the challenge of monetizing a new app · 2019-12-23 · for the millions of avid and amateur chess...
TRANSCRIPT
Case Study
Launching their first paid user acquisition campaigns presented multiple opportunities for the young app developer. Setting out to advertise for their premium application, Chess Mob, Hubbell hoped to gain deep insights into their monetization strategy in order to better understand and boost awareness for their app, all while growing their user base in the process. To ensure that their first marketing efforts took advantage of each of these opportunities, Hubbell Games worked closely with the social and mobile marketing experts at Taptica.
THE TAPTICA APPROACHPrior to launching campaigns for Hubbell, Taptica collaborated closely with the developer to outline their goals in detail, and provide them with recommendations for their monetization and advertising strategies. Taking into consideration the significantly lower conversion rates and the cost associated
OBJECTIVES
Taptica’s team gave us strategy recommendations for a new monetization model we’ll be using well into the future.
- Braden Catlett, Hubbell Games
For the millions of avid and amateur chess players around the world, Chess Mob offers a new and exciting twist on the age-old game. Play the traditional game you have always loved, face new challenges, and develop new strategies while facing off against opponents with a mob of only one piece at a time.
THE CHALLENGE OF MONETIZING A NEW APP
Successfully Met with Taptica Campaigns for Hubbell Games
RESULTSBased on Taptica’s recommendations, and after careful consideration of the advantages to be gained by offering a freemium version of Chess Mob, Hubbell Games developed a free android app.
Hubbell’s campaigns then leveraged Taptica’s cutting-edge solutions for cross-platform social and mobile advertising, proven to reduce acquisition costs by up to 35% and provide the pinpoint targeting and campaign optimization necessary for driving players with the highest lifetime value to applications like Chess Mob.
Not only did the user base increase rapidly, but the newly acquired players proved to be highly engaged, with approximately 25% becoming paying users through in-app purchases. This new audience also provided Hubbell with feedback into the app’s user experience, which helped to motivate their team to deliver a great app through quickly implementing any necessary changes during its initial launch stages.
with acquiring one user for a paid application, which can reach up to 15X the cost of acquiring a user for a Freemium app, Taptica recommended that Hubbell Games consider developing and advertising a free version of Chess Mob.
For Chess Mob’s Freemium version, Taptica would concentrate on the acquisition of highly engaged users that deposit, by targeting a focused, but much larger, audience than is possible when marketing for a paid application. To do that, Taptica would engage their advanced targeting engine and proprietary optimization algorithms to reach many unique subsets of players with ads creatively geared towards each cohort.
Our team of developers was really motivated by the player engagement driven by our campaigns with Taptica!
- Braden Catlett, Hubbell Games