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