PowerPoint Presentation

Transferring Kids App of the Year from Paid to FreemiumAlexander NasonovCo-founder and executive producerBobaka

SummaryWe will discuss the ways to improve your paid kids app and transform it into a free to play childrens educational service with episodic contend and parents friendly microtransactions. As a case of this kind of transformation we will use Green Riding Hood the award winning kids app that topped numerous App Store charts and that is soon to be transformed into free to play platform with narrative and educational content.

The Case: Green Riding HoodGreen Riding Hood is a fairy tale with the central themes of friendship, healthy living and yoga.

iPad App of the Year 2015Winner of the Rating of Runet 2016 contest in Leisure, Entertainment, Shopping nominationInteractive Book of the Year 2015 nominee at Moscow International Book Fair5 Overall App Store Tops34 Kids Paid App Store Tops including Austria, France, Russia and ChinaTotal of11localizationsand voiceovers made by famous actors, video bloggers and professional radio presenters from all around the world.

Lets watch the trailer.

About Green Riding Hood

Initial ReleaseTook place on 21st of May, 2015Supported iPad onlyIncluded 2 localizations: English and Russian

Major Update

Took place on 18th of February, 2016Added support for all iOS devicesIncluded 9 new localizations

What took it so long?

Premium Kids Apps ProblemsLimited LTVLack of traffic sourcesLow conversion ratesLimited reach (for not license based apps)Low retentionPoor Incomes

Premium kids apps market is deadBubl was bought by Fox and Sheep and started making license based apps;Both Bubl and Fox and Sheep report difficulties: Last year and a half with every project launched we are observing sales decreasing;Many other market players report that the model of making a quality app > uploading it to App Store > getting featured > getting investments returned works no more;Even Toca Boca makes less and less releases every year;Our case project despite being awarded the App of the Year and receiving a lot of App Store promotion has shown poor sales.

What is the solution for those who want to make kids apps?

Free to Play Subscription Based Childrens Educational Service with Episodic Content

So whats the plan?Organize episodic content to improve LTV.Widen your traffic sources with higher CPI bids that are available with bigger LTV.Make your app free to play to boost initial install conversion.Boost your reach with a free to play app and stickers.Add a simple metagame above episodes to improve retention.Integrate subscription based model to increase incomes.

Organizing Episodic Content

Episodic content includes new Hoods adventures, more minigames and interactive classes. All of these helps to increase users LTV.

Widening Traffic Sources

With bigger LTV you can use more traffic sources with higher CPI bids.

Improving Conversion Rates

Using Free App/Stickers to Boost Reach

Not everyone knows that you can organize the sticker pack the following way:1. The free stickers pack is available on the iMessage Store;2. When a user downloads the pack he simultaneously downloads the free iOS app;3. The inapp for additional stickers is still available for a user to buy.

Adding Metagame to Improve Retention

The metagame connects different minigames of different episodes and works to improve retention.

Integrating Subscriptions on iOSSubscriptions settings are flexible and can be targeted on different regions according to customers purchase power.From now on subscriptions keeps working and are not canceled on users side when you change the price.Even inside selected region you can target different kinds of subscriptions to different group of users.The model perfectly suits kids oriented episodic content.As far as we know Apple is currently focused on promoting and featuring subscriptions using app, especially in Kids category.

The Outcome

ProblemSolutionLimited LTVOrganize episodic content to improve LTV.Lack of traffic sourcesWiden your traffic sources with higher CPI bids that are available with bigger LTV.Low conversion ratesMake your app free to play to boost initial install conversion.Limited reachBoost your reach with a free to play app and stickers.Low retentionAdd a simple metagame above episodes to improve retention.Poor IncomesIntegrate subscription based modelto increase incomes.

By the way

Android Version is on the way too.

As a free to play apps much better suit the platform.

Thank you!Alexander NasonovCo-founder and executive producerBobakanasonov@bobaka.ruskype: alexander.nasonov