PAUL FLANAGAN_creativemobile_Getting Discovered
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Creative Mobile started in 2010 with no money, connections, or experience focusing on Android. By 2014 they had over 175 million downloads and a profitable team of 90+. Their signature title, Drag Racing, has had over 175 million downloads with 100k organic downloads per day on Google Play. It has deep gameplay and engaged community. For Android it has over 11 million active installs, 7 million monthly users, and 1 million daily users with 3.5 million sessions daily. The majority of players are male, ages 13-34, from the US, Europe, and Russia. The company has since expanded the franchise to include variations and spin-offs with over 171 million total downloads across titles. They engage their large community through special events
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PAUL FLANAGAN_creativemobile_Getting Discovered
- 1. Marketing of Drag Racing Paul Flanagan Advisor, Creative Mobile
- 2. Creative Mobile – 2010 A team of 3, no connections or experience No money Wrong region Focus on Android
- 3. Creative Mobile – 2014 Over 175 million downloads Profitable Team of 90+
- 4. Drag Racing is the signature title 175 million downloads Organic downloads +100K a day on Google Play Passionate user community, amazing longevity
- 5. Drag Racing: Deep Game Play
- 6. Drag Racing metrics: usage Drag Racing for Android is our biggest title with: +11 M active installs +7 M MAU +1 M DAU +3.5 M sessions per day
- 7. Drag Racing metrics: audience Gender: 75-80% male Age: 13-17: 32% 18-24: 33% 25-34: 23% 35-54: 10% 55+: 2%
- 8. Drag Racing metrics: geography Top regions by sessions and active users: US: 33% Europe: 26% Russia: 13% Asia: 20% Middle East, South America: 7-8%
- 10. Brand Extensions
- 11. Nitro Nation Game Series Three chart-topping racing games, six+ primary variants Over 169 M downloads on Google Play and iTunes Over 2.5 billion game sessions played Title Original release Players to date* Drag Racing (Android) April 2011 120 million Drag Racing (iOS) October 2011 15 million Drag Racing (Windows Phone 8) June 2013 2 million Bike Edition (Android) April 2012 20 million Bike Edition (iOS) December 2012 2 million Drag Racing 4x4 (Android) September 2013 12 million TOTAL 171 million * Numbers by Flurry – industry-leading app analytics solution
- 12. Special Events and Competitions
- 13. Over 2,150,000 Facebook fans waiting for new games and content
- 14. Drag Racing Forums 100,000 registered members
- 15. User Videos on YouTube
- 17. User Acquisition via performance marketing
- 19. Nitro Nation
- 20. New Nitro Nation Website
Editor's Notes
- Vladimir, Sergey and Sergey are the three founders.Living in Tallinn, Estonia.Baltic States, Former Soviet UnionThey had been laid off from a game development studio and we wondering what to do.In their part of the world iPhones were too expensive, so no one had them.But they did get Motorola Milestones.Too a bet that Android would make it.Saw there was a racing category in the app store and wrote a Java racing game for it.Drag Racing.The rest is history.Its been a chart topper ever since.
- The company has expanded to over 90 people.Expanded into new genres and publishing.But the Drag Racing franchise remains core.
- Drag Racing has remained at or close to the top in the Racing Category on Google Play since day one.Organic traffic 100 to 150K a day.
- The basic gameplay mechanic is quite simple.But modifying and tuning the car provides a deep level of gameplay.Additionally there is a fully functional multi-player component which is very compelling.Monetisation is very light touch, users are not compelled to pay.But they do, monetisation is via:IAPBanner adInterstitialsOffer walls
- +11 M active installs+7 M MAU+1 M DAU+3.5 M sessions per day
- Largely a male demographicNot just teenagersOpens up branding opportunties
- Geo distribution is truly global.US is the strongest market.Big in Europe and RussiaGrowing in emerging markets
- Getting the look right was important from the startIn the Android App StoreWith iconsLots of testing to see which worked best
- Drag Racing came first.Extended into motorcycle racing.Then into SUVs and trucks.Filling in niches in the market.Also gave us an opportunity to rebuild the core game engine and platform without messing with the existing, successful title
- Three main games, cars, motorcycles and trucksThree primary platform variants: Android, iOS and Windows PhoneThere are others which bring the total up to 175M
- Running special competitions really increases user engagement.We run Christmas and Halloween specials and one-offs like the Police Chase ChallengeIn all cases users are given the opportunity to win high tier cars.But they have to execute with some skillIncreases downloads and DAU by 50%
- Dedicated user community.Lots of interest in new content and news.Competitions to drive interest.Use it to launch new versions of the game.
- Dragracingforum.net was an independently created web site.Much of the impetus was from clans forming teams for competitions.Now we work with them officially.
- Tuning cars to get the optimal mix just below the level threshold takes experimentation.Gear ratios, final drives and N2O intensity and duration are also critical.On YouTube there are thousands of videos showing optimal tunes for various cars in Drag Racing.Try doing a web search for Venom GT Tune and see what you get.
- Android was the initial focus.Then ported to iOSFollowed by Windows Phone, Amazon, Nook, Ovi etc.
- We work closely with many of these companies for monetisation.We don’t use them for user acquisition day to day.When launching a new game we can use these networks for an impact launch.
- For the first time last year we took at booth at Gamescom.Promoted it heavily on our Facebook page.Main idea was to promote and playtest a new drag racing game, called Nitro Nation.We ran contests and winners got a drive in a Lamborghini Gallardo.We got over a thousand play tests done and learned a lot from the process.It was great connecting with a lot of the fans.
- New game Nitro Nation currently in open beta.Official launch end of Q1Keeps the deep gameplay and tuning of Drag RacingAdds very high end graphicsReal multi-player capability, see it when it launches.
- We’ve put together a new web site to support the launch.As well as another to support beta users and manage feedback and bug reporting.
- https://www.dropbox.com/s/rvbla75i60rdfq1/NitroNation_Tizer_%28Silent_Voice%29.mp4