This document provides tips for iOS user acquisition and game discovery. It recommends focusing on word of mouth by getting reviews and promoting through blogs. The App Store is also important but getting featured placement requires spending a lot or cultivating relationships with Apple. Advertising requires significant spending as acquisition costs rise. Viral sharing through social integration and inherently viral game design can also help. Mobile publishers should only be considered as a last option.

2. Let’s Talk About iOS Users
How Do I Find High Quality, Engaged Players?
Organic or word of mouth
IOS App Store
Advertising
Viral Channels
Mobile Publisher
Social Networks

3. Word of Mouth
How Can I Get People Talking About My Game?
Word of mouth is the #1 way users
discover mobile games*
Get yourself in blogs and game
review sites
Take Away: Build a great game!
*Inside Mobile Apps, 2012: http://www.insidemobileapps.com/2012/07/11/word-of-mouth-app-store-features-
and-searches-are-the-most-popular-methods-to-find-new-mobile-games-says-independent-developer-ampulum/

4. EEDAR Study On Discovery

5. The App Store
How Do I Get Priority Placement?
Spend a gazillion dollars on
user acquisition quickly
OR
Be strategic and form a
relationship with Apple

6. 5 Tips to Get Noticed By Apple
Pitch the blogs and publications that
APPLE EMPLOYEES actually read
Focus on the quality of the app and
execution
Make a great demo video that focuses
on the gameplay, not the developers
Make sure your app uses Apple’s
newest features
Attend and network at all Apple events

7. Advertising
Get Ready to Spend…User Acquisition Prices on the Rise*
User acquisition costs on IOS
range for $2 to $7 in the US
Ad types->
Incentivized, Video, CPI,CPC, bann
er, cross-promo, etc.
Which Ad Networks?-> Tapjoy,
Flurry, Applifer, Ad
Colony, W3i, Chartboost, etc.
*http://techcrunch.com/2012/07/30/w3i-app-marketing-costs/

8. Mobile App Virality
How to Increase Your K-Factor
• Make your game inherently viral
Go asynchronous - Words with Friends, Song Pop, Draw Something
• Add existing social graphs to your game
Facebook, Twitter, YouTube
• Build a great game!
Users will share a game they think is fun with their friends
• Make it Shareworthy!
Create moments that users want to share with their friends

9. When should you go with a
publisher?
Only when all else fails!

10. Mobile Publisher Advice
Who are we talking about we we say publisher?
A 3rd party that provides: funding, distribution, marketing and users
Examples: Gree, Activision, Mobage, TinyCo, Atari, Zynga, 6waves, Rovio
What do they do for you?
The above and what else?
No guarantee publisher will live up to promises
Your future is 100% tied to the publisher

12. Mobile Social Networks
Are Any Worth Talking to?
• Gree: Will cost you 15-25% of your revenue
• Playphone: Have traction, so it’s worth a conversation
• Mobage: Same as Gree
• Papaya: Android focused

14. Everyplay
• Social sharing with game replays
• Digitize the “word of mouth” experience
• Distribution
– Users record their Gameplay and share across social channels
• Engagement
– Real people are interesting. Let fans post how-tos, guides, boast and
connect

15. Discovery

16. Discovery

17. Engagement

18. Engagement

19. Final Advice
• Build an amazing game with social components
• Leverage existing social graphs
– Facebook, Twitter, Mobile Social Networks
• Research and try new mobile social graphs – EVERYPLAY!
• You’ll need to spend money -> Spend wisely
• Sign with a publisher as a last resort