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Tivola Games GmbH
App Marketing für Mobile Publisher
Sven Jürgens
Marketing Lead
Tivola Games GmbH
Tivola Games GmbH
Agenda
• Intro
• Acquisition & Growth
• Retention & Engagement
• Monetization
• Summary
Tivola Games GmbH
Introduction
Tivola Games GmbH
About Tivola
• Publisher and Developer of Mobile Games in Hamburg
• Founded in 1995 in Berlin
• Published +100 games for PC, Nintendo and Mobile
• Over 130 Mio. Downloads on Google, Apple and Amazon
• Leading publisher for animal simulation games
• 70% female players
Tivola Games GmbH
About me
• 2019 – present
• Marketing Lead @ Tivola Games GmbH
• 2017 – 2019
• Senior UA Manager & User Acquisition Lead @ AppLike GmbH
• 2015 – 2017
• Marketing Manager @ LITE Games GmbH
• 2012 – 2015
• Master of Arts, Kassel University
• Thesis: Gamification in HR
• 2008 – 2012
• Bachelor of Science, Pforzheim University of Applied Sciences
• Thesis: In Game Advertising
Sven Jürgens
Tivola Games GmbH
Games Marketing: Then and now
Own representations
http://de.slideshare.net/bizpunk/gdc-2012-the-rise-of-freetoplay-core-gaming
Sales
Marketing
Then
Development
Tivola Games GmbH
Games Marketing: Then and now
Sales
Marketing
Early Access & Sales
Development
Analytics & Marketing
Then
Now
Development
Own representations
http://de.slideshare.net/bizpunk/gdc-2012-the-rise-of-freetoplay-core-gaming
Games
as a
Service
Tivola Games GmbH
App Market Stats
https://www.appbrain.com/stats
https://42matters.com/google-play-statistics-and-trends
https://www.theverge.com/2019/5/7/18528297/google-io-2019-android-devices-play-store-total-number-statistic-keynote
https://www.theverge.com/2021/1/27/22253162/iphone-users-total-number-billion-apple-tim-cook-q1-2021
Google Play Store Apple App Store
OS Android iOS
# of Apps +3.5m +1.8m
# Submissions monthly +100k +30k
% Games +12% +14%
% Free +96% +92%
# Active Devices (World) +1.65bn +2.5bn
Tivola Games GmbH
App Market Stats
https://www.appbrain.com/stats
https://42matters.com/google-play-statistics-and-trends
https://www.theverge.com/2019/5/7/18528297/google-io-2019-android-devices-play-store-total-number-statistic-keynote
https://www.theverge.com/2021/1/27/22253162/iphone-users-total-number-billion-apple-tim-cook-q1-2021
Google Play Store Apple App Store
OS Android iOS
# of Apps +3.5m +1.8m
# Submissions monthly +100k +30k
% Games +12% +14%
% Free +96% +92%
# Active Devices (World) +1.65bn +2.5bn
High
Competition!
Tivola Games GmbH
Why is App Marketing important?
• 50 % of all app have less than 3 ratings
• Apps lose 80% of its users after a 3 days
• Worldwide app revenues are at +400bn $
• While 55% of all publishers earn less than 1k $ per month
https://www.appbrain.com/stats
https://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/
https://andrewchen.com/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
https://sensortower.com/blog/top-one-percent-downloads
https://omr.com/en/playrix-hidden-gaming-champion/
Tivola Games GmbH
• 50 % of all app have less than 3 ratings
• Apps lose 80% of its users after a 3 days
• Worldwide app revenues are at +400bn $
• While 55% of all publishers earn less than 1k $ per month
Why is App Marketing important?
https://www.appbrain.com/stats
https://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/
https://andrewchen.com/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
https://sensortower.com/blog/top-one-percent-downloads
https://omr.com/en/playrix-hidden-gaming-champion/
The Winner
takes it all!
Tivola Games GmbH
What to do about it?
• Every mobile publisher needs to have a dedicated Marketing Strategy
• “Fire and Forget” will not work
• You will need a plan to:
• Acquire users
• retain them
• and monetize them
• ARM Framework will help to answer these questions
http://www.adweek.com/socialtimes/files/2012/01/ARM_model.jpg
Tivola Games GmbH
Acquisition & Growth
Tivola Games GmbH
Acquisition & Growth
• Questions to answer
• How does a user find your app?
• How to target a user?
• Paid vs. Organic traffic?
• Different traffic channels?
?
?
?
?
Tivola Games GmbH
App Discovery
App
Store
Page
Paid Media:
Ads, PPC etc.
Owned Media:
Website, Blog,
Email etc.
Earned Media:
Social, WOM,
Reviews etc.
Organic Traffic:
Browse, Search
User
SERPs
App Store / Play Store
Install
No
Install
App Usage
A-User
(High
Retention)
B-User
(Average
Retention)
C-User
(Low
Retention)
Own representation
Tivola Games GmbH
Paid Media
• There are plenty of ways to buy paid traffic
• We need to know a few things before we can start:
• User Lifetime Value
• Cost per Install
• Targeting (Country, Demographics, Interests, etc)
• Tracking/Analytics
• Budget
Tivola Games GmbH
Paid Media
• Golden Formula: LTV > CPI
• Both KPIs heavily depend on:
• Game Genre
• User base
• Location
• Monetization
• etc.
LTV: Lifetime Value
CPI: Cost per Install
Time
$
Tivola Games GmbH
Paid Media
• Facebook allows the best targeting options
• Audience should be big enough
Targeting 3
Targeting 2
Your audience
Targeting 1
Tivola Games GmbH
Earned Media
• Everything related to: Social Media, WOM, Reviews, Press
Tivola Games GmbH
Earned Media
• How to talk to the press?
• Think about what they want
• What are the most clicked articles of this website?
• Research: What is a relevant piece of information for them?
• Examples:
• a tech blog will probably write about your technical hurdles
• the local startup magazine will tell the story behind the funding process
Press: More readers
You: Free Promo
Relevant infos for
both
Tivola Games GmbH
Organic Traffic
• Browse Traffic vs. Search Traffic
• Roughly a 50:50 split
Organic Traffic
ca. 50% Store
Browsing
ca. 50% Active
Search
Top Charts:
Free, Paid,
Grossing
“You may also
like”
Exact Match:
“Pet World”
Broad Match:
“Animal Game”
SERPs
App Page
Tivola Games GmbH
Organic Traffic
• Browse Traffic depends on:
• the app chart rankings
• revenue & downloads
• the “you may also like” recommendation engine
• machine learning models
Tivola Games GmbH
Organic Traffic
• Search Traffic depends on:
• Search volume
• Keyword difficulty
• Keyword relevance
• Ranking position for that keyword
• High search volume = High competition
Tivola is ranking on
#2 for “animal game”
Tivola Games GmbH
Organic Traffic
• Start with Long-Tail-Keywords with low competition
• Try to rank for many keyword combinations
# of ranked
Apps
High
Competition
Low
Competition
Search
Volume
Long Tail
Keywords
Short Tail
Keywords
Tivola Games GmbH
Retention & Engagement
Tivola Games GmbH
Retention
• Acquiring users is just the first step
• We have to keep them and make them use the product
• The biggest drop in user retention happens in the first 24h
Day 1 retention rate across
the app industry is at
around 30%
Tivola Games GmbH
“You have only 30 seconds to hook your users and less than 5 minutes to teach them!”
• How to keep your users in the app?
• The best thing to do: Optimize the first-time-user-experience
Retention - Funnel Drop Offs
100% first_app_open
90% onboarding_step_1
80% onboarding_step_2
20% onboarding_step_3
10% onboarding_complete
# of Users
Fix the unexpected
drop-offs
Tivola Games GmbH
Engagement
• After successfully increasing retention rate, we can focus on engagement
• How much time does a user spend in your app per day?
https://benchmarks.plus/
Huge differences
between genres
Tivola Games GmbH
Engagement
• A user will spend time in your app when they see a value doing so
• Example: No one will use a weather app more than 2 minutes a day (why should they?)
• What do they get out of it?
• Questions to ask yourself:
• is there enough content to interact with? (when there are only 2 levels to play, the user will stop)
• Did you target the right audience? (different users might love/hate your product for the same
reason)
• are you solving a specific need? (someone uses your product because of a certain problem.
This can be boredom, lack of knowledge, loneliness, etc…)
• Maybe you have created a product that nobody needs… ;)
https://www.wired.com/2014/04/perfect-terrible-redesigns/
Tivola Games GmbH
Monetization
Tivola Games GmbH
Monetization
• Finally we want to make money with our app
• There are a lot of different ways to do so:
• Ads
• In-App-Purchases
• Paid Games
• Subscriptions
• In today's App Stores:
• < 10% are paid apps
• 70% - 80% use ads
• 10% - 20% use IAPs/subscriptions
https://blog.soomla.com/2019/01/app-monetization-android-vs-ios.html
https://42matters.com/stats
Mostly free and ads based
Tivola Games GmbH
Monetization - Overview
• What is the best monetization method?
• It depends...
Pro Con
Paid -Easy to calculate revenues
-Popular among some verticals
(e.g. Education)
-Old school model
-Willingness to buy decreases
Ads -Easy to setup and integrate -Low CPMs
IAP -Can boost revenues/user -Needs balancing and
in-game-economy
Subscription -Kinda stable recurring
revenues
-You have to solve a specific
need on a monthly basis
Tivola Games GmbH
Monetization - Paid Apps
• The industry is shifting towards free apps
• Maybe a comeback with privacy-by-design?
• Success with paid apps depends on:
• your brand awareness
• the target audience
• In short: Do they know you and want to buy your app?
https://www.smaato.com/app-monetization-guide/
Tivola Games GmbH
Monetization - Ads
• There are a lot of different ad formats and use-cases
• Focus on the biggest networks with the right audience for your app
• Use a mediation service to get the highest CPMs
https://pixelfield.co.uk/blog/make-money-with-your-app-9-popular-mobile-app-monetization-strategies/
Tivola Games GmbH
Monetization - IAP
• In-app-purchase revenues account for roughly 30% of worldwide app revenues
• High effort for in-game economy balancing (Inflation vs. Deflation)
https://sensortower.com/blog/app-revenue-and-downloads-2020
Tivola Games GmbH
Monetization - IAP
• Finding the right price-point is tricky
• Purchasing power parity is different for every country
https://www.priceintelligently.com/blog/willingness-to-pay
Tivola Games GmbH
Monetization - Subscription
• Only 2% of games are using subscription mechanic
• High potential but also hard to convince users
• Recurring revenues → Auto Renewable subscriptions
https://dribbble.com/shots/11281433-Subscription-Screen
Tivola Games GmbH
Summary
Tivola Games GmbH
Summary I
• Publishing an app needs a dedicated Marketing Strategy
• Fire & Forget will not work
• ARM Framework can help to identify the important tasks
• Mobile Marketing generates a lot of data → learn to analyse it
• Do not compete with the big guys
• You will lose ;)
Tivola Games GmbH
Summary II
• Acquisition
• Paid
• Organic
• Earned
• Owned
• Retention
• “Retention always trump’s monetization” - SuperCell
• Increasing retention rate is important
• How to optimize daily usage?
• Monetization
• Paid
• Ads
• IAP
• Subscriptions
Tivola Games GmbH
Thanks a lot!
Keep in touch:
sven@tivola.de
linkedin.com/in/svenjuergens/
slideshare.net/Sven_Juergens/

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App Marketing für Mobile Publisher - Vortrag KMM Hamburg 2021 - Sven Juergens

  • 1. Tivola Games GmbH App Marketing für Mobile Publisher Sven Jürgens Marketing Lead Tivola Games GmbH
  • 2. Tivola Games GmbH Agenda • Intro • Acquisition & Growth • Retention & Engagement • Monetization • Summary
  • 4. Tivola Games GmbH About Tivola • Publisher and Developer of Mobile Games in Hamburg • Founded in 1995 in Berlin • Published +100 games for PC, Nintendo and Mobile • Over 130 Mio. Downloads on Google, Apple and Amazon • Leading publisher for animal simulation games • 70% female players
  • 5. Tivola Games GmbH About me • 2019 – present • Marketing Lead @ Tivola Games GmbH • 2017 – 2019 • Senior UA Manager & User Acquisition Lead @ AppLike GmbH • 2015 – 2017 • Marketing Manager @ LITE Games GmbH • 2012 – 2015 • Master of Arts, Kassel University • Thesis: Gamification in HR • 2008 – 2012 • Bachelor of Science, Pforzheim University of Applied Sciences • Thesis: In Game Advertising Sven Jürgens
  • 6. Tivola Games GmbH Games Marketing: Then and now Own representations http://de.slideshare.net/bizpunk/gdc-2012-the-rise-of-freetoplay-core-gaming Sales Marketing Then Development
  • 7. Tivola Games GmbH Games Marketing: Then and now Sales Marketing Early Access & Sales Development Analytics & Marketing Then Now Development Own representations http://de.slideshare.net/bizpunk/gdc-2012-the-rise-of-freetoplay-core-gaming Games as a Service
  • 8. Tivola Games GmbH App Market Stats https://www.appbrain.com/stats https://42matters.com/google-play-statistics-and-trends https://www.theverge.com/2019/5/7/18528297/google-io-2019-android-devices-play-store-total-number-statistic-keynote https://www.theverge.com/2021/1/27/22253162/iphone-users-total-number-billion-apple-tim-cook-q1-2021 Google Play Store Apple App Store OS Android iOS # of Apps +3.5m +1.8m # Submissions monthly +100k +30k % Games +12% +14% % Free +96% +92% # Active Devices (World) +1.65bn +2.5bn
  • 9. Tivola Games GmbH App Market Stats https://www.appbrain.com/stats https://42matters.com/google-play-statistics-and-trends https://www.theverge.com/2019/5/7/18528297/google-io-2019-android-devices-play-store-total-number-statistic-keynote https://www.theverge.com/2021/1/27/22253162/iphone-users-total-number-billion-apple-tim-cook-q1-2021 Google Play Store Apple App Store OS Android iOS # of Apps +3.5m +1.8m # Submissions monthly +100k +30k % Games +12% +14% % Free +96% +92% # Active Devices (World) +1.65bn +2.5bn High Competition!
  • 10. Tivola Games GmbH Why is App Marketing important? • 50 % of all app have less than 3 ratings • Apps lose 80% of its users after a 3 days • Worldwide app revenues are at +400bn $ • While 55% of all publishers earn less than 1k $ per month https://www.appbrain.com/stats https://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/ https://andrewchen.com/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/ https://sensortower.com/blog/top-one-percent-downloads https://omr.com/en/playrix-hidden-gaming-champion/
  • 11. Tivola Games GmbH • 50 % of all app have less than 3 ratings • Apps lose 80% of its users after a 3 days • Worldwide app revenues are at +400bn $ • While 55% of all publishers earn less than 1k $ per month Why is App Marketing important? https://www.appbrain.com/stats https://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/ https://andrewchen.com/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/ https://sensortower.com/blog/top-one-percent-downloads https://omr.com/en/playrix-hidden-gaming-champion/ The Winner takes it all!
  • 12. Tivola Games GmbH What to do about it? • Every mobile publisher needs to have a dedicated Marketing Strategy • “Fire and Forget” will not work • You will need a plan to: • Acquire users • retain them • and monetize them • ARM Framework will help to answer these questions http://www.adweek.com/socialtimes/files/2012/01/ARM_model.jpg
  • 14. Tivola Games GmbH Acquisition & Growth • Questions to answer • How does a user find your app? • How to target a user? • Paid vs. Organic traffic? • Different traffic channels? ? ? ? ?
  • 15. Tivola Games GmbH App Discovery App Store Page Paid Media: Ads, PPC etc. Owned Media: Website, Blog, Email etc. Earned Media: Social, WOM, Reviews etc. Organic Traffic: Browse, Search User SERPs App Store / Play Store Install No Install App Usage A-User (High Retention) B-User (Average Retention) C-User (Low Retention) Own representation
  • 16. Tivola Games GmbH Paid Media • There are plenty of ways to buy paid traffic • We need to know a few things before we can start: • User Lifetime Value • Cost per Install • Targeting (Country, Demographics, Interests, etc) • Tracking/Analytics • Budget
  • 17. Tivola Games GmbH Paid Media • Golden Formula: LTV > CPI • Both KPIs heavily depend on: • Game Genre • User base • Location • Monetization • etc. LTV: Lifetime Value CPI: Cost per Install Time $
  • 18. Tivola Games GmbH Paid Media • Facebook allows the best targeting options • Audience should be big enough Targeting 3 Targeting 2 Your audience Targeting 1
  • 19. Tivola Games GmbH Earned Media • Everything related to: Social Media, WOM, Reviews, Press
  • 20. Tivola Games GmbH Earned Media • How to talk to the press? • Think about what they want • What are the most clicked articles of this website? • Research: What is a relevant piece of information for them? • Examples: • a tech blog will probably write about your technical hurdles • the local startup magazine will tell the story behind the funding process Press: More readers You: Free Promo Relevant infos for both
  • 21. Tivola Games GmbH Organic Traffic • Browse Traffic vs. Search Traffic • Roughly a 50:50 split Organic Traffic ca. 50% Store Browsing ca. 50% Active Search Top Charts: Free, Paid, Grossing “You may also like” Exact Match: “Pet World” Broad Match: “Animal Game” SERPs App Page
  • 22. Tivola Games GmbH Organic Traffic • Browse Traffic depends on: • the app chart rankings • revenue & downloads • the “you may also like” recommendation engine • machine learning models
  • 23. Tivola Games GmbH Organic Traffic • Search Traffic depends on: • Search volume • Keyword difficulty • Keyword relevance • Ranking position for that keyword • High search volume = High competition Tivola is ranking on #2 for “animal game”
  • 24. Tivola Games GmbH Organic Traffic • Start with Long-Tail-Keywords with low competition • Try to rank for many keyword combinations # of ranked Apps High Competition Low Competition Search Volume Long Tail Keywords Short Tail Keywords
  • 26. Tivola Games GmbH Retention • Acquiring users is just the first step • We have to keep them and make them use the product • The biggest drop in user retention happens in the first 24h Day 1 retention rate across the app industry is at around 30%
  • 27. Tivola Games GmbH “You have only 30 seconds to hook your users and less than 5 minutes to teach them!” • How to keep your users in the app? • The best thing to do: Optimize the first-time-user-experience Retention - Funnel Drop Offs 100% first_app_open 90% onboarding_step_1 80% onboarding_step_2 20% onboarding_step_3 10% onboarding_complete # of Users Fix the unexpected drop-offs
  • 28. Tivola Games GmbH Engagement • After successfully increasing retention rate, we can focus on engagement • How much time does a user spend in your app per day? https://benchmarks.plus/ Huge differences between genres
  • 29. Tivola Games GmbH Engagement • A user will spend time in your app when they see a value doing so • Example: No one will use a weather app more than 2 minutes a day (why should they?) • What do they get out of it? • Questions to ask yourself: • is there enough content to interact with? (when there are only 2 levels to play, the user will stop) • Did you target the right audience? (different users might love/hate your product for the same reason) • are you solving a specific need? (someone uses your product because of a certain problem. This can be boredom, lack of knowledge, loneliness, etc…) • Maybe you have created a product that nobody needs… ;) https://www.wired.com/2014/04/perfect-terrible-redesigns/
  • 31. Tivola Games GmbH Monetization • Finally we want to make money with our app • There are a lot of different ways to do so: • Ads • In-App-Purchases • Paid Games • Subscriptions • In today's App Stores: • < 10% are paid apps • 70% - 80% use ads • 10% - 20% use IAPs/subscriptions https://blog.soomla.com/2019/01/app-monetization-android-vs-ios.html https://42matters.com/stats Mostly free and ads based
  • 32. Tivola Games GmbH Monetization - Overview • What is the best monetization method? • It depends... Pro Con Paid -Easy to calculate revenues -Popular among some verticals (e.g. Education) -Old school model -Willingness to buy decreases Ads -Easy to setup and integrate -Low CPMs IAP -Can boost revenues/user -Needs balancing and in-game-economy Subscription -Kinda stable recurring revenues -You have to solve a specific need on a monthly basis
  • 33. Tivola Games GmbH Monetization - Paid Apps • The industry is shifting towards free apps • Maybe a comeback with privacy-by-design? • Success with paid apps depends on: • your brand awareness • the target audience • In short: Do they know you and want to buy your app? https://www.smaato.com/app-monetization-guide/
  • 34. Tivola Games GmbH Monetization - Ads • There are a lot of different ad formats and use-cases • Focus on the biggest networks with the right audience for your app • Use a mediation service to get the highest CPMs https://pixelfield.co.uk/blog/make-money-with-your-app-9-popular-mobile-app-monetization-strategies/
  • 35. Tivola Games GmbH Monetization - IAP • In-app-purchase revenues account for roughly 30% of worldwide app revenues • High effort for in-game economy balancing (Inflation vs. Deflation) https://sensortower.com/blog/app-revenue-and-downloads-2020
  • 36. Tivola Games GmbH Monetization - IAP • Finding the right price-point is tricky • Purchasing power parity is different for every country https://www.priceintelligently.com/blog/willingness-to-pay
  • 37. Tivola Games GmbH Monetization - Subscription • Only 2% of games are using subscription mechanic • High potential but also hard to convince users • Recurring revenues → Auto Renewable subscriptions https://dribbble.com/shots/11281433-Subscription-Screen
  • 39. Tivola Games GmbH Summary I • Publishing an app needs a dedicated Marketing Strategy • Fire & Forget will not work • ARM Framework can help to identify the important tasks • Mobile Marketing generates a lot of data → learn to analyse it • Do not compete with the big guys • You will lose ;)
  • 40. Tivola Games GmbH Summary II • Acquisition • Paid • Organic • Earned • Owned • Retention • “Retention always trump’s monetization” - SuperCell • Increasing retention rate is important • How to optimize daily usage? • Monetization • Paid • Ads • IAP • Subscriptions
  • 41. Tivola Games GmbH Thanks a lot! Keep in touch: sven@tivola.de linkedin.com/in/svenjuergens/ slideshare.net/Sven_Juergens/