With this presentation, mobile gaming app developers and marketing teams will apprehend the most important elements to focus on in order to achieve a successful gaming app launch. Leveraging Nexon’s experience, Adjust and ironSource will give actionable recommendations and examples on how to optimize the overall launch process.

2. Leveling up: Best Practices for Your Mobile Gaming App Launch
● 30 Minutes
● Ask questions at any time via this panel -->
● Q&A at the end
● Recording & slides via E-mail
Housekeeping

3. Leveling up: Best Practices for Your Mobile Gaming App Launch
Agenda
1. Company Overviews
2. Soft Launch
3. Launch
4. Post Launch
5. Q&A

4. Company Overviews

5. 22,000+
Integrated
SDKs
#1
100+ Billion 1k+
150+
employees
2 Petabytes
Monthly
Traffic
iOS
Attribution SDK*
Integrated
Partners
Data Points
Tracked Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24

6. 4,200
Apps installed
per minute
1.2B
720 365
150B+
Registered and
analyzed data
points monthly
15k
App developers
Unique users
reached each
month
R&D employeesEmployees

7. 6 M
Mobile Apps
installed August
2017
5
$100 M+ 5000+
$1.6 B
Gaming
Revenue in
2016
80
Bay Area
Employees
International
Offices
International
Employees
In Revenue from
Dominations

8. Step 1 - Soft Launch

9. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the UA Team in soft launch
1. UA team function
a. Goal: Quick & clean data for key decisions
b. Build models for LTV curve and bid strategy
c. Implement and test your UA toolset (attribution etc)
d. Answer, Does the game have what it takes?
2. UA Creative Strategy
a. 3+3 rule of thumb (video + static) for SL
b. Provide asset specs for selected traffic sources
c. Allow your creative team 6+ weeks for best results
d. Ask your ad networks to supplement if needed

10. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the UA Team in soft launch
1. Best practices for soft launch
a. Standardize your phases
i. SL1 = Server Stability
ii. SL2 = Retention Test
iii. SL3 = Monetization Test
b. Speed and clean data over ROI
i. Use only 3-5 proven traffic sources
ii. Higher CPIs may be needed
iii. Use broad-to-light targeting
c. Don’t launch bad games… or at least don’t plan on UA for them!

11. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the network in soft launch
1. Network Function
a. Understanding Strategy and KPIs
b. Sharing Best Practices
2. Creative development timeline
a. Streamline the creative production process
b. Leave time for several iterations
3. Securing the best fit supply
a. Predicting fit based on historical data
b. Share the risk

12. Leveling up: Best Practices for Your Mobile Gaming App Launch
Best attribution practices in soft launch
1. Attribution logic
a. Who won: Last-click methodology
b. Branding and stickiness: Impression tracking
c. Re-engagements: Re-attributions

13. Leveling up: Best Practices for Your Mobile Gaming App Launch
Best attribution practices in soft launch
1. In-app measurement and raw data
a. ROI: Event & revenue tracking
b. In-house Analysis: Callbacks/Postbacks
2. Partner setup
a. Unlocking potential: How to set your partners
up for success
2. Testing!

14. Step 2 - Launch

15. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the UA Team in launch
1. UA team function
a. Maximize opportunity and impact
2. UA creative plan
a. 10+10 rule of thumb for video+static
b. Identify 8-10 channels and provide asset specs
c. Have 1-2 playable ads ready by launch
d. Provide Creative 8+ weeks lead time from when game
“graduates” to WW launch status
e. Tap your ad networks for more video + playables

16. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the UA Team in launch
1. UA best practices for worldwide launch
a. Look for the unique opportunities of launch window
b. CPIs lowest when title is new + app store support
c. Pre-emptive blacklist bad pubs before launch
d. Utilize your ad networks as an optimization resource
e. Plan bid and pub optimizations on Friday & Monday
i. Look to retention and tutorial completion initial
ii. Move to payer rate and yield-based ops
f. Clear your calendar! It’s gonna get crazy.

17. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the network during launch
1. Risk Management
a. Focus delivery on high monetizing sources
b. Secure supply through first position serving
c. Leave room for finding new high yield supply pockets
2. Creative A/B Testing and Optimization
a. Day 0 A/B Testing
b. Full funnel analysis
c. Dynamic impression allocation based on multi-armed bandit
3. ROAS learning based on early performance indicators
a. In-game engagement
b. From Retention to ROAS

18. Leveling up: Best Practices for Your Mobile Gaming App Launch
• 49% Engagement rate
• 3.96 IPM
• 2X compared to Video
• Top network for launch week
The benefits of using a playable at launch
ironSource Playable for Nexon Battlejack launch

19. Leveling up: Best Practices for Your Mobile Gaming App Launch
• Users engage with the game prior to the install
• Outperform competitors’ eCPM
• Learn faster, bid faster, scale faster
• Gain insights into game design
The benefits of using a playable at launch

20. Step 3 - Post Launch

21. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the UA Team in post-launch
1. UA Team Function
a. Maximize portfolio yield. Pick the best
opportunities and titles to invest in
b. CPIs take a backseat to pure ROI
2. UA Creative Strategy
a. Monthly creative review + refresh
b. 50/50 split of iterative / experimental creative
c. Stay on top of emerging ad formats
d. Makes friends with your Creative team, they
are strong allies!

22. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the UA Team in post-launch
1. Best UA practices for post-launch phase
a. Assess & Update your LTV curve monthly
b. Test global and localize for key markets
c. Build a model to measure organic lift
d. Establish D1/D7/D30 targets for ROAS
e. Look back regularly, are you reaching goal?
f. Test 1-3 new channels per month
g. Build out retention & remarketing initiatives
that capitalize on new content
h. Know when to stop! No game lives forever,
though the best can sustain for years.

23. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the network post-launch
1. Maximizing yield
a. Dynamic bidding based on ROAS or Retention
b. Understanding the upside
c. Setting the right baseline bids for global run of network exploration
2. Ongoing Creative Optimization
a. Localization and Innovation
b. Promote new game features with re-engagement
3. Adjusting campaign performance objectives
a. KPI validation - do we have the right curve?
b. Aligned with monetization improvements

24. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the network post-launch

25. Leveling up: Best Practices for Your Mobile Gaming App Launch
• Three sublevels of data
• Make performance evaluations at
the creative level
• Optimize your best creatives across
all ad channels
• A/B testing made easy
• Passing of relevant data to partner
The role of the attribution provider post-launch
Measuring creative in Adjust

26. Leveling up: Best Practices for Your Mobile Gaming App Launch
The role of the attribution provider post-launch
• Cohort users to assess in-app
performance per creative
• Success of a campaign relative to
the time of install, with this data
stored in perpetuity (hashed)
Leveraging Measurement through Cohort Analysis

27. Leveling up: Best Practices for Your Mobile Gaming App Launch
Detect and Prevent Mobile Ad Fraud
The role of the attribution provider post-launch
• The Adjust Fraud Prevention Suite
• Anonymous IP filtering / Distribution
modeling / Click Spamming
• Protect your UA budget
• Preserve the quality of your app

28. Leveling up: Best Practices for Your Mobile Gaming App Launch
Target the right users at the right time
The role of the attribution provider post-launch
• The Adjust Audience Builder
• Create user lists based on customized
criteria for enhanced targeting
• Only advertising IDs or push tokens
are passed on to partners

29. Leveling up: Best Practices for Your Mobile Gaming App Launch
Q&A
Matthew Gaw
Technical Key Account Manager
Adjust
Yevgeny Peres
VP Growth, Developer Solutions
ironSource
Warren Woodward
Director of User Acquisition
Nexon