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Flooded Channels and
     Frigid Tears
   Discoverability on the App Store
Secret Library

Carlos Quiñones
Nick Ralabate
One year as Secret Library
Two games on the App Store
Centrifeud (April ’12)

Wall Street Journal: “Games to Play”

COOL PIZZA (Sept. ’12)

Touch Arcade: Top Arcade Games of 2012

Paste: Top 20 Mobile Games of 2012
The Problem at Hand
App Store 2008 - 2013
$99 to be start distributing your games
641+ releases per day!
19,000+ new apps per month!
775,000+ apps!
Very lightly curated
About 25% are games (real numbers hard)
A Harsh Mistress
Why we picked Apple
Large install base: half a billion iOS devices
Expectations commensurate to small games
No time to port to 80 different Androids
Medium game production time 4-12 mo.
Medium game cost between $20k to $200k
Caveats

Games supposedly have a harsher curve than
utility apps
An obvious way to stand out is via brand
Techniques depend a lot on how you intend
to sell your game (paid vs. F2P vs. ads)
More Caveats

Our first year as
marketers! Uh-oh!

Didn’t think too deeply
about target audience, so
most tactics were tailored
to “people like us”
Last Caveat

It would help if you have a good game
It better look fantastic, this is HUGE
“Too many games are dead from the outset
because they simply do not choose a setting
or character which is appealing to the
market. “ -Ben Cousins
Game Review Sites
Timing is key; try to synchronize with launch
TONS of game review sites
Emailing all of them is time intensive
Target most popular sites first
Can hire a PR firm to badger people
Could give a whole talk on this...
WSJ vs. Kotaku
In Game Tweets
        (done well)
• Twitter
• Facebook
• Email your friends!
• Sword & Sworcery
 • Tweet in game dialogue
In Game Tweets
(done pretty ok)
Top of the charts -->
New releases list --^
- People browsing won’t dig too deep...
+ First day + first week sales are key!
Cross Promotion

         + Why not!
         - Kick out to store
         + Just you or a ring
         - Only intra-platform
Viral Design
Hi-tech word of mouth
Farmville style, from the land of Facebook
+ Very powerful way to get new customers
+ Part of the design of the game
- Spammy :(
+ Whoa! Front page! Maybe even the TV!
- Unpredictable without a contact...
There are things that make a feature more likely:
    Use new hardware or iOS features
    Be popular
    Get a publisher
Paid Installs?

+100% guaranteed
- $$$
IAP only: more than $1.00 per install
Price Drops
Free App blogs may syndicate the price
change
+ Crazy Tweetbots from Russia
+ Huge payoff in installs
- Only 5% conversion rate
- Makes more sense for IAP games
Spongiform Metafount 2
 Search!
 Memorable names are important
 Keywords!
 Examples:
      Centerfeud :(
      Cool Pizza :|
App Store Copy

Under your control
Great screenshots and copy
Used by journalists when talking about your
games
Icon should stand out
Categories
Type of game
How competitive is your genre?
Arcade?
Local multiplayer?
Game Center
 See what your friends are playing!
 + Free
 + Easy to integrate
 - No way to measure effectiveness
 About 50% for COOL PIZZA
Updates!


Reach out to the press... again
Hopefully your original reviewers + new
ones
App Store Reviews
More a matter of things to avoid than things
to do:
N is for Networking

            Trade Shows:
            GDC, SEIGE, PAX
            Festivals:
            IGF, IndieCade, XOXO
            + Almost free!
            - But, mostly insiders
Game Forums


+/- Enthusiasts
+ Free!
- Not active member of forum = 0 views
Three days spent on
promotion

First attempt at releasing a
game on the App Store

Priced at $1.99

Hoped to stand out as
local multiplayer iPad game
FREE

Ten days spent on
promotion

Arcade Games category

Hoping to stand out with
unique art style and music

Tchotchkies
Reading List

www.secret-library.com

http://www.streamingcolour.com/blog/2011/09/28/results-ios-game-revenue-survey/

http://www.thinkwithgoogle.com/insights/library/studies/understanding-the-modern-gamer/

http://www.gamasutra.com/view/news/178516/

http://gamesfromwithin.com/making-a-living-barely-on-the-iphone-app-store

http://www.pentadact.com/2012-03-17-gdc-talk-how-to-explain-your-game-to-an-asshole/
Check out our games

Centrifeud
Cool Pizza
Meet us in the hallway!
Atlantans Ahoy!




There’s lots of hot iOS gaming action in ATL...
Ask us anything.
  ANYTHING.

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