1. Essentials for Building Your Game Into a Successful Business
IGDA Estonia GameCon, Sep 19 2013

2. About PlayHaven
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San Francisco
Portland
Buenos Aires
Helsinki

3. End-to-End?
You need to manage players at every point in their relationship -- before
install, in-game, & after they’ve left.
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Find new players
for your game
Keep them engaged
& spending money
Bring them back
after they’ve left

4. Flexibility
Whatever your technology platform, you need flexible tools that function in
your production pipeline.
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+ many more…!

5. Not All Players Are Created Equal
Segmentation helps you make informed decisions about how to reach the
right players at the right time with the right message.
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Identify the right
player segments
Deliver meaningful,
targeted messages
Make an immediate impact

6. How Do Dynamic Promotions Work?
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More Games Widget
Interstitial Ads
Rewards
Internal Cross-Promotion
Announcements
Virtual Good Promotion
Opt-In Data Collection
Direct Deals
Placements
Push
Promotions
}

7. Multivariate User Segmentation
Serve relevant promotions to different user segments
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Example Variables:
1. Amount Spent
2. Connection Type
3. Location
4. Language
5. Total Sessions
6. First Session Date
7. OS Version
8. Game Version
9. Last Session
10. Hardware
11. Time Spent in Game

8. 8
Amount Spent > $5"
Gameplays > 50 times"
Geo = North America"
Device = iPads & iPhone 5"
Amount Spent = $0"
Gameplays > 25"
Geo = NA & Europe"
Device = iPhone"
Amount Spent = $0"
Gameplays > 70"
Geo = Asia, S. America"
Device = iPod 3, iPhone 4"
Right Content For The Right Audience

9. Segments and Lifetime Value
Engage your audience at every point in your players’ lifecycle.
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Retention
Focus on IAP’s
Re-engagement
Cross-Promotion
Monetize w/ Ads
EngagementValue
(reset the LTV curve in new game)
TimeDay 1 User Churn

10. Build Relationships with Players Outside of Gameplay
Incentivize the opportunity to opt-in to communication about news,
promotions and updates through email campaigns.
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11. Push Notifications
Capture player attention and increase engagement, loyalty, and revenue with
Push Notifications.
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12. Push Notification Use Cases
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Meaningfully engage users with intelligent push notifications that trigger in-game
events or content units.
Target:
Dolphins
Goal: Provide discount to
encourage incremental
spending increase.
Target:
Whales
Goal: Improve loyalty by
giving unique incentive for
value customers.
Deep Link: VGP
Deep Link: Reward

13. More Push Use Cases
Increase player engagement, loyalty and revenue with maximum impact.
Loyalty
Monetize
Engagement
• Keep in touch: alert
your players to new
game activity
• Offer Daily Rewards for
returning to your game
• Target churned players
with Rewards
• Target players with
special Rewards
• Acquire opt-in data for
email marketing
• Target players with
special Announcements
• Target dolphins with
discounted Virtual Good
Promotions
• Target free-to-play
players with strategically
placed Ads post Push
engagement
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14. Ranking and Ratings
Ratings factored into ranking systems – positive ratings from the most
engaged players boost rank and longevity on charts.
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15. What About Paid Apps?
The market is not 100% about free-to-play – smart execution of try before
you buy style promotions can be extremely successful.
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“The revenue generated "
from free to paid "
conversions was huge”"
"
- Jonathan Simon, Dir. of Marketing, Magmic"

16. Upselling the Paid Game
The task: Convert players from the free version to the paid version of and
maximize revenue.
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17. End-to-End!
From acquisition to exit: Relevant content, for the right audience, in the right
channel, at the right time!
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Make new players
feel at home
Reward, pamper and
spoil regular players
Establish channels
outside gameplay

18. Thank You!
Questions? Concerns? Ideas?!
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Email: ville@playhaven.com
Twitter: @heijari