mobile game marketing strategy
DESCRIPTION
Mobile Game Marketing Strategy presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.TRANSCRIPT
MOBILE GAME MARKETING STRATEGY
DON LIM EX-CEO, COM2US USA
“Get 1M download in shortest time!”
– Don Lim
User Acquisition, Retention, Monetization
Life Time Value of the Users
Monetization
Retention
Acquisition
Game Focus
SNS Focus
OS Platforms
Social Platform Messenger Platforms
Studio Platforms
Strategic Platform to choose from
Virality
Platform Dependency
Key features
Distribution power
USER ACQUISITION
User Acquisition - Pre-Launch marketing
Pre-registration User Event - Register by email to upcoming game
Game Teaser marketing
PR - Preview by Game Journalist
Closed Beta Testers
User Acquisition Trend (survey)
Source: Adcolony presentation @Casual Connect USA July 2014
Source: Adcolony presentation @Casual Connect USA July 2014
User Acquisition Trend (survey)
User Acquisition - Ad Tracking
Requirement to tracking ad attribution
Too many channels to manage
User Data Analytics
Data Analytics is becoming smarter
Source: NinjaMetrics
User Acquisition - Featured Menu
Get App/Game featured by the Market - different rules by Market owners
10K~200K download depending on the Menu
Seasonal Menu comes around every year
OS update is the Opportunity for Developers to get Featured
Sync your launch date(week) with other Marketing campaigns
User Acquisition - In-house Cross Promotion
Push notification
Interstitial House Banners (Chartboost, Mopub)
News Banners (Mopub)
User Acquisition - Offerwall Cross Promotion
Tapjoy offerwall can be used for in-house Cross Promotion
Drive users to Community Site (Facebook, Twitter)
Bump up the display up to the top Manually (work with Developer Relations manager)
User Acquisition - Direct Deal Cross Promotion
Direct Deal (Ad barter) with other developers
Agree on the condition (CPI, CPC) and set the campaign
Multiple Direct Deals campaign at the same time
User Acquisition- Messenger App as a new Platform
KakaoTalk messenger app with Social Features
Weekly refreshed Game Ranking
KakaoTalk Friend invitation for Game Heart
USER RETENTION
User Retention quadrant - App category
User Retention quadrant - Game Genre
Monitor 7 day User Retention
Increase User Engagement
3~6 month of User Event planned
Daily rewards
Seasonal update and event
Special event
User Retention - Planned User Events
User Retention - Community Management
User community management
Facebook Fan page
User Forum (external, internal)
Twitch TV (Game Play streaming)
User Retention - Video recording
User record the gameplay and share their own video
Trial Extreme game demo
User Monetizaton
User Monetization - Pricing
Sales Promotion for Paid games
Paid to Free (Ranking boost)
Free-to-Play with in-app purchase design
User Monetization - Ad operation
Ad serving
campaign management
Formats
Budgeting (CPM, CPC, CPA)
Targeting (keyword, platform, Geo, User Segment)
Reporting (imps, click, conversion)
Direct campaign (Full Bottle Group)
!Ad network mediation
What ad networks are there? (Quantity Vs. Quality)
Mediation fee?
Prioritization (House campaign, Network)
!Ad marketplace (Real Time Bidding exchange)
Connect to Advertiser and DSP (Demand Side Platform) DIRECTLY