This document discusses key performance indicators (KPIs) for soft launching a mobile game. It provides guidance on conducting technical launches, soft launches, and full launches. It outlines important behavioral and financial KPIs to measure like retention, tutorial completion, average revenue per user (ARPU), and cost per installation (CPI). The document also gives recommendations on traffic sources, geographies, and campaign optimization tactics to improve KPIs during the soft launch testing period.

1. ZENNA
KPIs for Soft-
Launch:
Is your game going to be
successful?

2. ZENNAAll copyrights reservedAbout
KPIs: Is your game is a “hit”?
• Game Launches: quick review.
• How to organize your soft-launch?
• Where to buy quality traffic?
• ‘Trip' notes: regional specificities of
different UA campaigns.
• Measuring your success: KPIs for
soft-launch.
• Most recent case.

3. ZENNA
Tests, launches, re-launches
1. Tech-launch: up to 2K CPI in Thai, Vietnam etc.
2. Soft-launch: 5K-50K CPI in CA / UK /
AU / NZ - US; Nordic – EU; Singapore –
ASIA; North Korea – South Korea (that
was a joke!)
3. Launch: 2-3 months - active; 1-3 – pause
4. Supportive: ROI-based UA
5. Re-launch/Update: mistakes ->> hi again!
Game Launches: All copyrights reserved

4. Soft-Launch:
• Players’ Feedback
• Market Feedback
• Iteration Cycles
• Scalability
GAME ‘SUCCESS’ POTENTIAL
Main goals & tasks
ZENNAAll copyrights reserved
KPIs

5. ZENNAAll copyrights reservedSoft-Launch:
post-events >> KPIs
eCPI < LTV: how to calculate? what to
measure?
2 blocks of KPIs’ performance
evaluation: behavioral and financial.

6. ZENNA
Behavioral KPIs:
- Retention D1 / D7
- %Tutorial Completion
- LT, Days
- Sessions completed, etc.
The primary goal of these KPIs is:
Step-by-step traffic sources optimization to get the most
relevant users.
All copyrights reservedSoft-Launch
Players Feedback >> KPIs

7. ZENNASoft-launch –
Scalability >> KPIs
Financial KPI:
- ARPU (ARPDAU/ARPWAU)
- %PU
- eCPI
- ROI = ARPU(N day) / CPI
The primary goal of these KPIs is:
To find cost-effective sources in the midst of really
non- motivated ones (that’s the hell of a task!)
All copyrights reserved

8. ZENNAAll copyrights reservedSoft-Launch:
Campaign Costs
- Genre (category of the game/app)
- GEOs
- Total budget
- Daily caps
- Freshness/oldness of the offer
- The product itself: quality, gameplay, ASO, localization, monetization.
! The wider the target audience is (for massive casual games),
the lower CPI is.
! The narrower the target audience is (mid + hard-core games),
the higher CPI is.

9. ZENNAAll copyrights reserved
Traffic needed!
Where to get it?
• Your own traffic - Please accept our
sincere congratulations
• Cross-promo: if you don’t have
extensive sources, you won’t get a
major campaign.
• Super virality! Congrats again
• Featuring – our respect and
congratulations!
• If you don’t have any of the above-
mentioned, you need a classical UA
approach, which basically means that
you are screwed.

10. ZENNAAll copyrights reservedUA Campaign:
Soft-Launch Logistics
- Search systems (Adwords, Bing, Yahoo)
- Social networks (FB, myTarget, TW)
- Display (AD DN and others)
- Re-directs / popunders / clickunders / teasers
- Video (torrents, YouTube and others)
- Motive
AirPush (adware), Google (context), InMobi,
MobFox, Mojiva, Taplt (banners, text), RTB/DSP,
Leadbolt (adware) etc.

11. ZENNAAll copyrights reservedUA Campaign:
Soft-Launch Logistics
MONO –
- High quality
- Perfect targeting
- High level of
competition
- Internal limitations
MULTI –
- Variety of platforms
- Constant optimization
- Bots. Bots. Bots.
- Heterogeneous traffic
structure
- “Mythical” volume

12. ZENNAAll copyrights reservedSoft-Launch:
Where are going, dude?
US, EU, AU
- Medium LTV, k-factor
- High competition/
constant
optimization
- High entry treshold
- Strict regulation &
partial transparency.
- Tracking!
- NET 15!
- Social networks (FB)
/ Video
- Re-targeting / Big
Data / new formats/
PR
RU
- Low LTV, k-factor
- Trash-offers,
low caps
- 80% - myTarget
- Low entry treshold
- No transparency, no
regulation
- No tracking culture
- Trends?! What
was that? Do you
need traffic or
not?!
- Motive
ASIA
- High LTV, k-factor
- Extremely high
competition
- Search
systems (Naver,
Daum, Yahoo),
locals, video
hostings
- Motive everywhere!
- No
transparency No
regulation
- You feel like a
complete idiot most
of the time :(

13. ZENNAAll copyrights reservedSoft-Launch
Your KPIs >>
Targeted RVI, % from Paid Traffic (ROI 7 Day)
Android ≥ 20%
iOS ≥ 25%
After 48 Hours of Launch
AD
Metrics
LT, Days
Tutorial
Completion
D1
Retention,%
%PU ARPDAU ARPPU Ad Revenue
Good 20 75,0 25,0 2,5 $0,03 $20 $0,6
Mediocre 15 65,0 20,0 1,5 $0,01 $10 $0,15
Bad 5 45,0 15,0 0,5 $0,005 $5 $0,025

14. ZENNAAll copyrights reservedSoft-Launch
Your KPIs>>
Geographies:
US: +30%
Asia: +25%, only Retention D1 + 50%

15. ZENNAAll copyrights reservedSoft-Launch
War of Nations by Gree
GEOs: Russia
2 Main Resources:
myTarget, Google Adwords
Creatives: 136
Clicks: 560,67K
Result:
82% Tutorial Completion
30% Retention D1

16. ZENNAAll copyrights reservedSoft-Launch
Some tricks…

17. ZENNAAll copyrights reservedSoft-Launch
Tanks. Even more tanks.
CTR%
-­‐
0,9
СR%
-­‐
7,5
8000
DLs

18. ZENNASoft-Launch
Just tanks. Leave just tanks.
CTR%
-­‐
1,2
СR%
-­‐
7,95
5150
DLs
All copyrights reserved

19. About:
• Founded in 2012 by key executives from
internet and mobile marketing as a full-cycle
marketing and advertising agency for mobile
games.
• Our main point is to provide only
PERFORMANCE-based user acquisition
solutions to our partners.
• Our experience and advertising methods will
increase your advertising ROI with 100%
guarantee!
• Ad networks management, deep analytics
and optimization.
• More than 150 successful projects already
delivered.
ZENNA

20. ZENN
A APP
S
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reserved
Our Clients

21. ZENNA
Your games should not
only be well-done, but
also well do.
+7(495)777-36-79 hello@zennaapps.com
skype: zenna.apps
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www.zennaapps.com