MOBILE GAME MARKETING STRATEGY

DON LIM EX-CEO, COM2US USA

“Get 1M download in shortest time!”

– Don Lim

User Acquisition, Retention, Monetization

Life Time Value of the Users

Monetization

Retention

Acquisition

Game Focus

SNS Focus

OS Platforms

Social Platform Messenger Platforms

Studio Platforms

Strategic Platform to choose from

Virality

Platform Dependency

Key features

Distribution power

USER ACQUISITION

User Acquisition - Pre-Launch marketing

Pre-registration User Event - Register by email to upcoming game

Game Teaser marketing

PR - Preview by Game Journalist

Closed Beta Testers

User Acquisition Trend (survey)

Source: Adcolony presentation @Casual Connect USA July 2014

Source: Adcolony presentation @Casual Connect USA July 2014

User Acquisition Trend (survey)

User Acquisition - Ad Tracking

Requirement to tracking ad attribution

Too many channels to manage

User Data Analytics

Data Analytics is becoming smarter

Source: NinjaMetrics

User Acquisition - Featured Menu

Get App/Game featured by the Market - different rules by Market owners

10K~200K download depending on the Menu

Seasonal Menu comes around every year

OS update is the Opportunity for Developers to get Featured

Sync your launch date(week) with other Marketing campaigns

User Acquisition - In-house Cross Promotion

Push notification

Interstitial House Banners (Chartboost, Mopub)

News Banners (Mopub)

User Acquisition - Offerwall Cross Promotion

Tapjoy offerwall can be used for in-house Cross Promotion

Drive users to Community Site (Facebook, Twitter)

Bump up the display up to the top Manually (work with Developer Relations manager)

User Acquisition - Direct Deal Cross Promotion

Direct Deal (Ad barter) with other developers

Agree on the condition (CPI, CPC) and set the campaign

Multiple Direct Deals campaign at the same time

User Acquisition- Messenger App as a new Platform

KakaoTalk messenger app with Social Features

Weekly refreshed Game Ranking

KakaoTalk Friend invitation for Game Heart

USER RETENTION

User Retention quadrant - App category

User Retention quadrant - Game Genre

Monitor 7 day User Retention

Increase User Engagement

3~6 month of User Event planned

Daily rewards

Seasonal update and event

Special event

User Retention - Planned User Events

User Retention - Community Management

User community management

Facebook Fan page

Twitter

User Forum (external, internal)

Twitch TV (Game Play streaming)

User Retention - Video recording

User record the gameplay and share their own video

Trial Extreme game demo

User Monetizaton

User Monetization - Pricing

Sales Promotion for Paid games

Paid to Free (Ranking boost)

Free-to-Play with in-app purchase design

User Monetization - Ad operation

Ad serving

campaign management

Formats

Budgeting (CPM, CPC, CPA)

Targeting (keyword, platform, Geo, User Segment)

Reporting (imps, click, conversion)

Direct campaign (Full Bottle Group)

!Ad network mediation

What ad networks are there? (Quantity Vs. Quality)

Mediation fee?

Prioritization (House campaign, Network)

!Ad marketplace (Real Time Bidding exchange)

Connect to Advertiser and DSP (Demand Side Platform) DIRECTLY