Mic2015 Dynamo Stefan Bielau
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Copycat this! The best tips from the mobile gaming industry Sanoma / Mobile Inspiration Conference, Amsterdam; 24.03.2015
Transcript of Mic2015 Dynamo Stefan Bielau
Copycat this!The best tips from the mobile gaming industry
Sanoma / Mobile Inspiration Conference, Amsterdam; 24.03.2015
…a boutique consulting firm specializing in mobile apps & services.
Concept Phase: Business & Product
Development
Interim Management
User Acquisition & Mobile Marketing
Analytics
Workshops
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Dynamo Partners – Current Projects
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Usage: Gaming is leading the Mobile Industry
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Revenue: Gaming is leading the Mobile Industry
Source: Digi Capital, PWC, AppAnnie, Gartner
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Retention
Engagement Virality $$$
User Acquisition
Principle 1: Retention is Key
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Life-Time Value
Retention
Engagement
Virality
$$$
Principle 2: LTV > CPI
>
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F2P requires innovation
2%
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Copycat this! – Gamification of Onboarding Process
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Copycat this! – Gamification of Onboarding Process
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Copycat this! – Gamification of Onboarding Process
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Copycat this! – Gamification of Onboarding Process
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Goals Increase retention and re-engagement during free trial period Increase subscription sales
How Measure retention events Prioritize Concept: try to reach a high level of customization A/B testing of various onboarding flows Implementation Measure impact & optimize
Results 7days-Retention increased by 6% Subscription sales increased by 11%
Copycat this! – Gamification of Onboarding Process
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Copycat this! – Staging & Cross-Promotion
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Copycat this! – Staging & Cross-Promotion
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Copycat this! – Staging & Cross-Promotion
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Goals for launching in Germany „Bug-free“ release 100+ 5 star reviews in the first 24h Top 10 Ranking position „Overall“
How Recruiting of 3000 testers via social and mobile Staged releases: 3 Beta versions with 200 / 1000 / 3000 users Softlaunch in Austria 2 weeks prior the launch date At launch date:
push-notifications & mobile banners in all portfolio apps Email newsletter w/ call-to-action „5 star reviews“
Results #4 „Overall“ at launch day (paid UA started 24h later)
Copycat this! – Staging & Cross-Promotion
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Copycat this! – User Acquisition Tactics
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TV is the „old new“ Reach & performance Quality of Users = ROI positive Halo & Carry-over effects
Copycat this! – User Acquisition Tactics
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Copycat this! – User Acquisition Tactics
Installs
Virality
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Copycat this! – User Acquisition Tactics
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TV is the „old new“ Reach & performance Quality of Users = ROI positive Halo & Carry-over effects
Social Networks are a two-way street 360° integration Social SEO & ASO Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt
Copycat this! – User Acquisition Tactics
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Copycat this! – User Acquisition Tactics
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Copycat this! – User Acquisition Tactics
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TV is the „old new“ Reach & performance Quality of Users = ROI positive Halo & Carry-over effects
Social Networks are a two-way street 360° integration Social SEO & ASO Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt
IMcommerce the next platforms are messaging apps communication, commerce, banking, dating, gaming etc. it´s the early days = competitive advantages
Copycat this! – User Acquisition Tactics
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1. Play more mobile games & Watch others playing games
2. Attend gaming conferences
3. Apply data-driven product development & decision-making
4. Put the „fun“ first – monetization comes naturally
Copycat this!
