Facebook and Zynga had a torrid love affair and then the market picked who was going to win and who was going to loose. The relationship is epic - the race to cash lowered the barriers to entry for developers, marketers became growth hackers and the disruption continued to mobile. Here we are now in a new era of mobile user acquisition, where cash is king. In a world where, big get bigger, marketers with little to offer other than a free game are trying to navigate chaotic world of mobile marketing. Of the experts, most look like digital marketers from the dotcom bubble, recent grads with a blend of analytics, hustle, and creativity, tasked with figuring out something that didn’t exist previously. They are tasked with getting users at low costs - but marketing budgets lack a focus on ROI. The big question is whether this deja-vu resembles all the me-too, low quality games that came out of social gaming and made money. If yes, we can buy into the incessant love of a business model that defies law of economics. But the real question is, is this again the marketing dollars dictating what consumers find or is it the creativity of developers that make peoplesay "I want that at any price" .

1. MOBILE USER
ACQUISITION
UNLOCKED
"DEJA-VU ALL OVER AGAIN? HOW SUSTAINABLE
IS THIS CURRENT APP ECOSYSTEM?”
DEEPIKA BAJAJ

2. Who am I?
Name: Deepika Bajaj
Mobile, Digital, Gaming enthusiast
Favorite Quote: Be the change you
want to see in the world
Business Philosophy: “Business is
what concerns us. If you care about
something enough to do something
about it, you’re in business.”
– Richard Branson
Passion: Build something that
transcends generations

4. Less than 0.01 percent.
That’s how many
consumer mobile apps
will be considered a
financial success by their
creators at the end of
2018, according to new
research from Gartner
Inc.

5. Marketers are having
trouble creating the next
BIG BANG
• Mobile is different
• Ubiquitous browser
cookies are not
available
• User attention is short
• Audience is
fragmented

7. • 20 percent of mobile games get
opened once and never again.
• 66 percent have never played
beyond the first 24 hours and
indeed most purchases happen
in the first week of play.
• Amazingly only around two to
three percent of gamers pay
anything at all for games, and
even more hair-raising is the fact
that 50 percent of all revenue
comes from just 0.2 percent of
players

8. Numbers
Storytell
our

9. Brace yourself for the mobile user acquisition
bloodbath this holiday season

10. But how could profit
be generated from a
marketplace in which
average install prices
exceed average
lifetime customer
values?

13. EPIC FAILURE

15. Is it an
$200M in sales

16. The Problem with
mobile advertising
isn’t mobile, it’s
advertising

17. Missing INTIMACY FACTOR

19. Advertising in
apps is still not a
viable option

23. Crushing It

25. Remember the times…

28. The EVIL Reality…

29. Businesses have
to make money…

31. Normal Law of
Economics
Mobile business and app
stores in particular haven't
suspended the normal laws of
economics.

32. Are we Naïve?

33. “
It ain't what you don't know that
gets you into trouble. It's what
you know for sure that just ain't
so.
- Mark Twain
Library of Congress, Circa 1907

36. The BIG Picture – A New Gaming Ecosystem
Building an
experience that’s not
an isolated
experience on a
given device but part
of a bigger
experience

37. déjà vu…
The Big get Bigger….

38. The REAL Question?

39. How can you make
your business timeless?

40. The tyranny of
lowest price
Designing something
that says, "this isn't
the cheapest, but it's
worth it."

41. “Business is not about
formality, or winning, or
the bottom line, or profit,
or trade, or commerce, or
any of the things the
business books tell you
it’s about. Business is
what concerns us. If you
care about something
enough to do something
about it, you’re in
business.”

42. Thank You

43. APPENDIX

46. Network Optimization
One of the biggest challenges
within mobile advertising is
finding the right balance between
traffic volume and traffic quality.
Hourly Targeting
In order to drive campaign
performance, it’s important to
understand when your users are
most active.
Optimizing for the Right KPI
In many cases, there’s a larger
time gap between the click and an
in-app action than there is
between a click and an install.