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Something like “Gamify your User Acquisition in non-gaming verticals”
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Something like “Gamify your User Acquisi...
Something like “Gamify your User Acquisition in non-gaming verticals”
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Who is this guy?
Something like “Gamify your User Acquisition in non-gaming verticals”
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Who is this guy?
Michael Bork
● Until 20...
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 4
Who is this guy?
Michael Bork
● Until 20...
Something like “Gamify your User Acquisition in non-gaming verticals”
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Who is this guy?
Michael Bork
● Until 20...
Something like “Gamify your User Acquisition in non-gaming verticals”
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What will he talk about?
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From Gaming to Non-Gaming
What “best pra...
Something like “Gamify your User Acquisition in non-gaming verticals”
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From Gaming to Non-Gaming
What “best pra...
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Tracking
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Non
Gaming
Tracking
Gaming
Install
Regi...
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Tracking
Non
Gaming
Gaming
Install
Regi...
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Tracking
Non
Gaming
Gaming
Install
Regi...
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Tracking
Gaming Tutorial Completed Equi...
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Tracking
Gaming Tutorial Completed Equi...
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Tracking
Non
Gaming
Gaming
Install
Regi...
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Tracking
Having more post install event...
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Creatives
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What about creatives?
Non
Gaming
Gaming...
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Non
Gaming
● “Campaigning”
○ Full switc...
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Creatives
Get more flexible with creati...
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Creatives
● In case you do not have all...
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Channels
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What about channels?
Gaming
● Social Ad...
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What about channels?
Gaming
● Social Ad...
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What about channels?
Gaming
● Social Ad...
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Advantages of running on additional sou...
Something like “Gamify your User Acquisition in non-gaming verticals”
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THANK YOU
Runtastic.com
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Gamify Your User Acquisition In Non-Gaming Verticals

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Mobile Spree Berlin 2018: Michael Bork, Head of User Acquisition, Runtastic GmbH

What can other verticals learn from the gaming industry to improve their acquisition? A brief overview of opportunities and adaptions for tracking, channels and creatives.

Published in: Technology
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Gamify Your User Acquisition In Non-Gaming Verticals

  1. 1. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 1 Something like “Gamify your User Acquisition in non-gaming verticals” June 07, 2018
  2. 2. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 2 Who is this guy?
  3. 3. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 3 Who is this guy? Michael Bork ● Until 2015 UA @ Goodgame Studios ● Until 2017 UA @ European Games Group AG ● Currently Head of UA @ runtastic ● Currently playing: ○ Destiny 2 ○ Divinity Original Sin ○ 7 Days to Die
  4. 4. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 4 Who is this guy? Michael Bork ● Until 2015 UA @ Goodgame Studios ● Until 2017 UA @ European Games Group AG ● Currently Head of UA @ runtastic ● Active sports?
  5. 5. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 5 Who is this guy? Michael Bork ● Until 2015 UA @ Goodgame Studios ● Until 2017 UA @ European Games Group AG ● Currently Head of UA @ runtastic ● Active sports
  6. 6. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 6 What will he talk about?
  7. 7. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 7 From Gaming to Non-Gaming What “best practices” can you take to a non-gaming vertical? Tracking Channels Creatives
  8. 8. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 8 From Gaming to Non-Gaming What “best practices” can you take to a non-gaming vertical? Tracking Channels Creatives Gaming Michael
  9. 9. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 9 Tracking
  10. 10. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 10 Non Gaming Tracking Gaming Install Registration Purchase Install Registration Purchase
  11. 11. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 11 Tracking Non Gaming Gaming Install Registration Purchase Install Registration Purchases Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches
  12. 12. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 12 Tracking Non Gaming Gaming Install Registration Purchases Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Marketing Consent Install Registration Purchase
  13. 13. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 13 Tracking Gaming Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Onboarding Functions Retention (Social) Engagement Non Gaming
  14. 14. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 14 Tracking Gaming Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Onboarding Functions Retention (Social) Engagement Non Gaming Tour Completed Added a Shoe 1 run completed 5 runs completed Joined Group Viewed Leaderboard
  15. 15. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 15 Tracking Non Gaming Gaming Install Registration Purchases Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Marketing Consent Install Registration Purchases Tour Completed 1 run completed 5 runs completed Joined Group Added a Shoe View Leaderboard Marketing Consent Trial Started
  16. 16. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 16 Tracking Having more post install events and more data available supports you in answering the following questions: ● Understand what your user actually does within the app ○ Where do users churn? ● Is my traffic fraudulent? ● Anything broken in the product? ● Which Post Install Event is the best proxy to a purchase? But actually why?
  17. 17. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 17 Creatives
  18. 18. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 18 What about creatives? Non Gaming Gaming ● Many variations and iterations ● Lots of ingame footage ● All possible formats (Banners, interstitials, portrait/landscape/square videos, cinemagraphs..) ● Constant testing ● “Quickly” replaceable if needed
  19. 19. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 19 Non Gaming ● “Campaigning” ○ Full switches on big marketing campaigns ● Limited in formats ● Production effort feels like for TV spots What about creatives? Gaming ● Many variations and iterations ● Permanent active best performers ● Lots of ingame footage ● All possible formats (Banners, interstitials, portrait/landscape/square videos, cinemagraphs..) ● Constant testing ● “Quickly” replaceable if needed
  20. 20. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 20 Creatives Get more flexible with creatives! ● Increase amount of creatives by recutting / rearranging parts of existing videos ● Iterate existing creatives ● Analyze best performing creatives and keep them live during “campaigning” ● Try to show more inapp footage But what to do?
  21. 21. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 21 Creatives ● In case you do not have all formats, try “hybrids” of static and landscape / square But what to do?
  22. 22. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 22 Channels
  23. 23. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 23 What about channels? Gaming ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic ● Native ● (Affiliates) ● ... Non Gaming
  24. 24. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 24 What about channels? Gaming ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic ● Native ● (Affiliates) ● ... Non Gaming Main Focus: ● Social Advertising ● Search Engine Advertising
  25. 25. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 25 What about channels? Gaming ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic ● Native ● (Affiliates) ● ... Non Gaming Main Focus: ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic
  26. 26. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 26 Advantages of running on additional sources like video networks for non-gaming apps ● Fixed CPIs / CPAs ● High volumes ● Less channel dependency ● Learn more about your audience Channels But actually why?
  27. 27. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 27 THANK YOU Runtastic.com

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