1 million downloads in a month

tips for indies

simon@frenzoo.com

2

Top 6 hangover remedies

1. Prostaglandin inhibitors2. Tolfenamic acid3. Vitamin B6

4. Chlormethiazole5. Pedialyte6. Hair of the Dog (alcohol)

Source: Wikipedia

3

Poll

4

Who’s this talk for?

Those with a:• Small team• Small budget• Small base

• Who don’t “have a friend” at Apple

• BUT, do have a GREAT game in development…

5

A bit about us

Me Girl™ - 3d games for women

How we started• Small team• In Hong Kong• Our first game• Little funding

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PollDesign & Development

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Pick your niche• Can you name any of the angry birds clones?

• Be unique. Be early.

Bullet hell MMO Social music quiz3d fashion

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Inject personality & brand

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Have a unique hook

“Barbie for the iPad Age”

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Maximize IRL word of mouth

HomeOfficeSchoolDaycareTrain… (don’t forget audio)

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Maximize social sharing

12

Poll Launch Preparation

13

Beta on Android

• Get early user feedback• Fast iteration cycles• Account & app flexibility• Benchmark retention & monetization• “Protect” your commercial launch

14

A/B test

• Tune major parameters• DIY or use 3rd party (Swrve etc)• Get your game in best shape possible before launch

Don’t rush & “accept” statistically insignificant results

15

Publisher deal (if possible)

Good:• Advances• Minimum guarantees• Marketing credits• Guaranteed minimum spend• Acceptable level of lock in

And/Or the social platforms

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Invest in a trailer

• $180• Ready in 3 days

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Invest in screenshots

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Maximize your category choices

• Look at where the heavy spenders are• Look at where the relative competition is• Keep on top of the changes (eg iOS6)

Ratio top grossing vs top free composition

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A/B test your app icon

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A/B test name & descriptions

• SEO, can use keyword tools (web/mobile)

• 10% better conversion rate could mean much faster growth rate

21

Translate what you can

• Lots of online fast & cheap translation service

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Poll Launch and live ops

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Consider pricing strategy

Could be multiple times to get limited time windowImportant - Take care of your customers

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Free App A Day sites

• Potentially useful but track their impact• Negotiate• Some will do it for free if it’s interesting enough• Ask lots of questions – does their audience match

yours?

• Apply the “dodgy” filter

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Look for low hanging fruit

Effect of subcategory ranking on downloads

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Band together with friendsfor cross promotion

• Chartboost• WaveX• Applifier• AppFlood• etc

Be nimble for new options

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Amazon IAP Facebook LINE Apps Next?Windows 8

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Don’t ignore other app stores

http://wipconnector.com/appstores

• DIY or• Work with aggregators if you don’t have time

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Have 6 weeks of updates prepared in advance

• You’ll be busy with other stuff

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Do the social media thing…

• Not just facebook & twitter• Blogging, forums, youtube, pinterest etc• Give the community a kickstart• SEOify everything• Perfect for interns :)

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Summary

• Be unique• Stay up to date• Find low hanging fruit

Once you’re off the ground, build on it

32

Thanks!

Any questions?

simon@frenzoo.com

@simonhk

Blog: IteratingFun.com