1. Increasing the chance of a commercial hit Pawe Weder CPO, Ganymede

2. Focused on synchronous multiplayer games for most of our existence Office in Krakw city center Online gaming company 60+ people and growing Social casino, arcade and skill games Online gaming company About Us Founded 10+ years ago Office in Krakw city center 2 3. Social casino Casual Multiplayer Social casino Casual multiplayer Multiple platforms Web Social networks Mobile Our Products 4. To have a Product that is a HIT you will definitely need: Experience FundsA Vision Motivated & Awesome Employees 4 But the Key to having a Hit Product and finally making money with it is your 5. They will be the main tool for making Your GAME a HIT So lets focus on them USER! 6. Agenda 6 Keep your User Get your User Define User 7. Define User 7 Gender Country/ Language Age Lets start with the very basics What do you know about them?! ? ? ? ?Game Preferences 8. Define User 8 Family situation Even Religion! Ethnicity Depending on the genre you are developing for It would be helpful to have: ? ? ? 9. 9 A User from the business perspective? Wealth factor Available Platforms How Social are they? Competition awareness Define User 10. Researching your users will allow you to understand what their expectations are 11. Acquiring your User 12. Acquiring your User 12 Paid Acquisition The simple solution The CPU (Cost Per User) depends on platform/ genre Is it really that simple? NO CPI (Cost Per Install) Low ROI = High Risk CPE (Cost Per Engagement) is the new king! The acquired user is much more expensive but the conversion rate is much higher 13. Acquiring your User 13 X-Sell Tune the X-Sell capabilities for your products that work best together X-Sell Systems Or do something creative Create Complimentary products User Acquisition Games X-Sell works great when it IS RELEVANT 14. 14 Organic Is basically what the user can find on his own It covers Search Engine Optimization (SEO) and Appstore Search Optimization (ASO) 65% Use the search in mobile stores (iTunes/Google Play) Acquiring your User 15. 15 Organic The Application name is the most powerful Key Word for iTunes Google Play store works different! The description will be used as a keyword collection Humans need to see what they are buying! Show them the most catchy Icons, Screens Some hints how to optimize Acquiring your User 16. 16 Press External Review Sites affect SEO! + these websites work as an awesome promotion machine In Google Play link-building works best so get your Apps links on every possible site! Find as much coverage as possible! The sites with the most impact are generally free of course paid Previews/Reviews work as well Acquiring your User 17. 17 Virality Virality + Virality ? % 17 Yes, it still works (for mobile and www) Design the game with Virality in mind! Acquiring your User 18. 18 Virality Everything that is worth a click will be shared Share Successes Scores New Stages Achievements Level Ups Mastered GamePlay elements Gamers are naturally competitive Lets give them the chance to show what they have achieved *ROI of Virality features is much higher than buying Users Acquiring your User 19. 19 Make User Fails also work for you! 19 Negative shares help as well! When player dies: Damn, I cant beat this game! Asking for help Can someone help me with this puzzle? Using Fails in Viral Marketing is as powerful as positive one. Forbidden fruit often tastes the sweetest! ? ? ? ! Virality Acquiring your User 20. Remember that nobody likes spam Give them the option to share but dont force them! 21. 21 Always care about your User coming back! The more often Users return the greater your chances that they will pay for your in Game Goods! Keeping your User 22. Keeping your User 22 Make the Core Loop FUN If the core loop is not fun Virality and retention tools become obsolete Retention is everything If they dont stay to play, theyll never pay Gamers need to feel obligated to use your product everyday! 1! 2! 23. 23 Design Smart! Engagement supports all parts of your product! Not only the GamePlay Is your core loop engaging and addictive? That is fine! Think about making your Menu Fun as well! Depending on your game add: Unlockables Achievements Collectibles Features Consider even Loss of Progression if User is gone for too long! Keeping your User 24. 24 Expanding upon your core game loops 24 Example: Auto Daubing Bingo that actually plays on its own Engage users with additional features: Chat Various Social features Sending stuff to friends Congratulation mechanics for friends wins Vote Mechanics Collecting Coins Mini Games (Non distractive minigames) Flip the coin High / Low Depending on Collected Data Optimize this features! Dont be afraid of removing them if your analytics show that they are distracting! Keeping your User 25. 25 Focus on creating a lifestyle not just a game design tools to do this! 25 For example an Event Calendar Functionality of a Calendar is well known Events can be added automatically Or better as a User choice. Then Notify him/ her about the event! (mail/sms/push notifications) User WILL become emotionally connected to your game! The same way you think about a doctor appointment 01 02 03 04 0706 15 09 10 1105 1413 08 16 17 1812 2120 22 23 24 2919 3130 WEDTUE THU FRI SAT SUNMON May 2014 Keeping your User 26. 26 Design Player Economy 26 Integrate better Affiliate models for getting good quality Users in your Game Give them the option to Create Content and earn with it! Creating Levels Creating and Maintaining Clubs Tournaments etc. Creating Youtube Videos as Tutorials etc. Make your customer work for you! Again: Be Smart Keeping your User 27. 27 Create to Engage 27 Regular Content Updates are a must have Gamers love new and especially free stuff Content announcements are not treated as Spam when in the Newsletter! Additional benefits Keep the attention Try new mechanics, themes & styles etc. Fresh Stuff makes Marketing Happy! Keeping your User 28. 28 Multi Platform is one of THE BEST retention tools 28 Not every one has a tablet or a smartphone! There are people who Love to play the same game at work then in the bus etc. Perfect Example: Candy Crush Let them play where and when they want Keeping your User Every platform should be used as a different Viral/ Retention Tool! Mobile Push Notification FB Posts/ Notifications Twitter Tweets Etc. 29. 29 Measure the Retention in your game! 29 Keeping your User Optimizing your DAU/MAU & D1/7/30 & LTV to justify high marketing spend 2. Collect data 1. A/B Test 4. Redesign 3. Analyze repeat... 30. Identify & Know Your users & market Your KPIs Find them or let others find them for you Create Tools To Keep them! KEY OBJECTIVES Care about your User! They drive your Business 31. THANK YOU FOR YOUR ATTENTION pweder@ganymede.eu