How to launch an App on the Appstore

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A presentation about launching an iPhone application on the appstore.

Market data analysis are included as well as tips for better ranking.

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  • Besoins en informations : Zoom sur la plateforme et comparatif : http://blog.flurry.com/bid/31566/Apple-iPhone-and-iPod-touch-Capture-U-S-Video-Game-Market-Share Nombre de joueurs sur iOS : http://www.afjv.com/press1009/100913_apple_vs_nintendo.php Budget moyen par utilisateur et potentiel total du marché
  • Besoins en informations : Profiles : http://www.journaldunet.com/ebusiness/telecoms-fai/possesseurs-iphone/ http://www.journaldunet.com/ebusiness/internet-mobile/consommation-applications-mobile/ Quel joueur sur smartphone : http://www.afjv.com/press1003/100323_etude_multimedia_mobiles.php Budget : http://www.gamesindustry.biz/articles/2010-10-15-virtual-goods-now-earn-more-than-ads-on-iphone
  • Native game VS classic IP derivatedgame Type de jeu (categorie) combien de catégories représentées Disparité dans les prix ? Homogénéité ous avons ici affaire à un public de joueurs qui se distingue quelque peu de celui des consoles portables, avec des joueurs plus adultes, friands de jeux d ’ arcade classiques « gold », de jeux de société, ou encore de « serious games ».
  • Besoins en informations : Mobile gambling : http://www.mobilecommercedaily.com/mobile-gambling-to-exceed-48b-by-2015/
  • 334,199 apps approved, 55,508 inactive aps, and 278,691 active apps. AppShopper says there are 335,257 approved apps, 55,282 inactive apps and 279,975 active apps
  • http://www.journaldunet.com/ebusiness/internet-mobile/applications-app-store-france/
  • How to launch an App on the Appstore

    1. 1. Best Practices & Recommendations. On how to market iPhone gaming applications
    2. 2. 1. Overview of the App Store
    3. 3. ☐ Key figures on the mobile game market Source : IDATE, June2010 – data are in million of euros. International Gamers Survey 2010 | www.newzoo.com | Septembre 2010 In the U.S, 18M users play on iPhone/ iPod/ iPad, they are more than 20M in europe. 53% (DS/Dsi) , 59% (PSP) of the gamers that buy paid games show an average monthly revenue higher than 10USD . To be compared with the 38% on iPhone and iPod Touch or the 72% on the iPad , 10 8 3 1 45 46 72 48 € 2010 2011 2012 2013 2014 Mobile games 5930.1 7449.1 8801.1 9992.5 11040.1 Offline Computer games 2766.7 2643.7 2446.4 2177.3 1835.8 Online Computer games 7329.0 8801.4 10715.2 12269.1 13638.2 Home console games 16506.7 15386.3 15172.6 17263.8 18848.1 Handheld console games 5431.9 5994.4 6447.9 6777.1 6953.9 Total 37 946,5 40 274,9 43 583,2 48 479.8 52 316,0 Growth rate 8,4% 6,1% 8,2% 11,2% 7,9%
    4. 4. ☐ Profile of iPhone users and game app buyers (FR) Share per age rang – iPhone V.S. other mobile brands Share per localisation – iPhone V.S. other mobile brands Share per gender – iPhone V.S. other mobile brands Almost two thirds of the iPhone users are male. Half of the iPhone users have between 25 and 60 years old  The typical user of the iPhone is older than the typical gamer. The iPhone platform is more mainstream than others. The iPhone owner is urban (almost on third of the iPhone users live in Paris or in the suburds). 10 8 3 1 45 46 72 48 €
    5. 5. ☐ Profile of iPhone users and game app buyers We can notice that the TOP 10 is quite similar in NCSA or in EMEA. The iPhone app purchasers seem to be more attracted by board games , « gold version » of arcade games or serious games . We also notice that there is as much  native apps as apps derivated from famous IP . Low budget game packs 10 8 3 1 45 46 72 48 €
    6. 6. ☐ Profile of iPhone users and game app buyers Au cours des 30 derniers jours, 43 % des utilisateurs d'iPhone interrogés (42 % des possesseurs d'un terminal Windows Mobile) ont affirmé avoir acheté une application payante après en avoir testé la version "lite" La place de marché d'applications d'un système d'exploitation mobile est le moyen le plus utilisé (par 43 % des utilisateurs de smartphones) pour découvrir de nouveaux programmes, devant la recommandation d'application par des proches (37 %) For the month of September, the average monthly revenue per user in its surveyed Apps was $9 from virtual goods sales . We noticed that the attachement rate on the games in our portfolio that have a « lite version  » is 46.7%. The keywords and more globally understanding how work the search engine of the Appstore is a KSF. 10 8 3 1 45 46 72 48 €
    7. 7. Apple App Store* Description App Store is the unique market place to get iPhone, iPod Touch and iPad applications Launch date July 2008 whatever (111) 222-3333 About the apps About 300 000 applications, 71% are paid apps with an average listed price of $4.3 * Gigacom&Flurry datas Payment modes Credit cards, iTunes gift cards, iTunes Store credits or PayPal Publishers Around 35000 publishers who wait an average of 4.78 days for their app approval Main competitors Android Market, Blackberry App World, Ovi Store, Windows Market Place, Palm App Catalog iOS Market share 19,2% in Europe and 23,8% in NCSA (09/2010) – about 60 million users WW (5M in France) Interfaces Reachable from a computer, an iPhone, an iPod, an iPad
    8. 8. ☐ Deep analysis of the french App Store Game Section * * Datas from a User Adgents study ran in March 010 ’ The average price of an app is 1,35 €. 25% of the applications are games. 37% of the 20 000 games app are free apps V.S. an average of 51% for the other app sections. Search 5,99 4,99€ 3,99€ 2,99€ 2,39€ 1,59€ 0,79€
    9. 9. A « free » way to get more sales is to release severalupdated versions + Asidefromthose section, Apple makesselection « boardgames » or « control the world » « New and noteworthy » Apple review apps on its FB pages: 653,575 fans WW and 86,391 in FR « Made for iOS4 » HD games Paid apps. Rankings follow a logarithm focused on the last 4 days of sales Equivalent to « staff favorite » « What ’ s hot» : combination of newly released and well rated apps. « cash cow apps »
    10. 10. <ul><li>A great natural traffic : 58 millions of iOS users [Several devices  1 iOS  1 Market Place] </li></ul><ul><li>An international AppStore with local stores (the purchase is filtered with your credit card details) t hat allow local /differentiated marketing (assets, price,…) </li></ul><ul><li>A strict price point policy with a minimum and a maximum (in-app purchases) </li></ul><ul><li>A strict content/editorial policy : no adult content, no splash screens inside the app,… </li></ul><ul><li>An innovation (hardware or softwares) every 12 months : iOS4, Game Center, Retina Screen,… </li></ul><ul><li>No opportunity for organized in-store advertising (aside from the banners) but lots a « free » ways to get </li></ul><ul><li>natural exposure (specialized blogs, app updates, promocodes, optimized keywords,…) </li></ul><ul><li>A « king of the hill » strategy/ algorythm: with more than 300 000 app listed and despite the long tail effect, the top 10 and the « new and noteworthy » sections made half of the sales. </li></ul><ul><li>Use the virtuous circle of the rankings : a visible app is an app bought & an app bought is a visible app </li></ul><ul><li>The iPhone is a more mainstream platform than the other console, the marketing should be </li></ul><ul><li>impacted (PR, assets, finition of the game,…) </li></ul>
    11. 11. 1I. Offer Analysis & Editors Best Practices
    12. 12. A button on the menu « more games » A « mailto » link in order to getpromotionnal updates or let a review on the app Gameloft includes in its apps a menu divided in 5 sections, « Best sellers », « recommendations », « new »,« catalogue » and « comments ».
    13. 13. You can buy the next episode of the game or see the trailer. A pop up screen at the end of the app offers you to rate the app.
    14. 14. The keyword HD is also used in the app title Description : We noticed that the field is usually filled with reviews from well-established websites Master all classics e.g. could be presented as « game pack »
    15. 15. <ul><li>Assets : icons and description field </li></ul><ul><li>In app purchase +in app catalogue + cross selling </li></ul><ul><li>Localized screenshots with story telling or features </li></ul><ul><li>A customer friendly app : weight (20Mo), saving feature, adapted play time sessions, auto set up (cf. Dark Nebula game app) </li></ul><ul><li>Follow up on games and reviews tracking (bug fixing) </li></ul><ul><li>Big sellers Lite version are also Big sellers in the Paid section </li></ul><ul><li>Keywords : adopt a SEO strategy </li></ul><ul><li>Do HD/Retina screen adapted games and show it </li></ul><ul><li>Do packaged application with free mp3 from the soundtrack of the PC game e.g. </li></ul>
    16. 16. Vous avez aimé ? ;-) L’article complet se trouve sur mon blog Carnet d’une aventurière du WEB

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