1. Glenn Kiladis
VP, New Market & Media Solutions
Games Evangelist
The Vicious Battleground:
The Challenge of Gamer Acquisition
in a Competitive Marketplace

2. Who is Fiksu?

3. Who is Fiksu?
800
CLIENTS
220
PEOPLE
2B+
APP INSTALLS
3.7B+
IMPRESSIONS/DAILY
3
CONTINENTS
1,800
APPSFiksu tightly integrates the app
marketing ecosystem, making it easy
to acquire the gamers you want.

4. Who Do We Work With?
240
GAME CLIENTS
40 OF TOP 50
TOP GROSSING APP PUBLISHERS

5. Agenda
• The Battleground and Why It Matters
• How Do You Break Through?
• Discovery
• Acquisition Optimization
• Learning What Works for You
• Conclusions and Q & A

6. The Battleground
Big Challenges – Huge Opportunities

7. Today’s App Battleground!

8. 2 M apps in Google Play + Apple App Store
Today’s App Discovery Battleground

9. Games Ultra-Competitive vs. Other Categories
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Education
Music
Lifestyle
Games
Top 25
Top 5
70,000
30,000

11. Gaming Revenues Continue to Grow
emarketer.com 10/2013

12. • Cost effective gamer acquisition at scale
Challenges Mount for Games

13. • Cost effective gamer acquisition at scale
• Optimal app store store visibility
Challenges Mount for Games

14. • Cost effective gamer acquisition at scale
• Optimal app store store visibility
• Growing complex ecosystem
Challenges Mount for Games

15. • Cost effective gamer acquisition at scale
• Optimal app store store visibility
• Growing complex ecosystem
• Consumer behavior
Challenges Mount for Games
Average user has
40 apps and
games -- only
regularly
uses 151
22% of all app
downloads only
used once2
1. Harvard Business Review 3/13
2. Localytics 8/13

16. Challenges Mount for Games
• Cost effective gamer acquisition at scale
• Optimal app store store visibility
• Growing complex ecosystem
• Consumer behavior
• Automated UA Optimization

17. Think Beyond the Download
Attribute post-download actions driving your business
App
Launches
Purchases Registrations
Online & Physical
Sales
Media
Sources
Creative
Device
Type
Geography
Tie actions back to marketing sources

18. • 50%
of
all
in-­‐game
revenue
comes
from
0.15%
of
players
• 61%
of
all
in-­‐app
purchases
happen
on
day
one
-- Swrve, Feb 2014

19. “Honestly, I
probably spend
$1,000 on apps a
week.”
-- Shaquille O’Neal

20. Learn What Works for You
Choose Partners Wisely

21. 945+ Mobile Ad-Tech Players & Growing

22. Hundreds in Mobile Gamer Acquisition

23. App Marketing Mix Is Constantly Evolving

24. Arm Yourself
Game Acquisition Strategies

25. Paid Gamer Acquisition
Retargeting
Engagement

26. Same budget -- different impact
Balancing the Value of Different Channels
Non-Incent Incent Difference
Budget $10,000 $10,000 0%
Cost per Download $1.45 $0.35 -76%
Downloads 6,897 28,571 314%
% converting to loyal 25% 10% -60%
Loyal Users 1,724 2,857 66%
Cost per Loyal User $5.80 $3.50 -40%

27. Amplify Organic Discovery Through Marketing
o Spend to promote your game
o Bring in new users in volume
o Move up the rank charts, gaining visibility
o More visibility = more natural discoverability
Organic Lift (Earned Media)
Cost >
Benefit
Optimal
ROI
Insufficient
volume
#1
.
.
.
.
.
.
.
.
.
.
1,000,000
Rank

28. Time: Your Enemy & Your Friend
o Avoid ‘fleeting rank’
• Show gamers that your game has staying power
o Time is key to discovery & credibility
• Not always about being #1
o Don’t just burst
• Burst – Sustain – Optimize

29. Facebook for User
Acquisition

30. Fiksu
Experience
Nearly
15
million
Facebook
Installs
77
Countries
Facebook
Campaigns
Sustain,
Burst,
Loyal
User
Strategies
for
Social
MarkeKng
for
Games

31. Precise
Audiences
&
Insight
Demographic
EducaKon
RelaKonships
Keywords
&
Interests
Countries,
Regions,
CiKes,
Zip,
Radius
Locales,
Gender,
Age
EducaKon
Status,
College
Networks,
College
Majors
Work
Networks,
College
Years
RelaKonship
status
Interested
in
Broad
interests
Keywords
Device
OS
Version,
User
Device
(brand)
Wireless
Carrier
Custom
Audiences
“Lookalikes”
Phone,
Email,
IdenKfiers

32. Direct
Call
to
AcKon
Play
Game
Requires
deep
links
Can
be
combined
with
custom
audience
targeKng
Reengagement

33. Results
–
Facebook
vs.
Other
Sources
(Games)
7x
higher
7x
improvement
Cost
per
purchasing
user
18%
improvement
1.3x
improvement
Purchase
rate
Conversion
rate
Cost
per
click

34. Mobile Ad Tech is
Evolving … Quickly

35. Where is the industry going

36. Why RTB?
$-
$5
$10
$15
$20
$25
Time
Games CPIs After Launch
Casino
Puzzle
Adventure

37. o Programmatically buy & optimize media
o Drive down gamer acquisition cost
o Huge inventory: access 99% of world’s in-app ad impressions
o Fiksu: 150K+ impressions / second
o Performance depends on precise bidding algorithms
o Good data powers those algorithms
Why RTB

38. Retargeting Applications
§ Re-engage lapsed users
E.g. users who were active for > 1 month but lapsed
§ Market across platforms
See app on desktop, remind on mobile
§ Cross promote products
New RPG game - target my old, lapsed RPG users
§ Retrieve “stuck in funnel” users
Downloaded but didn’t register, abandoned cart, etc.

39. o Drive beyond the install
o Drive deeper in-app actions
• Pinpoint action within the user funnel
o Pick an action that takes 2-3 minutes
• Complete level or tutorial, register etc.
o Rewards marketing can drive engagement
Engagement

40. Tips and Tricks To Make UA
More Successful

41. o Ratings
• Total # of ratings, positive reviews
o Screen Shots
• Use screen call outs
o Description
• People don’t read
o Keywords
o Test in look alike markets
App Store Optimization

42. o Have the right social hooks in your app
o Let gamers challenge friends
o Share customized characters, vehicles, gameplay videos
o Post high scores and challenge friends to beat them
o Include social lift in ROI analysis
Social – Leverage it!

43. Fiksu Mobile App Marketing Platform
The award-winning Fiksu Mobile App Marketing Platform enables our
customers to achieve their business goals by maximizing app
downloads from quality, loyal gamers.
Loyal UsersApp
Publisher
Loyal
Gamers
Traffic ReportingAttribution Optimization

44. o Fight for your spot
o Use all available weapons
o Choose the right allies
o Optimize to acquire loyal gamers
Wrap Up

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