marmalade webinar series - gamehouse increase user aquisition in games
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Marmalade Webinar Series - GameHouse Tips to Increase User Acquisition in Games. For more info on Marmalade SDK, visit http://www.madewithmarmalade.com.TRANSCRIPT
GameHouse: Keys for Effective User Acquisition
4/16/14 © Marmalade. Trademarks belong to their respec7ve owners. All rights reserved.
Who is GameHouse?
• 15+ years in game business and millions of monthly users
• 80+ published iOS & Android titles • GameHouse Promotion Network cross
promotion & PPI network
GameHouse Mobile Publishing
• Over 10 years mobile publishing experience
• Global publishing to top app stores and websites
• Industry leading localization, monetization and analytics
• Dedicated account managers
GameHouse Promotion Network
• Cross promotion network to drive users to your app – PPI & monetization in Q2, 2014
• Supports iOS and Android (Google Play and Amazon stores)
• Start-up, trial-end and interstitial adverts • Uber easy to integrate w/ Marmalade
Native Extension • Free to use for life!
Keys to Maximize User Acquisition
1. App Store Optimization (ASO) 2. Cross-Promotion & Building Your Own
Network 3. Pay Per Install Advertising
App Store Optimization (ASO)
• SEO for apps in an app store • Rank determined by DLs, ratings and
reviews • Ranking high in app store matters…a lot!
65% of Consumers Discover Apps via App Store Search
ASO Ranking Factors
• Title – 10.3% ranking increase when title contains
keyword • Keywords • Total # of downloads • Trending in # of downloads • Ratings and reviews
Why & Who? • Why: GH has seen its organic installs
increase by approximately 20% since implementing ASO strategies – – Free, organic, users are your best and most
profitable • Who: Multiple companies can help you
optimize here – MobileDevHQ (our preference) – SearchMan – Appnique
Cross-Promotion
• Leverage your existing audience to drive users to your new titles
• These users are highly valuable as you are a known entity to them
• It costs nothing to move users from one app to another
• Find and partner with similar developers for traffic exchange
Cross-Promotion within Franchises
• Franchises benefit most from cross-promotion
• Example: Emily’s Wonder Wedding -> Emily’s Honeymoon Cruise – Up to 40% CTR and 50% install rate – Drove thousands of daily installs
immediately • Immediate boost up the chart at launch
w/ out spending $$
Build Your Own Network/Audience
• Create a flywheel in your own apps with cross-promotion
• Engage your audience outside of app – FB – Twitter – Instagram – Email
• Don’t forget the mobile web – it’s growing and 20% of consumers (that’s a big number) find apps with mobile web search – create websites for your games – www.kiwiwonder.com: simple example
• Use analytics to track performance of each channel and where you get most bang for your buck
Pay Per Install Advertising
• Extremely valuable when done well – requires lots of data
• Can be effective if you don’t have large budget – need to be smart
• Higher value ad model – PPI prices continue to rise & but provide more
value than CPC and CPM based pricing – FB estimates 20% savings to advertisers who
opt for PPI
Making Pay-Per-Install Simple
• Set yourself up for success – Test your ad – Create simple, powerful message designed
for mobile – Test, measure, learn. Lather, rinse repeat
Your Only User Acquisition Goal
CLTV > eCPI
Make more $$ / user than you spend to acquire them.
GameHouse Promotion Network Integration Demo
GameHouse Promotion Network Offer
Integrate GameHouse Promotion Network into your app and get: • A free 3 months Marmalade Indie license/
extension or • A $50 Amazon gift voucher Your app must hit 250 daily ad impressions to qualify for the reward
Integrating GameHouse
1. Sign up for the offer: gpn.gamehouse.com/sign_up/marmalade
1. Register your apps to obtain a GPN App ID for each
2. Upload a few marketing assets to enable your app to be promoted in other GPN apps
3. Integrate this SDK into your app to start showing ads for other GPN apps
http://gpn.gamehouse.com/sdks/marmalade/readme
What’s Next? • HasOffers: The Realities of Mobile App Tracking & Attribution
(Rebroadcast) – 4/30: 12:00PM PST (8:00PM GMT)
• Dolby: Improving The Audio In Your Marmalade Game – 5/7: 12:00PM PST (8:00PM GMT)
• Register Here: http://bit.ly/1m3yPwl