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The Whole Nine Yards - Launching Mobile Games with a BAM! - Philipp Stelzer

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Casual Connect Europe 2015

The mobile games industry is a cut-throat place. Each week thousands of apps are competing for promotion from the major distribution platforms, yearning for the attention of more than a billion smartphone users around the world. Simply releasing your game and hoping for results won’t do any more. With increasing costs in performance marketing, even multi-million dollar budgets are no guarantee for a sustainable top grossing hit game. New mobile games need a different approach, one that reflects the ever changing nature of the app store. With Wooga’s next game, Agent Alice, we’re combining performance marketing, branding and PR to create buzz and awareness for Agent Alice before it’s launch at the end of February. In this session Philipp, part of our growth team, will go into more details about the strategy and share what we’ve learnt so far. P erhaps this talk will be about failure, perhaps about a great success. We simply don’t know yet. That’s the beauty of the app store.

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The Whole Nine Yards - Launching Mobile Games with a BAM! - Philipp Stelzer

  1. 1. THE WHOLE NINE YARDS LAUNCHING GAMES WITH A BAM! Philipp Stelzer AMSTERDAM, 5th OF FEBRUARY, 2015
  2. 2. GLOBAL LAUNCH February 26
  3. 3. Optimised for iPhone and iPad
  4. 4. More space, more art.
  5. 5. 80% FEMALE 24 – 59 YEARS 20% ARE 55+ YEARS
  6. 6. TOP 10 GROSSING, iOS (December 26, USA) 2013 2014 Source: AppAnnie
  7. 7. 8+  Apps   5-­‐7  Apps   4  Apps   3  Apps   2  Apps   1  App   MOST USERS DOWNLOAD ZERO NEW APPS PER MONTH 64.5% Zero Apps 35.5% 1+ Apps Source: comScore
  8. 8. COST PER LOYAL USER INCREASING   Source: Fiksu, PocketGamer.biz Trend $2.50 $2.00 $1.50 $1.00 $0.50 $- 1/12 10/144/12 4/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 7/14
  9. 9. d   TIME EXCITEMENT LAUNCH
  10. 10. PACKAGING
  11. 11. Soap Opera Mystery Crime
  12. 12.
  13. 13. BEHIND THE SCENES VIDEO PRODUCTION TRAILERS
  14. 14. BRAND IDENTITY
  15. 15. PACKAGING TEASING
  16. 16. REVEALING THE GAME PIECE BY PIECE
  17. 17. AN ENGAGED COMMUNITY
  18. 18. PACKAGING TEASING BUZZ
  19. 19. ORGANIC 100%
  20. 20. 1M 500k THREE WEEKS TO GO AND ALREADY FANS VIEWS
  21. 21. PACKAGING TEASING BUZZ LAUNCH
  22. 22. 21DAYS February 26
  23. 23. SUSTAIN Trailers Behind the scenes videos Exclusive Events Cross-LinkingInterviews Public Talks
  24. 24. Excitement
  25. 25. BAM!
  26. 26. INSTALLS
  27. 27. NUMBERS CREATIVITY
  28. 28. OUT 26th FEBRUARY 2015
  29. 29. Philipp Stelzer @lookinginsight

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