Jiri Kupiainen, Matchmade.tv

Alternative user acquisition strategiesJiri Kupiainen CEO @ Matchmade

Background Games & tech since 2001

• Mobile, PC, console, media…

• Founded first company at 17

• Previous company acquired by Disney

• Youngest Disney VP!

• Founder & CEO at Shark Punch

• The Masterplan

• Playfield

• Matchmade

Getting featured by Apple is not a user acquisition strategy

LTV > CAC = Kč

CPI ≈ $0

• Featuring

• Community

• Social

• Word of mouth

• Influencers

• Media

The No Man’s Sky UA Strategy

• Textebene 1

• Textebene 2

• Textebene 3

• Textebene 4

• Textebene 5

The Ben and Ed UA Strategy

The Best Fiends UA Strategy

Other companies doing it right

Lessons

Game design

Target audience

Marketing & UA

Trickle-down marketing

• If you get the big guys, others will follow

• Seriously paid key influencers to make videos

• Now >100k videos on YouTube

• Sluggerfly used 9GAG to grow their reach

• Free visibility on Imgur, Reddit…

• Reaching out to YouTube influencers with “people on 9GAG love us”

• Hello Games got big games media hyped up

• And then everyone else had to talk about it

Working with Influencers

• Seriously and Sluggerfly hiding easter eggs in their games

• Get influencers talking

• Get people sharing

• Traplight and Bossa Studios creating influencer-specific content

• Cheap for the developer

• Creates authentic positive reactions

• Several videos with the same influencer

• If the audience overlap is big, this can be tremendously valuable for both

Authenticity & Trust

• We failed this with The Masterplan...

• No Man’s Sky

• Inaccurate representation of the game

• Disappearing when things didn’t go as expected

• Ben and Ed

• Not obfuscating the fact that they’re the games developers

• ...but not making it front and center either

• Best Fiends

• Influencers have creative control, but they vet every video

• If it doesn’t feel genuine, video doesn’t get published

Working with Influencers

• Direct contact

• Lot of work, but can yield great results

• Hard to predict - influencers don’t reply to emails

• Famebit etc.

• Still very manual

• Low relevance

• MCNs & agents

• Little transparency & often very expensive

• Matchmade

• Several kinds of awesome

Thank [email protected] @jiri on Twitter

https://matchmade.tv/