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Changing Your Target Group Without Leaving Your Niche | Bjoern Bergstein
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Transcript of Changing Your Target Group Without Leaving Your Niche | Bjoern Bergstein
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Make the DecisionChanging Your Target Group Without Leaving Your Niche
18.02.2016 Casual Connect, Amsterdam
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Example: Wrigley‘s Chewing Gum
Source: http://blog.making-pictures.co.uk/wp-content/uploads/2013/05/0042.jpg
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Name Bjoern BergsteinAge 36Job Title Head of GamesCompany Tivola Publishing
Responsibilities• Products• Partners• Strategy
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Tivola PublishingBased in Hamburg, Germany Founded 20 years agoPublishing family friendly mobile gamesFocus on games with animalsMore than 35 mio downloads
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Agenda
1. Mobile Market2. Targeting an Audience3. Customers behavior 4. Impact
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Mobile Market
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Mobile Market 2015
Source: http://www.next-gamer.de/news/mobile-games-diskussion-beendet-free-2-play-hat-gewonnen/
“Old“ games dominate the top market 4 out of 5 top revenue games are older than 1 year Clash of Clans & Puzzle Dragons have been released in 2012
F2P is the most common and effective business modell
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Strength of Mobile MarketRevenues over $30 billion Free to Play is commonAds are commonEverything is trackableEasy to adjust / updateSmaller development budgets
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Benefits for Devs / Publisher
No barrier to try out games (F2P)Creative Game Design could be better than AAANearly everyone is a potential customerEndless niches
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Targeting an Audience
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Source: http://www.inc.com/guides/2010/06/defining-your-target-market.html
„No one can afford to target everyone."
Published on: Jun 22, 2010
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Source: http://en.wikipedia.org/wiki/Niche_market
“The niche market is highly specialized, and aiming to survive among the competition
from numerous super companies.”
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Retail MarketTargeting the audience for box titles
PresentationDesignAge RatingPositioning in stores
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Mobile MarketTargeting audience for mobile games
Title?Age rating ?Categories ?Icons / Marketing screens ?
Icons: Pet Rescue Saga, Candy Crush, Diamond Dash, Cut the Rope, Chess & Mate, CatHotel
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Source: http://www.inc.com/guides/2010/06/defining-your-target-market.html
„Targeting a specific market does not mean that you are excluding people who do not fit your
criteria.”
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Examples Tivola
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Customers behavior
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Mobile is differentHow customers find the way into your game:
RecommendationsKeywordsTitleGood Reviews
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Customers try out
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Example PetWorld
W71%
M29%
Gender
13-17 J.
Series1
18-25 J.
Series1
26-35 J.
Series1
35-44 J.
Series1
45-54 J.
Series1
55+ J.
Series1
0%
8%
15%
22%
30%
Age
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Make a Decision
Source: http://www.webtexttool.com/wp-content/uploads/2015/04/target-audience.jpg
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Who is the right audience for me?
Paying User
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Your Challenge
Find the Paying UsersCheck media, press or services regarding your nicheCheck your data Optimize your trackingSet up campaigns via Facebook
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Example PetWorld
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Impact
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Impact (What we did…)Increase the KPI‘s
DesignFeatures In App PurchasesCommunity ManagementMarketing campaigns
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Stay in your niche
Keep your… ExperienceCustomer base Strength your positionProducts and brands
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Lessons Learned
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Lessons learned1. Be focused and specialized2. Targeting means not excluding customers3. Choose your Target Audience4. Don‘t leave your niche
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Examples Tivola
13-17 J.
Series1
18-25 J.
Series1
26-35 J.
Series1
35-44 J.
Series1
45-54 J.
Series1
55+ J.
Series1
0%
8%
15%
22%
30%
Age