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How to Make Your Next Game Go BIG | Emmanuel Carraud


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appChocolate is an independent app studio based in Cambridge, UK. We generated over 50 million downloads and have been #1 in App Store general ranking in over 40 countries for multiple apps. We will share our story with practical tips on how to launch successfully mobile games for independent studios and indie developers including analytics, KPIs, localisation, PR, ASO, monetization, user acquisition, App Store ranking on iOS and Android.

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How to Make Your Next Game Go BIG | Emmanuel Carraud

  1. 1. How to make your next app go BIG Emmanuel Carraud CEO AppChocolate
  2. 2. Who are we? Mobile App Experts since 2008  Spin-out of Cambridge University  iOS & Android app developers, publishers and promoters since 2008  3 brands:  MagicSolver, Blue Panda Apps, AppChocolate
  3. 3. Who are we? Mobile App Experts since 2008  MagicSolver: app discovery specialist  Free App Magic: free apps every day  Apps for Halloween, Valentine’s day, Christmas, Football World Cup  #1 App Store in 50 countries  500 developers partners  40 million downloads for our apps and 50 millions for our partners
  4. 4. Who are we? Mobile App Experts since 2008  Blue Panda Apps: entertainment and games  Christmas Booth: festive photo fun  Quote of the day: inspirational quotes  Magic Mania
  5. 5. Who are we? Mobile App Experts since 2008 AppChocolate: festive mobile app studio  Advent Calendar: 25 Days to Christmas  Better than chocolate! Selection of the best 25 games every year in December  Partnership with 25 game publishers/developers every year  #1 App Store in 30 countries  Over 10 million downloads since 2014
  6. 6. 1. Know your audience 6  Who is your audience?  Know your audience (Facebook audience, Flurry, reviews)  Age group, sex, interest, type of apps, country, language FaceShift: photo app, strong in Japan, viral, teenager Quote of the Day: inspirational quotes, 75% female, Europe, 25-45 Euro Football: football news, 75% male, Europe, 25-45 Xmas Booth: photo app, strong in US, Europe, seasonal, family
  7. 7. 2. Find your voice 7  Speak to the heart of your user  Speak his/her language  Choose the right tone: “Vous” vs. “Tu”, politeness level  Use context to make it easier to understand: app description, screenshot, tutorial
  8. 8. 3. Benchmark your competitors and improve 8  Learn from your competitors: Magic Mania  Test their apps, read their user reviews  Avoid their mistakes and improve on the great ideas
  9. 9. 4. Understand differences between iOS and Android 9  Different Demographic & Country split  Korea, China, emerging countries vs. US, UK, Japan  Ranking algorithm is different  iOS: ranking per country, short term downloads, review process, price drops.  Android: longer algorithm, installed user base, third-party app store influence  Strategy needs to be adapted (SEO, monetisation, translation, user acquisition techniques, partnership) VS
  10. 10. 5. Translate to multiple languages to improve your ASO (App Store Optimisation) 10  A quick win is to translate titles & keywords in all main languages: +30% to +100% increase  Adapt & translate screenshots  Translating the app itself will increase retention
  11. 11. 6. Have a clear monetisation strategy 11  It varies by type of app and target audience  Observe best practices: copy or disrupt!  IAPs vs. paid app  Advertising: different ad formats  Incentivized video, reward ads  Sponsorship  Subscription  iOS vs. Android
  12. 12. 7. Measure KPIs 12  Acquisition:  Downloads (with attribution)  Activation rate (% app launches > 85%)  CPI: Cost Per Install (paid installs & organic)  Engagement:  Retention (3-day/7-day retention rate, DAU, MAU, uninstalls/drop-offs)  Engagement – track events within your app (tutorial, sharing, milestones)  Segment users by device and OS, by geo, and by type of user  Outcomes:  Conversion rate – track events (sign-ups, IAP sales, “completed level 2”, sharing, etc.)  ARPU: Average Revenue Per User.  ROI on your user acquisition spend  LTV: Life Time Value of a customer
  13. 13. 8. Test the water before burning your cash 13  Test beta version extensively  Friends and family  Multiple devices/languages  Test with outsiders  Market test  Launch in 1 or 2 small geos  Iterate and improve the user experience  Test several user acquisition channels  Don’t burn too much cash before knowing your KPIs (retention, ARPU)
  14. 14. 9. Analyse and iterate to improve your metrics 14  Read and answer your user reviews  Listen to both positive and negative ones  Reduce the pain/drop-off points  Increase the wow factor  Each update should improve the KPIs & ratings
  15. 15. 10. Scale up and build momentum 15  When your KPIs are right, it is time to scale up  Good retention & good ARPU  Combine multiple user acquisition channels to build momentum:  Facebook, Google AdWords, Twitter  Ad banners, videos  App discovery channels as appChocolate’s Advent  Incentivised downloads for mass market apps  PR/blogs/influencers to spread by word of mouth
  16. 16. Case Study: Christmas Booth via Advent 16 Early December App Category: photo booth/entertainment 8 Dec: selected in Advent Calendar - 248,000 downloads in the first 24h - 1,291,000 downloads in December with snowball effect Source: iTunes Connect/AppFigures
  17. 17. Case Study: Christmas Booth via Advent 17 8 Dec: selected in Advent Calendar - Daily revenues 20x during the promotion with IAP - Daily revenues 7x bigger during the 2 weeks after the promotion 20x more daily revenues 7x more daily revenues for 2 weeks Source: iTunes Connect/AppFigures
  18. 18. Case Study: Quote of the Day as paid-for-free 18 Selected in Free App Magic 30th June. App Category: reference/lifestyle - During promotion: 20,000 downloads - Daily downloads +20% after the promotion daily downloads +20% Source: iTunes Connect/AppFigures Snowball effect +5,000
  19. 19. Case Study: Quote of the Day as paid-for-free 19 Advent Calendar users more loyal than organic users! - 77% used the app again on day 2 vs. 71% for organic users - 61% used the app every day until day 7 vs. 54% on average 54% 71% 77% 61% Average daily retention rate Organic users Daily retention rate Advent users Advent Calendar users: 13% more loyal than average users Source: Flurry
  20. 20. Thank you! Best of luck in making your next app go BIG Emmanuel Carraud CEO AppChocolate