eugene konash, head of social, bluestacks
TRANSCRIPT
PowerPoint Presentation
Where Whales go to Game
BlueStacks
Wi-Fi provider at lots of conferences + Android Platform for your PC and Mac with 90m users and a game Publisher.
Eugene
Director of Publishing at BlueStacks formerly Director of Marketing at Tap4Fun
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Whales?
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Whale vs Shrimp
CPI $10 LTV $20 CPI $1 LTV $1
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Whale hunting
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Whale hunting
Shotgun/Dynamite
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Whale hunting
Shotgun/DynamiteSniper/Spear
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Types of Whales
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Slots/Social Casino whales $500
Real old lady Whales in Nevada
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Hardcore RPG/strategy whales $5000
Older higher net worth males
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Whales?
Your CEO? $50,000
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Whale hunting flowCreate/SplitTargeting ProfilesA/B Test Creative LOOK AT ROIAnalyzeUsers Launch Big CampaignLOOK AT ROI
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If you know your Whales
and have lots of them use LOOKALIKES otherwise look at AUDIENCE INSIGHTS
If you dont know who your Whales are
look at competitors Pages Audience Insights guess and build a targeting profile
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This leaves room for new companies to take the market.14
FB Cat LoversFB Cat LoversFB UntargetedRTB
This leaves room for new companies to take the market.15
Whale-bait
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Hardcore RPG/strategy whales $5000
Older higher net worth males
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All Players
This leaves room for new companies to take the market.18
Whales
This leaves room for new companies to take the market.19
Whales
This leaves room for new companies to take the market.20
This leaves room for new companies to take the market.21
This leaves room for new companies to take the market.22
Slots/Social Casino whales $500
Real old lady Whales in Nevada
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This leaves room for new companies to take the market.24
This leaves room for new companies to take the market.25
This leaves room for new companies to take the market.26
Did well with younger audiencesBetter CTR but lower ROI
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Ride the Movie/Trend Wave + Targeting
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Weird Ads work (sometimes)
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Screenshots as Ads (CTR low ROI high)
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Gameplay Footage as Ads (CTR low ROI high)
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Cinemagraphs as Ads
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Even ugly gameplay works
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Targeting Tips
High end vs Low end Devices
Facebook Spenders (Spend on Canvas = Spend on Mobile)
Non-traditionalCigarettes/AlcoholVeterans/MilitaryHigh end gaming brandsMothers with older kidsGrandmothers
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FB, Instagram, VK what about RTB
RTB Problem (remnant traffic)
Too many publishersNeed to spend $$$ before CTRs
RTB Solution (retarget first)
Identify the niches firstThen launch big campaigns
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Whale hunting
Shotgun/Dynamite
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Whale-bait
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Optimizing Bait with Google Play
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How to chart well
Size matters smaller is better
Category matters
Skin matters (a lot)
Day of the week/holidays/bank holidays matter
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Thank you!
Hit me up on [email protected]
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