strategies for driving downloads in application stores - dayanidhi, digital chocolate: ngdc 2012
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Strategies for driving Downloads in Application Stores
Dayanidhi M GMD-APAC,
Digital Chocolate
About Digital Chocolate
• A very reputed gaming company founded by the veteran, Trip Hawkins
• Publish games on Facebook, tablets and mobile
• Headquartered in CA, with offices in Spain, Finland and India
• Over 150Mn downloads on AppStores
Application Stores
• Dense forest
Application Stores
Source: http://upload.wikimedia.org/wikipedia/en/a/af/AppleAppStoreStatistics.png
Challenges• Discoverability• Getting to top charts and staying there• Content updates• Featuring
Source: Apple.com
Games’ Revenue Growth
Growth
Why strategise?
• Conceiving and developing a game is only job half well done• Managing the game is the other half
• Freemium more rewarding than Free/Premium– Analogy– Examples
• DIY v/s partnering with a seasoned publisher• Soft launch in select territories, then go global with
localised content• User acquisition
Staying in top charts
• Varies for different countries• In US, # of DLs in Free games
should be 25K for top 5045K for top 25
80K for top 10• In Canada, it is ~10% of US• In China, it is 40% of US
DChoc Case Study
• A strategic approach that paid off on iOS• User Acquisition Cost: Significantly high• A key AAA title, successful on FB• Use catalogue titles for cross promotion
including paid games
11
Digital Chocolate AppStore Catalog
TARGET APP GALAXY LIFE: POCKET
ADVENTURES
Goal
• Use popular catalog titles by converting paid to free
• Use them as feeder apps to help the new game get maximum installs to elevate in the top charts
• Fire Hose strategy to use all popular catalog titles in one go
14
Feeder Apps
Result
• Feeder Apps witnessed several million downloads
Result
• Embedded Interstitial banners; Shown during game launch and key places to cross promote the new game
• Several million impressions of banners delivered
• About 15% resulted in click-throughs• About 5% resulted in installs• New game climbed up the top charts, landing in
top 10 in some countries
Strategies for publishers
• Launch the game with the best possible momentum
• Get it right in the beginning• Strategies for promotion– Word of Mouth– Create the buzz– Multi dimensional approach for reaching target
audience– Cross promotion– Analytics
Analytics
• Own/3rd party tools• Constant analysis and tweaking• Seasonal
• Watch out Downloads v/s position in top charts• UI trick• $4.99 is the best selling band• Week day v/s end!
ASO• Pick a good game name
– Combo of 2 words works well• Game description and key words*
– Most important– Should not cross 99 chars, chose right KWs
• Catch attention with icon and screenshots– Good icon with less or no text– Best suited screenshots.
• Manage Reviews and Ratings– Customer Support, fix the problem, request for a better rating
• PR, Videos, professional reviews, SEO, Social Media– Build the hype, reviews on popular sites, promotional video, hyperlinks,
virality through SM
Conclusion
• To get your games on to the top charts,– You don’t have to be a big publisher– You don’t need a huge marketing budget– Use the available tools, common sense
• Indian games and publishers can make an impact at the global level. Go for it!
Thank you!
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