PowerPoint Presentation

Casual Connect Tel AvivMaintaining A Profitable User Acquisition Strategy Patrick Witham

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AgendaIntroductionInvesting in UAFrom ROI to LTVImportance of creativeRegional products and contentIcons and ASOTraditional advertising2

Patrick Witham Director of User Acquisition3

HoV Chart PositioniPadiPhoneAndroidUS Top Grossing(Casino)152AU Top Grossing(Games)111

(As of 18th October)

Investing in UA4

UA should be thought about like an investment, we spend today & earn overtime5

Pay for an install today(CPI)Earn a return over time(ROI)Earn return over the life of a player(LTV)

Market position helps guide our performanceROI performance over timeLTV reforecasts monthly

% of LTV goes to investment in UA

How much are you willing to invest in growth and UA?6

Platform Fees(30%)Operating Expenses~(15%)Investment into User Acquisition CPI(25%)Profit(30%)LTV Company 1Its up to you to determine how much of your LTV you are willing to invest into UA, and other ways to grow LTV

The 3 keys to successStable application that is easily understandable to the audienceDoesnt crash/not buggyGame mechanics are simple Aesthetic to new usersNeeds to be able to convert users at the right timeGet users engaged with your game first then upsellShould be able to play for 30mins 1 hour before trying to convert usersThe game gets people to return multiple times per day for multiple daysIf you do not have these 3 things, your game will never be profitable7

Functional stable product ARPDAU was stable Real casino contentLong term retention

From ROI to LTV8

How to bridge the gap from ROI to LTVPM forecasts LTV (monthly) Have to wait numerous days Cohort size must be 10,000+Intermediary metrics ROI, retention, FTD% etc. Benchmarks were set arbitrarily Relationship between these metrics and LTV is unclearHypothesisUsing multivariable linear regression we can find a combination of metrics that has a higher correlation with LTV than looking at 7D revenue

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The Problem: Going from D7 revenue to LTV

79% Adjusted R-Squared

The test & the outcomeAnalyze the effect of intermediary metrics on 6 month revenueMetrics investigated: Retention, total sessions per user, total session length per user, total bet per user, session count per user, total spins per user, revenue per user FTD rate and ROI All metrics measured 7 days after installationSplit by date/geo/platform/sourceOnly paid sources of trafficOnly sources that generated more than 500 installs in a given day

The outcome: 7D revenue, 7D FTD Rate & session length and session count are more accurate (~85% adjusted R Squared) than just 7D ROI when predicting 6M LTV10

Importance of Creative11

Facebook CreativeFacebook is one of the most competitive channels in acquisition, staying innovative is key in your creative and is the biggest driver of your performance.Try different things, be nimble. We have tried rainbows, lightning and more added effects into different ideas and meshing with Aristocrat IP.Straight to the point no long introductionsWinning combinationsLooping does best12

InstallsCTRCVRCPI99.4%12.1%10.7%10%

Rewarded videoThe creative that works on FB does not always translate to what works on rewarded video. The user experience is opt in, and you want to showcase many aspects of your game.Big call to actionsHigh payoutsWinning combinationsBright colorsSmooth transitions13

InstallsCTRCVR700%45%300%

Regional Products and Content14

Different countries require different content15

Future Markets?

Different content for different apps16

ASO and Icon Testing17

Icon testsLarge scale applications receive 400k+ views per dayOrganic installs potentially make up 50% of daily installsIcon provides the most uplift for ASO, followed by header, screen shots and keywordsUse Google Play to test, makes it measurable and simple for UA managers18

Learn AND INNOVATE..19

Traditional Ads20

Billboards Las Vegas, NVStaying innovative doesnt apply to only digital. With mobile games breaking into traditional channels, its a necessity to test everything (if you have the budget).Currently on Las Vegas Blvd., on the side of Caesars Palace.Results to come soon!

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Radio New ZealandLast year Product Madness ran a radio as in New Zealand Relatively cheap channel to test Effectively buy times during heavy listening Assisted in developing good ad creativeWhy New Zealand? Strong brand affinity to Aristocrat games Isolated location and easy to measure Strong slots user base HoV is a top grossing application

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Play HoV!

The resultsNew Zealand Radio Results: 3 Key Areas: Organic installs: Improve number of new users searching for our app Paid installed: Improve effectiveness of our online advertising Retention: Improve play metrics of people who already installed

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Success

Inconclusive

No charge

Live (1 partner)Not liveLive (2 partners)

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Q&A

May 2016 All rights reserved to Product Madness

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