Gaming marketing automation and multiplayer game development
Transcript of Gaming marketing automation and multiplayer game development
Current Gaming Trends
Gaming Use Cases
ShepHertz App42
Platform Overview
ShepHertz App42
Platform Deep Dive
Agenda
The Gaming Devices Breakdown
Source: https://fbinsights.files.wordpress.com/2016/07/facebookiq_gaming_infographic_final.pdf
Current Gaming Trends
Source: https://fbinsights.files.wordpress.com/2016/07/facebookiq_gaming_infographic_final.pdf
Current Gaming Trends
Source: https://fbinsights.files.wordpress.com/2016/07/facebookiq_gaming_infographic_final.pdf
Current Gaming Trends
Source: https://fbinsights.files.wordpress.com/2016/07/facebookiq_gaming_infographic_final.pdf
User Acquisition
• Allow users to invite friends from
their phonebook for better
competition
• Social connect to add friends and
share leaderboards across social
media platforms
• Allow hints, in-app items and other
help in exchange of new users with
in-app referrals
• Get inspired from the topmost
segment of your users and target
similar people on Facebook
Engagement
• Inspire the gamers to play more, win more and always stay on top in social leaderboards
• Reward the players with incentives, tokens, or extra lives on completing any gaming event
• Get them to compete with their friends by inviting them from social media platforms
• Enable social sharing of all the moments, achievements or on completing any major event
• Implement real-time in-app chat for superior engagement
Retention
• Never lose the interest of your users by launching campaigns on all channels including push, email and in-app messages
• Target the users who have uninstalled the game on Facebook with attractive offers to bring them back
• Predict the propensity of the users to uninstall the game and send personalized notifications to re-engage them
Conversion
• A/B test push notifications to experiment and track which variant drives better open rates
• Grow your revenue with quick and easy implementation of in-app purchases
• Diminish cart abandonments by sending right message at the right time to ensure consistent purchases
Predictive Marketing
• Forecast the propensity of uninstalls and bring these users back with targeted campaigns
• Gain insights on the levels/screens your users will get stuck and push relevant info to them
• Taking behavioral attributes into account optimize and enhance games to drive better conversions and in-app purchases
Why ShepHertz- One Stop solution
- Omni-channel Platform – Supports 18 Native Platforms- Big Data - Leverage Real time data generated by New age devices as well
offline- Time To Market - Launch use cases in hours than in weeks- End-to-End Solution - Single provider which offers you all the services with
committed SLAs and transparent/predictable pricing- API driven so existing investments does not get wasted.- Dependency of CMOs, Marketing & Product Heads on Tech is removed- Expose protected resources as APIs – To Partner Apps and systems- Deployment Model – Public, Dedicated, Hybrid & OnPremise
Continual Transformation Environment to build Omni-Channel Apps
Backend API Services
GamificationAutomation &
Actionable BigData
Integrate with other Apps by Exposing APIs
Launch Use Cases & Campaigns on Omni-Channels – Mobile, Web, Social, IoT, Wearables, TV, Kiosks/ATMs
App Behavior Legacy AppsReal Time Offline
Big Data
Transactional External AppsUnstructured
IoT AppsEnterprise Apps(External + Internal)
Omni-ChannelWearables
800+ APIs30+ Cloud Services
ActionableBigData
RealtimeMessaging System
APIManagement
App42 Cloud Ecosystem
IaaS Providers – IBM, vCloud Air, AWS, Azure HybridEnterpriseOnPremise
Acquisition
Gamification
Virality Campaigns –In-App Referrals
Social Posting
Engagement
Rewards Achievements, Gifting, Social Leaderboards
Push campaigns with A/B Testing,
Geo Targeting, Geo-Fencing
In-App Recommendation &
Messaging
Retention
App Remarketing on Facebook
Email Campaigns
Push notifications to users about to
churn(predictions)
Conversion
Funnel management & segmentation
Trigger based action e.g drop off points
Push Notifications to users about to
convert(Predictions)
Diagnostic Info
Analyse Act Monitor
Real-time Actionable Analytics
Define
• Events
• Properties
• Segments
• Campaigns
• Model
• Offline
Analyze
• App Data
• Behavior
• Flow
• Funnel
• Cohorts
• Effectiveness
Target
• Mobile & Web Push
• InApp
• Social
• Survey
• Web Push
Predict
• Classification
• Linear
• Anomaly
• Clustering (Recommendation)
App42 Actionable Analytics
• Send Push Notifications, Facebook Wall Posts, In-App Messages, Emails and Chat Pop-ups to Segmented Users
• Facebook Remarketing
• Strategize Push and In-App Campaigns
Segmenting and Targeting
• Track App Retention Metrics with User Cohorts
• Run User-Retention Campaigns and check success/failureCohort Analysis
• Real-time Session Tracking and Targeted Action
• Identify Drop-off Points
• User Session Time on various Page ViewsSession Tracking
• Forecast your users’ next moves and find out the propensity of churn and conversions
• Influence their next moves with personalized Push and Email campaignsPrediction Analysis
e.g. - “Trigger In-App Message if a User stays on a page for more than 30 seconds”
App Engagement and Retention
Advanced Segmentation based on Multiple Events and User Properties
e.g. - “Users of Age
25 from New Jersey
who started the App
today but did not
make a purchase”
Behavioural Segmentation
Event Based Achievements
Events
Reads multiple books
Bookworm
Owns many books
Bibliophile
Lends multiple books
Librarian
• Create achievements based on certain events to increase user recognition and easy engagement• Assign badges as soon as users do those events• Get to be creative in the badge design and names
ENTRYPOINT
EXITPOINT
DROP-OFFPOINTS
Engaging the user during these in-session drop off points based on real-time analytics (Enhancing in-
app Personalization)
Engaging the user at the entry point (can be
based on past session)
Engaging the user at the exit point based
on his current session activity
Send information
on DEALS
Send information on OFFERS
Send RECOMMENDATIONS
APP SESSION
Session Event Tracking
Type of Campaign
Target Audience
Date Range to run Campaign
Campaign Trigger (Event)
Message/Push Layout
Frequency of Occurrence
CTAs
Action Paths
Another Event A/B Test Custom Code URL
To run chain campaigns
Run Ad Campaigns
Set Real time In-App triggers to boost Conversion
Run Retention Campaigns
Schedule highly targeted Push Notifications
Run Chain Campaigns to progressively bring Users down the Sales Funnel
Campaigns
Omni-Channel Dashboard
• Real-time App Installs
• Current Active Users
• Average Session Time
• Total current events
Web Push Notifications
Ability to Add Channels: The greatest thing about triggering the opt-in box to the user to click on allow or block is that you can enable them to choose the channels they would like to subscribe to instead of opting for all the notifications.
User Segmentation: In addition to enabling the users to choose channels, you can also segment them according to their demographics, behavior, activities, device type, etc. This further enhances your targeting and increases the conversion of your push messages up to 75%.
Push Automation: It is difficult to send out web push manually every time your user does any desired event. With the ability of marketing automation tools, you can create events that you consider are important and you may go ahead and create campaigns based on those events.
Unified Notifications
• Target customers based on User Behavior, Events & Properties, Offline Data
• Rich Notifications• Classification of users – Predictive• Schedule• Campaign Based• Personalized• A/B Test• Geo Target/ Geo Fencing• Configure Badge & Sound
Push Campaign for Geo Targeting Interactive map for selecting the
users in a particular location Select Country, State, City to send
targeted push Getting Geo location of various
users and then segmenting them to send targeted Push messages
Campaigns can be built for automated targeting to the users on the specific geo locations
Push Geo-Targeting Campaign Management
Push Geo-Fencing Campaign Management
Push Campaign for Geo Fencing Interactive map to select the
multiple Geo Fences A fence can be as small as 50
meters (Close to SBI Banks or ATMs)
Users can be targeted based on following cases
• Entering the fenced area• Exiting the fenced area• Dwelling inside the
fenced area
Insights - Funnel Analysis
Create user flows - track drop off points & Target
Get accurate analysis of the screens where users mostly lose interest
Create specific campaigns to target them to move them further into the funnel for increased conversions
Insights - Cohort Analytics & Retention Marketing
Track returning users with smart cohort analytics Analyze the days having majority of non-returning users Monitor the activities accordingly Plan personalized campaigns to bring them before they churn
Campaign - Push
Event based rich push notifications (include HTML, images, sound and badges, videos)
Geo-target people with location based push notifications
Create unlimited geo-fences across the world and run campaigns on people entering, exiting or dwelling for sometime in the fence
Run experiments on your push notifications with A/B/n testing to try out different copies, CTAs and graphics to see which one works best
In-app referrals
Implement growth hack in-app referral campaigns without any coding effort Choose among multiple sharing platforms Target users based on different segments to boost user acquisition
Predict Analyze Target
• Define your Churn/Convert condition
• Get the user’s likelihood of Churn or Convert
• Know the reason of Churn or Conversion by looking at similar customer’s related activities
• Know the type of customers who are churning or converting by looking at similar customer’s attributes
• Target the segments by taking appropriate actions
• Send Push notifications, In-App Campaign or take other actions to reduce churn or increase conversion
Features
• Increase Conversion, reduce Churn
• Define your Churn/Convert condition
• Bucket your customers into High, Medium or Low likelihood of Churn/Conversion
• Know your bucketed customer’s related activities
• Know your bucketed customer’s related user attributes
• Take preventive action on bucketed segments to reduce churn or increase conversion
• Identify Problem Areas• Retain customer loyalty
Supports Classification, Regression, Anomaly Detection, Clustering
Predictive Analytics
User interacts with your app/web
Added to custom list based on in-
app actions
User leaves Sees Remarketing ad on Facebook offering benefits and
suggestions
Banner prompts that user to return to your app/web
Completes the activities or takes
further actions
Remarketing - Facebook