Сергій Каніщев “Soft Launch як запорука успішного розвитку мобільної гри”

1. This proposal is prepared for the confidential use of our clients. All rights reserved. No part of this proposal may be reproduced in any form or by any means without the prior written permission of ComboApp Inc.
Soft launch

2. About Us

3. 3Mobile Marketing Agency
www.comboapp.com
completed
projects
happy
clients
worldwide
partners
years of mobile app
market expertise
740 247 2406

4. 4Mobile Marketing Agency
www.comboapp.com
Clients

5. 5Mobile Marketing Agency
www.comboapp.com
Recognition
Mobile App Marketing
Agencies in the US
TOP 12
App Marketing
Agency 2015
TOP
Mobile and App
Marketing Companies
TOP 9

6. Market Overview

7. 7Mobile Marketing Agency
www.comboapp.com
Discoverability
is broken?

8. 8Mobile Marketing Agency
www.comboapp.com
* http://www.gamedev.ru/industry/articles/galyonkin_indiepocalypse
Down many times, but still playing the game

9. 9Mobile Marketing Agency
www.comboapp.com
Nearly 800,000 new mobile developers
join the industry every year
2014
7,9 M
7,1 M
6,3 M
5,5 M
2015 2016 2017

10. 10Mobile Marketing Agency
www.comboapp.com
Revenue are growing

11. 11Mobile Marketing Agency
www.comboapp.com
There are about 5.7 million
mobile app developers in the world,
creating more than
3 million apps.

12. 12Mobile Marketing Agency
www.comboapp.com
More than 50% of app developers make less
than $500 per month
% of mobile developers who use paid downloads, in-app purchases or advertising
(and no other revenue model), by monthly revenue (n=1,187)
App poverty line
($500 per month)
Sustainability line
($10K per month)

13. 13Mobile Marketing Agency
www.comboapp.com
AppAnnie estimates 80% of the revenues from app stores
are in the games category and the percentage is growing
of the revenues
are games
80%

14. 14Mobile Marketing Agency
www.comboapp.com
The state of mobile game developers
of developers
shipped < 4 games
70%
of developers
make games
33%
of downloads
are games
40%
of games
make < $500 per month
57%
of store revenues
are from games
80%
* Developereconomics.com

15. Why games has been developed?

16. 16Mobile Marketing Agency
www.comboapp.com
Developer segments on desired outcomes
39%
51%
developers
revenues
Revenues from the app economy
24%
Explorers
12%
Hobbyist
23%
Hunters 16%
Guns
for hire
8%
Enterprise IT
4%
Digital Content
Publishers
5%
Gold Seekers
8%
Product Extenders
Self
improvement
Growing
a business
Revenues from
the app economy

17. 17Mobile Marketing Agency
www.comboapp.com
Whether you’re developing your game sitting in
the basement hiring freelancers or working in a
large team, main thing that differs business
from hobby here is having a clear
understanding of how much you need to
spend to stay afloat.
LTV > eCPI

18. Soft launch

19. 19Mobile Marketing Agency
www.comboapp.com
What’s the goal of the soft launch?
Collect empirical and behavioral data from statistically
relevant sample of players to make data-driven decisions
Identify success factors and problem areas
Quantify response to game mechanics or app features

20. 20Mobile Marketing Agency
www.comboapp.com
Duration, budget and sample
2-3 month $15-20k USD ~ 2000 DAU

21. 21Mobile Marketing Agency
www.comboapp.com
What to measure
User Acquisition
● Cost of new user
● Organic uplift
User Experience and Retention
● How users are interacting with game
● Are they moving beyond 1st level
Monetization and Virality
● How long does it take to make purchase
● Are people sharing your game
Economics ● Measure balance of the game economics

22. 22Mobile Marketing Agency
www.comboapp.com
Analytics integration
You should understand the difference and have both installs attribution and user experience analytics installed
User acquisition measurement UX: in-app analytics

23. 23Mobile Marketing Agency
www.comboapp.com
App Store optimization
App store optimization is optimizing your app store presence whether it be on
Google Play or App Store for the download.
Making sure you have the right keywords in the app name, description and your
keyword field, having a really engaging icon.

24. 24Mobile Marketing Agency
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Choosing test market
Canada New Zealand Australia

25. 25Mobile Marketing Agency
www.comboapp.com
Average CPI by game category,
iOS, Q2 2015

26. 26Mobile Marketing Agency
www.comboapp.com
Average CPI by game category,
Google Play, Q2 2015

27. 27Mobile Marketing Agency
www.comboapp.com
1. Daily active users
2. Retention Day1, Day 3, Day 7 and Day 28
3. Average revenue per daily active user (ARPU)
Focus on metrics that matter

28. 28Mobile Marketing Agency
www.comboapp.com
The first number you should look at is your
Daily Active Unique (users) or DAUs.
From this single number, we can drill down
into groups such as:
● new users (acquisition),
● returning users (retention),
● amount they return (engagement)
● the amount they spend (monetization).
Daily active users

29. 29Mobile Marketing Agency
www.comboapp.com
When your Churn Rate
surpasses the Acquisition Rate
your business is dying and it is
only a matter of time before your
existing users leave.
Churn rate

30. 30Mobile Marketing Agency
www.comboapp.com
Creating a lifecycle model
Once you have data captured, we recommend breaking down your user’s
lifecycle into distinct stages. This let’s you take specific actions that are
appropriate for that group of users.
Acquired
150, 000
Activated
75, 000
Engaged
45, 000
Stable
10, 000

31. 31Mobile Marketing Agency
www.comboapp.com
DAU 10,000
ARPDAU $0.5
Daily revenue $5000
By improving your ARPU you
might need fewer users
DAU 100,000
ARPDAU $0.05
Daily revenue $5000
Game 1 Game 2

32. Summary

33. 33Mobile Marketing Agency
www.comboapp.com
If you have
“leaky bucket”
no acquisition budget
is enough

34. 34Mobile Marketing Agency
www.comboapp.com
1. Plan in advance: 2 - 3 months (beter 6 months)
2. Focus on product rather than branding
3. Understand your market / industry environment
Top tips

35. Thank you!
Skype: serg_kanishchev
e-mail: skanishchev@comboapp.com