22. Top Downloaded, iPhone / US
July 29, 2015
*
*
b
*
*
X
*
X
Existing, pre-mobile network; beneficiary
of the âGreat Unbundlingâ
Temporary viral / paid blip
Truly Viral phenomenon
(6
)
(2
)
(2
)
*
b Brand integration
X
23. Existing Networks 6 5
Facebook 2 4
Google 2 1
Other 2 1
Viral Phenomena 2 2
Temporary Blips 2 2
Top Downloaded, iPhone / US
July 29, 2015June 1, 2015
28. Advertising vs. Existing Networks
â Advertising costs are going upâŚ
âŚbecause the largest developers are monetizing their
networksâŚ
âŚand retaining them within their portfolio via cross-
promotionâŚ
31. Advertising vs. Networks
â Advertising costs are going upâŚ
âŚbecause the largest developers are monetizing their
networksâŚ
âŚand retaining them within their portfolio via cross-
promotionâŚ
â With a single title, youâre not competing with large
developers on the basis of LTV > CPI (game quality), youâre
competing on the basis of network size.
35. Positioning vs. Marketing
⢠Irrelevant to consider competition with networks in terms
of money;
⢠F2P market stratified into a multi-segment model based on
marketing tactics;
41. Unpaid Growth Paid Growth
NoBalance
Sheet
Requirement
Balance
Sheet
Requirement
âGimmickâ
Games
Fast-follow
Clones
Second-
screen
Extension
Full F2P
Economy
Games
Lightweight
graphics-driven
experiments
IP Co-brands
42. Unpaid Growth Paid Growth
NoBalance
Sheet
Requirement
Balance
Sheet
Requirement
âGimmickâ
Games
Fast-follow
Clones
Second-
screen
Extension
Full F2P
Economy
Games
Lightweight
graphics-driven
experiments
IP Co-brands
?
43. Positioning vs. Marketing
⢠Irrelevant to consider competition with networks in terms
of money;
⢠F2P market stratified into a multi-segment model based on
marketing tactics;
⢠Traction without billions on the balance sheet has to come
from product positioning.
46. Product Positioning
Greenlight Questions for Quadrants 1 â
3:
â âDoes this game have a large potential Total Addressable
Market?â
â âCan I partner with someone to reach that market? Who?â
47. Product Positioning
Greenlight Questions for Quadrants 1 â
3:
â âDoes this game have a large potential Total Addressable
Market?â
â âCan I partner with someone to reach that market? Who?â
â âIs this game unique enough to produce viral growth?â
48. Product Positioning
Greenlight Questions for Quadrants 1 â
3:
â âDoes this game have a large potential Total Addressable
Market?â
â âCan I partner with someone to reach that market? Who?â
â âIs this game unique enough to produce viral growth?â
â âCan the essence of the game be communicated quickly
and clearly?â
61. Quadrant 1
Strategy: Virality. Highly differentiated graphics, low-
friction monetization, novel gameplay.
Risks: Inability to monetize. Not enough gameplay
depth to introduce true game economy. Once
novelty (virality) wears off, growth will stop. Ad
monetization experiences rapid decay.
62. Quadrant 1
Strategy: Virality. Highly differentiated graphics, low-
friction monetization, novel gameplay.
Risks: Inability to monetize. Not enough gameplay
depth to introduce true game economy. Once
novelty (virality) wears off, growth will stop. Ad
monetization experiences rapid decay.
Pitfalls: Viral misfire. Game doesnât take off due to lack
of resonance and / or untenable depth.
64. Marvel: Contest of Champions
Developer Kabam Kabam
Release Date: December 10, 2014 December 10, 2014
Top Downloaded Rank
Reached (US):
3 11
Days from Release to
Top Downloaded Rank:
2 7
70. Quadrant 2
Strategy: Subsidized marketing costs through brand
recognition.
Risks: Brand mismatch. Brand doesnât resonate with
fans of the game type (match 3 / build and
battle / etc.).
71. Quadrant 2
Strategy: Subsidized marketing costs through brand
recognition.
Risks:
Pitfalls:
Brand mismatch. Brand doesnât resonate with
fans of the game type (match 3 / build and
battle / etc.).
Onerous IP licensing terms prevent profitability
of marketing. Social media reach of IP owner is
overestimated.
73. Cookie Jam
Developer SGN (USA) / NetEase (CHI) SGN (USA)
Release Date: February 27, 2014 March 29, 2014
Top Downloaded Rank
Reached (US):
15 17
Days from Release to
Top Downloaded Rank:
36 141
79. Quadrant 3
Strategy: Sustainable growth driven through profitable
unit economics.
Risks: Inability to scale unit economics beyond a
minimal threshold.
80. Quadrant 3
Strategy: Sustainable growth driven through profitable
unit economics.
Risks:
Pitfalls:
Inability to scale unit economics beyond a
minimal threshold.
Lack of organizational commitment to reach
consumer âbreak throughâ on IP. Lack of
analytical sophistication.
84. Take-aways
⢠Consider your quadrant and build marketing strategy
accordingly, pre-product;
⢠Initial download velocity / chart position is not a prudent
goal unto itself;
85. Take-aways
⢠Consider your quadrant and build marketing strategy
accordingly, pre-product;
⢠Initial download velocity / chart position is not a prudent
goal unto itself;
⢠Product / Market fit is a better way to think about scale
than LTV / CPI;
86. Take-aways
⢠Consider your quadrant and build marketing strategy
accordingly, pre-product;
⢠Initial download velocity / chart position is not a prudent
goal unto itself;
⢠Product / Market fit is a better way to think about scale
than LTV / CPI;
⢠Donât try to emulate a competitorâs title unless you know
their financials.
87. Thank you, Priori Data!
⢠Provided the data used in this presentation
⢠Berlin-based app store analytics start-up
⢠http://prioridata.com