Prelaunch checklist game design
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21-Oct-2014 -
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Transcript of Prelaunch checklist game design
Pre-launch
Checklist 101:
5 Things to Not
Forget Before
Launching Your
Mobile Game
Topics for Today • Metrics
• New User Tutorial
• Monetization
• Administrative
• Acquiring Users
Metrics
Metrics
• Even if you’re not sure what to track, start off with some basics and
plan to add as your game grows.
• For most games adding metrics hooks will require a code update, so
it’s important to have the basics in there before submission.
• There are a number of great providers that can supply you with
turnkey metrics services
Without metrics you have no way to understand the health of your app
If you’re not sure what you
should be tracking, work with
your metrics provider to
generate a baseline list
What Should You Be Tracking?
• DAU
• New users
• 24hr, 2nd day, 7 and 30 day re-engagement
• New user funnel (Install, Open, Tutorial Start & Finish)
• Average game session length
• APRDAU & ARPPU
• % of users monetizing
• Item sales
• IAP sales
This is a basic list to get started
As the game matures you’ll learn the
KPI’s (key performance indicators)
for your game
A baseline set of metrics from launch will help you identify problems early
New User
Tutorial
New User Tutorial New user flow is one of the most important parts of a successful game
• Never assume the user will know what to do
• Use clear directions
• Get the user playing as soon as you can
• Give the user access to the tutorial later if
they need it, add a link in the help screen
A simple static
image can be
enough to
teach the user
what to do
Use Clear Directions
Highlight where
you want the
users attention
How to do it right
Gray out areas
that don’t
matter now
Use arrows
Give simple info
Start off Simple Take Users by the Hand and Guide Them Into the App
• During the first 30 seconds put the user on rails, don’t let them get lost
• This is your chance to take an uncertain user and create a engaged user
• You can’t display everything, show off your core loop and build from there
You have @ 30 seconds to hook your users and
5 min to teach them.
The goal is to shoot for 70% tutorial completion rate
Monetization
Revenue Channels Direct Pay, Banner ads, Featured ads, Videos and Offerwalls
• All payment systems need to be integrated as part of the game code, so
any change would require a app update
• Most ad units and offerwalls can be deactivated until your ready for them
• If you find sudden massive viral success, you won’t have time to add things
Offerwalls iTunes Google
Revenue Channels: Ad types Ad Types:
• Banner ads: Small banners at run on the screen during gameplay.
• Featured ads: Full page takeovers
• Video: 15 or 30 second video clips run either natively or through YouTube.
• Cross Promotion: non rewarded link to check out “More Great Apps”
Banner Ad
Featured Ad
Video
Cross Promotion
Legal Documents Make sure you include your TOS and privacy policies in the app
• You’ll need to have your privacy policy and
your company terms of service accessible in
the app
• Don’t try to reinvent the wheel, just put what is
needed in there
• If you don’t know what you need, ask your
partners or developer forums
Customer Service Unless you want your users e-mailing you directly give them a customer
service channel
• Giving users a clear help e-mail can prevent
them from posting bad reviews about
problems
• Creating a message board or Facebook page
gives your users a way to contact you and
builds community
• Give users a way to contact you or they will
find one!
Social Channels Take advantage of free social channels
• Most social networks offer free
connections API’s and SDK’s
• Present the choice to your users, use the
network icons and let them opt in to
sharing
• Use in-app rewards to encourage signup
Acquiring Users
Mobile Acquisition Channels Have a plan in place on where are you getting users to your app from?
Mobile Acquisition Channels What can you expect to get from:
Featured Placement: Front page placement of your app in the platforms market, normally for no more than 7 days. 15,000 – 30,000, paid, per day 100,000+, free, per day Tapjoy User Acquisition: Pay per install bid system at $0.10 bid you can get up to 5,000 per day at $1.00+ bid you’ll get @ 30,000+ per day Free App Promotions: Destination apps and sites that feature your app Charge is $5,000 - $20,000 for 1-7 day listing, no volume guarantee App to App Cross-Promotion: Free cross promotion between apps @ 1% of DAU traffic of hosting app, very dependent on placement Review Sites: Have your app reviewed on a blog site @ 1,000 +/- installs, hard to track actual volume
Important Things to Keep in Mind Metrics
• Have a baseline in place before launch
• Review and add hooks as needed
New User Tutorial
• Always give some direction for the users
• Keep it clear and simple
Monetization
• Have the features you want to use in from the beginning
Administrative
• Have your privacy policy and TOS in the app
• Give your users a customer service e-mail
Acquiring Users
• Choose the right channels for acquisition
• Set goals and strategy before launch
© 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or Distribute Without Tapjoy,
Inc.’s Prior Written Consent. The data provided herein is for information purposes only and while all efforts are made to ensure
accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and
trademarks mentioned are the property of their respective owners.
kc.tapjoy.com
© 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or Distribute Without Tapjoy,
Inc.’s Prior Written Consent. The data provided herein is for information purposes only and while all efforts are made to ensure
accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and
trademarks mentioned are the property of their respective owners.
Thank you