Increasing the chance of a commercial hit
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Increasing the chance of a commercial hit Paweł Weder CPO, Ganymede
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Social casino games are one of the fastest growing markets ever. This market evolves so fast that changes, new trends and new products can be found on a daily basis. It is very hard to stand out in the crowd and, more importantly, make money with your product. This talk is about actual trends and opportunities (ideas) on how to raise your revenue, retain your customers, and increase your chances to have a hit.
Transcript of Increasing the chance of a commercial hit
Increasing the chance of a commercial hit
Paweł Weder CPO, Ganymede
Focused on synchronous mul3player games for most of our existence
Office in Kraków city center
Online gaming company
60+ people and growing
Social casino, arcade and skill games
Online gaming company
About Us
Founded 10+ years ago
Office in Kraków city center
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Social casino
Casual Multiplayer
• Social casino
• Casual multiplayer
• Multiple platforms • Web
• Social networks
• Mobile
Our Products
To have a Product that is a HIT you will definitely need:
Experience Funds A Vision Motivated & Awesome Employees
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But the Key to having a Hit Product and finally making money with it is your…
They will be the main tool for making Your GAME a HIT So lets focus on them ☺
USER!
Agenda
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Keep your User
Get your User
Define User
Define User
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Gender
Country/ Language
Age
Lets start with the very basics What do you know about them?!
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? Game Preferences
Define User
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Family situaHon
Even Religion!
Ethnicity
Depending on the genre you are developing for It would be helpful to have:
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A User from the business perspec3ve?
Wealth factor
Available PlaNorms
How “Social” are they?
CompeHHon awareness
Define User
Researching your users will allow you to understand what their expecta3ons are
Acquiring your User
Acquiring your User
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Paid Acquisi3on The “simple” soluHon
The CPU (Cost Per User) depends on plaNorm/ genre… Is it really that “simple”?
NO
CPI (Cost Per Install) Low ROI = High Risk
CPE (Cost Per Engagement) is the new king! The acquired user is much more expensive but the conversion rate is much higher
Acquiring your User
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X-‐Sell Tune the X-‐Sell capabili3es for your products that work best together • X-‐Sell Systems
Or do something creaHve
• Create Complimentary products
• User AcquisiHon Games
X-‐Sell works great when it
IS RELEVANT
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Organic • Is basically what the user can find on his own • It covers Search Engine OpHmizaHon (SEO) and Appstore Search
OpHmizaHon (ASO)
65% Use the search in mobile stores (iTunes/Google Play)
Acquiring your User
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Organic
• The Applica3on name is the most powerful “Key Word” for iTunes
• Google Play store works different! The descrip3on will be used as a “keyword collec3on”
Humans need to see what they are buying! Show them the most catchy Icons, Screens…
Some hints how to op3mize
Acquiring your User
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Press
External Review Sites affect SEO! + these websites work as an awesome promoHon machine
In Google Play link-‐building works best – so get your App’s links on every possible site!
• Find as much coverage as possible! • The sites with the most impact are generally free… • …of course paid Previews/Reviews work as well
Acquiring your User
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Virality
Virality
+ Virality
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%
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Yes, it s3ll works (for mobile and www)
Design the game with
Virality in mind!
Acquiring your User
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Virality Everything that is worth “a click”
will be shared
Share Successes • Scores • New Stages • Achievements • Level Up’s • Mastered GamePlay elements
Gamers are naturally compeHHve – Lets give them the chance to show what they have achieved *ROI of Virality features is much higher than buying Users
Acquiring your User
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Make User “Fails” also work for you!
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• “Nega3ve” shares help as well!
• When player dies: “Damn, I can’t beat this game!”
• Asking for help “Can someone help me with this puzzle?”
Using “Fails” in Viral Marke3ng is as powerful as posi3ve one. Forbidden fruit ohen tastes the sweetest!
? ?
? !
Virality
Acquiring your User
Remember that nobody likes spam…
Give them the op3on to share but don’t force them!
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Always care about your User coming back! The more o>en Users return the greater your chances that they will pay for your in Game Goods!
“ ”
Keeping your User
Keeping your User
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Make the Core Loop FUN If the core loop is not fun – Virality and retenHon tools become obsolete
Reten3on is everything If they don’t stay to play, they’ll never pay
Gamers need to feel obligated to use your product everyday!
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Design Smart!
Engagement supports all parts of your product! Not only the “GamePlay”
Is your core loop engaging and addic3ve? That is fine! • Think about making your “Menu” Fun as well! • Depending on your game add: • Unlockables • Achievements • CollecHbles • Features
• Consider even Loss of Progression if User is gone for too long!
Keeping your User
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Expanding upon your core game loops
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Example: Auto Daubing Bingo that actually plays on its own Engage users with addi3onal features: • Chat • Various Social features
• Sending stuff to friends • CongratulaHon mechanics for friends wins
• Vote Mechanics • CollecHng Coins • Mini Games (Non distracHve minigames)
• Flip the coin • High / Low
Depending on Collected Data – Op3mize this features! Don’t be afraid of removing them if your analyEcs show that they are distracEng!
Keeping your User
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Focus on crea3ng a lifestyle not just a game – design tools to do this!
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For example – an Event Calendar • FuncHonality of a Calendar is well known
• Events can be added automaHcally…
• …Or beger as a User choice.
• Then NoHfy him/ her about the event! (mail/
sms/push noHficaHons)
User WILL become emo3onally connected to your game! The same way you think about a doctor appointment
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May 2014
Keeping your User
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Design Player Economy
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• Integrate beger Affiliate models for geing good quality Users in your Game
• Give them the opHon to Create Content and earn with it!
• CreaHng Levels • CreaHng and Maintaining
• Clubs • Tournaments • etc.
• CreaHng Youtube Videos as Tutorials etc.
Make your customer work for you!
Again: Be Smart
Keeping your User
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Create to Engage
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• Regular Content Updates are a must have
• Gamers love new and especially free stuff
Content announcements are not treated as Spam when in the Newsleoer!
Addi3onal benefits
• Keep the agenHon
• Try new mechanics, themes & styles etc.
• Fresh Stuff makes MarkeHng Happy!
Keeping your User
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Mul3 Plaporm is one of THE BEST reten3on tools
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• Not every one has a tablet or a smartphone!
• There are people who Love to play the same game at work then in the bus etc.
• Perfect Example: Candy Crush
• Let them play where and when they want
Keeping your User
Every plaporm should be used as a different Viral/ Reten3on Tool! • Mobile Push NoHficaHon • FB Posts/ NoHficaHons • Twiger Tweets ☺ • Etc.
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Measure the Reten3on in your game!
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Keeping your User
• OpHmizing your DAU/MAU & D1/7/30 & LTV to jusHfy high markeHng spend
2. Collect data
1. A/B Test 4. Redesign
3. Analyze
repeat...
Iden3fy & Know • Your users & market
• Your KPIs
Find them or let others find them for you
Create Tools To Keep them!
KEY OBJECTIVES
Care about your User! They drive your Business
