Mobile Game Publisher Marketing: Acquisition, Retention, Engagement & Monetization
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Vorstellung des App Marketings für Indie Entwickler sowie für Klein- und Mittelständische Mobile Publisher. Über welche Kanäle finden User eine App in den App Stores? Wie kann die Conversion Rate maximiert werden? Wie erhöht man die Kundenbindung im Zusammenhang mit einer Spiele App? Es werden zudem Strategien zur Monetaresierung vorgestellt, um den Kundenwert einer App zu erhöhen.
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Mobile Game Publisher Marketing: Acquisition, Retention, Engagement & Monetization
- 1. Tivola Games GmbH App Marketing für Mobile Publisher Sven Jürgens Marketing Lead Tivola Games GmbH
- 2. Tivola Games GmbH Agenda • Intro • Acquisition & Growth • Retention & Engagement • Monetization • Summary
- 4. Tivola Games GmbH About Tivola • Publisher and Developer of Mobile Games in Hamburg • Founded in 1995 in Berlin • Published +100 games for PC, Nintendo and Mobile • Over 130 Mio. Downloads on Google, Apple and Amazon • Leading publisher for animal simulation games • 70% female players
- 5. Tivola Games GmbH About me • 2019 – present • Marketing Lead @ Tivola Games GmbH • 2017 – 2019 • Senior UA Manager & User Acquisition Lead @ AppLike GmbH • 2015 – 2017 • Marketing Manager @ LITE Games GmbH • 2012 – 2015 • Master of Arts, Kassel University • Thesis: Gamification in HR • 2008 – 2012 • Bachelor of Science, Pforzheim University of Applied Sciences • Thesis: In Game Advertising Sven Jürgens
- 6. Tivola Games GmbH Games Marketing: Then and now Own representations http://de.slideshare.net/bizpunk/gdc-2012-the-rise-of-freetoplay-core-gaming Sales Marketing Then Development
- 7. Tivola Games GmbH Games Marketing: Then and now Sales Marketing Early Access & Sales Development Analytics & Marketing Then Now Development Own representations http://de.slideshare.net/bizpunk/gdc-2012-the-rise-of-freetoplay-core-gaming Games as a Service
- 8. Tivola Games GmbH App Market Stats https://www.appbrain.com/stats https://42matters.com/google-play-statistics-and-trends https://www.theverge.com/2019/5/7/18528297/google-io-2019-android-devices-play-store-total-number-statistic-keynote https://www.theverge.com/2021/1/27/22253162/iphone-users-total-number-billion-apple-tim-cook-q1-2021 Google Play Store Apple App Store OS Android iOS # of Apps +3.5m +1.8m # Submissions monthly +100k +30k % Games +12% +14% % Free +96% +92% # Active Devices (World) +1.65bn +2.5bn
- 9. Tivola Games GmbH App Market Stats https://www.appbrain.com/stats https://42matters.com/google-play-statistics-and-trends https://www.theverge.com/2019/5/7/18528297/google-io-2019-android-devices-play-store-total-number-statistic-keynote https://www.theverge.com/2021/1/27/22253162/iphone-users-total-number-billion-apple-tim-cook-q1-2021 Google Play Store Apple App Store OS Android iOS # of Apps +3.5m +1.8m # Submissions monthly +100k +30k % Games +12% +14% % Free +96% +92% # Active Devices (World) +1.65bn +2.5bn High Competition!
- 10. Tivola Games GmbH Why is App Marketing important? • 50 % of all app have less than 3 ratings • Apps lose 80% of its users after a 3 days • Worldwide app revenues are at +400bn $ • While 55% of all publishers earn less than 1k $ per month https://www.appbrain.com/stats https://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/ https://andrewchen.com/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/ https://sensortower.com/blog/top-one-percent-downloads https://omr.com/en/playrix-hidden-gaming-champion/
- 11. Tivola Games GmbH • 50 % of all app have less than 3 ratings • Apps lose 80% of its users after a 3 days • Worldwide app revenues are at +400bn $ • While 55% of all publishers earn less than 1k $ per month Why is App Marketing important? https://www.appbrain.com/stats https://www.statista.com/statistics/269025/worldwide-mobile-app-revenue-forecast/ https://andrewchen.com/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/ https://sensortower.com/blog/top-one-percent-downloads https://omr.com/en/playrix-hidden-gaming-champion/ The Winner takes it all!
- 12. Tivola Games GmbH What to do about it? • Every mobile publisher needs to have a dedicated Marketing Strategy • “Fire and Forget” will not work • You will need a plan to: • Acquire users • retain them • and monetize them • ARM Framework will help to answer these questions http://www.adweek.com/socialtimes/files/2012/01/ARM_model.jpg
- 13. Tivola Games GmbH Acquisition & Growth
- 14. Tivola Games GmbH Acquisition & Growth • Questions to answer • How does a user find your app? • How to target a user? • Paid vs. Organic traffic? • Different traffic channels? ? ? ? ?
- 15. Tivola Games GmbH App Discovery App Store Page Paid Media: Ads, PPC etc. Owned Media: Website, Blog, Email etc. Earned Media: Social, WOM, Reviews etc. Organic Traffic: Browse, Search User SERPs App Store / Play Store Install No Install App Usage A-User (High Retention) B-User (Average Retention) C-User (Low Retention) Own representation
- 16. Tivola Games GmbH Paid Media • There are plenty of ways to buy paid traffic • We need to know a few things before we can start: • User Lifetime Value • Cost per Install • Targeting (Country, Demographics, Interests, etc) • Tracking/Analytics • Budget
- 17. Tivola Games GmbH Paid Media • Golden Formula: LTV > CPI • Both KPIs heavily depend on: • Game Genre • User base • Location • Monetization • etc. LTV: Lifetime Value CPI: Cost per Install Time $
- 18. Tivola Games GmbH Paid Media • Facebook allows the best targeting options • Audience should be big enough Targeting 3 Targeting 2 Your audience Targeting 1
- 19. Tivola Games GmbH Earned Media • Everything related to: Social Media, WOM, Reviews, Press
- 20. Tivola Games GmbH Earned Media • How to talk to the press? • Think about what they want • What are the most clicked articles of this website? • Research: What is a relevant piece of information for them? • Examples: • a tech blog will probably write about your technical hurdles • the local startup magazine will tell the story behind the funding process Press: More readers You: Free Promo Relevant infos for both
- 21. Tivola Games GmbH Organic Traffic • Browse Traffic vs. Search Traffic • Roughly a 50:50 split Organic Traffic ca. 50% Store Browsing ca. 50% Active Search Top Charts: Free, Paid, Grossing “You may also like” Exact Match: “Pet World” Broad Match: “Animal Game” SERPs App Page
- 22. Tivola Games GmbH Organic Traffic • Browse Traffic depends on: • the app chart rankings • revenue & downloads • the “you may also like” recommendation engine • machine learning models
- 23. Tivola Games GmbH Organic Traffic • Search Traffic depends on: • Search volume • Keyword difficulty • Keyword relevance • Ranking position for that keyword • High search volume = High competition Tivola is ranking on #2 for “animal game”
- 24. Tivola Games GmbH Organic Traffic • Start with Long-Tail-Keywords with low competition • Try to rank for many keyword combinations # of ranked Apps High Competition Low Competition Search Volume Long Tail Keywords Short Tail Keywords
- 25. Tivola Games GmbH Retention & Engagement
- 26. Tivola Games GmbH Retention • Acquiring users is just the first step • We have to keep them and make them use the product • The biggest drop in user retention happens in the first 24h Day 1 retention rate across the app industry is at around 30%
- 27. Tivola Games GmbH “You have only 30 seconds to hook your users and less than 5 minutes to teach them!” • How to keep your users in the app? • The best thing to do: Optimize the first-time-user-experience Retention - Funnel Drop Offs 100% first_app_open 90% onboarding_step_1 80% onboarding_step_2 20% onboarding_step_3 10% onboarding_complete # of Users Fix the unexpected drop-offs
- 28. Tivola Games GmbH Engagement • After successfully increasing retention rate, we can focus on engagement • How much time does a user spend in your app per day? https://benchmarks.plus/ Huge differences between genres
- 29. Tivola Games GmbH Engagement • A user will spend time in your app when they see a value doing so • Example: No one will use a weather app more than 2 minutes a day (why should they?) • What do they get out of it? • Questions to ask yourself: • is there enough content to interact with? (when there are only 2 levels to play, the user will stop) • Did you target the right audience? (different users might love/hate your product for the same reason) • are you solving a specific need? (someone uses your product because of a certain problem. This can be boredom, lack of knowledge, loneliness, etc…) • Maybe you have created a product that nobody needs… ;) https://www.wired.com/2014/04/perfect-terrible-redesigns/
- 31. Tivola Games GmbH Monetization • Finally we want to make money with our app • There are a lot of different ways to do so: • Ads • In-App-Purchases • Paid Games • Subscriptions • In today's App Stores: • < 10% are paid apps • 70% - 80% use ads • 10% - 20% use IAPs/subscriptions https://blog.soomla.com/2019/01/app-monetization-android-vs-ios.html https://42matters.com/stats Mostly free and ads based
- 32. Tivola Games GmbH Monetization - Overview • What is the best monetization method? • It depends... Pro Con Paid -Easy to calculate revenues -Popular among some verticals (e.g. Education) -Old school model -Willingness to buy decreases Ads -Easy to setup and integrate -Low CPMs IAP -Can boost revenues/user -Needs balancing and in-game-economy Subscription -Kinda stable recurring revenues -You have to solve a specific need on a monthly basis
- 33. Tivola Games GmbH Monetization - Paid Apps • The industry is shifting towards free apps • Maybe a comeback with privacy-by-design? • Success with paid apps depends on: • your brand awareness • the target audience • In short: Do they know you and want to buy your app? https://www.smaato.com/app-monetization-guide/
- 34. Tivola Games GmbH Monetization - Ads • There are a lot of different ad formats and use-cases • Focus on the biggest networks with the right audience for your app • Use a mediation service to get the highest CPMs https://pixelfield.co.uk/blog/make-money-with-your-app-9-popular-mobile-app-monetization-strategies/
- 35. Tivola Games GmbH Monetization - IAP • In-app-purchase revenues account for roughly 30% of worldwide app revenues • High effort for in-game economy balancing (Inflation vs. Deflation) https://sensortower.com/blog/app-revenue-and-downloads-2020
- 36. Tivola Games GmbH Monetization - IAP • Finding the right price-point is tricky • Purchasing power parity is different for every country https://www.priceintelligently.com/blog/willingness-to-pay
- 37. Tivola Games GmbH Monetization - Subscription • Only 2% of games are using subscription mechanic • High potential but also hard to convince users • Recurring revenues → Auto Renewable subscriptions https://dribbble.com/shots/11281433-Subscription-Screen
- 39. Tivola Games GmbH Summary I • Publishing an app needs a dedicated Marketing Strategy • Fire & Forget will not work • ARM Framework can help to identify the important tasks • Mobile Marketing generates a lot of data → learn to analyse it • Do not compete with the big guys • You will lose ;)
- 40. Tivola Games GmbH Summary II • Acquisition • Paid • Organic • Earned • Owned • Retention • “Retention always trump’s monetization” - SuperCell • Increasing retention rate is important • How to optimize daily usage? • Monetization • Paid • Ads • IAP • Subscriptions
- 41. Tivola Games GmbH Thanks a lot! Keep in touch: sven@tivola.de linkedin.com/in/svenjuergens/ slideshare.net/Sven_Juergens/