event marketing & community management

ZENNAAPPSAll copyrights reserved

HIDDEN POTENTIAL OF EVENT MARKETING AND COMMUNITY MANAGEMENT

Mobile Games


Viral and social mechanics as part of events

Facebook1. Loging 2. Game Requests (Frictionless Requests are sent to 1 or more friends, always containcall-to-action):

• Invites (Request Dialog/Custom friend selector)• Turn-based notifications, gifting, and asking for

help• Match-making

3. Feed Gaming: records, how to pass a level etc. 4. Messenger: Share, Reply

5. Sharing for Games: • Share Dialog• Graph API


Share Dialog

FB checklist for games:https://developers.facebook.com/docs/games/mobile/checklist


VK

1. Login (information about a bonus for adding Vkontakte)

2. Daily gifts 3. Requests + inbox (request

and send lives and game items to another user)

4. Friends’ activity feed5. Map and tournament table6. Sharing


Login through social network accounts:Why it is good for the developer: Accessto more complete data on the user and their device

Why it is good for the user: 1. moretrustinthedevelopersespecially when it comes to purchases.Inthiscase, asocialnetworkisthe guarantor of the developers’ credibility.2. confidence that the data on the progress and purchases in the game is saved and that, in case of an emergency, this information can be publicly requested from the developers and obtained quickly.

Recommendations on effective integration of the tool (for game developers):• theformatofthebuttonshouldbe consistent with the platform’s requirements;• post the information on the benefits of logging in through social networks next to the button

(see the following screenshot):

• usersneed to be rewarded for logging in;• usersneedtobeinformedabout the data collected by the developer and

explained why the developer requires this information;• apartfrombeingintegratedwithin the Start screen, right after the game

downloads, the button has to be integrated within the game itself • (for example, in the account settings menu)


Examples:м

Viber: Viber Pop LINE: Line Rangers


Examples:

WeCHAT: WeChat Dash


Invites and notificationsThis is the most effective viral tool that influences the process of attracting new users and their retention.

Recommendation:Firstly, anygamenotificationsandinvites have to be sent to the friends’ private message inbox; secondly, they have to be accompanied by a push-notification of the app.

For example, this functionality is implemented in every messenger that has its gaming platform.


Examples:

LINE: Line Rangers Viber: Viber Pop


Examples:

WeCHAT: WeChat Dash


InvitesRecommendation: Classics: Reward users for sending invites to their friends.Нестандарт: 1. Offer additional rewards for every friend who accepts the invite.2. Offer your users to sendinvites through special events in the game. For example, Line Cookie Run


Sharing of game progress

LINE: Line Cookie Run и Line Rangers

Why it is good for the developer: this tool helps attract new users and re-engage the old ones.

The most widespread type of sharing is sharing to one’s own newsfeed. Messengers are different because they allow sharing some in-game activities through private messages like invites.


Tournaments and rating tablesWhy it is good for the developer: influences Retention..

Recommendation:Include game results of friends from social networks into tournament and ratings tables. Send push-notifications if your friendhas broken your record or outranked you.

Example: FACEBOOK: Diamond Dash и Song Pop


How to use?

1. Reduce the store price for Login2. New Social Login Player Promotion3. Sharingoftime-bound offers4. Sharing of seasonal promos and offers5. Emergency help in passing a level for a share/request from a friend/invite6. Share/Login or Play ->for extra content7. Mini-games for playing with friends only8. Share/Login/Invite as a part of missions and daily quests


Missions/ Events

Recommendations:1. Developers, offer to share your new mission or event for a reward, especially if you have the option of showing events to specific groups of players only. In this case, events that are shared for a reward, can be targeted at users whose friends accepted their invites and play the same game.

2. Create separate events on inviting friends, where users not only get a reward for inviting one user but also get a bonus for inviting a specific number of users within a limited time period. This activity will significantly increase the flow of new users to the game.

3. Create separate events on progress sharings in the game, where users get bonuses for a particular number of progress sharings within a limited time period.

4. Create promo-events for the desktop version of the game where users get bonuses for installing its mobile version and vice versa.


Next step: Social networks and SMM

Are there going to be kitties?



79% of all Facebook members use it on their mobile devices.

375 million of Facebook users play games through their social network accounts.

45% of social logins are made through Facebook Login.

200 million of Line users are integrated with the Line Games platform.

53% of Line’s total revenue came from in-app purchases in Line Games; the most popular game – Line Pop – earned $43 million.

26 hours per month are spent by Facebook users on mobile apps and games.

52 million of Vkontakte members use it on their mobile devices.



Community Management is non-stop communication with your players based on smart integration of your product with social media and various viral mechanics. By effectively using marketing, PR and various relationship management methods, we smoothly and easily engage our users into a dialogue and increase their loyalty, engagement, retention and LTV rates.

LTV 7%

Results:Community Management

The flow of new users almost for free

The flow of old users is 50% cheaper than buying new users.

Paying users 40%

Retention Rate 10%

ARPU 30%

Engagement Rate 40%


Nextstep: Social networks and SMM

Messengers • Viber• WhatsApp

Content networks • Instagram, • Twitter, • Vine,

• Snapchat, • Swarm, • Pinterest• Meerkat

“Maybe it’s high time we paid attention to “mobile first” social networks?”



Optimizeyourofficialpagesfor mobile devices


To download the game doesn’t necessarily mean to open it

Performance indicators

On social networks In the app

How to calculate?SDK Integration Localytics/ Appsflyer/ MAT

Classics• number of new fans• (subscribers);• average Engagement Rate;• organic reach growth

dynamics;

Specifics• theratio of the number of fans

to MAU/DAU;• the number of new game

users who came from a social channel.

Specifics• кthe number of new game users

who came from a social channel;• retention D1/D7;• start of tutorial – completion of

tutorial;• more than N visits to the app;• registration into the app;• session length.


About us:Zenna Appshas always been striving to achieve the best results.

United we win,united we stand!

Why work with us?

Founded in 2012 by internet marketers, infected with the virus of mobile apps, Zenna Apps started with a simple idea: to help apps reach the TOP-lists. Now we’re grateful to have the best people, best work and best clients.With all the excellence, creativity and humor, we become better day by day by making superior apps that people don’t want to close.

• We are the first successful agency for marketing and promotion of apps & games in Asia, North America, Western and Eastern Europe. Zenna Apps team consists of 25 people from three various continents.

• We’ve developed sustained experience & expertise in promoting games and apps over the last 2 years. At the very moment, we have 7 apps in the TOP of local stores in the USA, Japan, South Korea, Canada, Western and Eastern Europe.

• Our clients’ total revenue is up to $200M. Among them are Game Insight, Linekong, Kabam, Sport.com, Plarium and many other highly respected developers and publishers.


ZENNA APPS Services:

Support mobilemarketingCommunity management (SMM)App Store Optimization (ASO)PR-pitchingPromo video productionUser-car

Traffic mobile marketingNon-incentive installs (CPI/CPC)Incentive installs

Complex mobilemarketingComplex strategic marketingRevenue share cooperation model

Product mobilemarketingMonetization & gameplay auditAnalytics integrationFinance managementPlaytestsLocalization & adaptation


Our Clients


+7(495)777-36-79 [email protected]: zenna.apps

Ukraine, Kharkiv,Moscovsky ave., 199-D5

www.zennaapps.com

event marketing & community management

Marketing