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Jiri Kupiainen, Matchmade.tv

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Alternative User Acquisition Strategies

(White Nights Conference Prague 2017)
The official conference website — http://wnconf.com

Published in: Business
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Jiri Kupiainen, Matchmade.tv

  1. 1. Alternative user acquisition strategies Jiri Kupiainen CEO @ Matchmade
  2. 2. Background Games & tech since 2001 • Mobile, PC, console, media… • Founded first company at 17 • Previous company acquired by Disney • Youngest Disney VP! • Founder & CEO at Shark Punch • The Masterplan • Playfield • Matchmade
  3. 3. Getting featured by Apple is not a user acquisition strategy
  4. 4. LTV > CAC = Kč
  5. 5. CPI ≈ $0 • Featuring • Community • Social • Word of mouth • Influencers • Media
  6. 6. The No Man’s Sky UA Strategy • Textebene 1 • Textebene 2 • Textebene 3 • Textebene 4 • Textebene 5
  7. 7. The Ben and Ed UA Strategy
  8. 8. The Best Fiends UA Strategy
  9. 9. Other companies doing it right
  10. 10. Lessons
  11. 11. Game design Target audience Marketing & UA
  12. 12. Trickle-down marketing • If you get the big guys, others will follow • Seriously paid key influencers to make videos • Now >100k videos on YouTube • Sluggerfly used 9GAG to grow their reach • Free visibility on Imgur, Reddit… • Reaching out to YouTube influencers with “people on 9GAG love us” • Hello Games got big games media hyped up • And then everyone else had to talk about it
  13. 13. Working with Influencers • Seriously and Sluggerfly hiding easter eggs in their games • Get influencers talking • Get people sharing • Traplight and Bossa Studios creating influencer-specific content • Cheap for the developer • Creates authentic positive reactions • Several videos with the same influencer • If the audience overlap is big, this can be tremendously valuable for both
  14. 14. Authenticity & Trust • We failed this with The Masterplan... • No Man’s Sky • Inaccurate representation of the game • Disappearing when things didn’t go as expected • Ben and Ed • Not obfuscating the fact that they’re the games developers • ...but not making it front and center either • Best Fiends • Influencers have creative control, but they vet every video • If it doesn’t feel genuine, video doesn’t get published
  15. 15. Working with Influencers • Direct contact • Lot of work, but can yield great results • Hard to predict - influencers don’t reply to emails • Famebit etc. • Still very manual • Low relevance • MCNs & agents • Little transparency & often very expensive • Matchmade • Several kinds of awesome
  16. 16. Thank you! jiri@matchmade.tv @jiri on Twitter https://matchmade.tv/

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