1.
> Launching On Mobile
Platforms
Checklist
h"p://gamechangersf.com

2.
> Mobile Marketing
Strategy
Having a good product does not guarantee a success
• Cost of user acquisition is higher than many game apps can afford
• The mobile eco-system is complicated and difficult to navigate
To succeed, developers need a marketing strategy that:
• Maximizes Organic Growth
• Leverages the most effective channels and strategies for Paid
Acquisition
• Relies on the best analytics tools and processes for insight and
efficiency - Mobile Marketing Best Practices
h"p://gamechangersf.com

3.
> In This Launch Checklist:
Tactical Marketing Plan
1.
2.
3.
4.
Setting Objectives
Messaging, Positioning, ASO
Tactical Marketing Programs
Acquisition Plan / Projections
Best Practices
1. Measuring For Success (Key Performance Indicators)
2. Tools and Analytics
h"p://gamechangersf.com

4.
Set goals, make plans and prepare marketing collateral
1. TACTICAL PLAN
h"p://gamechangersf.com

5.
> Setting Objectives
1.
Define Goals and Benchmarks based on overall business goal and
competitive analysis
– Chart positioning
– Target eCPI
– Target KPIs
– Retention, Monetization, LTV
– Goals may vary depending on the lifecycle on the product
2. Set Marketing Budget for each platform
– KPI testing phase (up to 3 months in our experience, in a few
selected territories like Canada/Australia)
– Wide launch
h"p://gamechangersf.com

6.
> Positioning, Messaging &
ASO
Define Target Demographics
•
Your target demo: age, sex, geographies, interest groups, why they will play
Key Messaging
•
•
Ads, Call To Action
App Stores Copy – optimized for keywords!
Creative Collateral and Considerations
•
Ads and community collateral
– follow best practices and prepare multiple sizes of ads collateral for all
partners, devices and platforms
– App Icon and Appstore screenshots are uber-important for discovery
Keywords
•
SEO, iTunes, Google Play, Facebook campaigns
– Use marketing tools to research most effective keywords. App store
discovery accounts for >60% installs for an average app!
h"p://gamechangersf.com

7.
> Tactical Marketing
Programs
1.
Marketing Calendar
• All product launch phases tied to community, PR and paid acquisition
plan
• By platform and geography
2. Public Relations/Media Outreach
•
•
•
•
3.
Primary audience
Goals, Strategies, Key messaging
Publications to cover
PR Plan and Calendar
Acquisition Plan / Projections by platform
• Organic Channels - community, PR, social graph, virality
• Paid acquisition plan by channel and partner
• Downloads, MAU, DAU and monetization forecast
– Having a plan helps you set goals, track performance against them
and understand what acquisition cost you can really afford
h"p://gamechangersf.com

8.
> Acquisition Plan
(example)
h"p://gamechangersf.com

9.
Measure For Success
MOBILE MARKETING BEST
PRACTICES
h"p://gamechangersf.com

10.
> Key Performance
Indicators (KPIs)
Acquisition
• CPC/CPI/CPA
• Virality (K-factor), Discovery
• eCPI
Retention
• D/W/M retention
• Average User Lifetime
• Stickiness (DAU/MAU)
Engagement
•
Session Length
•
# of sessions per Day/Week/Month
•
Percentage users completed
tutorial, reached certain level
•
Bounce Count
Monetization
• ARPU/ARPPU
• DARPU
• DARPPU
• Percentage of paying users
• LTV
h"p://gamechangersf.com

11.
> Lifetime Value
LTV is a Function of Value & Engagement
Lifetime Value Maximization
(LVT = Value * Engagement)
high
value
low
medium
low
Engagement is the most
important
high
medium
engagement
• If game sucks, players leave - nothing to
maximize
• Watch it religiously in the early product
lifecycle (beta)
high
h"p://gamechangersf.com

12.
> Tools & Analytics
Set Up Tools For Success
SDK
SDK
SDK
SDK
SDK
Source
Tracking
Solu:on
• In-app analytics to track KPIs
• AB-testing
• Source Tracking / Attribution solution to analyze performance by
source and optimize acquisition in real time (Hasoffers, Appsflyer and
etc.)
One
Dashboard
Data
Reconcilia:on
Click
Tracking
Install
Tracking
h"p://gamechangersf.com
One
SDK
Real
Time
Op:miza:on

13.
> Analytics Solutions
h"p://gamechangersf.com

14.
> Get Ready for Launch
Anya Shapina
Phil Shpilberg
anya@gamechangersf.com
phil@gamechangersf.com
h"p://gamechangersf.com