1. Lessons from
Charlie Moseley

2. Who Am I?

3. Who Am I?
• I’m a 30 year old American from
Washington DC, living in China for 7
years. Background in Graphic design

4. Who Am I?
• I’m a 30 year old American from
Washington DC, living in China for 7
years. Background in Graphic design
• Working in iOS development for 2
years

5. Who Am I?
• I’m a 30 year old American from
Washington DC, living in China for 7
years. Background in Graphic design
• Working in iOS development for 2
years
• Passionate about mobile app
development and supporting the
Apple ecosystem

6. Me Shaving Yesterday

7. Who is Tap4Fun?

8. Who is Tap4Fun?
• iOS Game developer based in Chengdu

9. Who is Tap4Fun?
• iOS Game developer based in Chengdu
• “Three Empires” series

10. Who is Tap4Fun?
• iOS Game developer based in Chengdu
• “Three Empires” series
• Tap4Fun founded last year

11. Who is Tap4Fun?
• iOS Game developer based in Chengdu
• “Three Empires” series
• Tap4Fun founded last year
• Nibirutech legacy

12. Some Tap4Fun Games

13. Some Tap4Fun Games

14. Some Tap4Fun Games

15. Some Tap4Fun Games

16. Some Tap4Fun Games

17. Let’s Talk About

18. Let’s Talk About
• How a Tap4Fun Game Works

19. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model

20. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS

21. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS
• Unique Aspects of China & Creating China’s
Hit iOS Game

22. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS
• Unique Aspects of China & Creating China’s
Hit iOS Game
• Marketing and Promotion

23. Let’s Talk About
• How a Tap4Fun Game Works
• Tap4Fun’s business model
• Android vs iOS
• Unique Aspects of China & Creating China’s
Hit iOS Game
• Marketing and Promotion
• Tap4Fun’s Corporate Culture

24. How a Tap4Fun Game
Works

25. Five Tap4Fun Principles

26. Five Tap4Fun Principles
• Online only

27. Five Tap4Fun Principles
• Online only
• Free download with IAP

28. Five Tap4Fun Principles
• Online only
• Free download with IAP
• Cooperation rewarded

29. Five Tap4Fun Principles
• Online only
• Free download with IAP
• Cooperation rewarded
• Very competitive

30. Five Tap4Fun Principles
• Online only
• Free download with IAP
• Cooperation rewarded
• Very competitive
• Iterative development process

31. Gameplay Description

32. Gameplay Description

33. Gameplay Description

34. Gameplay Description

35. Gameplay Description

36. Tap4Fun’s Business Model

37. What Led Us to Games

38. What Led Us to Games
• Our move from
utility apps to game
development. Why?

39. What Led Us to Games
• Our move from
utility apps to game
development. Why?

40. Freemium vs Paid iOS Apps

41. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps

42. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps
• Multiple purchases vs a single purchase

43. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps
• Multiple purchases vs a single purchase
• Lifespan of Freemium vs Paid: Huge but
Short Term Successes in Paid iOS Apps

44. Freemium vs Paid iOS Apps
• Within the last 18 months, a trend has
emerged in the highest grossing apps
• Multiple purchases vs a single purchase
• Lifespan of Freemium vs Paid: Huge but
Short Term Successes in Paid iOS Apps
• Paid apps revenue per user is flat.
Freemium revenue is dynamic. How does
this benefit us?

45. Cooperation & Competition

46. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games

47. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone

48. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone
• World Chat

49. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone
• World Chat
• PvP versus PvE

50. Cooperation & Competition
• Quickly we discovered: social interactions
are the cornerstone of online games
• Playing online with friends vs playing alone
• World Chat
• PvP versus PvE
• “Limbic system” programming. Emotional
attachment and commitment

51. Iterative Development

52. Iterative Development
• Updates are critical to long term iOS success

53. Iterative Development
• Updates are critical to long term iOS success
• Online games are built as the community
plays them

54. Iterative Development
• Updates are critical to long term iOS success
• Online games are built as the community
plays them
• Get to 1.0 quickly, then iterate for years

55. Android vs. iOS

56. iOS

57. iOS
• The largest mobile app marketplace in
terms of apps and influence

58. iOS
• The largest mobile app marketplace in
terms of apps and influence
• Closed ecosystem: mostly beneficial to us.
Developing for 3+ year old devices

59. iOS
• The largest mobile app marketplace in
terms of apps and influence
• Closed ecosystem: mostly beneficial to us.
Developing for 3+ year old devices
• Universal apps: iPhone and iPad

60. iOS
• The largest mobile app marketplace in
terms of apps and influence
• Closed ecosystem: mostly beneficial to us.
Developing for 3+ year old devices
• Universal apps: iPhone and iPad
• Monetization: iOS users spend more

61. Android

62. Android
• The largest mobile app marketplace in
terms of users

63. Android
• The largest mobile app marketplace in
terms of users
• Growing very quickly. Google Nexus 7”
tablet announced 2 weeks ago. Price and
market implications.

64. Android
• The largest mobile app marketplace in
terms of users
• Growing very quickly. Google Nexus 7”
tablet announced 2 weeks ago. Price and
market implications.
• Heavily fragmented. Versions, devices. The
challenges of developing on multiple
platforms

65. Android
• The largest mobile app marketplace in
terms of users
• Growing very quickly. Google Nexus 7”
tablet announced 2 weeks ago. Price and
market implications.
• Heavily fragmented. Versions, devices. The
challenges of developing on multiple
platforms
• Notoriously difficult to monetize. Angry
Birds monetization on Android

66. Other Platforms: Windows Mobile, Blackberry

67. Other Platforms: Windows Mobile, Blackberry
• Not much competition

68. Other Platforms: Windows Mobile, Blackberry
• Not much competition
• Small user base

69. Other Platforms: Windows Mobile, Blackberry
• Not much competition
• Small user base
• Generalization: Blackberry users don’t play
games, Windows Mobile caters to Xbox
developers. No room left

70. Other Platforms: Windows Mobile, Blackberry
• Not much competition
• Small user base
• Generalization: Blackberry users don’t play
games, Windows Mobile caters to Xbox
developers. No room left
• Not as attractive as iOS or Android

71. Our Development Resources
iOS Android
8%
92%

72. Summary:
iOS is currently our entire business,
but Android too lucrative to ignore.

73. China’s Unique Features
and Creating the China’s First Hit

74. Why Developing in China is Great

75. Why Developing in China is Great
• Access to high quality, low cost development
resources

76. Why Developing in China is Great
• Access to high quality, low cost development
resources
• Government creates a fertile environment
for Chinese developers

77. Why Developing in China is Great
• Access to high quality, low cost development
resources
• Government creates a fertile environment
for Chinese developers
• The Chinese mobile app market is
exploding. Developer around the world want
access to this growing market

78. Why Developing in China is Great
• Access to high quality, low cost development
resources
• Government creates a fertile environment
for Chinese developers
• The Chinese mobile app market is
exploding. Developer around the world want
access to this growing market
• Apple’s focus on China (Mountain Lion, Siri
in Chinese)

79. Challenges of Developing in China

80. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)

81. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)
• Hurdles to innovation: China “plays it safe”

82. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)
• Hurdles to innovation: China “plays it safe”
• Jailbroken devices are widespread.
Freemium developers are mostly safe

83. Challenges of Developing in China
• Hit IP in China rarely translates to
developed Western countries (三国)
• Hurdles to innovation: China “plays it safe”
• Jailbroken devices are widespread.
Freemium developers are mostly safe
• Online fraud always around the corner: 黑
卡. The bigger you get, the more they come

84. Summary:
China is one of the most dynamic and
interesting mobile apps markets on earth

85. However:
It’s been lacking an international hit to
establish it’s position as a big player.

86. Regional Development Turned
International Success

87. Regional Development Turned
International Success
• Finland: Angry Birds

88. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja

89. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run

90. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run
• Germany: Tiny Wings

91. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run
• Germany: Tiny Wings
• Russia: Cut the Rope

92. Regional Development Turned
International Success
• Finland: Angry Birds
• Australia: Fruit Ninja
• United States: Temple Run
• Germany: Tiny Wings
• Russia: Cut the Rope
• China: To be determined

93. China’s hit is coming. Who will make it?

94. Marketing and Promoting
iOS Apps

95. Marketing & Promotion

96. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation

97. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough

98. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world

99. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world
• Localization & broadening horizons

100. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world
• Localization & broadening horizons
• International marketing team

101. Marketing & Promotion
• Then & now: our original approach to
marketing and resource allocation
• We want users around the world. One
country or region is not good enough
• We want to connect people around the world
• Localization & broadening horizons
• International marketing team
• Data driven marketing

102. Data Driven Marketing

103. Data Driven Marketing
• We speak in acronyms: DAU, MAU & ARPU

104. Data Driven Marketing
• We speak in acronyms: DAU, MAU & ARPU
• Why data analysis is crucial in marketing
mobile applications

105. Data Driven Marketing
• We speak in acronyms: DAU, MAU & ARPU
• Why data analysis is crucial in marketing
mobile applications
• Cost per user

106. Where to Spend Advertising Revenue

107. Where to Spend Advertising Revenue
• We’re still discovering how to do this better

108. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser

109. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser
• Free App A Day & similar sites

110. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser
• Free App A Day & similar sites
• Contests with Prizes

111. Where to Spend Advertising Revenue
• We’re still discovering how to do this better
• Google Adwords vs Admod: On Device vs In
Browser
• Free App A Day & similar sites
• Contests with Prizes
• Innovation & breaking the rules

112. Summary:
Cost per acquired user can never exceed
ARPU. Experiment.

113. Tap4Fun’s Corporate
Culture

114. What Makes Working at Tap4Fun Different

115. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.

116. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.
• We’re building a community, inside and
outside of our office. Teamwork.

117. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.
• We’re building a community, inside and
outside of our office. Teamwork.
• Weekly conversations about any topic

118. What Makes Working at Tap4Fun Different
• “Thinking Different.” Yeah, we’re Steve Jobs
fans. Biography for everyone at Tap4Fun.
• We’re building a community, inside and
outside of our office. Teamwork.
• Weekly conversations about any topic
• An office you don’t want to leave.
Recreational activities.

119. What Tap4Fun Looks Like

120. What Tap4Fun Looks Like

121. What Tap4Fun Looks Like

122. What Tap4Fun Looks Like

123. Questions?

124. Thanks and enjoy the rest
of the conference
charlie@tap4fun.com