anh nhuyen, rovio
TRANSCRIPT
UA STRATEGY FOR GAMESANH NGUYEN – USER ACQUISITION MANAGER AT ROVIOWHITE NIGHTS HELSINKI 2016
UA Manager @ Rovio 2 years in Rovio Managing global UA campaigns for Angry Birds
2, Plunder Pirates, Nibblers…
ANH NGUYEN
AGENDA
What is UA? Audiences Common UA tactics Paid User Acquisition
AUDIENCES
WHAT IS USER ACQUISITION?
WHAT IS USER ACQUISITION?
User Acquisition is data drive marketing with “Return on Ad Spend” focus
WHAT IS USER ACQUISITION?
User Acquisition is data drive marketing with “Return on Ad Spend” focus UA is mainly for F2P games
WHAT IS USER ACQUISITION?
User Acquisition is data drive marketing with “Return on Ad Spend” focus UA is mainly for F2P games UA is involved in early phase of game development
Concept, creative Market research Audiences Soft Launch Global Launch Post Launch / F2P game’s lifetime
AUDIENCES
AUDIENCES
AUDIENCES
Audience types: Hardcore: Arrange time around gaming session Mid-core: Arrange gaming session around schedule Casual: Play games when time presents / allows
AUDIENCES
Audience types: Hardcore: Arrange time around gaming session Mid-core: Arrange gaming session around schedule Casual: Play games when time presents / allows
Audiences affecting your User Acquisition’s plan Mid-core & hard core users are very engaged but small user base -> Competing with CoC,
GoW with high CPIs Casual game have broader user base -> Cheaper to acquire
UA help to validate audience, game arts, mechanic -> Possibly adjust the game accordingly
AUDIENCE - HOW TO TARGET CORRECT AUDIENCES?
Use User Acquisition’s parameters
Age
Gender
Country
Platform
Device Type
Similar / Competitor’s games as benchmark
AUDIENCES
HOW TO START WITH USER ACQUISTION?
HOW TO START WITH UA?
Pre-production testing Appstore optimization A/B testing at every level of UA Acquiring users via paid channel
PRE-PRODUCTION TESTING & APPSTORE OPTIMIZATION
Testing target audience Before game launches:
Game concept, gameplay & character arts Naming Icon Appstore’s metadata
PRE-PRODUCTION TESTING & APPSTORE OPTIMIZATION
Testing target audience Before game launches:
Game concept, gameplay & character arts Naming Icon Appstore’s metadata
After game launches Continue optimizing whole user funnel Improving store conversion via A/B testing, Appstore optimization Keywords optimization
TESTING
TESTING
TESTING
TOOLS FOR TESTING & ASO
Prio Launch: Appannie, Appscotch Facebook advertising Mobile A/B testing for ASO tools (Splitmetrics…)
After game launches Google Play Store A/B testing platform Keywords: Appannie, Sensortower, MobileDevHQ, Google Keywords Planner tool
AUDIENCES
PAID USER ACQUISITION
PAID USER ACQUISITION
A highly successful mobile advertising strategy leverages several ad networks to manage ad inventory and acquire users across channels.
PAID USER ACQUISITION
The Core of UA is LTV > eCPI
Analytic is essential
Freemium Economics By Eric Seufert
PAID USER ACQUISITION
Many advertisers have 40-50% spend outside US
Common paid channels Facebook Video networks (AdColony, Unity,
Vungle, Applovin…) Chartboost
Always exploring new channels or ad type format (Instagram or FB Video Carousel)
PAID USER ACQUISITION
To spend at scale: Increase CPI bid Increase CTR & CVR
CREATIVE - INCREASE CTR & CVR
CTR (Ad creative)
High quality art
Gameplay focused
Video > banner
CTA
Characters
Appealing to target audiences
CVR (Appstore metadata)
ASO- display related
Icon
Screenshots
Ratings & reviews
Video
Description
GOOD ADS ARE IMPORTANT
SUMMARY
UA is important part of F2P game company Knowing your audience, picking right battle UA help to validate audience, game arts, mechanic UA does not mean having big budget to spend Testing & ASO are critical for every game launches Paid UA is all about LTV > eCPI If you could not bid high, focusing on optimizing toward CTR & CVR
THANK YOU FOR LISTENING