The Whole Nine Yards - Launching Mobile Games with a BAM! - Philipp Stelzer

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Casual Connect Europe 2015 The mobile games industry is a cut-throat place. Each week thousands of apps are competing for promotion from the major distribution platforms, yearning for the attention of more than a billion smartphone users around the world. Simply releasing your game and hoping for results won’t do any more. With increasing costs in performance marketing, even multi-million dollar budgets are no guarantee for a sustainable top grossing hit game. New mobile games need a different approach, one that reflects the ever changing nature of the app store. With Wooga’s next game, Agent Alice, we’re combining performance marketing, branding and PR to create buzz and awareness for Agent Alice before it’s launch at the end of February. In this session Philipp, part of our growth team, will go into more details about the strategy and share what we’ve learnt so far. P erhaps this talk will be about failure, perhaps about a great success. We simply don’t know yet. That’s the beauty of the app store.

THE WHOLE NINE YARDS
LAUNCHING GAMES WITH A BAM!
Philipp Stelzer
AMSTERDAM, 5th OF FEBRUARY, 2015

GLOBAL LAUNCH
February 26

Optimised for iPhone and iPad

More space, more art.

80%
FEMALE 24 – 59 YEARS
20% ARE
55+ YEARS

TOP 10 GROSSING, iOS (December 26, USA)
2013 2014
Source: AppAnnie

8+
Apps

5-‐7
Apps

4
Apps

3
Apps

2
Apps

1
App

MOST USERS DOWNLOAD ZERO
NEW APPS PER MONTH
64.5%
Zero
Apps
35.5%
1+
Apps
Source: comScore

COST PER LOYAL USER INCREASING

Source: Fiksu, PocketGamer.biz
Trend
$2.50
$2.00
$1.50
$1.00
$0.50
$-
1/12 10/144/12 4/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 7/14

d

TIME
EXCITEMENT
LAUNCH

PACKAGING

Soap Opera
Mystery
Crime

BEHIND THE SCENES
VIDEO
PRODUCTION
TRAILERS

PACKAGING
TEASING

REVEALING THE GAME PIECE BY PIECE

AN ENGAGED COMMUNITY

PACKAGING
TEASING
BUZZ

ORGANIC
100%

1M 500k
THREE WEEKS TO GO AND ALREADY
FANS VIEWS

PACKAGING
TEASING
BUZZ
LAUNCH

21DAYS
February 26

SUSTAIN
Trailers
Behind the scenes
videos
Exclusive Events
Cross-LinkingInterviews
Public Talks

Excitement

BAM!

INSTALLS

NUMBERS CREATIVITY

OUT 26th FEBRUARY 2015

Philipp Stelzer
@lookinginsight

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1. THE WHOLE NINE YARDS LAUNCHING GAMES WITH A BAM! Philipp Stelzer AMSTERDAM, 5th OF FEBRUARY, 2015

2. GLOBAL LAUNCH February 26

3. Optimised for iPhone and iPad

4. More space, more art.

5.

6.

7. 80% FEMALE 24 – 59 YEARS 20% ARE 55+ YEARS

8. TOP 10 GROSSING, iOS (December 26, USA) 2013 2014 Source: AppAnnie

9. 8+ Apps 5-‐7 Apps 4 Apps 3 Apps 2 Apps 1 App MOST USERS DOWNLOAD ZERO NEW APPS PER MONTH 64.5% Zero Apps 35.5% 1+ Apps Source: comScore

10. COST PER LOYAL USER INCREASING Source: Fiksu, PocketGamer.biz Trend $2.50 $2.00 $1.50 $1.00 $0.50 $- 1/12 10/144/12 4/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14 7/14

11.

12. d TIME EXCITEMENT LAUNCH

14. Soap Opera Mystery Crime

15.

16.

17.

19. BEHIND THE SCENES VIDEO PRODUCTION TRAILERS

20. BRAND IDENTITY

21. PACKAGING TEASING

22.

23.

24. REVEALING THE GAME PIECE BY PIECE

25. AN ENGAGED COMMUNITY

26. PACKAGING TEASING BUZZ

27.

28.

29.

30.

31. ORGANIC 100%

32. 1M 500k THREE WEEKS TO GO AND ALREADY FANS VIEWS

33. PACKAGING TEASING BUZZ LAUNCH

34. 21DAYS February 26

35. SUSTAIN Trailers Behind the scenes videos Exclusive Events Cross-LinkingInterviews Public Talks

39. NUMBERS CREATIVITY

40. OUT 26th FEBRUARY 2015

41. Philipp Stelzer @lookinginsight