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Practical Marketing on
the App Store.
Practical Marketing on
the App Store.
Why?
Source: http://www.superdataresearch.com/market-data/digital-game-user-acquisition-cost/
Idea &!
Design
Launch!! Post!
Launch
Pre!
Launch
Build!
Design
Build
Pre Launch
Launch
Post Launch
Marketing
Idea & Design.!
App Store Guidelines.
Monetisation of your
idea requires planning.
92% of top
grossing
games are
freemium.
So, Freemium?
— Freemium is a valid, and successful
business model, but be careful.!
— Be cautious with IAPs that stall
ga...
Example: Hearthstone.
Example: Hearthstone.
Example: Hearthstone.
— No artificial barriers. Buying IAPs is
helpful but far from necessary.!
— Items available for purch...
Example: Hearthstone.
— No artificial barriers. Buying IAPs is
helpful but far from necessary.!
— Items available for purch...
Market Research
Build.
Quality. Quality. Quality!
Devices and OS versions.
Devices and OS versions.
Source: https://developer.apple.com/support/appstore/
Devices and OS versions.
Earlier!
3%
iOS 6!
17%
iOS 7!
80%
Integrate well with iOS.
— Universal apps.!
— Game Centre - Leaderboards,
Achievements, Peer to Peer.!
— Game Controllers.
Tracking and Analytics.
Download Install Purchase
Pre Launch.
Building an audience.
Example: Monument Valley.
Example: Monument Valley.
Influential beta testers.
— Beta testers will come out of the
woodwork.!
— People who are engaging early will be
biased. Tr...
Working with Apple.
— Talk to Apple during development.!
— Make your app easy to feature.!
— Quality. Quality. Quality!
Launch!
App Review.
App Review.
— Common reasons for rejection:!
— Crashing!!
— Description doesn’t match product.!
— Network failures.!
— Tra...
App Store Submission.
— Be in control of your App Store
account.!
— Think about metadata early in the
launch process.!
— L...
App Store Submission.
Screenshots.
— Screenshots are final when an app
version finishes in review.!
— Simple screenshots or real
photography?!
— K...
Press Release.
— It’s about the story!!
— Simple, clear, short.!
— Offer promo codes.!
— Provide a Press Kit.!
— You’ve go...
Create a Press Kit.
— Contact Details!!
— App Icon, Screenshots & Video.!
— Press Releases (all of them).!
— Company Profil...
Example: Hearthstone.
Distributing Press
Releases.
— Research your reviewers.!
— Look for people interested in the
market you are aiming at.!
— ...
Distributing Press Releases.
Distributing Press Releases.
Working with Apple.
— appstorepromotion@apple.com!
— appoftheweek@apple.com
Post Launch.
Reviews.
Reviews.
What’s New?
“Bug fixes…”
What next?
— Keep going…!
— Repeat the marketing cycle for future
releases.!
— Keep engagement high with your
audience.
Thank You.
dave.verwer@shinydevelopment.com!
@daveverwer on Twitter
shinydevelopment.com!
iosdevweekly.com
Star by Dmitry Baranovskiy from The Noun Project!
http://thenounproject.com/term/star/5059/!
!
Moon by Ema Dimitrova from ...
Dave Verwer, Shiny Development
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Dave Verwer, Shiny Development

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Practical Marketing for the App Store -- Dave Verwer, Developer, Trainer and Consultant at Shiny Development (The Winter Nights: Mobile Games Conference 2014 http://www.wnconf.com/).

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Dave Verwer, Shiny Development

  1. 1. Practical Marketing on the App Store.
  2. 2. Practical Marketing on the App Store.
  3. 3. Why? Source: http://www.superdataresearch.com/market-data/digital-game-user-acquisition-cost/
  4. 4. Idea &! Design Launch!! Post! Launch Pre! Launch Build!
  5. 5. Design Build Pre Launch Launch Post Launch Marketing
  6. 6. Idea & Design.!
  7. 7. App Store Guidelines.
  8. 8. Monetisation of your idea requires planning.
  9. 9. 92% of top grossing games are freemium.
  10. 10. So, Freemium? — Freemium is a valid, and successful business model, but be careful.! — Be cautious with IAPs that stall gameplay or feel required to progress.! — Keep your games primarily fun!
  11. 11. Example: Hearthstone.
  12. 12. Example: Hearthstone.
  13. 13. Example: Hearthstone. — No artificial barriers. Buying IAPs is helpful but far from necessary.! — Items available for purchase can also be earned without paying.! — The game is fun to play with or without IAPs.
  14. 14. Example: Hearthstone. — No artificial barriers. Buying IAPs is helpful but far from necessary.! — Items available for purchase can also be earned without paying.! — The game is fun to play with or without IAPs.
  15. 15. Market Research
  16. 16. Build.
  17. 17. Quality. Quality. Quality!
  18. 18. Devices and OS versions.
  19. 19. Devices and OS versions.
  20. 20. Source: https://developer.apple.com/support/appstore/ Devices and OS versions. Earlier! 3% iOS 6! 17% iOS 7! 80%
  21. 21. Integrate well with iOS. — Universal apps.! — Game Centre - Leaderboards, Achievements, Peer to Peer.! — Game Controllers.
  22. 22. Tracking and Analytics. Download Install Purchase
  23. 23. Pre Launch.
  24. 24. Building an audience.
  25. 25. Example: Monument Valley.
  26. 26. Example: Monument Valley.
  27. 27. Influential beta testers. — Beta testers will come out of the woodwork.! — People who are engaging early will be biased. Treat with a little caution.! — Start researching bloggers & writers in your target market and start a conversation.
  28. 28. Working with Apple. — Talk to Apple during development.! — Make your app easy to feature.! — Quality. Quality. Quality!
  29. 29. Launch!
  30. 30. App Review.
  31. 31. App Review. — Common reasons for rejection:! — Crashing!! — Description doesn’t match product.! — Network failures.! — Trademark and copyright issues.
  32. 32. App Store Submission. — Be in control of your App Store account.! — Think about metadata early in the launch process.! — Localise your metadata.
  33. 33. App Store Submission.
  34. 34. Screenshots. — Screenshots are final when an app version finishes in review.! — Simple screenshots or real photography?! — Keep it simple and clean.
  35. 35. Press Release. — It’s about the story!! — Simple, clear, short.! — Offer promo codes.! — Provide a Press Kit.! — You’ve got 30 seconds…
  36. 36. Create a Press Kit. — Contact Details!! — App Icon, Screenshots & Video.! — Press Releases (all of them).! — Company Profile, Portfolio, FAQ.! — Allow download as a single zip file.
  37. 37. Example: Hearthstone.
  38. 38. Distributing Press Releases. — Research your reviewers.! — Look for people interested in the market you are aiming at.! — Their followers will also be interested in that market.
  39. 39. Distributing Press Releases.
  40. 40. Distributing Press Releases.
  41. 41. Working with Apple. — appstorepromotion@apple.com! — appoftheweek@apple.com
  42. 42. Post Launch.
  43. 43. Reviews.
  44. 44. Reviews.
  45. 45. What’s New? “Bug fixes…”
  46. 46. What next? — Keep going…! — Repeat the marketing cycle for future releases.! — Keep engagement high with your audience.
  47. 47. Thank You. dave.verwer@shinydevelopment.com! @daveverwer on Twitter shinydevelopment.com! iosdevweekly.com
  48. 48. Star by Dmitry Baranovskiy from The Noun Project! http://thenounproject.com/term/star/5059/! ! Moon by Ema Dimitrova from The Noun Project! http://thenounproject.com/term/star/24804/! ! Rocket by Jean-Philippe Cabaroc from The Noun Project! http://thenounproject.com/term/star/7427/! ! Truck by Carlos Ramos from The Noun Project! http://thenounproject.com/term/star/14020/! ! Thought Bubble by Mateo Zlatar from The Noun Project! http://thenounproject.com/term/star/6417/! ! Arrow by Jamison Wieser from The Noun Project! http://thenounproject.com/term/star/5440/ Attribution and Thanks

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