fiksu presentation a user acquisition for mobile games: strategies to test and launch your mobile...

Speaker:  Eric  Garcia  Client  Account  Director  -­‐  EMEA  Fiksu  

Strategies  to  Test  and  Launch  Your  Mobile  Game  

Agenda Why Soft Launch?

What do you want to learn?

How do you execute?

How do you react?

What do you do afterwards?

Why  SoC-­‐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  

§ Quality  Assurance  

§ User  Experience  

§ User  AcquisiRon  

Three  Kinds  of  Improvements    

Requirements:    

§  Small  group  of  thorough  testers    

§  AVenRon  to  detail  and  user  use  case  

SoluRons:  

§  Dedicated  QA  Team  

and/or  

§  Test  flight  or  a  similar  service  

Quality  Assurance    

Requirements:    

§  StaRsRcally  significant  sample  of  actual  users  

§  Thorough  event  tagging  for  analyRcs  

§  User  feedback  loop  

SoluRons:  

§  SoC  launch  for  test  users  

§  In-­‐house  or  off  the  shelf  analyRcs  package    

§  In-­‐house  of  third  party  feedback  reporRng  mechanism.  (Other  than  AppStore  reviews!)  

User  Experience    

Requirements:    

§  Granular  tracking  capabiliRes  

§ OperaRonal  resources  –  creaRve  creaRon,  data  analysis,  biz  dev,  campaign  deployment,  opRmizaRon  

SoluRons:  

§  In-­‐house  or  off  the  shelf  tracking  partner  –    Fiksu,  HasOffers,  Ad-­‐X…etc  

§  In-­‐house  end  to  end  user  acquisiRon  team  or  opRmizaRon  partner  

User  AcquisiRon    

How  do  you  test  without  sacrificing  a  big  opening?  

New  Zealand   Australia

Canada

• What  do  you  want  to  learn?  

Preparing  for  a  SoC  Launch  

• User  Experience  • User  RetenRon  • MoneRzaRon  

• Virality  

What  do  you  want  to  measure?    

Building  the  UX  from  the  Fundamentals  

• Accurate  detailed  data  is  criRcal  • Choose  the  right  technology  

• Understand  the  difference  between  UX  and  UA  technologies  

SoC  Launch:  Tracking  

GET  THE  DETAILS  RIGHT!    

SoC  Launch:  One  Last  Thing…  

Time  to  Start  MarkeRng    Your  App  

SoC  Launch:  App  Store  Presence  

• Timing:  2-­‐4  weeks  depending  on  user  base.  

• MarkeRng  Spend:  $5-­‐20k  

SoC  Launch:  General  Scope  

• Analyze,  Improve,  Update  

What’s  Next?  

• PR  • Press  Release  • RaRngs  and  Reviews  

Launching  Your  Game  

Overview  of  Strategies  

Burst  Campaign  

70k downloads per day to reach top 5 in games

• Avoid  “fleeRng  rank”  • Show  that  your  game  has  staying  power  

Burst  &  Sustain  

Long  Term  SoluRon:  MulR-­‐Channel  OpRmizaRon  

The Grand Targeting Sandbox

• Decide  what  you  what  to  learn  • Acquire  a  small  group  of  users  in  a  specific  country  

• Analyze  their  behavior  • Update  your  app  • Test  all  promoRonal  channels  

• Rinse,  Repeat  

Key  Takeaways  

Yeah,  We’ve  Got  Something  for  That,  Too    

Fiksu  SoC  Launch  Test  Market  Your  Mobile  App  to  Ensure  

It’s  Ready  to  Launch    

1.  Media  buys  against  four  different  mobile  ad  channels  in  a  chosen  testbed  country  –  creaRves  included  

2.  OpRmized  buying  over  two  weeks  

3.  Minimum  6K  downloads  (but  expect  more)  

4.  Final  report  detailing  performance,  recommendaRons  for  full  launch  tacRcs,  and  advice  on  next  steps  

Fiksu  SoC  Launch:  What  You  Get  

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

1.  $20K  in  media  buys  against  four  different  mobile  ad  channels  –  creaRves  included  

2.  OpRmized  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  

Want  to  talk?  eric@fiksu.com  

www.fiksu.com                @fiksu  

Thank  You!    Learn  more:  www.fiksu.com/ebooks