OFFBEAT USER ACQUISITION STRATEGIES

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OFFBEAT USER ACQUISITION STRATEGIES CIRCUMVENTING THE BIG SPENDERS Ari Sapriel Marketing Manager Twitter: @asapriel Email: [email protected]

Transcript of OFFBEAT USER ACQUISITION STRATEGIES

Page 1: OFFBEAT USER ACQUISITION STRATEGIES

OFFBEAT USER ACQUISITION STRATEGIES

CIRCUMVENTING THE BIG SPENDERS

Ari SaprielMarketing ManagerTwitter: @asaprielEmail: [email protected]

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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:

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• 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…

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

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

Example:Avg. Player LTV

Avg. CPI: $1.70

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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.

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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

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• 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/

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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.

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

DISCLAIMER: THIS MAY NOT HELP YOU RANK

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OFFBEAT USER ACQUISITIONSHOULD BE…

• ENGAGING • QUANTIFIABLE

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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/

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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

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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

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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

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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/

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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

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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

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SummarySummary

• Get Baseline Metrics From Soft Launch.

• Diversify Advertising and Marketing Plans.

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