These slides were used at Winter Nights 2015 Conference in Moscow (http://wnconf.com/) during the speech of Inna Ushakova, CEO ZENNA. Video: https://youtu.be/yR-Vg23s7F4 http://zennaapps.com/

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 you 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. Our Clients ZENNA

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
Ukraine, Kharkiv,
Moscovsky ave., 199-D5
www.zennaapps.com