gmgc2015 - keys to the russian app market
TRANSCRIPT
Keys to the Russian App Market
Agenda
Russian market
Platforms, App Store & Google Play revenue
App promotion strategy in Russian
market
ASO + CPI + Direct buying + push to top
Cases
Mobogenie, Age of Tank, BlaBlaCar, Pocket Knights,
Dragons of Atlantis
1 2 3 4Main traffic sources
in Russia
VK and OdnoklassnikiGoogle AdWords
Russian Market1
millions of active mobile internet users in Russia
101
Source: J’son & Partners Consulting
Smartphone OS on Russian Market
4% 12% 84%
Windows Phone
iOs Android
Source: J’son & Partners Consulting
Smartphone Platforms by Countries
Source: http://gs.statcounter.com/#mobile_os-FR-monthly-201401-201501
35 % 85 % 70 % 84 % 45 % 41 %
65 % 15 % 19 % 12 % 52 % 50 %
Google Play Revenue vs Installs
Source: App Annie Index
RankingRevenue by countries Installs by countries
1 Japan USA
2 USA Brasil
3 Korea India
4 Germany Russia
5 Taiwan Korea
… … …
10 Russia Germany
Google Play Top-100 Grossing/ Genre Similarity by Country
Source: http://www.metaps.com/press/en/blog/206-0223similarmkts
Revenue Top-1 Free, iPhone, Games Category
Russia Germany UK France Spain0
100000
200000
300000
400000
500000
163,554 173,616
383,187
268,591
51,142
January’15USD
Russia Germany UK France Spain 0
750000
1500000
2250000
3000000
347,898
1,547,554
2,758,615
2,208,369
54,484
January’15USD
Revenue Top-1 Grossing, iPhone, Games Category
Daily Revenue, Russia, iPhone
Angry Birds TransformersiPhone, RU, free
Game of War - Fire AgeiPhone, RU, paid
$39 156$35 492
Main Mobile Traffic Sources in Russia
CPC networks
Web sites with reviews
Pre-installation
Incentivized traffic
App Discovery
Apps
Alternative app stores
Social networks
Public groups
2
Text and Video Reviews on Web Sites
Mobile Traffic from Social Networks in Russia
Mobile Traffic from Social Networks in Russia
myTarget: VK and Odnoklassniki
• Main traffic source in Russia
• 5 000+ installs/day for iOS and 10
000+ for Android platform
• Low price per install, good ARPU
• Creative ad means 90% of success
• Major traffic source in the world
• Small traffic volume in Russia
• Higher price per install, high ARPU
• No redirects
• Great source for mobile advertising in
future
• Small amount of Russian users, difficult
to buy traffic directly
• No redirects
CPC Networks
Russian CPI Networks
Traffic Sources in CPI Networks in Russia
Odnok-lassniki
45%
Google AdWords
3%
VK49%
Other3%
App Promotion Strategy for Russian market3
Always «On» Campaign
App Store Optimization
Non incent installs CPI
Push to overall top-10
Direct buyingsocial
networks
High-quality usersand high ROI
+ + + =
US Australia Canada France Italy
Spain Russia UK Germany South Korea
Singapore
Country:Platforms:
iPhone iPad Android
Play: фильмы
Cases4
Cases
Age of Tank
The TasksAge of Tanks - midcore tank battles mobile game. Enter the Russian market, drive volumes of quality installs.
The SolutionsQuality installs via a CPI campaign in MobioNetwork, top position, ASO
The ResultsOver 15 000 high-quality installs within 1 week, top position in the Strategy Games chart
BlaBlaCar
The TasksTraffic quality is the top priority: the company has its own analytics system that changes the funnel for each source down to the rides.Drive quality installs that convert into both drivers and fares.
The Solutions• Setting up analytics to optimize efficiency• Quality installs via a CPI campaign in MobioNetwork• Switch to the CPA model
The ResultsLarge volumes of well-converting quality installs
Pocket Knights
The TasksPocket Knights - anime-styled hardcore mobile game.
The Solutions• Quality installs via a CPI campaign in MobioNetwork• Experiments with creatives and targetings to find the right audience
The ResultsOver 30,000 quality installs within 3 monthsPositive ROI on many channels
Mobogenie
Mobogenie — a popular alternative to Google Play.
The Tasks:
• Drive large volumes of quality installs while keeping the CPI low.
The Solutions:
• Quality installs via CPI campaign through MobioNetwork
The Results:
• Over 100,000 quality installs of the Mobogenie app, the cooperation continues
Dragons of Atlantis
Dragons of Atlantis is the game developed by Kabam, one of the major European developers. The company has their own tracking system and can measure funnel on each traffic source by itself. Just high-quality traffic
The Tasks:
• Quality installs with high ROI for different platforms
The Solutions:
• Quality installs via CPI campaign through MobioNetwork
• Comprehensive traffic analysis by source
The Results:
• Great amount of high-quality installs, optimized sources with high ROI
Mobile App Marketing
mobioinc.com
Tel-Aviv, IsraelPhone: +972 54-590-6059
Moscow, RussiaPhone: +7 495 646-85-95
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