1. Strategies
to
Test
and
Launch
Your
Mobile
Game
Speaker:
Eric
Garcia
Client
Account
Director
-­‐
EMEA
Fiksu

2. Agenda
Why Soft Launch?
What do you want to learn?
How do you execute?
How do you react?
What do you do afterwards?

3. Why
SoC-­‐Launch?
“The
victorious
win
first
and
then
go
to
war,
the
defeated
go
to
war
and
then
seek
to
win.”
-­‐Sun
Tzu,
The
Art
of
War

4. Three
Kinds
of
Improvements
§ Quality
Assurance
§ User
Experience
§ User
AcquisiRon

5. Quality
Assurance
Requirements:
§ Small
group
of
thorough
testers
§ AVenRon
to
detail
and
user
use
case
SoluRons:
§ Dedicated
QA
Team
and/or
§ Test
flight
or
a
similar
service

6. User
Experience
Requirements:
§ StaRsRcally
significant
sample
of
actual
users
§ Thorough
event
tagging
for
analyRcs
§ User
feedback
loop
SoluRons:
§ SoC
launch
for
test
users
§ In-­‐house
or
off
the
shelf
analyRcs
package
§ In-­‐house
of
third
party
feedback
reporRng
mechanism.
(Other
than
AppStore
reviews!)

7. User
AcquisiRon
Requirements:
§ Granular
tracking
capabiliRes
§ OperaRonal
resources
–
creaRve
creaRon,
data
analysis,
biz
dev,
campaign
deployment,
opRmizaRon
SoluRons:
§ In-­‐house
or
off
the
shelf
tracking
partner
–
Fiksu,
HasOffers,
Ad-­‐X…etc
§ In-­‐house
end
to
end
user
acquisiRon
team
or
opRmizaRon
partner

8. How
do
you
test
without
sacrificing
a
big
opening?

9. Canada
New
Zealand
Australia

10. Preparing
for
a
SoC
Launch
• What
do
you
want
to
learn?

11. What
do
you
want
to
measure?
• User
Experience
• User
RetenRon
• MoneRzaRon
• Virality

12. Building
the
UX
from
the
Fundamentals

13. SoC
Launch:
Tracking
• Accurate
detailed
data
is
criRcal
• Choose
the
right
technology
• Understand
the
difference
between
UX
and
UA
technologies

14. SoC
Launch:
One
Last
Thing…
GET
THE
DETAILS
RIGHT!

15. Time
to
Start
MarkeRng
Your
App

16. SoC
Launch:
App
Store
Presence

17. SoC
Launch:
General
Scope
• Timing:
2-­‐4
weeks
depending
on
user
base.
• MarkeRng
Spend:
$5-­‐20k

18. What’s
Next?
• Analyze,
Improve,
Update

19. Launching
Your
Game
• PR
• Press
Release
• RaRngs
and
Reviews

20. Overview
of
Strategies

21. Burst
Campaign
70k
downloads per
day to reach
top 5 in games

22. Burst
&
Sustain
• Avoid
“fleeRng
rank”
• Show
that
your
game
has
staying
power

23. Long
Term
SoluRon:
MulR-­‐Channel
OpRmizaRon

24. The Grand Targeting Sandbox

25. Key
Takeaways
• Decide
what
you
what
to
learn
• Acquire
a
small
group
of
users
in
a
specific
country
• Analyze
their
behavior
• Update
your
app
• Test
all
promoRonal
channels
• Rinse,
Repeat

26. Yeah,
We’ve
Got
Something
for
That,
Too
Fiksu
SoC
Launch
Test
Market
Your
Mobile
App
to
Ensure
It’s
Ready
to
Launch

27. Fiksu
SoC
Launch:
What
You
Get
1. Media
buys
against
four
different
mobile
ad
channels
in
a
chosen
testbed
country
–
creaRves
included
2. OpRmized
buying
over
two
weeks
3. Minimum
6K
downloads
(but
expect
more)
4. Final
report
detailing
performance,
recommendaRons
for
full
launch
tacRcs,
and
advice
on
next
steps

28. Fiksu
Benchmark
The
fastest
way
to
understand
how
your
app
performs
in
the
market

29. Fiksu
Benchmark:
What
You
Get
1. $20K
in
media
buys
against
four
different
mobile
ad
channels
–
creaRves
included
2. OpRmized
buying
over
three
weeks
3. Minimum
10K
downloads
(but
expect
more)
4. Final
Benchmark
Report
detailing
campaign
performance,
benchmarking
slides,
and
advice
on
next
steps

30. Thank
You!
Learn
more:
www.fiksu.com/ebooks
Want
to
talk?
eric@fiksu.com
www.fiksu.com
@fiksu