OFFBEAT USER ACQUISITION STRATEGIES

CIRCUMVENTING THE BIG SPENDERS

Ari SaprielMarketing ManagerTwitter: @asaprielEmail: asapriel@gmail.com

SPACETIME BACKGROUNDSPACETIME BACKGROUNDFounders: Gary Gattis, CEO

Cinco Barnes, CVO Anthony Sommers, CTO Jake Rodgers, CCO

Top Titles: Arcane Legends, Pocket Legends, Battle Command

Strategy: Global synchronous mobile multiplayer platform

Critical Acclaim:

• The reality of the current user acquisition landscape.

• Effective acquisition methods using the current landscape.

• Other fun approaches to gaining new players.

COVERING IN 15 MINUTES…

http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/

Source: https://www.fiksu.com/resources/fiksu-indexes

Example:Avg. Player LTV

Avg. CPI: $1.70

TRADITIONAL SOLUTIONS

• Burst Spend across multiple types of networks at launch.

• Spend on Search and Social.

• Use Direct Deals through Chartboost (or similar program) to negotiate lower CPI costs.

Top 100 -

Top 50 -

Top 25 -

Top 10 -

Top 5 -

Time

4 days

$200,000 30 Day Launch Budget

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TRADITIONAL SOLUTIONS

• Search and Social Spending

• Direct Deals through Chartboost (or others)

• Basically the same as programmatic buying. • Can negotiate lower CPI’s. • Partner with similar games for higher LTV players.

TRADITIONAL SOLUTIONS

http://mobiledevmemo.com/defining-viral-growth-mobile-apps/

UA BEST PRACTICES

• Know your player LTV by Soft Launching. Know your player LTV by Soft Launching.

• Create a screening process for networks. Create a screening process for networks.

• Diversify your Launch Burst Campaign.Diversify your Launch Burst Campaign.

• Understand eCPI and RPI for all spends. Understand eCPI and RPI for all spends.

OFFBEAT USER ACQUISITIONGaining customers through marketing tactics that are outside of the normal user acquisition ecosystem.

DISCLAIMER: THIS MAY NOT HELP YOU RANK

OFFBEAT USER ACQUISITIONSHOULD BE…

• ENGAGING • QUANTIFIABLE

Player Referral ProgramsPlayer Referral Programs• Engagement Examples: Engagement Examples:

• World of WarcraftWorld of Warcraft

• Battle CommandBattle Command

• How to Quantify:How to Quantify:• Retention RateRetention Rate

• Referrer ARPUReferrer ARPU

• Referred ARPU Referred ARPU

http://www.referralsaasquatch.com/39-best-referral-program-examples-2014/

http://www.battlecommandapp.com/

Endorsement / Celebrity PartnershipsEndorsement / Celebrity Partnerships

• Engagement Examples:Engagement Examples:

• Crossy RoadCrossy Road

• Best FiendsBest Fiends

• How to Quantify: How to Quantify: • Potential ImpressionsPotential Impressions

• Uplift in DownloadsUplift in Downloads

• ROI (RPI / eCPI) ROI (RPI / eCPI) http://www.pocketgamer.biz/feature/60678/how-seriously-and-pewdiepie-fired-best-fiends-up-the-charts/

TheDiamondMinecart: https://www.youtube.com/watch?v=4wWc_PTHiNA

Brand Evangelist ProgramBrand Evangelist Program

• Engagement Examples: Engagement Examples:

• Applegate BaconApplegate Bacon • Call of ChampionsCall of Champions

• How to Quantify:How to Quantify:

• Retention RateRetention Rate • Big Spender DAUBig Spender DAU

http://www.applegate.com/products/bacon/category

www.callofchampions.com

Event ActivationEvent Activation• Engagement Examples: Engagement Examples:

• Halo HoloLens DemoHalo HoloLens Demo • Gaming ConventionsGaming Conventions

• How to Quantify: How to Quantify: • Potential ImpressionsPotential Impressions

• Promo Code Redemptions Promo Code Redemptions

• Uplift in DownloadsUplift in Downloads

• ROI (RPI / eCPI) ROI (RPI / eCPI)

http://www.gamespot.com/images/1300-2889320/

http://www.polygon.com/2015/6/22/8826103/e3-2015-show-floor-photo-tour

Contests and GiveawaysContests and Giveaways• Engagement Examples: Engagement Examples:

• Zynga Texas HoldEm PokerZynga Texas HoldEm Poker • Candy Crush SagaCandy Crush Saga

• How to Quantify:How to Quantify:• Potential ImpressionsPotential Impressions

• Contestant Entries Contestant Entries

• LTV IncreaseLTV Increase

https://www.facebook.com/pages/Zynga-Poker/141094772576049?fref=ts

http://thenextdigit.com/2544/candy-crush-saga-win-500-foap-contest-win-exciting-candy-trip-new-york/

Emerging Technology UsesEmerging Technology Uses• Engagement Examples: Engagement Examples:

• Taco Bell & SnapchatTaco Bell & Snapchat • Mountain Dew & PeriscopeMountain Dew & Periscope

• Facebook BeaconFacebook Beacon

• How to Quantify: How to Quantify: • Unique Views / Open RateUnique Views / Open Rate

• Engagement RateEngagement Rate

• ROI (RPI / eCPI) ROI (RPI / eCPI)

http://mashable.com/2013/10/10/taco-bell-snapchat-stories/

http://m.clickz.com/clickz/news/2401909/mountain-dew-and-spotify-among-first-to-experiment-with-twitters-periscope

https://www.facebook.com/business/a/facebook-bluetooth-beacons#request

Publicity Stunts / OOHPublicity Stunts / OOH• Engagement Examples:Engagement Examples:

• Rolling RockRolling Rock

• ScrabbleScrabble

• Mass Effect 3Mass Effect 3

• How to Quantify: How to Quantify: • Potential ImpressionsPotential Impressions

• Uplift in DownloadsUplift in Downloads

• ROI (RPI / eCPI) ROI (RPI / eCPI)

http://hoaxes.org/weblog/comments/pepsi_moonvertising_hoax_fools_thousands_in_iran

http://content.usatoday.com/communities/gamehunters/post/2012/02/mass-effect-3-becomes-true-space-oddity-/1#.VZBm9flVhBc

SummarySummary

• Get Baseline Metrics From Soft Launch.

• Diversify Advertising and Marketing Plans.

• Always track ROI for every initiative, no matter how crazy.