Slides presented by Chua Zi Yong at GDG DevFest KL 2012.

1. Getting Discovered on Google Play
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2. Getting Discovered on Google Play
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About myself
Chua Zi Yong
Founder and CEO of Stream Media
Developing Android since the 1.0 days
Worked with many game companies
like Creative Mobile and GameForge
(> 10 million users)

3. Getting Discovered on Google Play
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How we got started in App Discovery?
6 months ago, we launched Applorer
Help Android users to find the best games on Google
Play – and they MUST BE FREE

4. Getting Discovered on Google Play
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Why did we started building Applorer?

5. Getting Discovered on Google Play
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Very quickly… things didn’t look so good
How do I get more users for my app?
**** only XX installs a day…

6. Getting Discovered on Google Play
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And looks like this is a COMMON problem
< 5% of app has > 50,000 downloads

7. Getting Discovered on Google Play
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So… how to be the 5%?

8. Getting Discovered on Google Play
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We tried many methods…
- Friends and family (duh)
- Switching categories
- AdWords
- Facebook ads
- Creating apps (cookie cutter) to promote Applorer
- Writing to editors, blogs, news papers
- Cross marketing with other apps
- YouTube reviews
- Social Media
- Creating many apps to redirect users to Applorer
- Keyword spamming (dangerous… hmmm)
- App Store Optimization

9. Getting Discovered on Google Play
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We concluded with 3 key points
3 key points that you definitely will need to
look into get > 1,000,000 installs
I will go through in reverse order of
importance..
So that I can end of with the most important
thing =)

10. Getting Discovered on Google Play
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1. SEARCH

11. Getting Discovered on Google Play
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Users have to find your app
80% of Android installs are from SEARCH
Appstore Search Optimization is by far the
most effective in generating organic
downloads from REAL USERS

12. Getting Discovered on Google Play
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Keywords, keywords, keywords
On Android, you can modify your description
as and when you like.
Keywords are vital in getting good organic
search traffic to your app.
Find the keywords relevant (and popular)
Repeat but not spam the keywords

13. Getting Discovered on Google Play
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App name, images, package name
They all play a part in search ranking
Videos and images can increase conversion
rate from search views to installs
Do not make your trailer into an action
movie – show use case, screen shots,
gameplay

14. Getting Discovered on Google Play
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Rating and comments
Apps with high rating and comments will
also be ranked higher
Typically only 1-2% of users will give rating
Find ways in your app to encourage (but not
incentivize) users to rate and comment on
your app

15. Getting Discovered on Google Play
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Other things that may not be obvious…
Google Play are tracking other factors that
are less obvious
- Monthly active users
- Install/Uninstall ratio
- User activity levels
- Bugs

16. Getting Discovered on Google Play
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2. Build a Brand

17. Getting Discovered on Google Play
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By far one of the toughest thing for geeks

18. Getting Discovered on Google Play
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The world needs to know about your app!
Think about brand building – how do you get
kids to drink coke when they are thirsty?
This is a lot of hard work
- A lot of rejections
- Not overnight
- Not cheap (but doesn’t have to be
expensive)

19. Getting Discovered on Google Play
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What is the message?
Provide a clear, concise reason why “I” should use
your app
What is the advantage of using your app
compared to another one/none at all?
All this have to be part of the product marketing
mix, which you need to communicate to the world

20. Getting Discovered on Google Play
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Getting to the blogs/writers/journalists
This is a lot of hard work to build relationship with
them – but IT IS WORTHWHILE
Think of the angles and marketing mix that will
interest their readers
Build real and truthful relationship as this will be
your accumulative advantage in the long term

21. Getting Discovered on Google Play
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Getting to the world
Ads
- PR agencies (>US$20,000 per campaign)
- Ad networks (CPC/CPM/CPI)
Measure, measure, measure
- User life time value > Cost
- Retention
- Activity
- Purchasing power
- Volume

22. Getting Discovered on Google Play
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Tools that you should look at
Appstore Analytics
- AppAnnie
App Analytics
- Google Analytics for mobile
- Flurry
Google Analytics can also track download source
e.g. search, campaign etc

23. Getting Discovered on Google Play
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Do not forget your users
Users are the best marketing medium
Create channels where you can aggregate and
engage with them on social networks
They can also give you valuable feedback to your
product

24. Getting Discovered on Google Play
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Think of best, free games, you think of
Applorer
If your users think like this, you have succeeded

25. Getting Discovered on Google Play
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3. Build a Good Product

26. Getting Discovered on Google Play
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Most importantly, a good product
Ultimately, the product must be good
What you want to do is to give it a push so that
you can create a positive cycle
Otherwise, it will be a very painful and expensive
journey for you

27. Getting Discovered on Google Play
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Most importantly, a good product
Good ratings
Loyal users
Viral recommendations
Media coverage
Get Featured on Google Play

28. Getting Discovered on Google Play
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Build, release, gather reviews, repeat
Building a good product is (usually) an iterative
process
Sources to get reviews:
- AppAnnie
- Google Analytics / Flurry
- Google Play Dashboard
Follow the best development practices

29. Getting Discovered on Google Play
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Friday Game Review / App Clinic
http://www.youtube.com/user/androiddevelopers

30. Getting Discovered on Google Play
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So… today Applorer is at

31. Getting Discovered on Google Play
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We are still growing, but learning
We are learning every day how to build a better
app
Growing from 0/day to 3000/day has no magic
sauce, all hard work and we all start some where

32. Getting Discovered on Google Play
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Thank you!
p.s. download Applorer from Google Play @ applo.re/freegames