A short presentation from a talk I did last year about the importance of social and organic user acquisition on mobile games. Why? Because the competitive market of standard marketing techniques (CPI, CPA, etc) is quickly raising in cost and dropping in effectiveness.

1. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
JON BUTTERFIELD
CO-FOUNDER
JON@GETSOCIAL.BAR
WWW.GETSOCIAL.B
AR

2. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
WHO AM I?
➔ Originally from England, via California.
➔ Founded multiple online communities over the past 15 years.
➔ Managed social marketing campaigns for brands such as
Adidas, GetMilk?, Disney and the BBC.
➔ Co-Founded GetSocial in 2012. Based in Den Haag.
➔ Lover of motorcycles and a proud father.

3. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
• 52% of developers choose CPI models for acquisition
first.
• Most users acquired by CPI are of low value –
over 2/3 have <$10 LTV, almost 1/6 have LTV of $0
• Finding the right users is critical to whether an app lives
or dies. 80 – 90% of all apps are opened only once, then
deleted.
MOBILE APP ACQUISITION

4. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
• Over the past year, CPI costs have increased by 37%,
but ad conversion decreased 4% in USA and China.
• ARPU, however, did increase over the past year, but
not enough to cover the increased costs in CPI and
fewer users.
THE RISE OF ACQUISITION IN MOBILE
GAMING

5. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
• CPI advertising alone makes it difficult to gain market
share. Concern of reaching an upper limit when it comes
to ad cost vs revenue in mobile gaming market.
• Advertising is a great way to quickly scale downloads,
but risky if ARPU or conversion rates drop.
• Publishers and developers are beginning to benefit more
from implementing lower risk methods.
WHAT’S NEXT?

6. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
• Social tools available for every mobile app developer to
target users through word-of-mouth marketing bringing
real and valuable users
• Dig into users social graph to learn from your users
behavior and target endorsed deals and advertising
• Create an engaged community to increase ARPU
through repeat customers
GETSOCIAL
In-app purchases and re-engagement are key!

7. JON
BUTTERFIELD
WWW.GETSOCIAL.BARTHE DIFFERENCE BETWEEN PLAYING
SCRABBLE AGAINST THE COMPUTER
AND PLAYING WORDS WITH FRIENDS IS
THE DIFFERENCE BETWEEN KILLING
TIME AND A POP CULTURE
PHENOMENON.
Motivate users to invite friends, create brand loyalty,
and increase engagement and virality.

8. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
Smart Invites – create virality
within an app, and lower eCPI
costs. Connecting with
Whatsapp, kakao, FB, KIK,
Twitter, etc
KEY FEATURES OF GETSOCIAL
Moments – Share app-based rich
media (screenshots) across a
users social graph
Activities – An open, global,
platform for users to discuss,
share and compete.
Chat – secure and real-time
communication within games.
Giving users a platform to share.

9. JON
BUTTERFIELD
WWW.GETSOCIAL.BAR
JON BUTTERFIELD
CO-FOUNDER
JON@GETSOCIAL.BAR
WWW.GETSOCIAL.B
AR
THANK YOU!!
Sources: Compuware, Fiksu, Chartboost, SuperData Research, VB Insights