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Speaker:	
  Jimmy	
  Kim	
  
Sales	
  Execu4ve,	
  APAC	
  
Fiksu	
  
Strategies	
  to	
  Test	
  and	
  Launch	
  
Your	
...
Agenda
Why Soft Launch?
What do you want to learn?
How do you execute?
How do you react?
What do you do afterwards?
Why	
  SoH-­‐Launch?	
  
“The	
  victorious	
  win	
  first	
  and	
  then	
  go	
  to	
  war,	
  the	
  
defeated	
  go	
 ...
§ Quality	
  Assurance	
  
§ User	
  Experience	
  
§ User	
  Acquisi4on	
  
Three	
  Kinds	
  of	
  Improvements 	
  	...
Requirements:	
  	
  
§  Small	
  group	
  of	
  thorough	
  testers	
  	
  
§  AWen4on	
  to	
  detail	
  and	
  user	
...
Requirements:	
  	
  
§  Sta4s4cally	
  significant	
  sample	
  of	
  actual	
  users	
  
§  Thorough	
  event	
  taggin...
Requirements:	
  	
  
§  Granular	
  tracking	
  capabili4es	
  
§  Opera4onal	
  resources	
  –	
  crea4ve	
  crea4on,	...
How	
  do	
  you	
  test	
  without	
  
sacrificing	
  a	
  big	
  opening?	
  
New	
  Zealand	
   Australia
Canada
• What	
  do	
  you	
  want	
  to	
  learn?	
  
Preparing	
  for	
  a	
  SoH	
  Launch	
  
• User	
  Experience	
  
• User	
  Reten4on	
  
• Mone4za4on	
  
• Virality	
  
What	
  do	
  you	
  want	
  to	
  measure...
Building	
  the	
  UX	
  from	
  the	
  Fundamentals	
  
• Accurate	
  detailed	
  data	
  is	
  cri4cal	
  
• Choose	
  the	
  right	
  technology	
  
• Understand	
  the	
  diffe...
 
	
  
GET	
  THE	
  DETAILS	
  RIGHT!	
  	
  
SoH	
  Launch:	
  One	
  Last	
  Thing…	
  
Time	
  to	
  Start	
  Marke4ng	
  	
  
Your	
  App	
  
SoH	
  Launch:	
  App	
  Store	
  Presence	
  
• Timing:	
  2-­‐4	
  weeks	
  depending	
  on	
  user	
  base.	
  
• Marke4ng	
  Spend:	
  $5-­‐20k	
  
SoH	
  Launch:	
 ...
• Analyze,	
  Improve,	
  Update	
  
What’s	
  Next?	
  
• PR	
  
• Press	
  Release	
  
• Ra4ngs	
  and	
  Reviews	
  
Launching	
  Your	
  Game	
  
Overview	
  of	
  Strategies	
  
Burst	
  Campaign	
  
70kdownloads per
day to reach
top 5 in games
• Avoid	
  “flee4ng	
  rank”	
  
• Show	
  that	
  your	
  game	
  has	
  staying	
  power	
  
Burst	
  &	
  Sustain	
  
Long	
  Term	
  Solu4on:	
  Mul4-­‐Channel	
  Op4miza4on	
  
The Grand Targeting Sandbox
• Decide	
  what	
  you	
  what	
  to	
  learn	
  
• Acquire	
  a	
  small	
  group	
  of	
  users	
  in	
  a	
  specific	
...
Yeah,	
  We’ve	
  Got	
  Something	
  for	
  That,	
  Too	
  	
  
Fiksu	
  SoH	
  Launch	
  
Test	
  Market	
  Your	
  Mob...
1.  Media	
  buys	
  against	
  four	
  different	
  mobile	
  ad	
  channels	
  in	
  a	
  
chosen	
  testbed	
  country	
...
Fiksu	
  Benchmark	
  
The	
  fastest	
  way	
  to	
  understand	
  how	
  
your	
  app	
  performs	
  in	
  the	
  market...
1.  $20K	
  in	
  media	
  buys	
  against	
  four	
  different	
  mobile	
  ad	
  
channels	
  –	
  crea4ves	
  included	
...
Want	
  to	
  talk?	
  
jkim@fiksu.com	
  
www.fiksu.com	
  
	
  	
  	
  	
  	
  	
  	
  @fiksu	
  
Thank	
  You!	
  	
  
Lea...
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[GAMENEXT] Strategies to Test and Launch Your Mobile Game (Fiksu)

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[GAMENEXT] Strategies to Test and Launch Your Mobile Game (Fiksu)

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[GAMENEXT] Strategies to Test and Launch Your Mobile Game (Fiksu)

  1. 1. Speaker:  Jimmy  Kim   Sales  Execu4ve,  APAC   Fiksu   Strategies  to  Test  and  Launch   Your  Mobile  Game  
  2. 2. Agenda Why Soft Launch? What do you want to learn? How do you execute? How do you react? What do you do afterwards?
  3. 3. Why  SoH-­‐Launch?   “The  victorious  win  first  and  then  go  to  war,  the   defeated  go  to  war  and  then  seek  to  win.”   -­‐Sun  Tzu,  The  Art  of  War  
  4. 4. § Quality  Assurance   § User  Experience   § User  Acquisi4on   Three  Kinds  of  Improvements    
  5. 5. Requirements:     §  Small  group  of  thorough  testers     §  AWen4on  to  detail  and  user  use  case   Solu4ons:   §  Dedicated  QA  Team   and/or   §  Test  flight  or  a  similar  service   Quality  Assurance    
  6. 6. Requirements:     §  Sta4s4cally  significant  sample  of  actual  users   §  Thorough  event  tagging  for  analy4cs   §  User  feedback  loop   Solu4ons:   §  SoH  launch  for  test  users   §  In-­‐house  or  off  the  shelf  analy4cs  package     §  In-­‐house  of  third  party  feedback  repor4ng  mechanism.  (Other  than   AppStore  reviews!)   User  Experience    
  7. 7. Requirements:     §  Granular  tracking  capabili4es   §  Opera4onal  resources  –  crea4ve  crea4on,  data  analysis,  biz  dev,   campaign  deployment,  op4miza4on   Solu4ons:   §  In-­‐house  or  off  the  shelf  tracking  partner  –    Fiksu,  HasOffers,  Ad-­‐X…etc   §  In-­‐house  end  to  end  user  acquisi4on  team  or  op4miza4on  partner   User  Acquisi4on    
  8. 8. How  do  you  test  without   sacrificing  a  big  opening?  
  9. 9. New  Zealand   Australia Canada
  10. 10. • What  do  you  want  to  learn?   Preparing  for  a  SoH  Launch  
  11. 11. • User  Experience   • User  Reten4on   • Mone4za4on   • Virality   What  do  you  want  to  measure?    
  12. 12. Building  the  UX  from  the  Fundamentals  
  13. 13. • Accurate  detailed  data  is  cri4cal   • Choose  the  right  technology   • Understand  the  difference  between  UX  and  UA   technologies   SoH  Launch:  Tracking  
  14. 14.     GET  THE  DETAILS  RIGHT!     SoH  Launch:  One  Last  Thing…  
  15. 15. Time  to  Start  Marke4ng     Your  App  
  16. 16. SoH  Launch:  App  Store  Presence  
  17. 17. • Timing:  2-­‐4  weeks  depending  on  user  base.   • Marke4ng  Spend:  $5-­‐20k   SoH  Launch:  General  Scope  
  18. 18. • Analyze,  Improve,  Update   What’s  Next?  
  19. 19. • PR   • Press  Release   • Ra4ngs  and  Reviews   Launching  Your  Game  
  20. 20. Overview  of  Strategies  
  21. 21. Burst  Campaign   70kdownloads per day to reach top 5 in games
  22. 22. • Avoid  “flee4ng  rank”   • Show  that  your  game  has  staying  power   Burst  &  Sustain  
  23. 23. Long  Term  Solu4on:  Mul4-­‐Channel  Op4miza4on  
  24. 24. The Grand Targeting Sandbox
  25. 25. • Decide  what  you  what  to  learn   • Acquire  a  small  group  of  users  in  a  specific  country   • Analyze  their  behavior   • Update  your  app   • Test  all  promo4onal  channels   • Rinse,  Repeat   Key  Takeaways  
  26. 26. Yeah,  We’ve  Got  Something  for  That,  Too     Fiksu  SoH  Launch   Test  Market  Your  Mobile  App  to  Ensure   It’s  Ready  to  Launch    
  27. 27. 1.  Media  buys  against  four  different  mobile  ad  channels  in  a   chosen  testbed  country  –  crea4ves  included   2.  Op4mized  buying  over  two  weeks   3.  Minimum  6K  downloads  (but  expect  more)   4.  Final  report  detailing  performance,  recommenda4ons  for   full  launch  tac4cs,  and  advice  on  next  steps   Fiksu  SoH  Launch:  What  You  Get  
  28. 28. Fiksu  Benchmark   The  fastest  way  to  understand  how   your  app  performs  in  the  market  
  29. 29. 1.  $20K  in  media  buys  against  four  different  mobile  ad   channels  –  crea4ves  included   2.  Op4mized  buying  over  three  weeks   3.  Minimum  10K  downloads  (but  expect  more)   4.  Final  Benchmark  Report  detailing  campaign  performance,   benchmarking  slides,  and  advice  on  next  steps   Fiksu  Benchmark:  What  You  Get  
  30. 30. Want  to  talk?   jkim@fiksu.com   www.fiksu.com                @fiksu   Thank  You!     Learn  more:   www.fiksu.com/ebooks  

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