The document discusses best practices for mobile gaming from the industry. It recommends focusing on retention as key and that lifetime value should be greater than customer acquisition costs. It provides examples of how to gamify the onboarding process and use staging and cross-promotion to improve retention, reviews, and launch success. It also discusses effective user acquisition tactics like television, social networks, and messaging apps. The overall message is to copy strategies from top mobile games by focusing on fun and using data to optimize products and decisions.

1. Copycat this!
The best tips from the mobile gaming industry
Sanoma / Mobile Inspiration Conference, Amsterdam; 24.03.2015

2. …a boutique consulting firm specializing in mobile apps & services.
Concept Phase: Business & Product
Development
Interim Management
User Acquisition & Mobile Marketing
Analytics
Workshops

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Dynamo Partners – Current Projects

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Usage: Gaming is leading the Mobile Industry

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Revenue: Gaming is leading the Mobile Industry
Source: Digi Capital, PWC, AppAnnie, Gartner

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Retention
Engagement Virality $$$
User Acquisition
Principle 1: Retention is Key

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Life-Time Value
Retention
Engagement
Virality
$$$
Principle 2: LTV > CPI
>

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F2P requires innovation
2%

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Copycat this! – Gamification of Onboarding Process

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Copycat this! – Gamification of Onboarding Process

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Copycat this! – Gamification of Onboarding Process

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Copycat this! – Gamification of Onboarding Process

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 Goals
 Increase retention and re-engagement during free trial period
 Increase subscription sales
 How
 Measure retention events
 Prioritize
 Concept: try to reach a high level of customization
 A/B testing of various onboarding flows
 Implementation
 Measure impact & optimize
 Results
 7days-Retention increased by 6%
 Subscription sales increased by 11%
Copycat this! – Gamification of Onboarding Process

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Copycat this! – Staging & Cross-Promotion

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Copycat this! – Staging & Cross-Promotion

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Copycat this! – Staging & Cross-Promotion

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 Goals for launching in Germany
 „Bug-free“ release
 100+ 5 star reviews in the first 24h
 Top 10 Ranking position „Overall“
 How
 Recruiting of 3000 testers via social and mobile
 Staged releases: 3 Beta versions with 200 / 1000 / 3000 users
 Softlaunch in Austria 2 weeks prior the launch date
 At launch date:
 push-notifications & mobile banners in all portfolio apps
 Email newsletter w/ call-to-action „5 star reviews“
 Results
 #4 „Overall“ at launch day (paid UA started 24h later)
Copycat this! – Staging & Cross-Promotion

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Copycat this! – User Acquisition Tactics

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 TV is the „old new“
 Reach & performance
 Quality of Users = ROI positive
 Halo & Carry-over effects
Copycat this! – User Acquisition Tactics

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Copycat this! – User Acquisition Tactics
Installs
Virality

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Copycat this! – User Acquisition Tactics

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 TV is the „old new“
 Reach & performance
 Quality of Users = ROI positive
 Halo & Carry-over effects
 Social Networks are a two-way street
 360° integration
 Social SEO & ASO
 Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt
Copycat this! – User Acquisition Tactics

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Copycat this! – User Acquisition Tactics

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Copycat this! – User Acquisition Tactics

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 TV is the „old new“
 Reach & performance
 Quality of Users = ROI positive
 Halo & Carry-over effects
 Social Networks are a two-way street
 360° integration
 Social SEO & ASO
 Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt
 IMcommerce
 the next platforms are messaging apps
 communication, commerce, banking, dating, gaming etc.
 it´s the early days = competitive advantages
Copycat this! – User Acquisition Tactics

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1. Play more mobile games & Watch others playing games
2. Attend gaming conferences
3. Apply data-driven product development & decision-making
4. Put the „fun“ first – monetization comes naturally
Copycat this!

27. Stefan Bielau
Managing Partner
+49 175 5840160
stefan@dynamopartners.com
dynamopartners.com