kontagent social to mobile webinar: a playbook for building successful games

FROM SOCIAL TO MOBILE: A Playbook for Building Successful Games

M o n t h l y We b i n a r S e r i e s

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WHO IS KONTAGENT?We are the leading enterprise user analytics platform for social and mobile applications.

User-Centric Data

Accessibility Domain Expertise

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SPEAKERS

BRETT SEYLERMobile strategy

consultant /investor &

entrepreneur

BRAD EDELMAN

CTO

CONOR NASHData scientist

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Mobile market overview

DEMO: Kontagent kSuite Mobile analytics

PLAYBOOK: Get them to play more, and often

PLAYBOOK: Get users to find your app

PLAYBOOK: Monetize your players

AGENDA

Q&A

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MOBILE OPPORTUNITIES:How big is the market?

• 575M smartphone “app” users (Nearly doubling every year; already bigger than Facebook)

• 5.6B mobile subscribers | < 900M smartphones

• Smartphones how out shipping feature phones in USA and W. EU 700,000 Android activations / day (255M / year pace, with 150M+ historical)

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WHAT’S DIFFERENT?

SOCIAL vs MOBILEPlatform social plumbing (messaging & communication protocols)

Identity and authentication

Editorial merchandising and discovery

Massive consolidation vs unconstrained growth mode

High- vs low-friction viral discovery

Performance-based marketing & user acquisition

Unique challenges that didn’t exist…

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• Global parent-child features.

• Progress, rewards and mom-com.

• Social sharing.

• Freemium-to-subscription.

• Distribution for 3rd party developers.

• Multi-platform mobile app network.

• Edutainment titles from top developers.

Fragmented Ecosystem:An example of just one mobile gaming platform

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USER DISCOVERY AND ACQUISITION

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HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION

Promote your app on other apps with high DAUs to reach large audiences

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HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION

Segment & optimize acquisition efforts based on user cohorts that generate the highest ROI

Group A Group B Group C

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HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION

Build a highly engaging game so it leads to organic installs from word-of-mouth marketing

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HERE’S THE PLAY:USER DISCOVERY AND ACQUISITION

1. Engage the platform owner

2. Connect with your users

3. Optimize your advertising spend

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Revenue per install source

Cost per install

KPIS FOR USER DISCOVERY AND ACQUISITION

Number of installs per acquisition source

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ENGAGEMENT & RETENTION

Get your users to play your game, and play often

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HERE’S THE PLAY:ENGAGEMENT & RETENTION

Identify the important metrics; design your game from day 1 to reach pre-defined goals

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HERE’S THE PLAY:ENGAGEMENT & RETENTION

A/B test & iterate as quickly as the mobile platform will allow you to (there are ways around App Store approvals!)

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ENGAGEMENT & RETENTION

Day 1, 7 and 30 retention

Tutorial completion

Compare app versions

KPIS FOR

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Monetizing in mobile

MONETIZATION

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HERE’S THE PLAY:MONETIZATION

Optimize game mechanics; balance engagement while encouraging your users to make in-app purchases

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HERE’S THE PLAY:MONETIZATION

Track revenue channels to understand the best price points for your user cohorts

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HERE’S THE PLAY:MONETIZATION

Re-engage your users whenever you have new offers and features

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MONETIZATION

Instrument all in-app purchases

Compare conversion rates of virtual goods

A/B test when you present monetization events

KPIS FOR

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DEMO

QUESTIONS?

@Kontagent

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