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HOW TO SUCCESSFULLY LAUNCH YOUR MOBILE GAME
For More Information About Launching Your Mobile Game Follow @pollenvc on Twitter
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2
MGPADAM FLANDERS
• Co-Founder of Mobile Game Partners
• 16 years of video game industry experience with 12 years in mobile games
• Launched more than 100 games at Glu and Z2 Live
How To Launch Your Mobile Game
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How To Launch Your Mobile Game 3
RYAN LESSARD
SPECIAL THANKS TO:
DAN CHAO DAVE BISCEGLIA REMCO SMIT
• VP of Business Development
• Help Clients Launch Their Games Weekly
KEN SETO
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How To Launch Your Mobile Game 4
BUILD A GREAT GAME
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How To Launch Your Mobile Game 5
SOME GREAT GAMES/GENRES
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How To Launch Your Mobile Game 6
WHAT IS SUCCESS?
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How To Launch Your Mobile Game 7
PRE- SOFT LAUNCH
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How To Launch Your Mobile Game
MEASUREMENT
• Bug Tracking
• Analytics
• Chart Tracking
• Attribution/Campaign Performance
WHAT ARE OTHER STUDIOS USING?
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How To Launch Your Mobile Game 9
Apple Releases your cash
• Average Revenue Per Daily
Active User
• 1, 3 & 30 Day Retention
• Benchmarks
ARPDAU AND RETENTION
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How to Launch Your Mobile Game 10
ALPHA/BETA TESTS
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How To Launch Your Mobile Game 11
USER TESTING
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How To Launch Your Mobile Game 12
SOFT LAUNCH
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How To Launch Your Mobile Game 13
PURPOSE
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14How To Launch Your Mobile Game
PLATFORM
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How To Launch Your Mobile Game 15
• ~ 3-4 months
• ~ $15-20k USD
• ~ 2,000 DAU
DURATION, BUDGET & SAMPLE
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How To Launch Your Mobile Game 16
Apple Releases your cash
• Bugs/Events
• Downloads - by channel
• Monetization ARPDAU - over $.20
• 30 day Retention - >5-6%
• Sample Size ~2,000 DAU
• $10-15k soft launch budget
WHAT TO MEASURE
Source: Fiksu
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How To Launch Your Mobile Game 17
Apple Releases your cash
Overspend Even Underspend
Large English Speaking Population
COUNTRIES
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18How To Launch Your Mobile Game
Examples of Great Icons:
ASO AND APP ICON
*Tune study 2015
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19How To Launch Your Mobile Game
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20How To Launch Your Mobile Game
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How To Launch Your Mobile Game 21
UA CAMPAIGN MEASUREMENT
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How To Launch Your Mobile Game 22
Apple Releases your cash
GAME EVALUATIONS
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How To Launch Your Mobile Game 23
IS THERE A PERFECT TIME?
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How To Launch Your Mobile Game
YOUR PLATFORM RELATIONSHIPS
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• No substitute for making a quality game that’s fun.
• Pitching platforms early on
• Meet reps at events
• Ask someone if they’ll share your game
• Submit through App Support
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How to Launch Your Mobile Game 25
• English, French, Italian, German,
Spanish
• 14 countries from Apple
• Google Translate
LOCALIZATION
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How To Launch Your Mobile Game 26
TRACKING APP STORE POSITION
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27How To Launch Your Mobile Game
PRESS
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How To Launch Your Mobile Game 28
LAUNCH
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WHAT HAPPENS WHEN YOU GET FEATURED?
How To Launch Your Mobile Game
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How To Launch Your Mobile Game
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TYPICAL LAUNCH SCENARIO
DOWNLOADS
LAUNCH
Dow
nloa
ds
How To Launch Your Mobile Game
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TYPICAL LAUNCH SCENARIO
LAUNCH
REVENUE
Rev
enue
How To Launch Your Mobile Game
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LOWER YOUR EFFECTIVE CPI BY REINVESTING WHEN YOU ARE RIDING HIGH…
How To Launch Your Mobile Game
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34How To Launch Your Mobile Game
• Spending $1 profitably is better than not at all
• Venture-backed targeting $250-300k in first 2 months
• Agency Min = $20k
• Free Users?
POST LAUNCH UA BUDGET
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TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get credit with
ad networks
Can’t reinvest to acq more
users
You get paid by Apple
DOWNLOADS REVENUE
Rev
enue
/ D
ownl
oads
How to Launch Your Mobile Game
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How To Launch Your Mobile Game 36
Apple Releases your cash
• Top games are spending millions monthly to acquire users• Need to be spend to make money • Spend intelligently/profitably
WHAT HAPPENS WHEN YOU DON’T
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How To Launch Your Mobile Game 37
QUESTIONS
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THANK YOU
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Velocity Capital 39
CONTACT
RYAN LESSARD VP BUSINESS DEVELOPMENT, NORTH AMERICA
Twitter: @pollenvc