eric seufert - gdc san francisco 2016 presentation - taking flight again: the launch of angry birds...

Taking Flight Again: Planning the Launch of Angry Birds 2Eric Benjamin SeufertVP of User Acquisition & Network Engagement, Rovio

Who am I?

Mobile Dev Memo

Freemium Economics

VP of User Acquisition & Network Engagement

Presentation ThesisMobile has matured to the point where privileged access to distribution is a competitive advantage, and a portfolio of apps is an effective way to achieve that.

Presentation Structure1) Vanity Metrics!2) State of the Market3) UA Strategy in a Competitive

Marketplace4) Planning the Angry Birds 2 Launch5) Launch Results

Presentation Structure1) Vanity Metrics!2) State of the Market3) UA Strategy in a Competitive

Marketplace4) Planning the Angry Birds 2 Launch5) Launch Results

Vanity Metrics!

Vanity Metrics!● 2.2MM installs Day One of global

launch;

All Numbers are Global;1Numbers are time-based GTM; featuring started 8pm of “Day One”;

Vanity Metrics!● 2.2MM installs Day One of global

launch;● 10MM cumulative installs by Day Two;

All Numbers are Global;1Numbers are time-based GTM; featuring started 8pm of “Day One”;

Vanity Metrics!● 2.2MM installs Day One of global

launch;● 10MM cumulative installs by Day Two;● 30MM cumulative installs by Day

Twelve.

All Numbers are Global;1Numbers are time-based GTM; featuring started 8pm of “Day One”;

Vanity Metrics!

All Numbers are Global;1Numbers are time-based GTM; featuring started 8pm of “Day One”;

1 2 3 4 5 6 70

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Presentation Structure1) Vanity Metrics!2) State of the Market3) UA Strategy in a Competitive

Marketplace4) Planning the Angry Birds 2 Launch5) Launch Results

Über points

Über points● People aren’t downloading many apps:

Über points● People aren’t downloading many apps:

● Large companies own disproportionate amount of mobile time;

Über points● People aren’t downloading many apps:

● Large companies own disproportionate amount of mobile time;

● Smartphone penetration isn’t growing in the developed world.

Über points● Discovery is mostly driven by marketing:

Über points● Discovery is mostly driven by marketing:

● The largest developers are able to spend lots of money on not just direct response media but also OoH and television;

Über points● Discovery is mostly driven by marketing:

● The largest developers are able to spend lots of money on not just direct response media but also OoH and television;

● Saturation in app economy has limited “pull” factor for discovery.

Presentation Structure1) Vanity Metrics!2) State of the Market3) UA Strategy in a Competitive

Marketplace4) Planning the Angry Birds 2 Launch5) Launch Results

The Mobile Funnel

The Mobile FunnelDiscovery

• Mobile app install ads;

• Inspiring platform store search.

The Mobile FunnelDiscovery Platform

Store Page

• App store asset optimization.

• Mobile app install ads;

• Inspiring platform store search.

The Mobile FunnelDiscovery Platform

Store Page In-app Behavior

• App store asset optimization.

• Mobile app install ads;

• Inspiring platform store search.

• Retention drivers.

The Mobile FunnelDiscovery Platform

Store Page In-app Behavior

• App store asset optimization.

• Mobile app install ads;

• Inspiring platform store search.

Growth Optimization

• Retention drivers.

Growth plan requires actual growth

Growth plan requires actual growth● How will lots of people find out about this

game?

Growth plan requires actual growth● How will lots of people find out about this

game?● Sometimes IP co-brands and “ASO” look

like growth strategies, but they are actually optimization strategies.

ASO IP Co-brands

What it does

What it doesn’t do

ASO IP Co-brands

What it does Increase ad CTRs Increase ad CTRs and platform store IR

What it doesn’t do

ASO IP Co-brands

What it does Increase ad CTRs Increase ad CTRs and platform store IR

What it doesn’t doDrive awareness (increase store search volume)

Drive awareness (increase store search volume)

Is Platform Search a valuable discovery channel?

Is Platform Search a valuable discovery channel?● The Belgium Test:

Is Platform Search a valuable discovery channel?● The Belgium Test:

● Removed every Angry Birds game from App Store in Belgium except AB POP and AB Friends;

Is Platform Search a valuable discovery channel?● The Belgium Test:

● Removed every Angry Birds game from App Store in Belgium except AB POP and AB Friends;

● 0 impact on installs.

Is Platform Search a valuable discovery channel?● The Belgium Test:

● People know what they want when the search on the App Store;

Is Platform Search a valuable discovery channel?● The Belgium Test:

● Unless your app is transactional, search probably isn’t as valuable as you think.

Presentation Structure1) Vanity Metrics!2) State of the Market3) UA Strategy in a Competitive

Marketplace4) Planning the Angry Birds 2 Launch5) Launch Results

Angry Birds 2

Angry Birds 2● Soft launched as Angry

Birds “Under Pigstruction” in Canada in March 2015;

Angry Birds 2● Soft launched as Angry

Birds “Under Pigstruction” in Canada in March 2015;

● Early speculation by media that the game was actually an Angry Birds sequel;

Launch UA Strategy

Launch UA Strategy● Brand recognition would generate high

CTRs / IRs, result in low cost of acquisition;

Launch UA Strategy● Brand recognition would generate high

CTRs / IRs, result in low cost of acquisition;

● Earned media + potential featuring would deliver free installs;

Launch UA Strategy● A massive awareness campaign would

reduce install friction on paid campaigns (higher CTRs / IRs);

Launch UA Strategy● A massive awareness campaign would

reduce install friction on paid campaigns (higher CTRs / IRs);

● “Cheap” UA could subsidize portfolio CPIs, great opportunity for cross promo.

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Launch UA Strategy

Launch UA Strategy

Massive Awareness Awareness campaign drives down paid UA CPIs;

Launch UA Strategy

Massive Awareness

Paid installs

Earned Media Installs

Awareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Launch UA Strategy

Massive Awareness

Paid installs

Earned Media Installs

Awareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Surge of AB2 players flows into portfolio.

Portfolio installs

Network EngagementAwareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Surge of AB2 players flows into portfolio.

Network EngagementAwareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Surge of AB2 players flows into portfolio.

● Goal: increase retention across Rovio’s portfolio of games;

Network EngagementAwareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Surge of AB2 players flows into portfolio.

● Goal: increase retention across Rovio’s portfolio of games;

● Two major projects undertaken by Rovio UANE team in last year:

Network EngagementAwareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Surge of AB2 players flows into portfolio.

● Goal: increase retention across Rovio’s portfolio of games;

● Two major projects undertaken by Rovio UANE team in last year:● Better cross promotional impression targeting;

Network EngagementAwareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Surge of AB2 players flows into portfolio.

● Goal: increase retention across Rovio’s portfolio of games;

● Two major projects undertaken by Rovio UANE team in last year:● Better cross promotional impression targeting;● Better cross promotional ads.

Optimized, programmatic cross promo

Optimized, programmatic cross promo

● Propensity to spend broken down by:

Optimized, programmatic cross promo

● Propensity to spend broken down by:● Device type;

Optimized, programmatic cross promo

● Propensity to spend broken down by:● Device type;● Source game;

Optimized, programmatic cross promo

● Propensity to spend broken down by:● Device type;● Source game;● Player country;

Optimized, programmatic cross promo

● Propensity to spend broken down by:● Device type;● Source game;● Player country;● Player “profile”.

Optimized, programmatic cross promo

● What ad is a player based in GERMANY on an IPHONE 6 playing ANGRY BIRDS FRIENDS who HAS NEVER MONETIZED likely to click on (and monetize for)?

Optimized, programmatic ad servingGame (ad impression)

Ad Server

Player Data

What’s the best ad to serve this player based on what we know about them?

AdDid the player click on the ad? Did they ultimately monetize?

Yes or No Update performance data for this player profile based on click / no click

Optimized, programmatic ad servingResults:

Optimized, programmatic ad servingResults:• For some games, outbound installs

more than doubled;

Optimized, programmatic ad servingResults:• For some games, outbound installs

more than doubled;• Significantly reduced manual effort

required to traffic ads (since the algorithm does the ad selection).

Rich content ad portal

Rich content ad portalShowing better ads:

Rich content ad portalShowing better ads:• Give players the ability to opt into

ads, make ad placements feel like native content, allow for rich content ad types.

Rich content ad portal

Rich content ad portalResults:

Rich content ad portalResults:• Increase in total cross promo impressions;• Increase in cross promo downloads;• Increase in App Store conversion rate;• Moderate decrease in average CTR.

Rovio’s Portfolio MUU (Feb 2016)

Play One GamePlay >1 Game

Rovio’s Portfolio MAU

Jan-16 Feb-1660%

62%

64%

66%

68%

70%

72%

74%

65%

72%

Percentage of MAU playing more than one game

Content Channel launched

Awareness Campaign

Awareness Campaign● Facebook premium

video ad;

Awareness Campaign● Facebook premium

video ad;● >30MM impressions in

first 3 days of launch (US, mobile only).

Presentation Structure1) Vanity Metrics!2) State of the Market3) UA Strategy in a Competitive

Marketplace4) Planning the Angry Birds 2 Launch5) Launch Results

Angry Birds 2● Launched globally on July

30th, 2015;

Angry Birds 2● Launched globally on July

30th, 2015;● Reached #1 Top

Downloaded position in all major markets within hours of launch.

Awareness Campaign Increased Paid UA Performance

Awareness Campaign Increased Paid UA Performance● Soft Launch Average Paid CTR: 5%● Soft Launch Average Paid CVR: 5%

Awareness Campaign Increased Paid UA Performance● Soft Launch Average Paid CTR: 5%● Soft Launch Average Paid CVR: 5%

● Launch Paid CTR: 8%● Launch Paid CVR: 22%

CPIs in launch week were low

CPIs in launch week were low● Highest-volume campaigns in launch

week (US, iOS):

CPIs in launch week were low● Highest-volume campaigns in launch

week (US, iOS):● Facebook: ca. $1.10 CPI● Unity Ads: ca. $2● Applovin: ca. $1.50● AdColony: ca. $1.75● MDotM: ca. $1.80RED

ACTE

D

CPIs in launch week were low● Highest-volume campaigns in launch

week (US, iOS):● CPIs ranged between ca. $1 and $2.2;● Average CPI was $1.40.

Thank you!● eric@mobiledevmemo.com● @eric_seufert

Impact on Mobile Marketing:

Impact on Mobile Marketing:● Marketing has become important

consideration in major design / aesthetic choices:

Impact on Mobile Marketing:● Marketing has become important

consideration in major design / aesthetic choices:● Mobile gaming market stratified into

segments defined by marketing approach.

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“Gimmick” Games

Fast-follow Clones

Lightweight graphics-driven

experiments

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“Gimmick” Games

Fast-follow Clones

Second-screen

Extension

Lightweight graphics-driven

experiments

IP Co-brands

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“Gimmick” Games

Fast-follow Clones

Second-screen

Extension

Full F2P Economy Games

Lightweight graphics-driven

experiments

IP Co-brands

Unpaid Growth Paid GrowthN

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“Gimmick” Games

Fast-follow Clones

Second-screen

Extension

Full F2P Economy Games

Lightweight graphics-driven

experiments

IP Co-brands

?