Mobile App Launch
Strategies
Chris Akhavan
SVP, Global Partnerships

Agenda
• Tapjoy Introduction
• Pre-launch prep
• Initial bucket testing
• Full promotion
• Sustained user acquisition

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

Tapjoy’s Platform: Discovery’s Virtuous Circle
1
Advertisers
Consumers
Developers

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.

Tapjoy by the Numbers
5,300+
Active Apps
1.3 MM
Daily Ad
Engagements
339 MM
Monthly Reach

A Few of Our Developer Partners

A Few of Our Brand Advertisers

Pre-launch

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

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

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

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

App icons