Delivered at Casual Connect Tel Aviv 2016. Patrick Witham will cover the pertinent pieces to a successful user acquisition strategy. Regardless of whether you're spending 10K or 10M a month these strategies will dive into everything from LTV investment to creative optimization and help grow your user acquisition strategy to its limits.

1. Casual Connect Tel Aviv
Maintaining A Profitable User Acquisition Strategy – Patrick Witham

2. Agenda
• Introduction
• Investing in UA
• From ROI to LTV
• Importance of creative
• Regional products and content
• Icons and ASO
• Traditional advertising
2

3. Patrick Witham
Director of User Acquisition
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HoV Chart Position iPad iPhone Android
US Top Grossing
(Casino)
1 5 2
AU Top Grossing
(Games)
1 1 1
(As of 18th
October)

4. Investing in UA
4

5. UA should be thought about like an investment, we spend
today & earn overtime
5
Pay for an
install today
(CPI)
Earn a return
over time
(ROI)
Earn return over
the life of a player
(LTV)
Market position
helps guide our
performance
ROI performance
over time
LTV reforecasts
monthly
% of LTV goes to investment in UA

6. How much are you willing to invest in growth and UA?
6
Platform Fees
(30%)
Operating Expenses
~(15%)
Investment into User
Acquisition – CPI
(25%)
Profit
(30%)
LTV Company 1
Its up to you to
determine how much
of your LTV you are
willing to invest into
UA, and other ways to
grow LTV

7. The 3 keys to success…
Stable application that is easily understandable to the
audience
• Doesn’t crash/not buggy
• Game mechanics are simple
• Aesthetic to new users
Needs to be able to convert users at the right time
• Get users engaged with your game first – then upsell
• Should be able to play for 30mins – 1 hour before trying to convert users
The game gets people to return multiple times per day
for multiple days
If you do not have these 3 things, your game will never be profitable
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 Functional stable product
 ARPDAU was stable
 Real casino content
 Long term retention

8. From ROI to LTV
8

9. How to bridge the gap from ROI to LTV
PM forecasts LTV (monthly)
• Have to wait numerous days
• Cohort size must be 10,000+
Intermediary metrics – ROI, retention, FTD%
etc.
• Benchmarks were set arbitrarily
• Relationship between these metrics and LTV is unclear
Hypothesis
Using multivariable linear regression we can find a combination
of metrics that has a higher correlation with LTV than looking at
7D revenue
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 The Problem: Going from D7 revenue to LTV
79% Adjusted R-Squared

10. The test & the outcome
Analyze the effect of intermediary metrics on 6 month revenue
Metrics investigated:
Retention, total sessions per user, total session length per user, total bet per user, session count per user, total spins per
user, revenue per user FTD rate and ROI
• All metrics measured 7 days after installation
• Split by date/geo/platform/source
• Only paid sources of traffic
• Only sources that generated more than 500 installs in a given day
The outcome: 7D revenue, 7D FTD Rate & session length and session count are more
accurate (~85% adjusted R Squared) than just 7D ROI when predicting 6M LTV
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11. Importance of Creative
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12. Facebook Creative
Facebook is one of the most competitive channels
in acquisition, staying innovative is key in your
creative and is the biggest driver of your
performance.
Try different things, be nimble. We have tried
rainbows, lightning and more added effects into
different ideas and meshing with Aristocrat IP.
• Straight to the point – no long introductions
• Winning combinations
• Looping does best
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Installs CTR CVR CPI
99.4% 12.1% 10.7% 10%

13. Rewarded video
The creative that works on FB does not always
translate to what works on rewarded video. The
user experience is opt in, and you want to
showcase many aspects of your game.
• Big call to actions
• High payouts
• Winning combinations
• Bright colors
• Smooth transitions
13
Installs CTR CVR
700% 45% 300%

14. Regional Products and Content
14

15. Different countries require different content…
15
Future
Markets?

16. Different content for different apps
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17. ASO and Icon Testing
17

18. Icon tests
Large scale applications receive 400k+ views
per day
Organic installs potentially make up 50% of
daily installs
Icon provides the most uplift for ASO, followed
by header, screen shots and keywords
Use Google Play to test, makes it measurable
and simple for UA managers
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19. Learn AND INNOVATE..
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20. Traditional Ads
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21. Billboards – Las Vegas, NV
Staying innovative doesn’t apply to only digital.
With mobile games breaking into traditional
channels, it’s a necessity to test everything (if you
have the budget).
Currently on Las Vegas Blvd., on the side of
Caesar’s Palace.
Results to come soon!
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22. Radio – New Zealand
Last year Product Madness ran a radio as in New Zealand
• Relatively cheap channel to test
• Effectively buy times during heavy listening
• Assisted in developing good ad creative
Why New Zealand?
• Strong brand affinity to Aristocrat games
• Isolated location and easy to measure
• Strong slots user base
• HoV is a top grossing application
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Play HoV!

23. The results
New Zealand Radio Results: 3 Key Areas:
• Organic installs: Improve number of new users searching for our app
• Paid installed: Improve effectiveness of our online advertising
• Retention: Improve play metrics of people who already installed
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- Success
- Inconclusive
- No charge
Live (1 partner) Not live Live (2 partners)

24. May 2016 © All rights reserved to Product Madness
Q&A