you can't afford to miss them - whales - david kalmanson, infiapps

You can't afford to miss them - Whales

David Kalmanson, Founder

infiapps● Founded in 2012. ● One of the top mobile social casino companies● Never raised external funding● Sold to Stride Gaming in July, 2015.

What are whales?High spenders(IAP) in games

>$20 per month

>$1000 per month

>$1000 LTV

Top 2% spenders

Many ways to define them

How big can they get?$1,000 LTV$5,000 LTV$20,000 LTV$100,000 LTV

How big can they get?$1,000 LTV$5,000 LTV$20,000 LTV$100,000 LTV

Why are they critical for you?

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••

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*Example only. assuming 3% conversion rate to paying.

A whale can be your angel and change your company from a failure to a success

We would expect only a few hundred mobile games companies to gross over $1 million in 2016; this would be sufficient to run a studio with 5-10 developers. One survey of 8,000 developers found that 17 percent generated no revenue; 18 percent made less than $100 a month, and half made less than $1,000 per month.

Deloitte Mobile games TMT predictions 2016

How far should you go for a single whale?

Finding whales is super hard

No one knows where they are, so the process is:● Very expensive.● Requires lots of trials with different ad networks/campaigns/creatives. ● Even if a single campaign got you a whale, it doesn’t mean any other

will come from there.● Requires patience (both to get the whale and then for his ltv to start

rocketing)

CPI, CPC, GEOS...Sometimes you should

experiment in all parameters and wait for whales

Ad network= XGEO= ChinaCPI=$2

Total spend on campaign: $10,000Total revenues from campaign: $6,000

*Example data

CPI, CPC, GEOS...Sometimes you should

experiment in all parameters and wait for whales

Ad network= XGEO= ChinaCPI=$2

Total spend on campaign: $10,000Total revenues from campaign: $6,000

*Example data

Total spend on campaign: $10,000Total revenues from campaign: $15,000

One month later….

Did you know? Whales are older (but

depends on game type)

For super whales you need super high retention

So, what should you do?

Know each of your top whales

The obvious:● Name● LTV● Playing seniority● Last purchase

Anniversary date

Hobbies

Favorite playing time

Purchasing frequency

Recent trips

Favorite movies

FamilyPets

Many app updatesThey are waiting for them.

Try to get to once a week/two weeks with real content addition in every update

When is the next update coming??

Every department of your company should constantly

think about themUser acquisition

Customer support

Product

R&D

Retention & Monetization

Make sure you have analytics per user

(‘flurry’ is not enough). This the only way to track / understand them

You need contact details of whales

Phone number Address

In game inbox

Email (facebook connect is many times not enough as many users do not check that email)

Approve push

notifications

Whales want to feel special

They need:● Someone to speak with● Unique segmented offers(favorite

packs…)● Gifts

Be careful-Learn about each whale- some want to get emails, some do not

etc.

Retargeting campaigns for whales

● Very expensive CPC● Hard to measure

(the user might have returned to play without the campaign)● Can be really effective

Keep them satisfied always (even if they stopped buying)

● Whales can have whale friends.● Whales can return to pay after a long period.● They helped your business so much, so be

nice :)

Whales feedback is important.

They usually talk about purchases, but when they give you other feedback-

listen carefully

Remember- you don’t own them.

Whales play other games too and your competitors are working hard

Thank you!

david@infiapps.com

Questions?