tips to build an efficient ua strategy on google play | angelina surnina

Bet on Android

Angelina SurninaCMO

Murka

Murka is just about

stop copyingand

start innovating

From Slots Journey in 2011

>6,000,000 downloads on mobile

2 years being Top-20 Casino Grossing Game in main markets

To Scatter Slots in 2015

>5,000,000 downloads on mobile

9 months of being Top-20 Casino Grossing Game in main markets and still there =))

Slots Journey Scatter Slots0%

20%40%60%80%

100%

iOS iOS

AndroidAndroid

Slots Journey Scatter Slots0%

20%

40%

60%

80%

100%

iOSiOS

AndroidAndroid

iOS/Android downloads distribution

iOS/Android revenue distribution

x1.7 downloads on Android

x5net revenue generated from

Android

Bet #1: first impression matters

New Free Casino Chart – first 30 days after initial release – paid/organic ratio is 1:2

*10 days after initial release SS were in Top-5 New Free Casino Chart

Trending Casino Chart – next 30 days after initial release – paid/organic ratio is 1:2.5

*Average paid/organic ratio is 1:1

Bet #2: downloads – smart approach

500 daily

900 daily

1100 daily

1500 daily

and so on

Bet #3: no incentive cheats on GoogleRetention rate (stickiness formula DAU/WAU, DAU/MAU)

Uninstall rate

Long installs (share of users who have the app installed for months)

Bet #4: Google wants users satisfactionGame Amount of

ReviewsRanking

Scatter Slots 76,645 4.6Viva Slots 18,540 4.6Wizard of Oz Slots

53,683 4.2

Slotomania 65,638 4.1Double Down 21,894 3.6

70% of negative reviewsconnected with tech issues…

Bet #5: be patient, keep slowly

Leave short bursts for iOS – Google takes time but achieved results are more sustainable

What we’ve gained:

Android x2 times cheaper than iOS

Both Android and iOS in general have

3-4 months payback period

THANK U=)

www.murka.com