How to so soft launch of a game? How to work with this from marketing and development perspective? How to use gaming data to make decision? Presentation based on TapTap Games case study

1. Soft launching a game - from dev and
marketing perspective
TapTap Games - case study

2. hyper-casual
Publishing

3. ● Hyper-casual games can acquire users on scale at extremely low CPIs. Instead of
addressing a niche audience, they go broad and appeal to the masses.
● Ad-funded games have biggest share of revenues in first days when users are most
active. Games focused on IAP monetise users after couple of days; makes most of their
money after long time.
● Users continue to have a great appetite for new games, so ideally you have the next title
ready before they finish the last one.

5. One Tap Tap Game
Every Week

6. More than 10 Games
Every Week

7. - Study Top Games using spreadsheet - what qualities do they have:
- Average time or length of the session
- Online / offline
- Single/Multiplayer
- Core mechanic description
- Goal (=finish all levels) /Fail (=hit obstacle/wall/…)
- Special (=unlock balls & platform skins for coins,...)
- Improvement suggestions
- Review Top Chart games (what works what doesn’t)
- Check App Store game recommendations

9. Ad mediation
Ad networks
Analytics
Remote
Config
iAp
App Rating
Various
Bonuses
Customization
GDPR
Auth
Monetization
Quest System
Stats handling
Game
Leaderboards
Common gp
features
...
Releasable
version

10. Maximize ROI
Ad mediation
Ad networks
Analytics
Remote
Config
iAp
App Rating
Various
Bonuses
Customization
GDPR
Auth
Monetization
Quest System
Stats handling
Game
Leaderboards
Common gp
features
...
Game Game
GameGame Game
GameGame Game
GameGame Game
GameGame Game
GameGame Game

11. Producer
Artist
Developer
(project)
QA
...
Developer
(project)
Developer
(project)
Developer
(project)

12. Super Fast Prototypes
(1-2 weeks)
The Game
(1-2 weeks)
Done

13. Measure

14. Innovation vs Copycat

15. Innovation = Small Twist

16. Innovation = Small Twist

17. Update vs New Game

18. Yolo vs Procedures
Concept
Pre-
production
Production
Soft
Launch
Operation
Launch

19. Phase 1
● GEO=US
● CPI test - if below $0,50 (Voodoo goes as low as $0,07)
● Go for volume, target App Installs only
● Facebook and Google largest traffic sources
● Few days - to gather statistically significant
sample

20. Creatives
● Store creatives can greatly improve CR %
● Icon is the #1 creative you have
● Iterative approach
● Simplicity & focus on gameplay
● Real life objects vs game

21. Creatives

22. ● Retention
○ D1 >= 40-50%
● CPI <$0,50
If both are met - game ready for global launch
If at least one is met - feedback to the product team

23. Phase 2
● Repeat of Phase 1 with updated product
● Selection of best creatives
● Less time needed to draw conclusions

24. The same as in Phase 1:
● Retention
○ D1 >= 40-50%
● CPI <$0,50
If both are met - game ready for global launch
If at least one is met - feedback to the product team
If none are met - leave the game be and focus on the next one.

25. Soft launch

26. Soft launch
Global launch

27. Featuring?
Soft launch
Global launch

28. Featuring?
Soft launch
Global launch Regular UA

29. Release

30. Soft launch/CPI test
Release

31. Soft launch/CPI test
Release

32. Soft launch/CPI test
Global launch
Release

33. Łukasz Kwiecien Head of Marketing Operations
lukasz.kwiecien@huuugegames.com
Paweł Weder GM Ultra Casual
pawel.weder@huuugegames.com