스마트폰 앱-마케팅-유기적-성장-전략
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TRANSCRIPT
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Organic Growth Strategy for Smart Phone Games
이의정 Dano Lee
CEO & FOUNDER
@nextofsearch
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App Marketing
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Apple App Store
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Android Market
Over 360,000 apps.
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Free Apps in Android Market
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App Stores Overview
• Over 860,000 apps available in 2 major app stores.
• Free apps are dominating, which drives more fierce competition. Pricing is no more differentiator.
• Android topped 10B app downloads in last December while Apple got 15B in last July.
• 75% of apps in Android Market are less than 1,000 downloads.
App Marketing
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App Discovery고객의 시야에 우리 게임을 노출시켜야 한다.
App Marketing
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More thanGood Exposure
단순한 노출이 아니라 다운로드가 필요하다.
App Marketing
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Quality User단순한 다운로드가 아니라 내 앱을 좋아하고
In-App purchase를 구매해 줄 타게팅된 고객이 필요하다.
WOM도 이런 고객들로 이루어진다.App Marketing의 목표!
App Marketing
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But how to reach Quality Users?
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Common ways in App Marketing
ReviewWord-of-Mouth
Ranking / FeaturedAD campaign
Pay-Per-Install Campaign
App Marketing
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Marketing = MoneyBuy Review
Buy Word-of-MouthBuy Ranking / Featured
Buy AD campaignBuy Pay-Per-Install Campaign
App Marketing
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Money GameRed Ocean
다양한 마케터들의 아이디어 경연장
App Marketing
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David and Goliath?Only in your dream!불공정 경쟁
App Marketing
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The KingRanking!
The battlefield bloodshed
App Marketing
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Ranking Manipulation!正道를 벗어난 마케팅
최근 Download Bot을 이용한 무료 앱 랭킹 조작 스캔들Review/Rating Manipulation
App Marketing
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Incentivized InstallPay-Per-Install의 한 형태
Marketing for Freemium GamesCracked Down by Apple in April, 2011
App Marketing
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It’s Apple’sControl!
Ranking AlgorithmApproval Process/Policy
Featured
App Marketing
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It’s RED.No more Gold Rush Plz!
창업도 좋고, 반짝이는 아이디어도 좋다.분명 기회도 있다!
다만 철저한 준비를 해야 한다.
App Marketing
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단기 성공 전략이렇게 하면 망한다.
베스트 3ㅠ.ㅠ
Organic Growth Strategy
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단기 성공 전략 14 명이 3개월에 게임 하나씩.적은 비용으로 버티면서
계속 만들다 보면 하나는 되겠지
Organic Growth Strategy
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단기 성공 전략 2반짝이는 아이디어 하나면 돼사용자들의 피로감과 빠른 이탈새로운 아이디어는 넘쳐나고
완성도 낮은 앱은 금방 외면 받는다.
Organic Growth Strategy
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단기 성공 전략 3퍼블리셔가 다 알아서 해 줄거야우린 열심히 개발만 하면 돼퍼블리셔들도 빠꼼이가 되었다.
Marketing = Money
Organic Growth Strategy
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Organic Growth Strategy
유기적 성장을 위한 전략
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유기적 성장 전략이란?
단박에 대박을 노리는, 그러다 안되면 망하는 전략은 이제 버리자.
차근차근 성공들을 이어나가면서 핵심 가치를 실현해 나가는 성장 전략
Organic Growth Strategy
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성공의 새로운 정의대박이 아니더라도,
- 다음 게임을 준비할 수 있는 정도의 매출- 충성도 높은 User Pool의 확보,
- 시장과 타겟 유저에 대한 지식의 학습 즉, 핵심가치를 발전시켜 나간다.
Organic Growth Strategy
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Good Content wins!좋은 아이디어 하나면 성공할 수 있다?
게이머를 사로 잡는 우리 게임만의 매력Red Ocean = 완전경쟁시장
잘못하면 마케팅은 ‘밑빠진 독에 물 붓기’
Organic Growth Strategy
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Global Market, Global Audience
미국 시장에서의 성공이면 충분하다?Local Market only?
전 세계 시장, 여러 앱스토어를 통한 수익의 극대화가 아니면 어렵다.
Multi-Platform / Multi-Locale Support
Organic Growth Strategy
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Direct-2-Customer내 고객을 퍼블리셔에게 맡기지 말라.차기작에서 퍼블리셔를 바꾼다면??
사용자 데이터를 직접 수집하고 분석하라.지속적인 업데이트의 근간
다음을 준비할 수 있는 가장 큰 자산Customer Engagement
Organic Growth Strategy
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Game-as-a-Service최고의 Viral Marketing은
지속적인 업데이트를 통한 고객 만족 실현출시 직후 4~6 주가 가장 중요하다.
과거와 달리 이때 미끌어지면 몇배의 노력이 든다.
Organic Growth Strategy
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Organic Growth Strategy
• 성공의 새로운 정의
• Good Content Wins!
• Global Market, Global Audience
• Direct-2-Customer
• Game-as-a-Service
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CASE STUDY
JellyBus
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CASE STUDY
• Launched in March, 2011
• 1.15M downloads (iOS) / US$ 1.99
• 6 updates so far
• 400K MAU
• #1 in Photo & Video Category in 16 countries
• 대한민국 모바일 앱어워드, 5월의 으뜸앱
• 싱가폴 E27선정, Asia's Top 50 Apps 선정
Overview
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CASE STUDY
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CASE STUDY
• Launched in March, 2011
• 이미지 처리엔진 개발 중 테스트앱으로 출시
• 첫 성과
- 미국 앱스토어 15위
- 사진 카테고리 유료 Top 10, 16개국에서 1위
• 그러나 인기는 사그라들고 곧 곤두박질
at first launch
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CASE STUDY
• 하지만 사용자들의 많은 의견이 이메일로 답지
• 앱설명 문구 안에 15 User requests를 추려서 JellyBus Promise라는 제목으로 넣고 반드시 업데이트 하겠다고 약속함
➜ Viral seeding
customer engagement + creating more value
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CASE STUDY
• 블로거들이 감동해서 WOM가 시작됨➜ 6주만에 업데이트 약속 지킴
➜ 블로그 리뷰 증가, 별점 상승➜ 7개월동안 꾸준한 매출
Word-Of-Mouth
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CASE STUDY
• 무료 버전 없음
• 각종 앱 대회에 참가해서 수상하면 다운로드 수 비약적 증가 (총2회)
• 이때 무료 프로모션 (2일) 시행➜ 몇개 국가에서 무료 다운로드 전체 1위 달성 (주로 한중일)
➜ 중국 renren 등 많은 플랫폼 회사로부터 제휴 제안
Free Promotion
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CASE STUDY
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CASE STUDY
• Launched in June, 2009
• Over 9M downloads (iOS)
• 10 updates so far
• 400K DAU
• 약 20억원 매출
• 유료/무료 버전 출시
Overview
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CASE STUDY
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CASE STUDY
• Launched in June, 2009
• 미미한 성과
• 새 게임을 만들까? -_-”
• inspired by the story of ngmoco Ronaldo 2
at first launch
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CASE STUDY
• Oven Break 글자 모으면 라이프 주기
• 초보 게이머 대상 밸런스 조정
- 갈고리 거는 타이밍을 더 쉽게
- 게임 랭킹 점수 그래프 하향 곡선화로 더 쉽게
• 스테이지 추가
• 표지 커버 변경
• 크리스마스 버전 스킨
customer engagement + creating more value
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CASE STUDY
• 포켓게이머에서 좋은 리뷰
• 안정권 진입
• FAAD (Free-App-A-Day)
➜ 무료 1위 달성
Word-Of-Mouth
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Organic Growth Strategy
• 성공의 새로운 정의
• Good Content Wins!
• Global Market, Global Audience
• Direct-2-Customer
• Game-as-a-Service
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Cross-Promote Your App with Others!
48Wednesday, February 22, 12
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Seed Marketing충분한 마케팅 예산이 없다면현재 내가 가지고 있는 건
나 자신과 현재 User Pool
49Wednesday, February 22, 12
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발로 뛰는 마케팅예산이 없다면 내 시간을 들여서리뷰 사이트에 이메일 보내고
블로그 쓰고트위터/페이스북에 홍보하고코멘트 관리하고, 등등
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현재 User Pool?
자산화해서 거래를 할 수 없을까?
51Wednesday, February 22, 12
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Cross-Promotion내 앱에 다른 앱의 광고를 해 주면다른 앱에서 내 앱의 광고를 해 준다.
+ 웹 서비스+ 무료
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Cross-Promotion
Powered by Realtime Recommendation Engine53Wednesday, February 22, 12
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Full Size AD
배너 광고보다 최소 10배의 효과54Wednesday, February 22, 12
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Featured Apps
App of the Week / Game of the Week55Wednesday, February 22, 12
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Full Control
Manage your apps and campaigns
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Killer Features
• Free (only 20 % of the total impressions)
• Full Control over your app and campaigns
• Transparency over User Data
• In-depth Analytics for More Insights
• Multi app stores / Multi-Locale support
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User Pool을 최대한 활용하라!
1) 초기 론칭 시 비용을 들이지 않고 더 많은 사용자에게 노출
2) In-house AD를 통해서 자사 유저풀 최대한 활용(ex. 신규 게임 출시 때, 다른 게임들에 신규 게임 광고 노출)
3) Season이 아닐 때는 다른 앱의 광고를 노출해서 포인트를
쌓고 Season일 때 모아 둔 포인트로 광고 캠페인 집행 (i.e. 크리스마스 스킨 버전)
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스마트폰 앱을 위한무료 크로스 프로모션 서비스
www.adfresca.com
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Thank You!
이의정 Dano Lee
CEO & FOUNDER
@nextofsearch
60Wednesday, February 22, 12