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KPIs for Mobile Game Soft Launch

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These slides were used at Winter Nights 2015 Conference in Moscow (http://wnconf.com/) during the speech of Inna Ushakova, CEO ZENNA.
Video: https://youtu.be/yR-Vg23s7F4
http://zennaapps.com/

Published in: Marketing

KPIs for Mobile Game Soft Launch

  1. 1. ZENNA KPIs for Soft- Launch: Is your game going to be successful?
  2. 2. ZENNAAll copyrights reservedAbout KPIs: Is your game is a “hit”? •  Game Launches: quick review. •  How to organize your soft-launch? •  Where to buy quality traffic? •  ‘Trip' notes: regional specificities of different UA campaigns. •  Measuring your success: KPIs for soft-launch. •  Most recent case.
  3. 3. ZENNA Tests, launches, re-launches 1. Tech-launch: up to 2K CPI in Thai, Vietnam etc. 2. Soft-launch: 5K-50K CPI in CA / UK / AU / NZ - US; Nordic – EU; Singapore – ASIA; North Korea – South Korea (that was a joke!) 3. Launch: 2-3 months - active; 1-3 – pause 4. Supportive: ROI-based UA 5. Re-launch/Update: mistakes ->> hi again! Game Launches: All copyrights reserved
  4. 4. Soft-Launch: •  Players’ Feedback •  Market Feedback •  Iteration Cycles •  Scalability GAME ‘SUCCESS’ POTENTIAL Main goals & tasks ZENNAAll copyrights reserved KPIs
  5. 5. ZENNAAll copyrights reservedSoft-Launch: post-events >> KPIs eCPI < LTV: how to calculate? what to measure? 2 blocks of KPIs’ performance evaluation: behavioral and financial.
  6. 6. ZENNA Behavioral KPIs: -  Retention D1 / D7 -  %Tutorial Completion -  LT, Days -  Sessions completed, etc. The primary goal of these KPIs is: Step-by-step traffic sources optimization to get the most relevant users. All copyrights reservedSoft-Launch Players Feedback >> KPIs
  7. 7. ZENNASoft-launch – Scalability >> KPIs Financial KPI: - ARPU (ARPDAU/ARPWAU) - %PU - eCPI - ROI = ARPU(N day) / CPI The primary goal of these KPIs is: To find cost-effective sources in the midst of really non- motivated ones (that’s the hell of a task!) All copyrights reserved
  8. 8. ZENNAAll copyrights reservedSoft-Launch: Campaign Costs -  Genre (category of the game/app) -  GEOs -  Total budget -  Daily caps -  Freshness/oldness of the offer -  The product itself: quality, gameplay, ASO, localization, monetization. ! The wider the target audience is (for massive casual games), the lower CPI is. ! The narrower the target audience is (mid + hard-core games), the higher CPI is.
  9. 9. ZENNAAll copyrights reserved Traffic needed! Where to get it? •  Your own traffic - Please accept our sincere congratulations •  Cross-promo: if you don’t have extensive sources, you won’t get a major campaign. •  Super virality! Congrats again •  Featuring – our respect and congratulations! •  If you don’t have any of the above- mentioned, you need a classical UA approach, which basically means that you are screwed.
  10. 10. ZENNAAll copyrights reservedUA Campaign: Soft-Launch Logistics -  Search systems (Adwords, Bing, Yahoo) -  Social networks (FB, myTarget, TW) -  Display (AD DN and others) -  Re-directs / popunders / clickunders / teasers -  Video (torrents, YouTube and others) -  Motive AirPush (adware), Google (context), InMobi, MobFox, Mojiva, Taplt (banners, text), RTB/DSP, Leadbolt (adware) etc.
  11. 11. ZENNAAll copyrights reservedUA Campaign: Soft-Launch Logistics MONO – -  High quality -  Perfect targeting -  High level of competition -  Internal limitations MULTI – -  Variety of platforms -  Constant optimization -  Bots. Bots. Bots. -  Heterogeneous traffic structure -  “Mythical” volume
  12. 12. ZENNAAll copyrights reservedSoft-Launch: Where are you going, dude? US, EU, AU - Medium LTV, k-factor - High competition/ constant optimization -  High entry treshold - Strict regulation & partial transparency. -  Tracking! -  NET 15! -  Social networks (FB) / Video - Re-targeting / Big Data / new formats/ PR RU - Low LTV, k-factor - Trash-offers, low caps - 80% - myTarget - Low entry treshold - No transparency, no regulation - No tracking culture - Trends?! What was that? Do you need traffic or not?! - Motive ASIA - High LTV, k-factor - Extremely high competition - Search systems (Naver, Daum, Yahoo), locals, video hostings - Motive everywhere! - No transparency No regulation - You feel like a complete idiot most of the time :(
  13. 13. ZENNAAll copyrights reservedSoft-Launch Your KPIs >> Targeted RVI, % from Paid Traffic (ROI 7 Day) Android ≥ 20% iOS ≥ 25% After 48 Hours of Launch AD  Metrics   LT, Days Tutorial Completion D1 Retention,% %PU ARPDAU ARPPU Ad Revenue Good 20 75,0 25,0 2,5 $0,03 $20 $0,6 Mediocre 15 65,0 20,0 1,5 $0,01 $10 $0,15 Bad 5 45,0 15,0 0,5 $0,005 $5 $0,025
  14. 14. ZENNAAll copyrights reservedSoft-Launch Your KPIs>> Geographies: US: +30% Asia: +25%, only Retention D1 + 50%
  15. 15. ZENNAAll copyrights reservedSoft-Launch War of Nations by Gree GEOs: Russia 2 Main Resources: myTarget, Google Adwords Creatives: 136 Clicks: 560,67K Result: 82% Tutorial Completion 30% Retention D1    
  16. 16. ZENNAAll copyrights reservedSoft-Launch Some tricks…
  17. 17. ZENNAAll copyrights reservedSoft-Launch Tanks. Even more tanks. CTR%  -­‐  0,9     СR%  -­‐  7,5   8000  DLs  
  18. 18. ZENNASoft-Launch Just tanks. Leave just tanks. CTR%  -­‐  1,2     СR%  -­‐  7,95   5150  DLs   All copyrights reserved
  19. 19. About: • Founded in 2012 by key executives from internet and mobile marketing as a full-cycle marketing and advertising agency for mobile games. • Our main point is to provide only PERFORMANCE-based user acquisition solutions to our partners. • Our experience and advertising methods will increase your advertising ROI with 100% guarantee! • Ad networks management, deep analytics and optimization. • More than 150 successful projects already delivered. ZENNA
  20. 20. Our Clients ZENNA
  21. 21. ZENNA Your games should not only be well-done, but also well do. +7(495)777-36-79 hello@zennaapps.com skype: zenna.apps Ukraine, Kharkiv, Moscovsky ave., 199-D5 www.zennaapps.com

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