fiksu presentation at gdc: the vicious battleground, the challenge of gamer acquisition in a...
TRANSCRIPT
Glenn Kiladis VP, New Market & Media Solutions Games Evangelist
The Vicious Battleground: The Challenge of Gamer Acquisition in a Competitive Marketplace
Who is Fiksu?
Who is Fiksu?
800 CLIENTS
220 PEOPLE
2B+ APP INSTALLS
3.7B+ IMPRESSIONS/DAILY
3 CONTINENTS
1,800 APPS Fiksu tightly integrates the app
marketing ecosystem, making it easy to acquire the gamers you want.
Who Do We Work With? 240 GAME CLIENTS
40 OF TOP 50 TOP GROSSING APP PUBLISHERS
Agenda • The Battleground and Why It Matters
• How Do You Break Through?
• Discovery
• Acquisition Optimization
• Learning What Works for You
• Conclusions and Q & A
The Battleground Big Challenges – Huge Opportunities
Today’s App Battleground!
2 M apps in Google Play + Apple App Store
Today’s App Discovery Battleground
Games Ultra-Competitive vs. Other Categories
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Education Music Lifestyle Games
Top 25
Top 5
70,000
30,000
Gaming Revenues Continue to Grow
emarketer.com 10/2013
• Cost effective gamer acquisition at scale
Challenges Mount for Games
• Cost effective gamer acquisition at scale
• Optimal app store store visibility
Challenges Mount for Games
• Cost effective gamer acquisition at scale
• Optimal app store store visibility
• Growing complex ecosystem
Challenges Mount for Games
• Cost effective gamer acquisition at scale
• Optimal app store store visibility
• Growing complex ecosystem
• Consumer behavior
Challenges Mount for Games
Average user has 40 apps and games -- only
regularly uses 151
22% of all app downloads only
used once2 1. Harvard Business Review 3/13 2. Localytics 8/13
Challenges Mount for Games • Cost effective gamer acquisition at scale
• Optimal app store store visibility
• Growing complex ecosystem
• Consumer behavior
• Automated UA Optimization
Think Beyond the Download
Attribute post-download actions driving your business
App Launches Purchases Registrations Online & Physical
Sales
Media Sources Creative Device
Type Geography
Tie actions back to marketing sources
• 50% of all in-‐game revenue comes from 0.15% of players • 61% of all in-‐app purchases happen on day one -- Swrve, Feb 2014
“Honestly, I probably spend $1,000 on apps a week.”
-- Shaquille O’Neal
Learn What Works for You Choose Partners Wisely
945+ Mobile Ad-Tech Players & Growing
Hundreds in Mobile Gamer Acquisition
App Marketing Mix Is Constantly Evolving
Arm Yourself Game Acquisition Strategies
Paid Gamer Acquisition
Retargeting
Engagement
Same budget -- different impact
Balancing the Value of Different Channels
Non-Incent Incent Difference Budget $10,000 $10,000 0% Cost per Download $1.45 $0.35 -76% Downloads 6,897 28,571 314%
% converting to loyal 25% 10% -60% Loyal Users 1,724 2,857 66% Cost per Loyal User $5.80 $3.50 -40%
Amplify Organic Discovery Through Marketing
o Spend to promote your game
o Bring in new users in volume
o Move up the rank charts, gaining visibility
o More visibility = more natural discoverability Organic Lift (Earned Media)
Cost > Benefit
Optimal ROI
Insufficient volume
#1 . . . . . . . . . .
1,000,000
Rank
Time: Your Enemy & Your Friend
o Avoid ‘fleeting rank’
• Show gamers that your game has staying power
o Time is key to discovery & credibility
• Not always about being #1
o Don’t just burst
• Burst – Sustain – Optimize
Facebook for User Acquisition
Fiksu Experience
Nearly 15 million Facebook Installs
77 Countries Facebook Campaigns
Sustain, Burst, Loyal User Strategies for Social MarkeKng for Games
Precise Audiences & Insight
Demographic
EducaKon
RelaKonships
Keywords & Interests
Countries, Regions, CiKes, Zip, Radius Locales, Gender, Age
EducaKon Status, College Networks, College Majors Work Networks, College Years
RelaKonship status Interested in
Broad interests Keywords
Device OS Version, User Device (brand) Wireless Carrier
Custom Audiences “Lookalikes”
Phone, Email, IdenKfiers
Direct Call to AcKon Play Game Requires deep links Can be combined with custom audience targeKng
Reengagement
Results – Facebook vs. Other Sources (Games)
7x higher
7x improvement
Cost per purchasing user 18% improvement
1.3x improvement Purchase rate
Conversion rate
Cost per click
Mobile Ad Tech is Evolving … Quickly
Where is the industry going
Why RTB?
$-
$5
$10
$15
$20
$25
Time
Games CPIs After Launch
Casino
Puzzle
Adventure
o Programmatically buy & optimize media
o Drive down gamer acquisition cost
o Huge inventory: access 99% of world’s in-app ad impressions
o Fiksu: 150K+ impressions / second
o Performance depends on precise bidding algorithms
o Good data powers those algorithms
Why RTB
Retargeting Applications
§ Re-engage lapsed users E.g. users who were active for > 1 month but lapsed
§ Market across platforms See app on desktop, remind on mobile
§ Cross promote products New RPG game - target my old, lapsed RPG users
§ Retrieve “stuck in funnel” users Downloaded but didn’t register, abandoned cart, etc.
o Drive beyond the install
o Drive deeper in-app actions
• Pinpoint action within the user funnel
o Pick an action that takes 2-3 minutes
• Complete level or tutorial, register etc.
o Rewards marketing can drive engagement
Engagement
Tips and Tricks To Make UA More Successful
o Ratings • Total # of ratings, positive reviews
o Screen Shots • Use screen call outs
o Description • People don’t read
o Keywords
o Test in look alike markets
App Store Optimization
o Have the right social hooks in your app o Let gamers challenge friends
o Share customized characters, vehicles, gameplay videos
o Post high scores and challenge friends to beat them
o Include social lift in ROI analysis
Social – Leverage it!
Fiksu Mobile App Marketing Platform
The award-winning Fiksu Mobile App Marketing Platform enables our customers to achieve their business goals by maximizing app
downloads from quality, loyal gamers.
Loyal Users App Publisher
Loyal Gamers Traffic Reporting Attribution Optimization
o Fight for your spot
o Use all available weapons
o Choose the right allies
o Optimize to acquire loyal gamers
Wrap Up
