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Making	  it	  to	  the	  1%	                                        Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
•  $2.7	  billion	  today,	  $7.5	  billion	  by	  2015	  •  +500,000	  Android	  apps	  	  •  99%	  of	  the	  apps	  dis...
Making	  it	  to	  the	  1%	                                        Thursday,	  December	  27,	  12	  
The	  Free	  Effect	               Free	                      New	                                    AcceleraJon	         ...
InnovaJon	  AdopJon	  Lifecycle	                                                   	                                      ...
The	  10	  Golden	  Rules	  of	  Everything	                                                  Thursday,	  December	  27,	 ...
1.	  	  Know	  your	  market,	  understand	  how	  it	  works	                                                            ...
MarkeJng	  Strategy	                          High	  Quality	                            Content	              OpJmizaJon	...
High	  Quality	    Content	                        2.	  Know	  your	  audience	                                           ...
Who	  are	  they?	  •  Non	  Gamers	  •  Lots	  of	  females	  •  Different	  age	  groups	  •  Countries	                 ...
Meet	  Berta	  •  Female	  •  Mother	  of	  2	  	  •  In	  her	  30s	  •  Berta	  has	  never	  played	  a	  mobile	  game...
Thursday,	  December	  27,	  12	  
All	  you	  have	  to	  do	  is	  to	  start	  playing	  the	  game	                                                      ...
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Okay,	  that	  doesn’t	  work…	                              Let’s	  try	  to	  press	  on	  something	  else…	  	        ...
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
You	  know…	  you	  should	  really	  let	  the	  player	           know	  how	  to	  play	  the	  game.	                 ...
Players	  like	  to	  learn   	                                          Thursday,	  December	  27,	  12	  
Players	  don’t	  like	  to	  read   	                                                  Thursday,	  December	  27,	  12	  
MAKE	              	  IT	  LOOK	  SIMPLE                   Thursday,	  December	  27,	  12	  
High	  Quality	    Content	                                                          	                        3.	  Defining...
Our	  Guidlines	  •  Core	  Gameplay  	      •  MoneJzaJon      	  •  OOBE	                    •  Social	  •  EmoJon	     ...
EmoJon	  
EmoJon	     Funny	     Happy	  Moments	     Adrenaline	  Haha	           Yeah!	              OMG	                         ...
EmoJon	               Thursday,	  December	  27,	  12	  
EmoJon	               Thursday,	  December	  27,	  12	  
EmoJon	               Thursday,	  December	  27,	  12	  
High	  Quality	    Content	                                                            	                        4.	  Inves...
Invest	  where	  it	  maeers?	  New	            More	                                     Revenue	  Game	           Users	...
High	  Quality	     Content	  1.  Know	  your	  audience	  	  2.  Define	  Guidelines	  3.  Invest	  where	  it	  maeers	  
MarkeJng	  Strategy	                          High	  Quality	                            Content	              OpJmizaJon	...
PlayScape	     Mega	  Game	              Cross	  PromoJon	  Reward	  System	   Transferable	  Goods	  
PromoJon	  45%	  40%	  35%	  30%	  25%	                      5.	  AdverJsement	  Space	  20%	  15%	  10%	                 ...
PromoJon	  6.	  Use	  incenJves	                               Thursday,	  December	  27,	  12	  
PromoJon	                              UI	        Message	  7.	  Develop	  a	  Jght	  concept	                      Reward...
MarkeJng	  Strategy	                          High	  Quality	                            Content	              OpJmizaJon	...
Data	  Analysis   	                            Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Thursday,	  December	  27,	  12	  
Pyxxis	  –	  Who	  was	  right?	                  Players	  Playing	  By	  Level	                                   Stars	...
Data	  Data	  Data	  Data	  Data	  	  Data	  Data	  Data	  Data	  Data	  	  Data	  Data	  Data	  Data	  Data	  Data	  Data...
Development/	                         Improvement	  Analyzing	  the	                                            TesJng	   ...
PromoJon	                 8.	  Stay	  data	  driven	                                                    Thursday,	  Decemb...
Why	  is	  that	  important?	                                        Thursday,	  December	  27,	  12	  
•  UninstallaJons	  •  RaJng	  •  Downloads	  •  Crashes	  •    Session	  length	  •    AcJvity	  •    Usage	  pareern	  •...
How	  many	  downloads?	                            What	  is	  the	  Life	  Jme?	  	  When	  do	  players	  uninstall?	  ...
PromoJon	                 9.	  Define	  your	  quesJons	                                                       Thursday,	  ...
What?	  Benchmark	  Measure	  &	  Compare	  Conclude	                     Thursday,	  December	  27,	  12	  
What?	                                                                         Session	  Length	                          ...
PlayScape	     Mega	  Game	     Cross	  PromoJon	  Reward	  System	   Transferable	  Goods	  
PromoJon	                 10.	  Data	  Analysis	  is	  a	  TRADE	                                                         ...
ArJst	                                               business	                                                            ...
My	  Previous	  Session	                                  Thursday,	  December	  27,	  12	  
"games	  lubricate	  our	  minds”	  	                                                                                    B...
“The	  biggest	  moJvaJon	  for	  me	  is	  an	  opportunity	  to	  create	  a	  small	  world	  and	  let	  players	  ste...
Thursday,	  December	  27,	  12	  
Contact	  Us	  Eyal	  Rabinovich	  |	  VP	  MarkeJng	  |Co-­‐Founder	  |	  eyalr@mominis.com	                             ...
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Mominis: Making it to the 1%

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Tens of thousands of apps are launched daily, all attempting to tap into this lucrative and growing market; yet relatively few find success. But ninety-nine percent of all mobile apps disappear sooner or later. So how do developers and studios get their app or game to become part of the valuable 1% category? In this session, Eyal Rabinovich, VP Marketing at MoMinis, will review some of the highly cost-effective tools available to publishers and developers that can be leveraged today, together with practical guidance, tips and best practices on where cross-promotion can be used and how.

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Mominis: Making it to the 1%

  1. 1. Making  it  to  the  1%   Thursday,  December  27,  12  
  2. 2. Thursday,  December  27,  12  
  3. 3. •  $2.7  billion  today,  $7.5  billion  by  2015  •  +500,000  Android  apps    •  99%  of  the  apps  disappear…   •  5%  <  50K  downloads   •  1%  <  250K  downloads   Thursday,  December  27,  12  
  4. 4. Making  it  to  the  1%   Thursday,  December  27,  12  
  5. 5. The  Free  Effect   Free   New   AcceleraJon   Thursday,  December  27,  12  
  6. 6. InnovaJon  AdopJon  Lifecycle       3.5%   13.5%   34%   34%   15%  Innovators   Early   Early   Late   Laggards   Adopters   Majority   Majority   Thursday,  December  27,  12  
  7. 7. The  10  Golden  Rules  of  Everything   Thursday,  December  27,  12  
  8. 8. 1.    Know  your  market,  understand  how  it  works   Thursday,  December  27,  12  
  9. 9. MarkeJng  Strategy   High  Quality   Content   OpJmizaJon   PromoJon   Thursday,  December  27,  12   9  
  10. 10. High  Quality   Content   2.  Know  your  audience   Thursday,  December  27,  12  
  11. 11. Who  are  they?  •  Non  Gamers  •  Lots  of  females  •  Different  age  groups  •  Countries   Thursday,  December  27,  12  
  12. 12. Meet  Berta  •  Female  •  Mother  of  2    •  In  her  30s  •  Berta  has  never  played  a  mobile  game  in  her  life  •  Or  at  least  it  seems  that  way   Thursday,  December  27,  12  
  13. 13. Thursday,  December  27,  12  
  14. 14. All  you  have  to  do  is  to  start  playing  the  game   Thursday,  December  27,  12  
  15. 15. Thursday,  December  27,  12  
  16. 16. Thursday,  December  27,  12  
  17. 17. Thursday,  December  27,  12  
  18. 18. Okay,  that  doesn’t  work…   Let’s  try  to  press  on  something  else…     What  do  you  press  on  now?   Okay  it  didn’t  work…    Well  if  it  didn’t  work  I  will  press  it  over  and   over  again…   Thursday,  December  27,  12  
  19. 19. Thursday,  December  27,  12  
  20. 20. Thursday,  December  27,  12  
  21. 21. Thursday,  December  27,  12  
  22. 22. You  know…  you  should  really  let  the  player   know  how  to  play  the  game.     Maybe  write  down  instrucJons…   Thursday,  December  27,  12  
  23. 23. Players  like  to  learn   Thursday,  December  27,  12  
  24. 24. Players  don’t  like  to  read   Thursday,  December  27,  12  
  25. 25. MAKE    IT  LOOK  SIMPLE Thursday,  December  27,  12  
  26. 26. High  Quality   Content     3.  Defining  your  guidelines Thursday,  December  27,  12  
  27. 27. Our  Guidlines  •  Core  Gameplay   •  MoneJzaJon  •  OOBE   •  Social  •  EmoJon   •  Customer  RelaJons  •  Design   •  Branding  •  Progression   •  PlayScape  
  28. 28. EmoJon  
  29. 29. EmoJon   Funny   Happy  Moments   Adrenaline  Haha   Yeah!   OMG   Thursday,  December  27,  12  
  30. 30. EmoJon   Thursday,  December  27,  12  
  31. 31. EmoJon   Thursday,  December  27,  12  
  32. 32. EmoJon   Thursday,  December  27,  12  
  33. 33. High  Quality   Content     4.  Invest  where  it  maeers Thursday,  December  27,  12  
  34. 34. Invest  where  it  maeers?  New   More   Revenue  Game   Users   Thursday,  December  27,  12  
  35. 35. High  Quality   Content  1.  Know  your  audience    2.  Define  Guidelines  3.  Invest  where  it  maeers  
  36. 36. MarkeJng  Strategy   High  Quality   Content   OpJmizaJon   PromoJon   Thursday,  December  27,  12   36  
  37. 37. PlayScape   Mega  Game   Cross  PromoJon  Reward  System   Transferable  Goods  
  38. 38. PromoJon  45%  40%  35%  30%  25%   5.  AdverJsement  Space  20%  15%  10%   Industry   Standard   5%   0%   Splash  screen   Loading  screen   NoJficaJon   Thursday,  December  27,  12  
  39. 39. PromoJon  6.  Use  incenJves   Thursday,  December  27,  12  
  40. 40. PromoJon   UI   Message  7.  Develop  a  Jght  concept   Reward   System   Your  Concept   Thursday,  December  27,  12  
  41. 41. MarkeJng  Strategy   High  Quality   Content   OpJmizaJon   PromoJon   Thursday,  December  27,  12   41  
  42. 42. Data  Analysis   Thursday,  December  27,  12  
  43. 43. Thursday,  December  27,  12  
  44. 44. Thursday,  December  27,  12  
  45. 45. Thursday,  December  27,  12  
  46. 46. Thursday,  December  27,  12  
  47. 47. Thursday,  December  27,  12  
  48. 48. Thursday,  December  27,  12  
  49. 49. Thursday,  December  27,  12  
  50. 50. Thursday,  December  27,  12  
  51. 51. Pyxxis  –  Who  was  right?   Players  Playing  By  Level   Stars  Collected  By  Level   70%  35%   60%  30%  25%   50%  20%   40%  15%   30%  10%   20%   5%   10%   0%   0%   Level   Level   Thursday,  December  27,  12  
  52. 52. Data  Data  Data  Data  Data    Data  Data  Data  Data  Data    Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data    Data    Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data  Data   Thursday,  December  27,  12  
  53. 53. Development/   Improvement  Analyzing  the   TesJng   results   Thursday,  December  27,  12  
  54. 54. PromoJon   8.  Stay  data  driven   Thursday,  December  27,  12  
  55. 55. Why  is  that  important?   Thursday,  December  27,  12  
  56. 56. •  UninstallaJons  •  RaJng  •  Downloads  •  Crashes  •  Session  length  •  AcJvity  •  Usage  pareern  •  LifeJme   Thursday,  December  27,  12  
  57. 57. How  many  downloads?   What  is  the  Life  Jme?    When  do  players  uninstall?     What  is  the  usage  paeern?   Thursday,  December  27,  12  
  58. 58. PromoJon   9.  Define  your  quesJons   Thursday,  December  27,  12  
  59. 59. What?  Benchmark  Measure  &  Compare  Conclude   Thursday,  December  27,  12  
  60. 60. What?   Session  Length   30   25  Benchmark   Minutes  per  Session   20  Measure  &   15  Compare   10   5  Conclude   0   Industry   Ninja  Run   Ninja   Maya   PlayScape   standard   Chicken   Pyramid   Thursday,  December  27,  12  
  61. 61. PlayScape   Mega  Game   Cross  PromoJon  Reward  System   Transferable  Goods  
  62. 62. PromoJon   10.  Data  Analysis  is  a  TRADE   Thursday,  December  27,  12  
  63. 63. ArJst   business   Consumer  behavior   Story  telling   Project  management   copywriJng   entrepreneurs   Writers  data  analysts     art  designers   Game  design   social   media   Phycology   Development   Sound   AnimaJon  Independent   MarkeJng   Thursday,  December  27,  12  
  64. 64. My  Previous  Session   Thursday,  December  27,  12  
  65. 65. "games  lubricate  our  minds”     Benjamin  Franklin    “gameplay  is  the  direct  emoJonal  opposite  of  depression.”       Jane  McGonigal,  “Reality  Is  Broken”       Thursday,  December  27,  12  
  66. 66. “The  biggest  moJvaJon  for  me  is  an  opportunity  to  create  a  small  world  and  let  players  step  into  it.”   Semyon  Volnov,  Cut  The  Rope   Thursday,  December  27,  12  
  67. 67. Thursday,  December  27,  12  
  68. 68. Contact  Us  Eyal  Rabinovich  |  VP  MarkeJng  |Co-­‐Founder  |  eyalr@mominis.com   Thursday,  December  27,  12   68  

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