Hey, you should play this!
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User acquisition essons learnt from delivering over 100 million game installs. Delivered at the Social Games Summit at GDC Europe 2011 in August 2011.
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Hey, you should play this!
- 1. Hey! ! You should play this!!
- 2. “This is the most promiscuous app audience in the history of mankind”! Bing Gordon! VC @ Kleiner Perkins! Ex-Chief Creative Officer / EA! (CC) Steve Lacey!
- 5. !"#$#%#&'$
- 6. !"#$#%#&'$
- 7. Trivial to try & switch.! ! Gazillion games. ! ! How do you stand out?! ! Can you turn " the enemy to a friend?!
- 8. Distribution! App stores! Social! Advertising! Cross promo! Brand! Press! Viral! Organic!
- 9. Lots of traffic, scalable, predictable, doable! Distribution! App stores! Social! Advertising! Cross promo!
- 10. Advertising" Pay upfront as long as cost < LTV! .()/-$+,)-'$ !"()*!+,)-'$ 0,%,1#*$ @&<%!%()*&+,*!.6+.,<! "#$#%&'!%()*&+,*! E2%<.2)3&!%5&!:2/#,*! 7.<%!2<&)<!(-(#1(:1&! "#$#%&'!#,-&,%.)/! A%(:1&! 0123%2(+,*!42(1#%/! F(,#*(,<! 7.<%!&96&,<#-&! ".%!35&(6&)! >'G()1.)! 7.)&!8&9#:1&!6)#3#,*;'&(1<! 0#B<2! 0(3&:..B!('<! "#=&<%)&&%!7&'#(! 2%3#%45(6#*$ ! >'7.:! @(,,&'!.,!#EAH!>,').#'I! >661&!C!D..*1&!<5.21'! 012))/! ".J&)!42(1#%/!2<&)<! $(B&!%5#<!(<!&(</!(<!0@! >661#?&)! A3(1(:1&! K(6L./!
- 11. Distribution" No upfront risk, revenue share of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
- 12. Social" Free distribution through social network! .,3#=88?@$A8819#B$ (CD$ E%*)8(*$ A.3#(1!<5()#,*[!#,-#%&<! D($&P&,%&)!c!<.3#(1!^Hd! e5(%!<.3#(1I!cU! #)(1#%/!#<!1#$#%&'! @2%!#%b<!=)&&[!2<&!#%H! ! QR=(3%.)!]!^H_! ! ! ! E6&,=&#,%!! E6&,=&#,%! "#$#%&'!2<&=21,&<<!=.)!#EA! 0&(%2)&!1&('&)[!:#*!(2'#&,3&! 0&(%2)&!1&('&)[!*..'!<%()%! C!>,').#'!`!&96&3%!%.! "&-&)(*&!#%[!#%b<!=)&&H! "&-&)(*&!#%[!#%b<!=)&&H! #$6).-&! ! ! 7(9#$#a&!#%H!O%b<!=)&&H! !
- 13. App Stores" If you win the lottery! (CD$ E%*)8(*$ .,3#=88?@$A8819#B$ G2)&!(J&<.$&,&<<!%.!*&%! G2)&!(J&<.$&,&<<!%.!*&%! 0@!B#11&'!%5&!(66!'#)&3%.)/! =&(%2)&'H!P5(,3&<I!".2</H! =&(%2)&'H!P5(,3&<I!@&g&)! D..*1&h!i<!=2%2)&!2,31&()! ! ! A#$61&!KEG!1#<%!(1*.)#%5$! @1(3B!:.9!KEG!1#<+,*<! ! f<&!<3(1&(:1&!<.2)3&<! 7235!5()'&)!%.!W*($&X! %.!*&%!%.!KEG!1#<%!! ! M96&3%!>661&!%.!?9!%5#<! N(6#'!#%&)(+.,!.,!! ! >,').#'!7()B&%! D&,#2<I! ! !
- 14. Cross promotion" Free distribution through sharing traffic! CF%$+8);89(8$ G)8//$+)8&8$%#-F8)?$ A26&):!&3.,.$#&<!.=!<3(1&! O$6).-&'!&3.,.$#&<! f<&)!"K!c!"KT*($&U!j!F! f<&)!61(/!.%5&)!*($&<!(,/J(/! P.<%<!c!P.<%T2<&)U!j!k! F.!3.<%<! F&&'!$(,/!<233&<<=21!*($&<! E,&!*($&!#<!&,.2*5! E,1/!=.)!:#**&<%!3.$6(,#&<! >,/:.'/!3(,!2<&!#%! ! O,3)&$&,%(1!%.!(11!.%5&)!2<&)!(342#<#+.,!
- 15. E*$+)(3#/$ H(),9(-'$ I(J$,%'K$
- 19. Average 6 games / month! n! Y! d! m! _! l! k! ^! 7.,%51/! e&&B1/!
- 20. Younger = more games! o! n! Y! d! m! 7.,%51/! _! e&&B1/! l! k! ^! f,'&)! ko!%.!lm! ld!%.!_m! _d!%.!mm! md!%.!dm! E-&)!dm! ko!/&()<! /&()<! /&()<! /&()<! /&()<! /&()<!
- 21. Old men with time to spare?! o! n! Y! d! m! 7.,%51/! _! e&&B1/! l! k! ^! f,'&)! ko!%.!lm! ld!%.!_m! _d!%.!mm! md!%.!dm! E-&)!dm! 0&$(1&! 7(1&!dm! ko!/&()<! /&()<! /&()<! /&()<! /&()<! /&()<! .-&)!dm! /&()<!
- 22. More people try new games Thursday-Friday! l^p! kop! kYp! kmp! klp! k^p! op! Yp! mp! lp! ^p! 7.,'(/! K2&<'(/! e&',&<'(/! K52)<'(/! 0)#'(/! A(%2)'(/! A2,'(/! Note: !% of new users per weekday of total new users over a week. " ! !Days are UTC.!
- 23. Tips for high performing ads! Clear value proposition! Brand! Faces! Colors! Unexpected! Freshness!
- 24. Genres with best ad CTR" (compared to average CTR)! lH^! kHo! kHY! kHm! kHl! kH^! ^Ho! ^HY! ^Hm! ^Hl! ^H^!
- 25. Most addictive genres" (average # of sessions per game in genre) ! k[l^^! k[^^^! o^^! Y^^! m^^! l^^! ^! Note: !# of sessions is internal metric, not directly same as game sessions ! !Data may be skewed due to certain games reloading pages often!
- 26. 1. Metrics! Don’t fly blind! Double down on best channels!
- 27. 2. Diversity! Don’t rely on one channel! Experiment!
- 28. 3. Scalable! Put your resources " into channels that scale! Play the lottery, " but don’t depend on it!
- 29. 4. Own or outsource! Either dedicate real resources" or get a publisher! It’s a marathon!
- 30. 5. Think big! Leverage success to new titles! Build a portfolio or borrow one with cross-promotion!
- 31. Get new users for free! www.applifier.com!