eric seufert - gdc san francisco 2016 presentation - taking flight again: the launch of angry birds...
TRANSCRIPT
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.
Unpaid Growth Paid GrowthN
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Unpaid Growth Paid GrowthN
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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!● [email protected]● @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.
Unpaid Growth Paid GrowthN
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Unpaid Growth Paid GrowthN
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Unpaid Growth Paid GrowthN
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“Gimmick” Games
Fast-follow Clones
Lightweight graphics-driven
experiments
Unpaid Growth Paid GrowthN
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“Gimmick” Games
Fast-follow Clones
Second-screen
Extension
Lightweight graphics-driven
experiments
IP Co-brands
Unpaid Growth Paid GrowthN
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Requ
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Bala
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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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lanc
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Requ
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Bala
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Shee
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“Gimmick” Games
Fast-follow Clones
Second-screen
Extension
Full F2P Economy Games
Lightweight graphics-driven
experiments
IP Co-brands
?