detailed guide on a mobile game soft launch

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Soft launch

Vadym Shcherbakov

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About Us

3Mobile Marketing Agency www.comboapp.com

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happy clients

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years of mobile appmarket expertise

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Clients


Recognition

Mobile App Marketing Agencies in the US

TOP 12 App Marketing

Agency 2015

TOPMobile and App

Marketing Companies

TOP 9

Market Overview

Vadym Shcherbakov

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Discoverability is broken?


* http://www.gamedev.ru/industry/articles/galyonkin_indiepocalypse

Down many times, but still playing the game


Nearly 800,000 new mobile developersjoin the industry every year

2014

7,9 M

7,1 M

6,3 M

5,5 M

2015 2016 2017


Revenue are growing


There are about 5.7 millionmobile app developers in the world,

creating more than

3 million apps.


More than 50% of app developers make less

than $500 per month

% of mobile developers who use paid downloads, in-app purchases or advertising (and no other revenue model), by monthly revenue (n=1,187)

App poverty line($500 per month)

Sustainability line($10K per month)


AppAnnie estimates 80% of the revenues from app stores

are in the games category and the percentage is growing

of the revenuesare games

80%


The state of mobile game developers

of developersshipped < 4

games

70%of developersmake games

33%of downloads

are games

40%of games

make < $500 per month

57%of store

revenuesare from games

80%

* Developereconomics.com

Why games has been developed?

Vadym Shcherbakov

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Developer segments on desired outcomes

39%

51%

developers

revenues

Revenues from the app economy

24%Explorers

12%Hobbyist

23%Hunters 16%

Guns for hire

8%

Enterprise IT

4%Digital Content

Publishers

5%Gold Seekers

8%Product

Extenders

Selfimprovement

Growinga business

Revenues fromthe app economy


Whether you’re developing your game sitting in the basement hiring freelancers or working in a large team, main thing that differs business from hobby here is having a clear understanding of how much you need to spend to stay afloat.

LTV > eCPI

Soft launch


What’s the goal of the soft launch?

Collect empirical and behavioral data from statistically relevant sample of players to make data-driven decisions

Identify success factors and problem areas

Quantify response to game mechanics or app features


Duration, budget and sample

2-3 month $15-20k USD ~ 2000 DAU


What to measure

User Acquisition ● Cost of new user● Organic uplift

User Experience and Retention

● How users are interacting with game● Are they moving beyond 1st level

Monetization and Virality ● How long does it take to make purchase● Are people sharing your game

Economics ● Measure balance of the game economics


Analytics integrationYou should understand the difference and have both installs attribution and user experience analytics

installed

User acquisition measurement UX: in-app analytics


App Store optimization

App store optimization is optimizing your app store presence whether it be on Google Play or App Store for the download. Making sure you have the right keywords in the app name, description and your keyword field, having a really engaging icon.


Choosing test market

Canada New Zealand Australia


Average CPI by game category, iOS, Q2 2015


Average CPI by game category, Google Play, Q2 2015


1. Daily active users

2. Retention Day1, Day 3, Day 7 and Day 28

3. Average revenue per daily active user (ARPU)

Focus on metrics that matter


The first number you should look at is your Daily Active Unique (users) or DAUs. From this single number, we can drill down into groups such as:

● new users (acquisition),● returning users (retention),● amount they return (engagement) ● the amount they spend (monetization).

Daily active users


When your Churn Rate surpasses the Acquisition Rate your business is dying and it is only a matter of time before your existing users leave.

Churn rate


Creating a lifecycle model

Once you have data captured, we recommend breaking down your user’s lifecycle into distinct stages. This let’s you take specific actions that are

appropriate for that group of users.

Acquired

150, 000

Activated

75, 000

Engaged

45, 000

Stable

10, 000


DAU 10,000ARPDAU $0.5Daily revenue $5000

By improving your ARPU you might need fewer

users

DAU 100,000ARPDAU $0.05Daily revenue

$5000

Game 1 Game 2

Summary


If you have“leaky bucket”no acquisition budgetis enough


1. Plan in advance: 2 - 3 months (beter 6 months)

2. Focus on product rather than branding3. Understand your market / industry

environment

Top tips

Thank you!Skype: serg_kanishchev

e-mail: [email protected]