Leveraging Mobile User Acquisition with high profile celebrities

Leveraging Mobile User Acquisition with high profile celebritiesBarak LevanonMobile UA Team Leader

Who we arePlarium Global is one of the worlds fastest growing developers of mobile, social and web-based games with over 250 million users worldwide

Founded in 2009HQ in Israel8Offices & Development StudiosAcross Europe and the US

Lets break the ice questions How many advertisers are in the room? How many ad network/agencies?How many spend more than 20M on UA?How many of you feel stuck with their UA efforts?

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Everyone has a smartphone!U.S. smartphone penetration is now approaching 80% and finally showing signs of slowing growth as the market nears saturation. comScoreMost smartphone users download zero apps per month.Facebook owns 3 out of the top 4 apps in the app store!

DownloadsAppsMarket

UA isnt getting easier

This is the intro of why celebrities are needed to promote mobile games

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Acquisition chanels dont change that fast

UA Marketing Mix

The UA isnt moving that fast. The average game developer who spends more than 20M/year to promote its games will probably have the mix that is described in the slide. Channels remain the same, biggest ad networks dont change 4

Competition is getting fiercer Y2Y38% increase in CPI

But the competition is getting herded. Game developers are more aggressive to get more installs for their games and for us the CPI increase in Facebook for US users VK and SF combined by 38% in 1 year.

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Penetrating the app stores is extremely hard

1. Apple and Google control the app market. 2. They set the rules for how apps will appear and be downloaded from their stores (100MB warning limit for example). 3. With free 2 play games its even more difficult for apps to stand out from the crowed Can you really tell the difference between Lords Mobile and Clash of Clans?6

Consumer preference does not exist in mobile games

IGG vs. Supercell installs

IGG install vs Supercell exhibits just that. IGG apps were released at least a year after Clash of Clan has gain its popularity with game play that was much influenced by the Supercells hit. Mobile games are not brands. They dont have a legacy of known attributes or emotions that are associated with them like console games for instance. There are people who play call of duty and will not play counter strike. Its hard to find users who will clash of clans but not lords mobile 7

Megan Fox to the rescue!

So weve decided to reach out and get somebody to help us promote our games Megan Fox!

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Shes not the first to promote games

The benefits

Increase Awareness app stores, UGC, Press releaseIncrease conversion rate Expand our users base

How to choose your celebrity?

Male or Female?From which industry?Immersion in the gameRelevant to the game

This is an intro that leads to the questions and findings weve had along the way on the path this slides discuss the high level decision we had to take 11

data helps you make the right decision

Emilia Clarke Megan Fox Liam Neeson Jason Statham

Once decided on the profile how do you choose between so many we went to find data on their popularity . The next slides will compare Kate Upton and Megan Fox across differentdata points 12

Popularity on a global scale

Emilia Clarke Megan Fox Liam Neeson Jason Statham

This is geo comparison between Kate Upton and Megan fox taken from Google Trends for the past 12 months.

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Megans popularity over time

Celebrities popularity is very dynamic. Megan fox popularity has been declining for the past few years but Prior to the launch 2 major events happen that spiked here popularity she got a role in the new girl and a leading part in Teenage mutant ninja turtles 2 14

why Megan?

Shes massively popular in Europe and the US 55M subscribers on Facebook, 3.4M on Instagram

She is relevant to our target audienceShe is not a newcomer Relatable Gaming image she is a gamer herself She resembles the games most popular character, Amelia!

Shes very popularMegan has been around for years. Our 25+ male users know her for quite some time and remember her from her movies unlike the latest More on the next slides she dropped in popularity but when we aired her she got a lot of coverage from the new girl and Teenage mutant ninja TurtlesThat made her less expensive

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Production

Explain for 1 minute the process of going and shooting her in LA. Weve hired a production and creative agency to help us through the processThe shooting were in LA for one day and Weve ended up with more than 1000+ pics and video content to produce 3 video ads.

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The creative work

It took us a month to create the first video and images. It was important for us the shell blend in with our creative outlineso our designers took some of our best performing banners to use with our footage. Weve decide to put Megan within the tutorial instead of another character weve used

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App Stores

Icon, screen shots and feature images were updated

Discussions about featuring the apps with the stores

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Optimization

Various icons and store assets

Banners , copy and video ads were rotated and revised

Despite the good results, IAP purchase didnt go up, the quality of the users who saw MF ads was less better than our standard game play ads

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So, Did it work?

This is the intro to the work weve done with Megan and key findings from the experience weve had20

Increased volume of installs

We saw our install volume spike 2XWe got our app featured by GoogleOur CVR on Megan ads was up to 30% higher than our usual game play21

However, revenue didnt spike

Despite the good results, IAP purchase didnt go up, the quality of the users who saw MF ads was less better than our standard game play ads

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What we have learned

You are not necessarily targeting your core users - many were drawn by Megan Fox, but did not take to the game in the long runTarget Audience

Media ChannelsThe media is important as the celebrity, offline channels can have a huge impact (e.g. TV)The campaign did not have a significant impact on Conversion Rate as expected

Impact

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Barak.levanon@plarium.comhttp://company.plarium.com/career

THANK YOU!