[2013 GAME-NEXT : ALL STARS] 성공적인 모바일 게임 런칭을 위한 전략 : Tapjoy / Chris Akhavan, Senior Vice President, Global Partnerships

1. Mobile App Launch
Strategies
Chris Akhavan
SVP, Global Partnerships

2. Agenda
• Tapjoy Introduction
• Pre-launch prep
• Initial bucket testing
• Full promotion
• Sustained user acquisition

3. About Tapjoy
• Headquarters: San Francisco
• Offices: U.S., Europe, Seoul,
Beijing, Tokyo
• Reach: 339 million users on
Android, iOS, Windows Phone 7
& HTML5
• Funding: $70.5 million from
• J.P. Morgan Asset Management
• Rho Ventures
• North Bridge Venture Partners
• InterWest Partners
• D.E. Shaw Ventures
s

4. Tapjoy’s Platform: Discovery’s Virtuous Circle
1
Advertisers
Consumers
Developers

5. Tapjoy’s Mobile Value Exchange
How it Works
I need more Coins to gear up in Triple Town.
1
2
I can buy Coins with I can earn Coins by
1
real money.
2
engaging with ads via
Tapjoy.

6. Tapjoy by the Numbers
5,300+
Active Apps
1.3 MM
Daily Ad
Engagements
339 MM
Monthly Reach

7. A Few of Our Developer Partners

8. A Few of Our Brand Advertisers

9. Pre-launch

10. Checklist
QA like crazy
ü Maximize device and OS coverage
Integrate SDKs
ü Social
ü Monetization
ü Analytics
ü Advertising
Create required creative asset
ü App icons and screenshots
ü Banner creative
ü Video trailer
Localize
ü EFIGS, Japanese, Korean, Chinese

11. Optimize the Download
Tapjoy Network Average Conversion Rates:
(click-to-install)
0-50
50-60%
50-100
30-45%
100+
14-20%
The smaller the file, the better the CVR

12. Start Off Simple
Take Users by the Hand and Guide Them Into the App
• During the first 30 seconds put the user on rails, don’t let them get lost
• This is your chance to take an uncertain user and create a engaged user
• You can’t display everything, show off your core loop and build from there
CSR Racing iOS

13. Self-Publish or Get Published?
Get Published?
• Make sure you get adequate, hard commitments on
marketing budget and promotional efforts, including
agreed upon KPIs/metrics.
• Know what you’re giving up and getting in return.
• Get references – Who have they worked with
before? How did it work out? Ask other developers.
Self-Publish?
• You should have at least $100K-$200K to promote
your app or be pretty sure Apple/Google are going
to feature your app
• Ideally you already have a built-in user base playing
your previously launched titles that you can use for
cross promotion

14. App icons
They are starting to look a bit similar…

15. App icons

16. Initial Bucket
Testing

17. Testing the waters
• Choose a smaller region to test in
• Everybody uses Canada, so you’re probably better off going with
another English-speaking country (ex. AU, NZ, SG)
• Get 5K+ DAUs flowing through your app
• Focus on retention (next-day, 7-day, 14-day)
• Aggressive targets: 40%+ next-day, 25%+ 7-day, 15%+ 14-day
• Tutorial completion rate goal at 70%
• Monetization measurement
• High end: $1 ARPDAU
• Realistic ARPDAU range: $0.04-$0.15
• % DAUs monetized: 1%-5%
• Take care of any bugs
• Proceed with a full launch only when you’re happy with the performance
of your bucket test

18. Full Promotion

19. Burst campaign
• Budgets are typically
between $100K on the low
end and and $1MM++ on
the high end
• Agency vs. Direct?
• Weekend vs. weekday?
• iOS vs. Android differences

20. Getting Featured

21. Getting Featured
Featured!

22. Google Play Featured Process
1
Suggest an app into the wall of suggestions:
https://www.google.com/moderator/#16/e=1ddd8a
2
People vote on the apps that are on the wall of suggestions
3
The apps with the most positive votes are reviewed every
Friday by Google’s Android Develop Relations team (2pm
PT on “Hangouts”):
http://www.youtube.com/user/androiddevelopers
4
The apps they like most are passed on to Google Play’s
editorial team to be considered for featured / staff picks
placement on Google Play

23. Getting Featured
What
they’re
looking
for:
• Well Known IP
• Technology Supported
• Retina Display, Multitasking, Gyroscope, Accelerometer,
• Prior Hits
Location Services, Game Center, etc.
• Territories Available
• App Store Landing Page
• Languages Supported
• One-liner that captures what makes your app special
• Supported Devices / OS versions
• User Reviews/Ratings
• Video trailer on Google Play
And of course…a great game!

24. Sustained User
Acquisition

25. Mobile Acquisition Channels
How are developers promoting apps?
• Rewarded installs
• Social discovery (FB, Twitter, etc.)
• Non-rewarded installs
• Organic discovery (top charts, search,
• Video ads
word of mouth, etc.)
• Dev-to-dev cross promotion
• Featured placements

26. Reward friend invites
Reward users
for inviting their
friends

27. Reward social sharing

28. Daily Rewards
Give your users a
reward for coming back
every day
• In the later days of the reward
cycle give the users bigger or
exclusive rewards
• Show them what they earned
and also show them what is
coming up

29. Build Daily Rewards Into Gameplay
CSR Racing iOS

30. Use Push Notifications and Appointments
Remind users to come back through notifications, but don’t spam them
Appointment
Mechanics
No4fica4ons
Appointment
Mechanics

31. Thank you
chris@tapjoy.com
©
2012
Tapjoy,
Inc.
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