MOBILE USER ACQUISITIONTactics You Can’t Ignore

Vitaliy ZasadnyyHead of Mobile @ GetSocial

GameDev ConferenceLviv, Jan 21, 2017

What DAU trend do you see more often?

Time

DAU

What DAU trend do you see more often?

Time

DAU

TimeDA

U

?WHO THE HELL AM I

APP SPACE IS CROWDED

700+ iOS games are published every day

Source: pocketgamer.biz/metrics/app-store/submissions/

EXPENSIVE TOACQUIRE USERSCPI is almost $3 for mobile games

Source: chartboost.com/insights/

86% OF USERSLEAVE

Only 14% of the users stay longer than 3 days

* Source: andrewchen.co

PREPARING YOUR APP TO USER

ACQUISITION

1OPTIMISE APP STORE LISTING

OPTIMISE APP STORE LISTING

1

1OPTIMISE APP STORE LISTING

Title Description

Screenshots Video!

CHOSE RIGHT KEYWORDS

2EASY TO NO SIGN IN

56%Do not force users to login without first receiving value

Source: Foolproof UX

2EASY TO NO SIGN IN

Deferred Sign In Anonymous Users

Social Sign In

3PROVIDE EXTENSIVE TUTORIAL

Target the first few days of usage, and in particular

the first visit“

- Andrew Chen, - Supply Growth @ Uber

4LEVERAGE WORD OF MOUTH

LEVERAGE WORD OF MOUTH

1

88%Users prefer to invite friends via WhatsApp, Messenger and other chat applications over Facebook and Twitter.

Source: GetSocial Internal Analytics

THE HOOKMODEL

THE HOOKTrigger Action

Variable RewardInvestment

External

Internal

1

Trigger Action

Variable RewardInvestment

Emails Notifications

Pin Re-pin Follow Comment

What did fiends post? Interesting objects

Log-in

Fear of loosing content Boredom

Trigger Action

Variable RewardInvestment

Word of mouth Brand IP

Collection Gym Strength Pokemon Progression

Encounter Pokemon Catch Pokemon

Explore Walk

Device Vibrates (Pokemon Around)

Trigger Action

Variable RewardInvestment

Social Push Notification Invitation from a Friend

In-Game Social Connections Fast Progression Access to Premium Content

Refer-a-friend

Social Competition Social Cooperation

USER ACQUISITION

?NOT CONVINCED?

+30%Users acquired via Smart Invites has 30% higher Day 1 retention

+60%Day 30 retention increasecan be up to 60%

Users acquired via GetSocial bring 20% more revenue monthly

+20%

USER ACQUISITION IS EXPENSIVE

Most part of users leave

ASO User Activation Word of Mouth

FOCUS ON

YOU CAN BE A BADASS IN UA

Will you?

THANK YOU@zasadnyy