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Make the Decision
Changing Your Target Group Without Leaving Your Niche
18.02.2016 Casual Connect, Amsterdam
Example: Wrigley‘s Chewing Gum
Source: http://blog.making-pictures.co.uk/wp-content/uploads/2013/05/0042.jpg
Name Bjoern Bergstein
Age 36
Job Title Head of Games
Company Tivola Publishing
Responsibilities
• Products
• Partners
• Strategy
Tivola Publishing
Based in Hamburg, Germany
Founded 20 years ago
Publishing family friendly mobile games
Focus on games with animals
More than 35 mio downloads
Agenda
1. Mobile Market
2. Targeting an Audience
3. Customers behavior
4. Impact
Mobile Market
Mobile Market 2015
Source: http://www.next-gamer.de/news/mobile-games-diskussion-beendet-free-2-play-hat-gewonnen/
“Old“ games dominate the top market
4 out of 5 top revenue games are older than 1 year
Clash of Clans & Puzzle Dragons have been released in 2012
F2P is the most common and effective business modell
Strength of Mobile Market
Revenues over $30 billion
Free to Play is common
Ads are common
Everything is trackable
Easy to adjust / update
Smaller development budgets
Benefits for Devs / Publisher
No barrier to try out games (F2P)
Creative Game Design could be better than AAA
Nearly everyone is a potential customer
Endless niches
Targeting an Audience
Source: http://www.inc.com/guides/2010/06/defining-your-target-market.html
„No one can afford to target everyone."
Published on: Jun 22, 2010
Source: http://en.wikipedia.org/wiki/Niche_market
“The niche market is highly specialized,
and aiming to survive among the competition
from numerous super companies.”
Retail Market
Targeting the audience for box titles
Presentation
Design
Age Rating
Positioning in stores
Mobile Market
Targeting audience for mobile games
Title?
Age rating ?
Categories ?
Icons / Marketing screens ?
Icons: Pet Rescue Saga, Candy Crush, Diamond Dash, Cut the Rope, Chess & Mate, CatHotel
Source: http://www.inc.com/guides/2010/06/defining-your-target-market.html
„Targeting a specific market does not mean that you are
excluding people who do not fit your criteria.”
Examples Tivola
Customers behavior
Mobile is different
How customers find the way into your game:
Recommendations
Keywords
Title
Good Reviews
Customers try out
Example PetWorld
W
71%
M
29%
Gender
0%
8%
15%
23%
30%
13-17 J.18-25 J.26-35 J.35-44 J.45-54 J. 55+ J.
Age
Make a Decision
Source: http://www.webtexttool.com/wp-content/uploads/2015/04/target-audience.jpg
Who is the right audience for me?
Paying User
Your Challenge
Find the Paying Users
Check media, press or services regarding your niche
Check your data
Optimize your tracking
Set up campaigns via Facebook
Example PetWorld
Impact
Impact (What we did…)
Increase the KPI‘s
Design
Features
In App Purchases
Community Management
Marketing campaigns
Stay in your niche
Keep your…
Experience
Customer base
Strength your position
Products and brands
Lessons Learned
Lessons learned
1. Be focused and specialized
2. Targeting means not excluding customers
3. Choose your Target Audience
4. Don‘t leave your niche
Examples Tivola
0%
8%
15%
23%
30%
13-17 J.18-25 J.26-35 J.35-44 J.45-54 J. 55+ J.
Age
Questions?
bergstein@tivola.de

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