O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
The Three Stages of the
Mobile Games
Marketing Lifecycle
Eric Benjamin Seufert
PocketGamer Connects Helsinki
September 2017
Who I am
N3TWORK Mobile Dev
Memo
Freemium
Economics
Who I am
Presentation Structure
Presentation Structure
1) Mobile UA for games in 2017;
Presentation Structure
1) Mobile UA for games in 2017;
2) The Three Stages:
Presentation Structure
1) Mobile UA for games in 2017;
2) The Three Stages:
The Honeymoon Stage;
Presentation Structure
1) Mobile UA for games in 2017;
2) The Three Stages:
The Honeymoon Stage;
The Growth Stage;
Presentation Structure
1) Mobile UA for games in 2017;
2) The Three Stages:
The Honeymoon Stage;
The Growth Stage;
The Str...
Mobile UA for Games in 2017
Source: comScore
Mobile UA for Games in 2017
Source: SensorTower / Unity
*Applies specifically to mobile gaming
Mobile UA for Games in 2017
• August 28th, 2017: three
streaming video apps and one
game in the Top 5 grossing (US,
iOS).
Mobile UA for Games in 2017
Source: eMarketer
Mobile UA for Games in 2017
Source: Nanigans; Ben Clark
Mobile UA for Games in 2017
Unit Monetization
Mobile UA for Games in 2017
MarginalUnitAcquisitionCost
Hyper-Casual
Build &
Battle Social
Casino
PVP Ca...
Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Brand Reach
Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
Presentation Structure
1) Mobile UA for games in 2017;
2) The Three Stages:
The Honeymoon Stage;
The Growth Stage;
The Str...
The Three Stages
The Three Stages
The Honeymoon Stage
Time
AppExposure
Honeymoon
Stage
• Game is new to everyone;
The Honeymoon Stage
Time
AppExposure
Honeymoon
Stage
• Game is new to everyone;
• Highest CTRs: “best fit” players
seeing ...
The Honeymoon Stage
Time
AppExposure
Honeymoon
Stage
• Game is new to everyone;
• Highest CTRs: “best fit” players
seeing ...
The Honeymoon Stage
Time
AppExposure
Honeymoon
Stage
• Should I aim for here (max possible
reach before CPI pressure) in t...
The Honeymoon Stage
Time
AppExposure
Honeymoon
Stage
• Should I aim for here (max possible
reach before CPI pressure) in t...
Maximizing Scale in the
Honeymoon Stage
• Common dilemma for developers: reach max
scale in Honeymoon Stage (acquire the m...
Maximizing Scale in the
Honeymoon Stage
Pros of scaling as quickly as
possible:
• No time for fast-followers to
clone;
• M...
The Growth Stage
• Game has scaled to
max possible
profitable volume on
Tier 1 channels;
Time
AppExposure
Growth
Stage
The Growth Stage
• Game has scaled to
max possible
profitable volume on
Tier 1 channels;
• Increased number of
operational...
The Growth Stage
• Game has scaled to
max possible
profitable volume on
Tier 1 channels;
• Increased number of
operational...
The Growth Stage
• Game has scaled to
max possible
profitable volume on
Tier 1 channels;
• Increased number of
operational...
The Strategy Stage
• Direct response advertising no
longer drives new users,
profitably, at sufficient volume;
Time
AppExp...
The Strategy Stage
• Direct response advertising no
longer drives new users,
profitably, at sufficient volume;
• Developer...
eric@mobiledevmemo.com
@eric_seufert
MobileDevMemo.com
Thank You!
Próximos SlideShares
Carregando em…5
×
Próximos SlideShares
3 Tactics for UA Success in 2017 and 2018
Avançar
Transfira para ler offline e ver em ecrã inteiro.

4

Compartilhar

Baixar para ler offline

Navigating the Three stages of the Mobile Game Marketing Lifecycle

Baixar para ler offline

This presentation outlines the three stages of the mobile marketing lifecycle for games and identifies the strategies for growing the game at each stage.

Livros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo

Navigating the Three stages of the Mobile Game Marketing Lifecycle

  1. 1. The Three Stages of the Mobile Games Marketing Lifecycle Eric Benjamin Seufert PocketGamer Connects Helsinki September 2017
  2. 2. Who I am N3TWORK Mobile Dev Memo Freemium Economics
  3. 3. Who I am
  4. 4. Presentation Structure
  5. 5. Presentation Structure 1) Mobile UA for games in 2017;
  6. 6. Presentation Structure 1) Mobile UA for games in 2017; 2) The Three Stages:
  7. 7. Presentation Structure 1) Mobile UA for games in 2017; 2) The Three Stages: The Honeymoon Stage;
  8. 8. Presentation Structure 1) Mobile UA for games in 2017; 2) The Three Stages: The Honeymoon Stage; The Growth Stage;
  9. 9. Presentation Structure 1) Mobile UA for games in 2017; 2) The Three Stages: The Honeymoon Stage; The Growth Stage; The Strategy Stage.
  10. 10. Mobile UA for Games in 2017
  11. 11. Source: comScore Mobile UA for Games in 2017
  12. 12. Source: SensorTower / Unity *Applies specifically to mobile gaming Mobile UA for Games in 2017
  13. 13. • August 28th, 2017: three streaming video apps and one game in the Top 5 grossing (US, iOS). Mobile UA for Games in 2017
  14. 14. Source: eMarketer Mobile UA for Games in 2017
  15. 15. Source: Nanigans; Ben Clark Mobile UA for Games in 2017
  16. 16. Unit Monetization Mobile UA for Games in 2017 MarginalUnitAcquisitionCost Hyper-Casual Build & Battle Social Casino PVP Card Collection Pure Casual Hybrid Casual Story-driven Sports / Racing Tournament-D riven PVP
  17. 17. Components of a Growth Strategy Mobile UA for Games in 2017 Direct Response User Acquisition Cross Promotion Brand Reach
  18. 18. Components of a Growth Strategy Mobile UA for Games in 2017 Direct Response User Acquisition Cross Promotion Brand Reach
  19. 19. Components of a Growth Strategy Mobile UA for Games in 2017 Direct Response User Acquisition Cross Promotion Brand Reach
  20. 20. Components of a Growth Strategy Mobile UA for Games in 2017 Direct Response User Acquisition Cross Promotion Brand Reach
  21. 21. Components of a Growth Strategy Mobile UA for Games in 2017 Direct Response User Acquisition Brand Reach
  22. 22. Components of a Growth Strategy Mobile UA for Games in 2017 Direct Response User Acquisition Cross Promotion Brand Reach
  23. 23. Presentation Structure 1) Mobile UA for games in 2017; 2) The Three Stages: The Honeymoon Stage; The Growth Stage; The Strategy Stage.
  24. 24. The Three Stages
  25. 25. The Three Stages
  26. 26. The Honeymoon Stage Time AppExposure Honeymoon Stage • Game is new to everyone;
  27. 27. The Honeymoon Stage Time AppExposure Honeymoon Stage • Game is new to everyone; • Highest CTRs: “best fit” players seeing ads for first time (and clicking);
  28. 28. The Honeymoon Stage Time AppExposure Honeymoon Stage • Game is new to everyone; • Highest CTRs: “best fit” players seeing ads for first time (and clicking); • If marketing budget constrained by team size, team can focus exclusively on “top tier” channels (=more productivity per dollar spent).
  29. 29. The Honeymoon Stage Time AppExposure Honeymoon Stage • Should I aim for here (max possible reach before CPI pressure) in the Honeymoon Stage?
  30. 30. The Honeymoon Stage Time AppExposure Honeymoon Stage • Should I aim for here (max possible reach before CPI pressure) in the Honeymoon Stage? • Or here (don’t maximize spend, leave room to scale at cheaper unit price)?
  31. 31. Maximizing Scale in the Honeymoon Stage • Common dilemma for developers: reach max scale in Honeymoon Stage (acquire the most relevant users) as quickly as possible, or scale more slowly while iterating on game (leave room to acquire the best users for more evolved release);
  32. 32. Maximizing Scale in the Honeymoon Stage Pros of scaling as quickly as possible: • No time for fast-followers to clone; • Market doesn’t have time to get bored; • High absolute spend = high absolute virality at saturation. Cons of scaling as quickly as possible: • Game could get better; burning through potentially higher LTV users with lower LTV product.
  33. 33. The Growth Stage • Game has scaled to max possible profitable volume on Tier 1 channels; Time AppExposure Growth Stage
  34. 34. The Growth Stage • Game has scaled to max possible profitable volume on Tier 1 channels; • Increased number of operational channels; Time AppExposure Growth Stage
  35. 35. The Growth Stage • Game has scaled to max possible profitable volume on Tier 1 channels; • Increased number of operational channels; • Increase in UA team size / roles; Time AppExposure Growth Stage
  36. 36. The Growth Stage • Game has scaled to max possible profitable volume on Tier 1 channels; • Increased number of operational channels; • Increase in UA team size / roles; • UA automation. Time AppExposure Growth Stage
  37. 37. The Strategy Stage • Direct response advertising no longer drives new users, profitably, at sufficient volume; Time AppExposure Strategy Stage
  38. 38. The Strategy Stage • Direct response advertising no longer drives new users, profitably, at sufficient volume; • Developer is forced to look outside of direct response to reach new customers: brand attachment, out of home, influencer, etc. Time AppExposure Strategy Stage
  39. 39. eric@mobiledevmemo.com @eric_seufert MobileDevMemo.com Thank You!
  • DavidCostello

    Mar. 29, 2020
  • GREAT27Alexander

    Dec. 10, 2017
  • sbepstein

    Oct. 29, 2017
  • FardeenGhulam

    Sep. 26, 2017

This presentation outlines the three stages of the mobile marketing lifecycle for games and identifies the strategies for growing the game at each stage.

Vistos

Vistos totais

3.821

No Slideshare

0

De incorporações

0

Número de incorporações

1.223

Ações

Baixados

86

Compartilhados

0

Comentários

0

Curtir

4

×