1. Oliver
Clark
Director,
EMEA
Fiksu

2. App
discovery
incent
networks’
key
role:
Driving
Strong
Mone?za?on

3. Mone?za?on
is
Key
for
Game
Marketers
• Wide
range
of
networks,
choose
wisely
– Capabili?es
– Audience
quality
– Execu?on
– Driving
mone?za?on
• Fill
your
user
acquisi?on
funnel
with
players
that
engage
and
spend
in
app

4. Top
Characteris?cs
to
Look
for
in
an
App
Discovery
Incent
Network

5. High
AOribu?on
Standards
• Unique
users
–
not
just
buying
traffic
from
other
sources
• Solid
tracking
SDK,
server-­‐to-­‐server
integra?on,
or
integrated
with
alterna?ve
mobile
app
install
tracking
partners
• Proper
iden?fier
(IDFA,
HTML5
cookies,
digital
fingerprin?ng,
Android
Referrer),
click
and
launch
?me
stamp
for
each
download
&
game
launch

6. Proven
Ability
To
Deliver
Install
Volume
• What
are
the
projected
install
volumes
at
different
CPI
levels?
– based
on
frequently
updated
data
– reflects
current
market
condi?ons
– volumes
may
differ
during
different
days
of
the
week
and
?me
of
campaign
launches
• Steer
clear
of
networks
that
guarantee
volume
over
a
specific
?meframe
or
promise
a
specific
app
store
rank
– may
use
bots
to
emulate
traffic
– risk
your
app
being
banned
from
the
App
Store
or
Google
Play

7. Proven
Ability
To
Deliver
Install
Velocity
• Velocity
=
ability
to
deliver
large
user
volumes
in
a
short
period
of
?me
– Key
goal
when
launching
a
game
and
striving
for
significant
volume
• Apps
with
high
install
velocity
tend
to
be
more
visible
and
see
larger
numbers
of
organic
users
• Many
game
publishers
that
invest
in
marke?ng
to
launch
a
new
game
in
the
App
Store
find
their
game
featured
in
New
&
Noteworthy
– Note:
not
a
perfect
science!

8. Unique
Traffic
• Look
for
incent
traffic
sources
built
on
app
discovery
communi?es
– high-­‐quality,
engaged
users
who
want
to
try
games,
discover
what’s
new,
share
with
each
other,
and
trust
their
service
– these
users
mone?ze
more
oben
and
more
cost-­‐effec?vely
• Single
des?na?on
app
discovery
networks
provide
higher-­‐quality
users
over
a
network
of
offer
walls
of
users
of
other
apps
– reduces
the
risk
of
tapping
into
duplicate
traffic
– more
efficient

9. Robust
Social
Media
Offering
• Integrated
social
play
to
augment
your
mobile
marke?ng
campaign
• Social
media
followers
are
dedicated,
interested
users
–
more
apt
to
act
on
recommenda?ons
by
a
trusted
app
discovery
source
• Look
for:
– which
social
communi?es
(FB,
TwiOer,
YouTube)?
– how
ac?ve
are
these
communi?es?
– community
manager
on
staff?
– will
the
discovery
network
promote
your
game?
– Can
you
invest
in
a
greater
social
push?

10. Campaign
Management
Tools
• Crucial
component
of
any
successful
launch
or
sustain
campaign
• May
need
to
adjust
campaigns
based
on:
– CPI
bids
– device
targe?ng
– geotarge?ng
– daily
budget
capping
– total
budget
capping
– throOling
of
impressions
to
smooth
out
installs
– emergency
aber-­‐hours
service

11. Global
Traffic
• Leverage
and
target
a
global
audience
• Common
for
users
who
live
in
one
country
to
associate
their
device
with
the
app
store
in
a
different
country

12. Device
Targe?ng
• Essen?al
when
marke?ng
certain
game
genres
or
styles
• Two
segments
1.
‘Lean
forward’
devices
such
as
iPhones,
iPod
Touches,
and
Android
smartphones
2. ‘Lean
back’
devices
such
as
iPads,
iPad
Minis,
and
Android
tablets
• Mone?za?on
may
vary
between
the
two
types
– adjust
your
target
bids
accordingly

13. Unique
Traffic
• Essen?al
when
marke?ng
certain
game
genres
or
styles
• Two
segments
1.
‘Lean
forward’
devices
such
as
iPhones,
iPod
Touches,
and
Android
smartphones
2. ‘Lean
back’
devices
such
as
iPads,
iPad
Minis,
and
Android
tablets
• Mone?za?on
may
vary
between
the
two
types
– Adjust
target
bids
accordingly

14. Deliver
On
Rewards
Promise
• Reward
variety
resonates
with
game
consumers
and
delivers
on
the
promise
of
being
rewarded
• Rewards
should
appeal
to
users
in
the
short
term
and
over
?me
– retain
users’
loyalty
and
build
a
trus?ng,
long-­‐term
user
community
– drives
high
volumes
of
installs
consistently
over
?me
• Popular
rewards
include:
–
gib
cards/codes
(iTunes,
Google
Play,
Xbox,
Amazon)
– in-­‐app
currency
– funnels
money
back
into
the
ecosystem
through
in-­‐app
purchases
or
purchasing
of
new
apps,
music,
books,
and
movies

15. User
Engagement
• Need
at
least
30
seconds
to
give
enough
?me
to
engage
the
user
with
ini?al
game
play
and
get
them
to
the
next
level
• Reward
deeper
levels
of
engagement
(reaching
a
higher
level,
defea?ng
a
boss,
making
an
in-­‐app
purchase
etc.)
– This
extra
incen?ve
can
boost
conversion
rates
and
drive
long-­‐term
players
• Tip:
when
designing,
keep
user
acquisi?on
and
mone?za?on
points
in
mind
– Give
users
a
taste
of
gameplay
before
asking
to
register
or
sign
in
– Drives
the
user
to
that
first
mone?za?on
point
and
earns
a
long-­‐term
player

16. Efficiently
Acquire
the
Largest
Number
of
Users
that
Will
Mone?ze
with
Fiksu
• 32
of
the
world’s
50
top-­‐grossing
game
publishers
use
Fiksu
• FreeMyApps
– world’s
highest-­‐volume
app
discovery
network
– community
of
1.6
million
highly
ac?ve
users
dedicated
to
discovering
new
games
– Over
quarter
million
engaged
Facebook
and
TwiOer
users
– Consistent
record
of
delivering
100,000
users
within
72
hours—all
within
target
CPI
• Fiksu
Mobile
App
Marke?ng
Plaoorm
– run
campaigns
across
mul?ple
incent
and
non-­‐incent
networks,
real-­‐?me
bidding
exchanges,
and
social
channels
such
as
Facebook
– one-­‐stop
access
to
99%
of
the
world’s
iOS
and
Android
traffic
– advanced
op?miza?on
technology
helps
game
marketers
acquire
large
volumes
of
high
quality
loyal
users
at
the
best
possible
cost

17. Thank
You
Oliver
Clark
EMEA
Director
of
Sales
Fiksu
oclark@fiksu.com
sales@fiksu.com
+44
7456
540
558
Berkeley
Square
House
Berkeley
Square
London,
W1J
6BD
www.fiksu.com
@fiksu