Marketing for Mobile Games von Gunnar Lott (Flaregames) vom Kongress "The Future of E-Commerce", organisiert von Adtelligence in der Popakademie Mannheim. Weitere Informationen, Präsentationen und Videos auf www.adtelligence.de/futureofecommerce

1. Marketing for Mobile Games
Gunnar Lott, flaregames

2. Who‘s talking?
Some context about flaregames (and me)

3. flaregames
We’re a developer and a publisher of mobile games.
We create and publish awesome free-to-play games for smartphones and tablets,
we have a full pipeline of in-house developed games in a host of genres and
flavours.

4. Games so far
BraveSmart iOS, Android. Match 3. More than 700.000 downloads.
No 1 puzzle game in 34 countries.
Ocean Tower iOS, Android. Strategy. More than 2.000.000 downloads.
No 1 free App in 5 countries.
Word On HD iOS, Android Word game. More than 800.000 downloads.
No 1 word game in 25 countries.
Royal Revolt! iOS, Android. Action-RPG. More than 3.000.000 downloads.
No 1 roleplaying game in 73 countries.

5. A maturing market

6. Know the eco-system
[Stores work with different rules. Try to get to know them all.
Analyze movements in the charts, look for success of others.]

7. Time vs. money spent by age group
 Average age: 26.6
year old
 Younger consumers
progress in the game
with time, older with
money
Relative Relative
time spent money spent
playing
Source: Flurry Analytics, Mobile Freemium Games

8. Revenue (US App Store Top 100 grossing games)
 Freemium monetizes
better than premium
 Avg. 3% of freemium
users convert to pay
(range of 0.5% to 6%)
 Mobile ads
representing only 5-
10% of app revenues
 Subscription: not
taking off for games
% revenues from % of revenues from
freemium games premium games

10. Don‘t believe nothing
[Test everything for yourself. Common models may or may
not apply to your product. Be agnostic. Iterate.]

11. The arrows in our quiver
A trial-and-error approach to marketing

12. First: PR and Social Media

13. Feed the channels

14. Then: pray for „features“

15. Then: buy installs

16. Then: buy more installs

17. Then: gain organic traffic

18. That‘s it
[Now: grow. Monetize.]

19. But what about TV?

20. And the rest?

21. Guerilla?

22. Co-Branding?

23. Everything is possible
[It‘s a young market still. There are few surefire receipes.]

24. Karlsruhe, Germany
Questions?
We‘re based in Karlsruhe, Germany. One hour per train from Frankfurt, two from
Paris. The city is home to hundreds of IT and games companies and hosts one of
Germany‘s best IT universities. Also, the sun always shines.

25. Contact
Gunnar Lott
Communications Director
flaregames GmbH, Kaiserstr. 146-148, 76133 Karlsruhe, Germany
flaregames.com | twitter.com/flaregames | facebook.com/flaregames