This document provides a summary of a webinar on building successful mobile games. The webinar covers strategies for user discovery and acquisition, engagement and retention, and monetization. For user discovery, it recommends promoting apps on other high traffic apps, segmenting acquisition efforts, and building an engaging game. For engagement, it suggests identifying key metrics and using A/B testing. For monetization, it advises optimizing game mechanics, tracking revenue channels, and re-engaging users with new offers. The webinar includes a demo of Kontagent's mobile analytics tools and a Q&A.

1. Monthly Webinar Series
FROM SOCIAL TO MOBILE:
A Playbook for Building
Successful Games

2. WHO IS
KONTAGENT?
We are the leading
enterprise user analytics
platform for social and
mobile applications.
User-Centric Data Accessibility Domain Expertise
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3. SPEAKERS
BRETT SEYLER BRAD CONOR NASH
Mobile strategy EDELMAN Data scientist
consultant / CTO
investor &
entrepreneur
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4. 4

5. AGENDA
Mobile market overview
PLAYBOOK: Get users to find your app
PLAYBOOK: Get them to play more, and often
PLAYBOOK: Monetize your players
DEMO: Kontagent kSuite Mobile analytics
Q&A
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6. MOBILE OPPORTUNITIES:
How big is the market?
• 575M smartphone “app” users
(Nearly doubling every year;
already bigger than Facebook)
• 5.6B mobile subscribers | < 900M smartphones
• Smartphones how out shipping feature phones
in USA and W. EU
700,000 Android activations / day
(255M / year pace, with 150M+ historical)
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7. WHAT’S DIFFERENT?
Unique challenges that didn’t exist…
SOCIAL vs MOBILE
Platform social plumbing
(messaging & communication protocols)
Identity and authentication
Editorial merchandising and discovery
Massive consolidation vs unconstrained
growth mode
High- vs low-friction viral discovery
Performance-based marketing & user acquisition
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8. Fragmented Ecosystem:
An example of just one mobile gaming platform
• Global parent-
child features.
• Multi-platform • Progress,
mobile app rewards and
network. mom-com.
• Edutainment • Social sharing.
titles from top
developers.
• Freemium-to-subscription.
• Distribution for 3rd party
developers.
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9. USER DISCOVERY AND ACQUISITION
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10. HERE’S THE PLAY:
USER DISCOVERY AND ACQUISITION
Promote your app on other apps with high DAUs
to reach large audiences
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11. HERE’S THE PLAY:
USER DISCOVERY AND ACQUISITION
Segment & optimize acquisition efforts based on
user cohorts that generate the highest ROI
Group A Group B Group C
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12. HERE’S THE PLAY:
USER DISCOVERY AND ACQUISITION
Build a highly engaging game so it leads to
organic installs from word-of-mouth marketing
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13. HERE’S THE PLAY:
USER DISCOVERY AND ACQUISITION
1. Engage the platform owner
2. Connect with your users
3. Optimize your advertising spend
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14. KPIS FOR
USER DISCOVERY AND ACQUISITION
Number of installs per acquisition source
Revenue per install source
Cost per install
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15. ENGAGEMENT & RETENTION
Get your users to play your game, and play
often
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16. HERE’S THE PLAY:
ENGAGEMENT & RETENTION
Identify the important metrics; design your game
from day 1 to reach pre-defined goals
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17. HERE’S THE PLAY:
ENGAGEMENT & RETENTION
A/B test & iterate as quickly as the mobile
platform
will allow you to (there are ways around App Store
approvals!)
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18. KPIS FOR
ENGAGEMENT & RETENTION
Day 1, 7 and 30 retention
Tutorial completion
Compare app versions
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19. MONETIZATION
Monetizing in mobile
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20. HERE’S THE PLAY:
MONETIZATION
Optimize game mechanics; balance engagement
while encouraging your users to make in-app
purchases
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21. HERE’S THE PLAY:
MONETIZATION
Track revenue channels to understand the best
price points for your user cohorts
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22. HERE’S THE PLAY:
MONETIZATION
Re-engage your users whenever you have
new offers and features
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23. KPIS FOR
MONETIZATION
Instrument all in-app purchases
Compare conversion rates of virtual goods
A/B test when you present monetization events
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24. DEMO
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25. QUESTIONS?
@ Ko n tag ent
KAL EID O SC OPE BL O G :
k s c op e.kontag ent.co m