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Shoestring Soft Launch - Low Budget, High Value Launch Strategy for mobile games

Take a look at the stages you need to prepare to soft launch a mobile game on the app store. The presentation acts as a guide to preparing, running and analysing soft launches

Shoestring Soft Launch - Low Budget, High Value Launch Strategy for mobile games

  1. 1. Shoestring Soft Launch: Low Budget, High Value Launch Strategy Tom Kinniburgh Mobile Free to Play
  2. 2. Why learn from a launch?
  3. 3. When you can Soft Launch?
  4. 4. My Experience
  5. 5. Maximum Bang Minimum Bucks
  6. 6. $2,000$10,000$100,000+
  7. 7. Outline • Definition of a Soft Launch? • Before you Soft Launch • Running a Soft Launch
  8. 8. Outline • What? • When? • Why? • Definition of a Soft Launch?
  9. 9. A quiet launch in a restricted area
  10. 10. Don’t announce Don’t communicate Quiet
  11. 11. Restricted Non-primary GEO Beta Testing Platform
  12. 12. Outline • What? • When? • Why? • Definition of a Soft Launch?
  13. 13. Fast
  14. 14. Core 
 Gameplay When is my game ready? 30 Days of Content Monetization / Meta Game
  15. 15. Old
  16. 16. SL Sanity Check 1. Do I feel the game is fun? 2. Do I have a clear first purchase? 3. Is my branding clear?
  17. 17. Outline • What? • When? • Why? • Definition of a Soft Launch?
  18. 18. = Spend Money Get Data
  19. 19. = Lowest Spent Valuable Data
  20. 20. Costs Backend / Analytics Video / Creative Marketing Sum Before you launch 0 $500 $200 $700 Shoestring SL $50 $50 3X ($400) $1300 $2,000 Total
  21. 21. 30-40% 15-20% 8% Conversion Rate > 1.5% D1 D7 D30 Lowest Benchmarks
  22. 22. Outline • Definition of a Soft Launch? • Before you Soft Launch • Running a Soft Launch
  23. 23. Outline • Before you Soft Launch? • AARRR + GQM • KPI / Dashboards • Audience / Location
  24. 24. Data, Data, Data
  25. 25. Lowest number of events to get the most information. Minimum Viable Tracking
  26. 26. Tracking Plan Player Progression Activation Dave McClure - Startup Metrics Activity Retain Revenue Refer
  27. 27. Conversion Rate Activation Revenue $ CR > 1.5%
  28. 28. $ Follow the Money
  29. 29. G Q M
  30. 30. Goal + Question + Metric
  31. 31. Get more players to level 5 1 2 3 4 5 Goal
  32. 32. Question Does dying affect churn? 1 2 3 4 5 When do most players leave?
  33. 33. 1 2 3 4 5 What is my measure of success? Metric 30% of players reach level 5 by D7
  34. 34. AARRR + GQM = Data Plan MFTP Tracking Plan
  35. 35. Outline • Before you Soft Launch? • AARRR + GQM • KPI / Dashboards • Audience / Location
  36. 36. One KPI to rule them all…
  37. 37. Battles per Day Event Complete %
  38. 38. KPIs • CPI = Market Resonance • Session per day = Engagement • CR = Desirability • ARPU = Desire x Value
  39. 39. BI Tools
  40. 40. Good Dashboard
  41. 41. Outline • Before you Soft Launch? • AARRR + GQM • Tracking / Events • Audience / Location
  42. 42. Where do my fans live?
  43. 43. Find Competitors
  44. 44. Export to CSV
  45. 45. 😍
  46. 46. CPI Insights
  47. 47. What are my fans like?
  48. 48. FB Audience Insights
  49. 49. Behavior + needs vary within segments Ozzy Osbourne Prince Charles Male Born in 1948 Grew up in 2 Children Very Wealthy Success in Married for the second time Real Estate Owner Spends Winter Vacation in the Alps Likes Limitations of Demographics
  50. 50. Specific Broad Audience Size
  51. 51. $0!
  52. 52. Costs Backend / Analytics Video / Creative Marketing Sum Before you launch 0 $500 $200 $700 Shoestring SL $50 $50 3X ($400) $1300 $2,000 Total
  53. 53. Video Ads - Be where gamers are Top 12 Rewarded Video Networks
  54. 54. iMovie Cut Key Action 0 mins 30 mins
  55. 55. Edit or Freelance
  56. 56. BESTMost Useful Specific
  57. 57. Icon and Name Testing ($200)
  58. 58. Costs Backend / Analytics Video / Creative Marketing Sum Before you launch 0 $500 $200 $700 Shoestring SL $50 $50 3X ($400) $1300 $2,000 Total
  59. 59. Outline • Definition of a Soft Launch? • Before you Soft Launch • Running a Soft Launch
  60. 60. Outline • Running a Soft Launch • Bursting • Analyzing • Critical Descisions
  61. 61. Goal BurstLearn 3 days
  62. 62. Bursting
  63. 63. Signals, Signals, Signals
  64. 64. Global ReleasePrototype Development
  65. 65. Global ReleasePrototype Development
  66. 66. Technical Global Release Marketing PvP Bugs
  67. 67. Technical Feature Global ReleaseFTUE Pacing Economy
  68. 68. Monetization Technical Feature Global Release Conversion
  69. 69. Limitations Accuracy Scale
  70. 70. 30-40% 15-20% 8% Conversion Rate > 1.5% D1 D7 D30 Lowest Benchmarks
  71. 71. FB Configuration
  72. 72. business.facebook.com
  73. 73. FB Audience 1.Basic 2. Fans 3.Lookalike Specific Broad Audience Size
  74. 74. Dice Soccer Fans Dice Soccer Philippines
  75. 75. Dice Soccer Football Fans Philippines
  76. 76. Dice Soccer Football Fans CCG Fans Philippines
  77. 77. Lookalike Dice Soccer Football Fans CCG Fans Philippines
  78. 78. FB Placements
  79. 79. Schedule Ads
  80. 80. Optimize App Events
  81. 81. Outline • Running a Soft Launch • Bursting • Analyzing • Critical Decisions
  82. 82. Signals of Strength
  83. 83. Customize Columns
  84. 84. Creative Review Performance DesirabilityBest Creative
  85. 85. Crashes Kill Games
  86. 86. Game Design
  87. 87. Reviews
  88. 88. Signals of Strength Signals inform 
 next cycle $$$ = Clearer signals
  89. 89. Pick Best / Fix Worst
  90. 90. GQM • Did I get valid data? • Was my Question answered? • Did I reach my goal?
  91. 91. Move Forward • Crash rate < 0.001% • FTUE Complete > 70% • Ad CTR > 1.5% • Review Score > 4
  92. 92. Outline • Running a Soft Launch • Bursting • Analyzing • Critical Decisions
  93. 93. Are they stuck?
  94. 94. FTUE - Every Second Counts Bad Marketing = big drop in first 2 Steps. Technical breaks = big drop in Download / Registered install Game Boredom = slow and steady decline.
  95. 95. Will it Stick?
  96. 96. Retention(%) 0 12.5 25 37.5 50 Weeks since launch D1 D7 D14 D21 D28 D35 D42 D49 SL 1 SL 2 SL 3 D1 is easy don’t be distracted Focus D7,D14,D21
  97. 97. LOTR Metric tipping point?
  98. 98. Does it Stack?
  99. 99. Conversion is King
  100. 100. Does it Scale?
  101. 101. Marketing Mechanics Economy Content
  102. 102. Take Aways • ASAP + Core Loop + Monetization • Before you Soft Launch • Running a Soft Launch • Data, AARRR + GQM, Fans • Bursting, Signals, Critical Decisions
  103. 103. Tom Kinniburgh Director Any questions? @mobileftp hello@mobilefreetoplay.com

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