel launched
  76. 76. Awareness Campaign
  77. 77. Awareness Campaign ● Facebook premium video ad;
  78. 78. Awareness Campaign ● Facebook premium video ad; ● >30MM impressions in first 3 days of launch (US, mobile only).
  79. 79. Presentation Structure 1) Vanity Metrics! 2) State of the Market 3) UA Strategy in a Competitive Marketplace 4) Planning the Angry Birds 2 Launch 5) Launch Results
  80. 80. Angry Birds 2 ● Launched globally on July 30th, 2015;
  81. 81. Angry Birds 2 ● Launched globally on July 30th, 2015; ● Reached #1 Top Downloaded position in all major markets within hours of launch.
  82. 82. Awareness Campaign Increased Paid UA Performance
  83. 83. Awareness Campaign Increased Paid UA Performance ● Soft Launch Average Paid CTR: 5% ● Soft Launch Average Paid CVR: 5%
  84. 84. Awareness Campaign Increased Paid UA Performance ● Soft Launch Average Paid CTR: 5% ● Soft Launch Average Paid CVR: 5% ● Launch Paid CTR: 8% ● Launch Paid CVR: 22%
  85. 85. CPIs in launch week were low
  86. 86. CPIs in launch week were low ● Highest-volume campaigns in launch week (US, iOS):
  87. 87. CPIs in launch week were low ● Highest-volume campaigns in launch week (US, iOS): ● Facebook: ca. $1.10 CPI ● Unity Ads: ca. $2 ● Applovin: ca. $1.50 ● AdColony: ca. $1.75 ● MDotM: ca. $1.80
  88. 88. CPIs in launch week were low ● Highest-volume campaigns in launch week (US, iOS): ● CPIs ranged between ca. $1 and $2.2; ● Average CPI was $1.40.
  89. 89. Thank you! ● eric@mobiledevmemo.com ● @eric_seufert
  90. 90. Impact on Mobile Marketing:
  91. 91. Impact on Mobile Marketing: ● Marketing has become important consideration in major design / aesthetic choices:
  92. 92. Impact on Mobile Marketing: ● Marketing has become important consideration in major design / aesthetic choices: ● Mobile gaming market stratified into segments defined by marketing approach.
  93. 93. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement 1 2 3 4
  94. 94. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement ?
  95. 95. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement
  96. 96. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement “Gimmick” Games Fast-follow Clones Lightweight graphics-driven experiments
  97. 97. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement “Gimmick” Games Fast-follow Clones Second- screen Extension Lightweight graphics-driven experiments IP Co-brands
  98. 98. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement “Gimmick” Games Fast-follow Clones Second- screen Extension Full F2P Economy Games Lightweight graphics-driven experiments IP Co-brands
  99. 99. Unpaid Growth Paid Growth NoBalance Sheet Requirement Balance Sheet Requirement “Gimmick” Games Fast-follow Clones Second- screen Extension Full F2P Economy Games Lightweight graphics-driven experiments IP Co-brands ?

×