- Checkpoints on ASO, timing on Ad Monetization and our case studies from Crazy Defense Heroes - "How to Create a Hit Game" event in Shenzhen, China (May 2019) by Google AdMob x Mintegral x Avid.ly

1. FIONA SHIH 施毓鈞
User Acquisition & Ad Monetization Manager
Animoca Brands | May 2019
Tips on ASO
& Ad Monetization

2. Today’s Sharing
Who are we? Tips on ASO Tips on Ad
Monetization

3. Who Are We?

4. History & Milestones of Animoca Brands
Animoca spun off
Animoca Brands
to focus on licensing
& publishing
Ourpalm invested
in Animoca Brands
Listed in Aus
Stock market
Acquired
TicBits
Invested in
Zeroth.ai
Licensed
CryptoKittes
Acquired
Pixowl
1998 2010 2014 2015 2016 2017 2018 2019
Partnered with
iClick
Partnered with
Atari
Partnered with
F1
Partnered with
Lucid Sight
Crazy Defense
Heroes (iOS)
launched
Crazy Defense
Heroes (GP)
Pre-Registration
Outblaze was
founded in
Hong Kong
Outblaze launched
Animoca to focus on
mobile app business
Acquired
Tribeflame

5. About Animoca Brands
Australia Listed
ASX: AB1
HQ in Hong Kong
with presence in
Canada, Finland,
Philippines and
Argentina
Global
Publisher

6. 2018 World’s Top 50 Global Developer
6
Animoca Brands is selected in August 2018 as one of the only 5 Chinese publishers in “Top 50 Developer 2018”
by Pocket Gamer, aside from Tencent, NetEase, IGG, and Moonton.

7. Original Casual & Midcore Games and Apps

8. International IP Collaboration – Mobile Games

9. Early Leader for NFTs and Blockchain Gaming
The first phase of the game, featuring NFTs based on
Formula 1® intellectual property, will be launched in Q2
of this year.
The game will have a collectible component based on
non-fungible tokens (NFTs) as well as a racing
component utilising those NFTs.

10. Tips on ASO

11. Search is a Very Important Discovery Vector
Source: Apple Search Ads

12. Discovery is a Funnel to Conversion
?

13. The “Last Mile” for Selling Your Game/App
ASO (App Store Optimization)
• Better discovery
• Better conversion
Source: StoreMaven

14. ASO Check Points for Better Discovery & Conversion
App Name
Icon
Screenshots
Preview Video
Ratings & Reviews
Keyword Strings
(iOS)
Descriptions
• Best describe your app
• Keywords in the name
• Easy to spell & pronounce
• Add descriptive part
• A/B test the elements,
colors, frames, styles
• Easy to recognize
• Consistent with marketing
• 80% users watch <12s*
• Choose poster frame
• Consistent art style with
screenshot
• Up to 3 previews (iOS)
• A/B test if it’s essential
• First 2 screens matter
• Simple taglines
• 1 key feature per screen
• Localize & cultralize
• Subtitle (iOS)
• Short description (GP)
• <2% users hit “…More”
• First 250 (iOS), first 80 (GP)
• Use all 100 characters
• Remove space
• Skip keywords in title,
subtitle, category & plural
• Cross-relations
(US-EN & ES-MX)
• Encourage ratings
• Find bugs & improve
• Respond for credibility
• Above 4 Stars or Reset
• Keywords
• Promoted IAP (iOS)
Source: StoreMaven
• 16:9 landscape screens
(GP) x3

15. ASO Check Points for Better Discovery & Conversion
Source: Google i/o 2019
16:9 screenshots x3
16:9 video
Turn off monetization
for promo video

16. Useful ASO Tool: StoreMaven (for IOS & GP)
The free & handy Google Chrome Extension

17. Useful ASO Tool: StoreMaven (for IOS & GP)
Can also download the icon, video, screenshots, descriptions
for competitor ASO analysis

18. Useful ASO Tool:
ASO - Google Play Short Description Viewer (for GP)
The free & handy Google Chrome Extension

19. Useful ASO Tool: AppSparky (for IOS)
Preview how the icon looks like on store-front & various devices

20. Useful ASO Tool: Switchr (for IOS)
Switch to any IOS stores
for competitor ASO analysis and feature checking

21. Crazy Defense Heroes
Our Case Study
21
Developer: Animoca Brands & Ticbits

22. Crazy Defense Heroes
• Available on iOS from 2018
• Sequel of “Crazy Kings”
• Tower defense x collectible cards x RPG
• Apple App Store “Game of the Day”
• Pre-registration on Google Play

23. A/B Test Game Icons for IOS Version
Strategy Top Free 50 Apps
35/50 29/50 5/50 15/5016/50
1 main
character’s
face
Look into
the eye of
the users
Shout-out
mouth
style
Icon with
frame
Icon with
game logo

24. A/B Test Game Icons for IOS Version
Prepare icons with various
frames, colors, characters
Leverage FB carousel ads
for A/B testing

25. Localize & Cultralize Store Promotion Screens

26. Localize & Cultralize Store Promotion Screens

27. • SKStoreReviewController (iOS)
Use the requestReview() method to indicate when it makes sense
within the logic of your app to ask the user for ratings and reviews within your app
Encourage Ratings & Reviews for Better Search Results

28. Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings
Today
Feature
in Greater
China
Today
Feature
in Greater
China
• Launched with “SKStoreReviewController” in Sep. 2018
China
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings
x16 x19 x2 4.44 4.82
Encourage Ratings & Reviews for Better Search Results

29. Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings
Japan
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings
x7 x5 x2 4.45 4.59
• Launched with “SKStoreReviewController” in Sep. 2018
Encourage Ratings & Reviews for Better Search Results

30. Total Ratings v.s. 5-Star Ratings Total Ratings v.s. 1-Star Ratings
Today
Feature
in Greater
China
Today
Feature
in Greater
China
Worldwide
New Ratings New 5-Star Ratings New 1-Star Ratings Average Ratings
x11 x12 x2 4.27 4.78
• Launched with “SKStoreReviewController” in Sep. 2018
Encourage Ratings & Reviews for Better Search Results

31. Marvel Contest of
Champions
31
BEST PRACTICE 1
Developer: Kabam Games Inc.

32. English-US
1. Simple taglines with CTA
2. Design the iOS App Preview
video to have consistent
design layout with the
screentshots
3. Landscape screenshots for
GP, and portrait screenshots
for iOS
32

33. Japanese
1. Localized game name “All-star
Battle”
2. Simple taglines with CTA
3. Design the iOS App Preview
video with cultralized fonts
4. Landscape screenshots for
GP, and portrait screenshots
for Ios
33

34. The Amazing
Spider-Man 2
34
BEST PRACTICE
Developer: Gameloft

35. English vs
Japanese - 1
1. Localized game names
2. Cultralized the tagline
formats to bit slightly tilt
up-rightwards which is
common for Japanese popular
games
3. Localized each taglines
instead of direct translation; in
this screenshot, it highlights
3D art in JP store
35

36. English vs
Japanese - 2
1. Cultralized the tagline
formats to bit slightly tilt
up-rightwards which is
common for Japanese popular
games
2. Localized each taglines
instead of direct translation; in
this screenshot, it highlights
the easy control button and
add a finger onto the image in
JP store
36

37. English vs
Japanese - 3
1. Cultralized the tagline
formats to bit slightly tilt
up-rightwards which is
common for Japanese popular
games
2. Localized each taglines
instead of direct translation; in
this screenshot, it highlights
unlock different spider-
man suits in JP store
37

38. Tips on ASO
Better discovery, better conversion for the “Last Mile”

39. Tips on Ad
Monetization

40. The More Ads Shown, the Higher Ads Revenue?
ECPM = Revenue / Impression *1000
Publisher’s Revenue = Advertiser’s Cost – Ad Network’s Revenue
Advertiser’s Cost = CPI, CPA, CPE…etc
CPI = View & Click & Install & 1st Open (& Action)
User Experience

41. The Timing for Monetized Ads
“Conversion” is the Key
Find the timing that users will convert the most
Review &
explore the
user flow
Choose the
suitable ad
formats
*Admob
Smart Segmentation
Compare
engagement
& revenue
among
different ad
placements
Find the best
“discovery”
or “opt-in”
moments

42. Crazy Kings
Our Case Study
42
Developer: Animoca Brands & Ticbits

43. Crazy Kings
• Available on IOS from 2015
• The prequel of “Crazy Defense Heroes”
• Tower defense x collectible cards
• Apple App Store “Editors’ Choice”
• Cartoony comic animation style

44. Crazy Kings
Before a battle, players could opt-in to watch a
video to unlock additional card slot
*The supply included Videos & Playable Videos
Before: “Rewarded Video” ad unit After: New “Playable Video” ad unit
In Shop, players could opt-in to PLAY a mini-
game to get a free mini card pack
*The supply included Playable Videos only

45. Better User Experience, Better Conversion
“Rewarded Video” ad unit
(Video + Playable Video)
0 2 4 6 8 10
eCPM
Install Rate Before
After
7.9x
2.6x
Source: 2018 AppOnBoard x Crazy Kings Case Study
New “Playable Video” ad unit
(Playable Video only)

46. Relaxing Discovery Timing
Opt-in to Play
Clear Heads-up
Optimizing for the Best Possible User Experience

47. Today’s Sharing Takeaways
Original Games
IP Collaborations
Timing &
Conversion
Matter
Better Discovery
&
Better Conversion
for “Last Mile”

48. Crazy Defense Heroes
疯狂塔防物语

49. LinkedIn WeChat
E-Mail
fionashih@animocabrands.com
FIONA SHIH 施毓鈞
User Acquisition & Ad Monetization Manager
Animoca Brands