[GAMENEXT] 성공적인 모바일 게임 런칭을 위한 전략 (Tapjoy)

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[2013 GAME-NEXT : ALL STARS]
성공적인 모바일 게임 런칭을 위한 전략
: Tapjoy / Chris Akhavan, Senior Vice President, Global Partnerships

Published in: Technology

[GAMENEXT] 성공적인 모바일 게임 런칭을 위한 전략 (Tapjoy)

  1. 1. Mobile App LaunchStrategies Chris Akhavan SVP, Global Partnerships
  2. 2. Agenda •  Tapjoy Introduction •  Pre-launch prep •  Initial bucket testing •  Full promotion •  Sustained user acquisition
  3. 3. About Tapjoy •  Headquarters: San Francisco •  Offices: U.S., Europe, Seoul, Beijing, Tokyo •  Reach: 339 million users on Android, iOS, Windows Phone 7 & HTML5 •  Funding: $70.5 million from •  J.P. Morgan Asset Management •  Rho Ventures •  North Bridge Venture Partners •  InterWest Partners •  D.E. Shaw Ventures s  
  4. 4. Tapjoy’s Platform: Discovery’s Virtuous Circle 1 Advertisers Consumers Developers
  5. 5. Tapjoy’s Mobile Value Exchange How it Works I need more Coins to gear up in Triple Town. 1 2 I can buy Coins with I can earn Coins by 1 real money. 2 engaging with ads via Tapjoy.
  6. 6. Tapjoy by the Numbers 5,300+ Active Apps 1.3 MM Daily Ad Engagements 339 MM Monthly Reach
  7. 7. A Few of Our Developer Partners
  8. 8. A Few of Our Brand Advertisers
  9. 9. Pre-launch
  10. 10. Checklist QA like crazy ü  Maximize device and OS coverage Integrate SDKs ü  Social ü  Monetization ü  Analytics ü  Advertising Create required creative asset ü  App icons and screenshots ü  Banner creative ü  Video trailer Localize ü  EFIGS, Japanese, Korean, Chinese
  11. 11. Optimize the Download Tapjoy Network Average Conversion Rates: (click-to-install) 0-50 50-60% 50-100 30-45% 100+ 14-20% The smaller the file, the better the CVR
  12. 12. Start Off Simple Take Users by the Hand and Guide Them Into the App     •  During the first 30 seconds put the user on rails, don’t let them get lost •  This is your chance to take an uncertain user and create a engaged user •  You can’t display everything, show off your core loop and build from there CSR Racing iOS
  13. 13. Self-Publish or Get Published? Get Published? •  Make sure you get adequate, hard commitments on marketing budget and promotional efforts, including agreed upon KPIs/metrics. •  Know what you’re giving up and getting in return. •  Get references – Who have they worked with before? How did it work out? Ask other developers. Self-Publish? •  You should have at least $100K-$200K to promote your app or be pretty sure Apple/Google are going to feature your app •  Ideally you already have a built-in user base playing your previously launched titles that you can use for cross promotion
  14. 14. App iconsThey are starting to look a bit similar…
  15. 15. App icons
  16. 16. Initial Bucket Testing
  17. 17. Testing the waters •  Choose a smaller region to test in •  Everybody uses Canada, so you’re probably better off going with another English-speaking country (ex. AU, NZ, SG) •  Get 5K+ DAUs flowing through your app •  Focus on retention (next-day, 7-day, 14-day) •  Aggressive targets: 40%+ next-day, 25%+ 7-day, 15%+ 14-day •  Tutorial completion rate goal at 70% •  Monetization measurement •  High end: $1 ARPDAU •  Realistic ARPDAU range: $0.04-$0.15 •  % DAUs monetized: 1%-5% •  Take care of any bugs •  Proceed with a full launch only when you’re happy with the performance of your bucket test
  18. 18. Full Promotion
  19. 19. Burst campaign •  Budgets are typically between $100K on the low end and and $1MM++ on the high end •  Agency vs. Direct? •  Weekend vs. weekday? •  iOS vs. Android differences
  20. 20. Getting Featured
  21. 21. Getting Featured Featured!
  22. 22. Google Play Featured Process 1   Suggest an app into the wall of suggestions: https://www.google.com/moderator/#16/e=1ddd8a 2   People vote on the apps that are on the wall of suggestions 3   The apps with the most positive votes are reviewed every Friday by Google’s Android Develop Relations team (2pm PT on “Hangouts”): http://www.youtube.com/user/androiddevelopers 4   The apps they like most are passed on to Google Play’s editorial team to be considered for featured / staff picks placement on Google Play
  23. 23. Getting Featured What  they’re  looking  for:   •  Well Known IP  •  Technology Supported •  Retina Display, Multitasking, Gyroscope, Accelerometer, •  Prior Hits Location Services, Game Center, etc. •  Territories Available •  App Store Landing Page •  Languages Supported •  One-liner that captures what makes your app special •  Supported Devices / OS versions •  User Reviews/Ratings •  Video trailer on Google Play And of course…a great game!
  24. 24. Sustained User Acquisition
  25. 25. Mobile Acquisition Channels How are developers promoting apps? •  Rewarded installs •  Social discovery (FB, Twitter, etc.) •  Non-rewarded installs •  Organic discovery (top charts, search,•  Video ads word of mouth, etc.) •  Dev-to-dev cross promotion •  Featured placements
  26. 26. Reward friend invites Reward users for inviting their friends
  27. 27. Reward social sharing
  28. 28. Daily Rewards Give your users areward for coming backevery day •  In the later days of the reward cycle give the users bigger or exclusive rewards •  Show them what they earned and also show them what is coming up
  29. 29. Build Daily Rewards Into Gameplay CSR Racing iOS
  30. 30. Use Push Notifications and Appointments Remind users to come back through notifications, but don’t spam them Appointment  Mechanics   No4fica4ons   Appointment  Mechanics  
  31. 31. Thank you chris@tapjoy.com ©  2012  Tapjoy,  Inc.  All  Rights  Reserved.  Tapjoy  and  the  Tapjoy  logo  are  trademarks  or  registered  trademarks  of  Tapjoy,  Inc.    All  third  party  logos  and  trademarks  men@oned  are  the  property  of  their  respec@ve  owners.  

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