leveling up: best practices for your mobile gaming app launch

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Page 1: Leveling Up: Best Practices for Your Mobile Gaming App Launch
Page 2: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

● 30 Minutes

● Ask questions at any time via this panel -->

● Q&A at the end

● Recording & slides via E-mail

Housekeeping

Page 3: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

Agenda

1. Company Overviews

2. Soft Launch

3. Launch

4. Post Launch

5. Q&A

Page 4: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Company Overviews

Page 5: Leveling Up: Best Practices for Your Mobile Gaming App Launch

22,000+Integrated

SDKs

#1

100+ Billion 1k+

150+employees

2 PetabytesMonthlyTraffic

iOS Attribution SDK*

IntegratedPartners

Data PointsTracked Monthly

* Source http://mightysignal.com/top-ios-sdks?tag-24

Page 6: Leveling Up: Best Practices for Your Mobile Gaming App Launch

4,200Apps installed

per minute

1.2B

720 365

150B+Registered and analyzed data points monthly

15k App developers

Unique users reached each

month

R&D employees Employees

Page 7: Leveling Up: Best Practices for Your Mobile Gaming App Launch

6 MMobile Apps

installed August 2017

5

$100 M+ 5000+

$1.6 BGaming

Revenue in 2016

80 Bay Area

Employees

International Offices

International Employees

In Revenue from Dominations

Page 8: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Step 1 - Soft Launch

Page 9: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the UA Team in soft launch

1. UA team function

a. Goal: Quick & clean data for key decisions

b. Build models for LTV curve and bid strategy

c. Implement and test your UA toolset (attribution etc)

d. Answer, Does the game have what it takes?

2. UA Creative Strategy

a. 3+3 rule of thumb (video + static) for SL

b. Provide asset specs for selected traffic sources

c. Allow your creative team 6+ weeks for best results

d. Ask your ad networks to supplement if needed

Page 10: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the UA Team in soft launch

1. Best practices for soft launch

a. Standardize your phases

i. SL1 = Server Stability

ii. SL2 = Retention Test

iii. SL3 = Monetization Test

b. Speed and clean data over ROI

i. Use only 3-5 proven traffic sources

ii. Higher CPIs may be needed

iii. Use broad-to-light targeting

c. Don’t launch bad games… or at least don’t plan on UA for them!

Page 11: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the network in soft launch

1. Network Function

a. Understanding Strategy and KPIs

b. Sharing Best Practices

2. Creative development timeline

a. Streamline the creative production process

b. Leave time for several iterations

3. Securing the best fit supply

a. Predicting fit based on historical data

b. Share the risk

Page 12: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

Best attribution practices in soft launch

1. Attribution logic

a. Who won: Last-click methodology

b. Branding and stickiness: Impression tracking

c. Re-engagements: Re-attributions

Page 13: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

Best attribution practices in soft launch

1. In-app measurement and raw data

a. ROI: Event & revenue tracking

b. In-house Analysis: Callbacks/Postbacks

2. Partner setup

a. Unlocking potential: How to set your partners

up for success

2. Testing!

Page 14: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Step 2 - Launch

Page 15: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the UA Team in launch

1. UA team function

a. Maximize opportunity and impact

2. UA creative plan

a. 10+10 rule of thumb for video+static

b. Identify 8-10 channels and provide asset specs

c. Have 1-2 playable ads ready by launch

d. Provide Creative 8+ weeks lead time from when game

“graduates” to WW launch status

e. Tap your ad networks for more video + playables

Page 16: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the UA Team in launch

1. UA best practices for worldwide launch

a. Look for the unique opportunities of launch window

b. CPIs lowest when title is new + app store support

c. Pre-emptive blacklist bad pubs before launch

d. Utilize your ad networks as an optimization resource

e. Plan bid and pub optimizations on Friday & Monday

i. Look to retention and tutorial completion initial

ii. Move to payer rate and yield-based ops

f. Clear your calendar! It’s gonna get crazy.

Page 17: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the network during launch

1. Risk Management

a. Focus delivery on high monetizing sources

b. Secure supply through first position serving

c. Leave room for finding new high yield supply pockets

2. Creative A/B Testing and Optimization

a. Day 0 A/B Testing

b. Full funnel analysis

c. Dynamic impression allocation based on multi-armed bandit

3. ROAS learning based on early performance indicators

a. In-game engagement

b. From Retention to ROAS

Page 18: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

• 49% Engagement rate

• 3.96 IPM

• 2X compared to Video

• Top network for launch week

The benefits of using a playable at launch

ironSource Playable for Nexon Battlejack launch

Page 19: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

• Users engage with the game prior to the install

• Outperform competitors’ eCPM

• Learn faster, bid faster, scale faster

• Gain insights into game design

The benefits of using a playable at launch

Page 20: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Step 3 - Post Launch

Page 21: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the UA Team in post-launch

1. UA Team Function

a. Maximize portfolio yield. Pick the best

opportunities and titles to invest in

b. CPIs take a backseat to pure ROI

2. UA Creative Strategy

a. Monthly creative review + refresh

b. 50/50 split of iterative / experimental creative

c. Stay on top of emerging ad formats

d. Makes friends with your Creative team, they

are strong allies!

Page 22: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the UA Team in post-launch

1. Best UA practices for post-launch phase

a. Assess & Update your LTV curve monthly

b. Test global and localize for key markets

c. Build a model to measure organic lift

d. Establish D1/D7/D30 targets for ROAS

e. Look back regularly, are you reaching goal?

f. Test 1-3 new channels per month

g. Build out retention & remarketing initiatives

that capitalize on new content

h. Know when to stop! No game lives forever,

though the best can sustain for years.

Page 23: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the network post-launch

1. Maximizing yield

a. Dynamic bidding based on ROAS or Retention

b. Understanding the upside

c. Setting the right baseline bids for global run of network exploration

2. Ongoing Creative Optimization

a. Localization and Innovation

b. Promote new game features with re-engagement

3. Adjusting campaign performance objectives

a. KPI validation - do we have the right curve?

b. Aligned with monetization improvements

Page 24: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the network post-launch

Page 25: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

• Three sublevels of data

• Make performance evaluations at the creative level

• Optimize your best creatives across all ad channels

• A/B testing made easy

• Passing of relevant data to partner

The role of the attribution provider post-launch

Measuring creative in Adjust

Page 26: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

The role of the attribution provider post-launch

• Cohort users to assess in-app performance per creative

• Success of a campaign relative to the time of install, with this data stored in perpetuity (hashed)

Leveraging Measurement through Cohort Analysis

Page 27: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

Detect and Prevent Mobile Ad Fraud

The role of the attribution provider post-launch

• The Adjust Fraud Prevention Suite

• Anonymous IP filtering / Distribution modeling / Click Spamming

• Protect your UA budget

• Preserve the quality of your app

Page 28: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

Target the right users at the right time

The role of the attribution provider post-launch

• The Adjust Audience Builder

• Create user lists based on customized criteria for enhanced targeting

• Only advertising IDs or push tokens are passed on to partners

Page 29: Leveling Up: Best Practices for Your Mobile Gaming App Launch

Leveling up: Best Practices for Your Mobile Gaming App Launch

Q&AMatthew Gaw

Technical Key Account ManagerAdjust

Yevgeny PeresVP Growth, Developer Solutions

ironSource

Warren WoodwardDirector of User Acquisition

Nexon