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Rise of Hyper-Casual as challenge for the UA of mid-core games (without videos)

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Felix Janzen, Director Performance Marketing at InnoGames, presenting at Mobile Spree Berlin 2019 - InnoGames is Germany’s leading developer and publisher of mobile and online games. The company based in Hamburg is best known for Forge of Empires, Elvenar and Tribal Wars. InnoGames’ first mobile title Warlords of Aternum is a fantasy turn-based strategy game. InnoGames’ complete portfolio encompasses seven live games and several mobile titles in production. Born as a hobby, InnoGames today has a team of 400 employees from more than 30 nations who share the passion of creating unique games that players across the globe enjoy for years.

In this session, Felix talked about Hyper-Casual: How a genre takes over the ad sales market and what challenges it implicates for the UA activities of a mid-core game.

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Rise of Hyper-Casual as challenge for the UA of mid-core games (without videos)

  1. 1. MOBILESPREE 2019 Data & Automation
  2. 2. INNOGAMES 400 employees from >30 nations Founded 2007 in Germany Located in Hamburg Millions of players >30 language versions Germany’s leading developer and publisher of online Games >750m hours of playtime in 2018
  3. 3. FELIX JANZEN Director Performance Marketing  > 7 years @ InnoGames responsible for UA channels  > 12 years online marketing expertise  Previous companies: Beiersdorf, AOL & Goodgame
  4. 4. DATA & AUTOMATION KEY FOR SUCCESS
  5. 5. THE MATH BEHIND Campaign Profit Cost per Acquisition Lifetime Value
  6. 6. THE COMPLEXITY BEHIND RETURN ON AD SPEND - GRANULARITY Country Device Creative LIFETIME VALUE - PREDICTION MARKETING FUNNEL - OPTIMIZATION Campaign Profit Cost per Acquistition Lifetime Value
  7. 7. THREE PHASES OF MARKETING AUTOMATION OPERATIONAL EFFICIENCY AUTOMATED BUSINESS LOGIC MACHINE LEARNING Clear Processes Cross-category optimization standards Optimized reports with clear target KPIs and benchmarks Integrated predictive modelling Bid management based on LTVs and other performance measures Automated A/B testing of creatives Pattern recognition and decision management Automated campaign creation and controlling
  8. 8. 360° MARKETING AUTOMATION PROCESS PLANNING CONCEPT CREATION EXECUTION REPORTING LEARNING
  9. 9. DRIVING CAMPAIGNS WITH AD-TECH TECHNOLOGY PROCESSES ALGORITHMS
  10. 10. ALIGNING TECHNOLOGIES AND PROCESSES
  11. 11. 7 min
  12. 12. 360° MARKETING AUTOMATION TOOLS C.A.T (Creative Administration Tool)  Store, search and access creatives  Request new creatives  Evaluate current and future creatives
  13. 13. „Provide ONE APPLICATION… …that can be used with every partner, containing all the KPIs that we need… …to efficiently analyze, create and manage campaigns… …with the help of automation and a customized interface to suit the needs of InnoGames.“ THE MAPI PROJECT Vision
  14. 14. 360° MARKETING AUTOMATION TOOLS (Marketing API)  Create, edit, analyze campaigns  Pull partner data directly via API  Rules Engine – decrease the amount of manual work CREATE EDIT Analyze
  15. 15. WORK IN PROGRESS Automated AB Creative Testing Rules Engine New Partners
  16. 16. FACEBOOK CASE STUDY Challenges  Detailed campaign structure  High demand of creatives  High data volume / complex reportings  Scaling also depends on team size &
  17. 17. Time Savings: >1,5 hours day per manager FACEBOOK CASE STUDY o Shared and automated reporting o Creative process automation via CAT o Facilitated campaign management via MAPI o Automated/Common optimization via MAPI Team Efficiency (accounts/manager): Before = 1,2 After = 1,8 Scaling: Ad Spend +40% (2.HY -YOY)
  18. 18. SUMMARY 01 Get the TECH right Tracking, interfaces and reporting 02 03 CHALLENGE & OPTMIZE your PROCESSES as you need a solid base 04 Find your team with more time for optimizing the campaigns resulting in improved KPIs and growth AUTOMATE & OPTIMIZE time-consuming TASKS Operational, analytical tasks Build a SMART SYSTEM Decision engine, machine learning,…
  19. 19. !? QUESTIONS? COMMENTS?

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