> Launching On
Overview of Successful Launching
Who We Are
We engage in highest ROI activities:
– App Store Optimization (ASO)
– ROI-driven Paid User Acquisition
– Viral ...
Our Clients
win.com roadhouseinteractive.com playgem.co atgames.eu
playkot.com
pixowl.com nekki.com aeriagames.com
Agenda
• Free vs Paid
• Making Free To Play Work
– KPIs and ARM Model
– KPI benchmarks
• Paid Acquisition Tips
• Free Acqu...
Paid vs. F2P Potential
5
Paid App Free App
Size of Audience Limited Huge
Ease of Monetization Simple Challenging
Paid User...
$0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00
Units
Price
Price Elasticity of Demand in Console Gam...
The Business Model
App As A Service (AAAS) – as opposed to a fixed product
• App as an evolving product
• Connected to the...
What KPIs Drive Profitability (ARM)
Retention
• D/W/M retention
• Average User Lifetime
• Stickiness (DAU/MAU)
Monetizatio...
When KPIs Get Optimized
Beta Launch Wide Launch
Retention
• 2nd Day
• 7th Day
• 30th Day (maybe)
Question to Answer
• Is t...
Why Analytics is So Crucial
You can’t make money if you don’t know what to optimize
KPI Benchmarks: iOS and Android
While
Most apps monetize slightly better on iOS.
However, higher organic rate and lower co...
Paid Acquisition
The Eco-system is difficult to navigate
Where do I start?...
Ad
Network
Agency?
DSP?
RTB?
CPM?
CPC?
Displ...
Paid Acquisition Tips
These Simple Rules Will Keep You Out Of Trouble:
1. DO NOT buy incentivized traffic. Google algorith...
$-
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
1 2 3 4 5 6 7 8 9 10 11 12
YourGameProfitCompou...
App Store Optimization (ASO)
App Store Discovery accounts for >60% for an average app!
Better Visibility in app store sear...
App Store Rank Algorithms
http://gamechangersf.com
Parameters in App Store
Rank Algorithms
1
Ap p St o r e
De v e l o p e ...
Phil Shpilberg
President
phil@gamechangersf.com
415.572.9223
Anya Shapina
CEO
anya@gamechangersf.com
415.608.6323
Question...
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Successfully Launching an Android App in Google Play

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Google offers developers the simplest path to publishing an app and access to hundreds of millions of handsets around the world. While Google Play is easy to access, there are many important things to consider when publishing an app, Everything from choosing the right analytics to deciding which strategy to use to monetize is a crucial factor in the equation that determines the financial success of any App. GameChangerSF's Phil Shpilberg and Anya Shapina discussed the strategies available to maximize revenues on Google Play at the Bay Area Android Fest at Intel Santa Clara on April 12, 2014.

The video of the presentation is available on the last slide and here: http://youtu.be/gYgsVRT4jvE

Published in: Technology, News & Politics

Successfully Launching an Android App in Google Play

  1. 1. > Launching On Overview of Successful Launching
  2. 2. Who We Are We engage in highest ROI activities: – App Store Optimization (ASO) – ROI-driven Paid User Acquisition – Viral User Acquisition We make games more F2P games more profitable We develop the right Marketing Strategy and help implement the right Tools for success
  3. 3. Our Clients win.com roadhouseinteractive.com playgem.co atgames.eu playkot.com pixowl.com nekki.com aeriagames.com
  4. 4. Agenda • Free vs Paid • Making Free To Play Work – KPIs and ARM Model – KPI benchmarks • Paid Acquisition Tips • Free Acquisition Channels – Viral Channels – ASO
  5. 5. Paid vs. F2P Potential 5 Paid App Free App Size of Audience Limited Huge Ease of Monetization Simple Challenging Paid User Acquisition Virtually Impossible Scalable (based on LTV) Product Lifecycle Front Loaded Long Tail Download Velocity Limited High Organic Growth Potential Limited High
  6. 6. $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00 Units Price Price Elasticity of Demand in Console Games Why is Free the Best Price (for Games)? Price Elasticity of Demand: Revenge of the Econ Nerds! Everyone can pay what they want. No players lost due to price A hideous oversimplification – best selling games Free 2 Billion (Angry Birds) Paid Mobile Tetris 100 million Paid Console Super Mario Bros 1985 43 Million Paid Console GTA V 2013 32.5 Million Free Candy Crush 500 Million
  7. 7. The Business Model App As A Service (AAAS) – as opposed to a fixed product • App as an evolving product • Connected to the user • Recurring revenue • Data driven features • Community driven and tested F2P Business Model
  8. 8. What KPIs Drive Profitability (ARM) Retention • D/W/M retention • Average User Lifetime • Stickiness (DAU/MAU) Monetization • LTV • Revenue • Conversions • ARPDAU Acquisition • CPI (Paid Acquisition) • Organic/Viral Acquisition • eCPI ($Marketing/Installs) Making Money with Free Apps: Acquire the right players, Retain them and Monetize them
  9. 9. When KPIs Get Optimized Beta Launch Wide Launch Retention • 2nd Day • 7th Day • 30th Day (maybe) Question to Answer • Is this game viable? Is it fun? Monetization • % Converting • DARPPU Retention • 30 Day Acquisition • CPI • Virality/Organic Question to Answer • Does the game monetize? Acquisition • CPI • Virality/Organic Monetization • % Converting • DARPPU Question to Answer • Does the game scale profitably? LAUNCH IT! It doesn’t have to be perfect Retention Retention Monetization Acquisition Acquisition Monetization Scaling Make Money
  10. 10. Why Analytics is So Crucial You can’t make money if you don’t know what to optimize
  11. 11. KPI Benchmarks: iOS and Android While Most apps monetize slightly better on iOS. However, higher organic rate and lower cost of acquisition allows for better profitability on Android
  12. 12. Paid Acquisition The Eco-system is difficult to navigate Where do I start?... Ad Network Agency? DSP? RTB? CPM? CPC? Display? Video? RichMedia
  13. 13. Paid Acquisition Tips These Simple Rules Will Keep You Out Of Trouble: 1. DO NOT buy incentivized traffic. Google algorithm will punish you. 2. DO use install tracking solution (Mobile App Tracking, AdX and etc.) 3. DO acquire from high quality sources like Facebook, Ad Colony and etc. 4. DO produce killer video creative. Video ads work. 5. DO NOT buy installs at eCPI higher than your LTV – unless there is a solid business reason
  14. 14. $- $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 $800,000 1 2 3 4 5 6 7 8 9 10 11 12 YourGameProfitCompounding Your Success with Viral Growth App Store Optimization and friend-to-friend viral marketing lead to success Total Users Total Profit Cost Per User
  15. 15. App Store Optimization (ASO) App Store Discovery accounts for >60% for an average app! Better Visibility in app store searches Higher rank compared to competitors Higher rank for specific keywords App Discovery How users discover new apps
  16. 16. App Store Rank Algorithms http://gamechangersf.com Parameters in App Store Rank Algorithms 1 Ap p St o r e De v e l o p e r Na me x x Ap p Tit l e x x Me t a Ke y wo r d s x Ap p De s c r ip t io n x Re v ie ws Number and quality Number, quality and content Do wn l o a d Ve l o c it y x x Un in s t a l l Ra t e x x So c ia l Fa c t o r s Facebook, Twitter Google+ L in ks t o Ap p Pa g e Traditional SEO style pagerank
  17. 17. Phil Shpilberg President phil@gamechangersf.com 415.572.9223 Anya Shapina CEO anya@gamechangersf.com 415.608.6323 Questions?

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