jiri kupiainen, matchmade.tv
TRANSCRIPT
Alternative user acquisition strategiesJiri Kupiainen CEO @ Matchmade
Background Games & tech since 2001
• Mobile, PC, console, media…
• Founded first company at 17
• Previous company acquired by Disney
• Youngest Disney VP!
• Founder & CEO at Shark Punch
• The Masterplan
• Playfield
• Matchmade
Getting featured by Apple is not a user acquisition strategy
LTV > CAC = Kč
CPI ≈ $0
• Featuring
• Community
• Social
• Word of mouth
• Influencers
• Media
The No Man’s Sky UA Strategy
• Textebene 1
• Textebene 2
• Textebene 3
• Textebene 4
• Textebene 5
The Ben and Ed UA Strategy
The Best Fiends UA Strategy
Other companies doing it right
Lessons
Game design
Target audience
Marketing & UA
Trickle-down marketing
• If you get the big guys, others will follow
• Seriously paid key influencers to make videos
• Now >100k videos on YouTube
• Sluggerfly used 9GAG to grow their reach
• Free visibility on Imgur, Reddit…
• Reaching out to YouTube influencers with “people on 9GAG love us”
• Hello Games got big games media hyped up
• And then everyone else had to talk about it
Working with Influencers
• Seriously and Sluggerfly hiding easter eggs in their games
• Get influencers talking
• Get people sharing
• Traplight and Bossa Studios creating influencer-specific content
• Cheap for the developer
• Creates authentic positive reactions
• Several videos with the same influencer
• If the audience overlap is big, this can be tremendously valuable for both
Authenticity & Trust
• We failed this with The Masterplan...
• No Man’s Sky
• Inaccurate representation of the game
• Disappearing when things didn’t go as expected
• Ben and Ed
• Not obfuscating the fact that they’re the games developers
• ...but not making it front and center either
• Best Fiends
• Influencers have creative control, but they vet every video
• If it doesn’t feel genuine, video doesn’t get published
Working with Influencers
• Direct contact
• Lot of work, but can yield great results
• Hard to predict - influencers don’t reply to emails
• Famebit etc.
• Still very manual
• Low relevance
• MCNs & agents
• Little transparency & often very expensive
• Matchmade
• Several kinds of awesome
