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Сергій Каніщев “Soft Launch як запорука успішного розвитку мобільної гри”
This document discusses strategies for soft launching a mobile game or app. It recommends conducting a soft launch for 2-3 months to collect user data from a test market in order to make data-driven decisions before a full launch. Key metrics to measure include user acquisition costs, retention rates, user experience, monetization, and game economics. The soft launch should integrate both install attribution and in-app analytics to track user behavior. Additional tips provided include choosing test markets carefully, focusing on product over branding, and planning soft launches for 2-3 or ideally 6 months.
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Сергій Каніщев “Soft Launch як запорука успішного розвитку мобільної гри”
- 1. This proposal isprepared for the confidential use of our clients. All rights reserved. No part of this proposal may be reproduced in any form or by any means without the prior written permission of ComboApp Inc. Soft launch
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- 3. 3Mobile Marketing Agency www.comboapp.com completed projects happy clients worldwide partners yearsof mobile app market expertise 740 247 2406
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- 5. 5Mobile Marketing Agency www.comboapp.com Recognition MobileApp Marketing Agencies in the US TOP 12 App Marketing Agency 2015 TOP Mobile and App Marketing Companies TOP 9
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- 8. 8Mobile Marketing Agency www.comboapp.com *http://www.gamedev.ru/industry/articles/galyonkin_indiepocalypse Down many times, but still playing the game
- 9. 9Mobile Marketing Agency www.comboapp.com Nearly800,000 new mobile developers join the industry every year 2014 7,9 M 7,1 M 6,3 M 5,5 M 2015 2016 2017
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- 11. 11Mobile Marketing Agency www.comboapp.com Thereare about 5.7 million mobile app developers in the world, creating more than 3 million apps.
- 12. 12Mobile Marketing Agency www.comboapp.com Morethan 50% of app developers make less than $500 per month % of mobile developers who use paid downloads, in-app purchases or advertising (and no other revenue model), by monthly revenue (n=1,187) App poverty line ($500 per month) Sustainability line ($10K per month)
- 13. 13Mobile Marketing Agency www.comboapp.com AppAnnieestimates 80% of the revenues from app stores are in the games category and the percentage is growing of the revenues are games 80%
- 14. 14Mobile Marketing Agency www.comboapp.com Thestate of mobile game developers of developers shipped < 4 games 70% of developers make games 33% of downloads are games 40% of games make < $500 per month 57% of store revenues are from games 80% * Developereconomics.com
- 15. Why games hasbeen developed?
- 16. 16Mobile Marketing Agency www.comboapp.com Developersegments on desired outcomes 39% 51% developers revenues Revenues from the app economy 24% Explorers 12% Hobbyist 23% Hunters 16% Guns for hire 8% Enterprise IT 4% Digital Content Publishers 5% Gold Seekers 8% Product Extenders Self improvement Growing a business Revenues from the app economy
- 17. 17Mobile Marketing Agency www.comboapp.com Whetheryou’re developing your game sitting in the basement hiring freelancers or working in a large team, main thing that differs business from hobby here is having a clear understanding of how much you need to spend to stay afloat. LTV > eCPI
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- 19. 19Mobile Marketing Agency www.comboapp.com What’sthe goal of the soft launch? Collect empirical and behavioral data from statistically relevant sample of players to make data-driven decisions Identify success factors and problem areas Quantify response to game mechanics or app features
- 20. 20Mobile Marketing Agency www.comboapp.com Duration,budget and sample 2-3 month $15-20k USD ~ 2000 DAU
- 21. 21Mobile Marketing Agency www.comboapp.com Whatto measure User Acquisition ● Cost of new user ● Organic uplift User Experience and Retention ● How users are interacting with game ● Are they moving beyond 1st level Monetization and Virality ● How long does it take to make purchase ● Are people sharing your game Economics ● Measure balance of the game economics
- 22. 22Mobile Marketing Agency www.comboapp.com Analyticsintegration You should understand the difference and have both installs attribution and user experience analytics installed User acquisition measurement UX: in-app analytics
- 23. 23Mobile Marketing Agency www.comboapp.com AppStore optimization App store optimization is optimizing your app store presence whether it be on Google Play or App Store for the download. Making sure you have the right keywords in the app name, description and your keyword field, having a really engaging icon.
- 24. 24Mobile Marketing Agency www.comboapp.com Choosingtest market Canada New Zealand Australia
- 25. 25Mobile Marketing Agency www.comboapp.com AverageCPI by game category, iOS, Q2 2015
- 26. 26Mobile Marketing Agency www.comboapp.com AverageCPI by game category, Google Play, Q2 2015
- 27. 27Mobile Marketing Agency www.comboapp.com 1.Daily active users 2. Retention Day1, Day 3, Day 7 and Day 28 3. Average revenue per daily active user (ARPU) Focus on metrics that matter
- 28. 28Mobile Marketing Agency www.comboapp.com Thefirst number you should look at is your Daily Active Unique (users) or DAUs. From this single number, we can drill down into groups such as: ● new users (acquisition), ● returning users (retention), ● amount they return (engagement) ● the amount they spend (monetization). Daily active users
- 29. 29Mobile Marketing Agency www.comboapp.com Whenyour Churn Rate surpasses the Acquisition Rate your business is dying and it is only a matter of time before your existing users leave. Churn rate
- 30. 30Mobile Marketing Agency www.comboapp.com Creatinga lifecycle model Once you have data captured, we recommend breaking down your user’s lifecycle into distinct stages. This let’s you take specific actions that are appropriate for that group of users. Acquired 150, 000 Activated 75, 000 Engaged 45, 000 Stable 10, 000
- 31. 31Mobile Marketing Agency www.comboapp.com DAU10,000 ARPDAU $0.5 Daily revenue $5000 By improving your ARPU you might need fewer users DAU 100,000 ARPDAU $0.05 Daily revenue $5000 Game 1 Game 2
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- 33. 33Mobile Marketing Agency www.comboapp.com Ifyou have “leaky bucket” no acquisition budget is enough
- 34. 34Mobile Marketing Agency www.comboapp.com 1.Plan in advance: 2 - 3 months (beter 6 months) 2. Focus on product rather than branding 3. Understand your market / industry environment Top tips
- 35. Thank you! Skype: serg_kanishchev e-mail:skanishchev@comboapp.com