[GAMENEXT] Strategies to Test and Launch Your Mobile Game (Fiksu)

1. Speaker:
Jimmy
Kim
Sales
Execu4ve,
APAC
Fiksu
Strategies
to
Test
and
Launch
Your
Mobile
Game

2. Agenda
Why Soft Launch?
What do you want to learn?
How do you execute?
How do you react?
What do you do afterwards?

3. Why
SoH-­‐Launch?
“The
victorious
win
first
and
then
go
to
war,
the
defeated
go
to
war
and
then
seek
to
win.”
-­‐Sun
Tzu,
The
Art
of
War

4. § Quality
Assurance
§ User
Experience
§ User
Acquisi4on
Three
Kinds
of
Improvements

5. Requirements:
§ Small
group
of
thorough
testers
§ AWen4on
to
detail
and
user
use
case
Solu4ons:
§ Dedicated
QA
Team
and/or
§ Test
flight
or
a
similar
service
Quality
Assurance

6. Requirements:
§ Sta4s4cally
significant
sample
of
actual
users
§ Thorough
event
tagging
for
analy4cs
§ User
feedback
loop
Solu4ons:
§ SoH
launch
for
test
users
§ In-­‐house
or
off
the
shelf
analy4cs
package
§ In-­‐house
of
third
party
feedback
repor4ng
mechanism.
(Other
than
AppStore
reviews!)
User
Experience

7. Requirements:
§ Granular
tracking
capabili4es
§ Opera4onal
resources
–
crea4ve
crea4on,
data
analysis,
biz
dev,
campaign
deployment,
op4miza4on
Solu4ons:
§ In-­‐house
or
off
the
shelf
tracking
partner
–
Fiksu,
HasOffers,
Ad-­‐X…etc
§ In-­‐house
end
to
end
user
acquisi4on
team
or
op4miza4on
partner
User
Acquisi4on

8. How
do
you
test
without
sacrificing
a
big
opening?

9. New
Zealand
Australia
Canada

10. • What
do
you
want
to
learn?
Preparing
for
a
SoH
Launch

11. • User
Experience
• User
Reten4on
• Mone4za4on
• Virality
What
do
you
want
to
measure?

12. Building
the
UX
from
the
Fundamentals

13. • Accurate
detailed
data
is
cri4cal
• Choose
the
right
technology
• Understand
the
difference
between
UX
and
UA
technologies
SoH
Launch:
Tracking

14.
GET
THE
DETAILS
RIGHT!
SoH
Launch:
One
Last
Thing…

15. Time
to
Start
Marke4ng
Your
App

16. SoH
Launch:
App
Store
Presence

17. • Timing:
2-­‐4
weeks
depending
on
user
base.
• Marke4ng
Spend:
$5-­‐20k
SoH
Launch:
General
Scope

18. • Analyze,
Improve,
Update
What’s
Next?

19. • PR
• Press
Release
• Ra4ngs
and
Reviews
Launching
Your
Game

20. Overview
of
Strategies

21. Burst
Campaign
70kdownloads per
day to reach
top 5 in games

22. • Avoid
“flee4ng
rank”
• Show
that
your
game
has
staying
power
Burst
&
Sustain

23. Long
Term
Solu4on:
Mul4-­‐Channel
Op4miza4on

24. The Grand Targeting Sandbox

25. • Decide
what
you
what
to
learn
• Acquire
a
small
group
of
users
in
a
specific
country
• Analyze
their
behavior
• Update
your
app
• Test
all
promo4onal
channels
• Rinse,
Repeat
Key
Takeaways

26. Yeah,
We’ve
Got
Something
for
That,
Too
Fiksu
SoH
Launch
Test
Market
Your
Mobile
App
to
Ensure
It’s
Ready
to
Launch

27. 1. Media
buys
against
four
different
mobile
ad
channels
in
a
chosen
testbed
country
–
crea4ves
included
2. Op4mized
buying
over
two
weeks
3. Minimum
6K
downloads
(but
expect
more)
4. Final
report
detailing
performance,
recommenda4ons
for
full
launch
tac4cs,
and
advice
on
next
steps
Fiksu
SoH
Launch:
What
You
Get

28. Fiksu
Benchmark
The
fastest
way
to
understand
how
your
app
performs
in
the
market

29. 1. $20K
in
media
buys
against
four
different
mobile
ad
channels
–
crea4ves
included
2. Op4mized
buying
over
three
weeks
3. Minimum
10K
downloads
(but
expect
more)
4. Final
Benchmark
Report
detailing
campaign
performance,
benchmarking
slides,
and
advice
on
next
steps
Fiksu
Benchmark:
What
You
Get

30. Want
to
talk?
jkim@fiksu.com
www.fiksu.com
@fiksu
Thank
You!
Learn
more:
www.fiksu.com/ebooks