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