From Social to Mobile: A Playbook for Building Successful Games
•
2 likes•435 views
This document discusses strategies for building successful mobile games. It begins with an overview of the mobile market and differences between social and mobile platforms. The rest of the document focuses on three key areas: user discovery and acquisition, engagement and retention, and monetization. For each area, it provides example strategies such as promoting apps on other popular apps, segmenting users for acquisition optimization, designing for engagement metrics, and optimizing monetization through testing price points and re-engagement. The document aims to provide a playbook of best practices for mobile game development.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to From Social to Mobile: A Playbook for Building Successful Games
Similar to From Social to Mobile: A Playbook for Building Successful Games (20)
From Social to Mobile: A Playbook for Building Successful Games
- 1. FROM SOCIAL TO MOBILE: A Playbook for Building Successful Games M o n t h l y W e b i n a r S e r i e s
- 2. 2 WHO IS KONTAGENT? We are the leading enterprise user analytics platform for social and mobile applications. User-Centric Data Accessibility Domain Expertise
- 3. 3 SPEAKERS BRETT SEYLER Mobile strategy consultant / investor BRAD EDELMAN CTO CONOR NASH Data scientist CATHERINE MYLINH Director, Marketing (Moderator)
- 4. 4
- 5. Mobile market overview DEMO: Kontagent kSuite Mobile analytics PLAYBOOK: Get them to play more, and often PLAYBOOK: Get users to find your app PLAYBOOK: Monetize your players AGENDA 5 Q&A
- 6. 6 MOBILE OPPORTUNITIES: How big is the market? • 575M smartphone “app” users (Nearly doubling every year; already bigger than Facebook) • 5.6B mobile subscribers | < 900M smartphones • Smartphones how out shipping feature phones in USA and W. EU 700,000 Android activations / day (255M / year pace, with 150M+ historical)
- 7. WHAT’S DIFFERENT? 7 SOCIAL vs MOBILE Platform social plumbing (messaging & communication protocols) Identity and authentication Editorial merchandising and discovery Massive consolidation vs unconstrained growth mode High- vs low-friction viral discovery Performance-based marketing & user acquisition Unique challenges that didn’t exist…
- 8. • Global parent- child features. • Progress, rewards and mom-com. • Social sharing. • Freemium-to-subscription. • Distribution for 3rd party developers. • Multi-platform mobile app network. • Edutainment titles from top developers. Fragmented Ecosystem: An example of just one mobile gaming platform 8
- 9. 9 USER DISCOVERY AND ACQUISITION
- 10. HERE’S THE PLAY: 10 USER DISCOVERY AND ACQUISITION Promote your app on other apps with high DAUs to reach large audiences
- 11. HERE’S THE PLAY: 11 USER DISCOVERY AND ACQUISITION Segment & optimize acquisition efforts based on user cohorts that generate the highest ROI Group A Group B Group C
- 12. HERE’S THE PLAY: 12 USER DISCOVERY AND ACQUISITION Build a highly engaging game so it leads to organic installs from word-of-mouth marketing
- 13. HERE’S THE PLAY: 13 USER DISCOVERY AND ACQUISITION 1. Engage the platform owner 2. Connect with your users 3. Optimize your advertising spend
- 14. Revenue per install source Cost per install KPIS FOR 14 USER DISCOVERY AND ACQUISITION Number of installs per acquisition source
- 15. 15 ENGAGEMENT & RETENTION Get your users to play your game, and play often
- 16. HERE’S THE PLAY: 16 ENGAGEMENT & RETENTION Identify the important metrics; design your game from day 1 to reach pre-defined goals
- 17. HERE’S THE PLAY: 17 ENGAGEMENT & RETENTION A/B test & iterate as quickly as the mobile platform will allow you to (there are ways around App Store approvals!)
- 18. 18 ENGAGEMENT & RETENTION Day 1, 7 and 30 retention Tutorial completion Compare app versions KPIS FOR
- 20. HERE’S THE PLAY: 20 MONETIZATION Optimize game mechanics; balance engagement while encouraging your users to make in-app purchases
- 21. HERE’S THE PLAY: 21 MONETIZATION Track revenue channels to understand the best price points for your user cohorts
- 22. HERE’S THE PLAY: 22 MONETIZATION Re-engage your users whenever you have new offers and features
- 23. 23 MONETIZATION Instrument all in-app purchases Compare conversion rates of virtual goods A/B test when you present monetization events KPIS FOR
- 24. 24 DEMO
Editor's Notes
- DAN: Introduction Purpose of this webinar.
- DAN: Brief history of Kontagent.
- Then play video… http://youtu.be/oJlpI-ySzQE
- BRETT: How big is this market? Big challenges but also big opportunities. Toss to Brett. (You can mention the stats below, but only to show this: How much social games has matured since 2006 to present vs mobile games from 2010 – meant to illustrate the fact that we’re still in the fledgling years of mobile. There’s a big market share for mobile devs to capture if social is any indication of how things will evolve…) 2011: 575M smartphone “app” users (nearly doubling every year…already bigger than FB) $3.8B (2011) from RIM, Nokia, Android, iOS app stores (growing by 70-80% YoY, iOS = ¾ market). iOS games about $1.4B in 2011, nearly doubling every year (FB 2011 $1.7B, growth slowing) $15.1B (in 2011) from mobile app stores overall (including feature phones, advertising, almost 200% YoY growth) Biggest thing to note: 5.6B mobile subscribers, < 900M smartphones Smartphones how out shipping feature phones in USA and W. EU, 700,000 Android activations / day (255M / year pace, with 150M+ historical)