Mic2015 Dynamo Stefan Bielau

Copycat this!The best tips from the mobile gaming industry

Sanoma / Mobile Inspiration Conference, Amsterdam; 24.03.2015

…a boutique consulting firm specializing in mobile apps & services.

Concept Phase: Business & Product

Development

Interim Management

User Acquisition & Mobile Marketing

Analytics

Workshops

3

Dynamo Partners – Current Projects

4

Usage: Gaming is leading the Mobile Industry

5

Revenue: Gaming is leading the Mobile Industry

Source: Digi Capital, PWC, AppAnnie, Gartner

6

Retention

Engagement Virality $$$

User Acquisition

Principle 1: Retention is Key

7

Life-Time Value

Retention

Engagement

Virality

$$$

Principle 2: LTV > CPI

>

8

F2P requires innovation

2%

9

Copycat this! – Gamification of Onboarding Process

10

Copycat this! – Gamification of Onboarding Process

11

Copycat this! – Gamification of Onboarding Process

12

Copycat this! – Gamification of Onboarding Process

13

Goals Increase retention and re-engagement during free trial period Increase subscription sales

How Measure retention events Prioritize Concept: try to reach a high level of customization A/B testing of various onboarding flows Implementation Measure impact & optimize

Results 7days-Retention increased by 6% Subscription sales increased by 11%

Copycat this! – Gamification of Onboarding Process

14

Copycat this! – Staging & Cross-Promotion

15

Copycat this! – Staging & Cross-Promotion

16

Copycat this! – Staging & Cross-Promotion

17

Goals for launching in Germany „Bug-free“ release 100+ 5 star reviews in the first 24h Top 10 Ranking position „Overall“

How Recruiting of 3000 testers via social and mobile Staged releases: 3 Beta versions with 200 / 1000 / 3000 users Softlaunch in Austria 2 weeks prior the launch date At launch date:

push-notifications & mobile banners in all portfolio apps Email newsletter w/ call-to-action „5 star reviews“

Results #4 „Overall“ at launch day (paid UA started 24h later)

Copycat this! – Staging & Cross-Promotion

18

Copycat this! – User Acquisition Tactics

19

TV is the „old new“ Reach & performance Quality of Users = ROI positive Halo & Carry-over effects

Copycat this! – User Acquisition Tactics

20

Copycat this! – User Acquisition Tactics

Installs

Virality

21

Copycat this! – User Acquisition Tactics

22

TV is the „old new“ Reach & performance Quality of Users = ROI positive Halo & Carry-over effects

Social Networks are a two-way street 360° integration Social SEO & ASO Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt

Copycat this! – User Acquisition Tactics

23

Copycat this! – User Acquisition Tactics

24

Copycat this! – User Acquisition Tactics

25

TV is the „old new“ Reach & performance Quality of Users = ROI positive Halo & Carry-over effects

Social Networks are a two-way street 360° integration Social SEO & ASO Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt

IMcommerce the next platforms are messaging apps communication, commerce, banking, dating, gaming etc. it´s the early days = competitive advantages

Copycat this! – User Acquisition Tactics

26

1. Play more mobile games & Watch others playing games

2. Attend gaming conferences

3. Apply data-driven product development & decision-making

4. Put the „fun“ first – monetization comes naturally

Copycat this!

Stefan BielauManaging Partner

+49 175 [email protected]

dynamopartners.com