iOS and Android mobile applications - User Acquisition and Monetization - Case Studies - Best Case.

1. acquire. monetize. grow.
W3i Media Campaign Drives Design
Simulation Game to Top Gross Ranking
Design Simulation Game W3i Delivers
“After being a Top 10 grossing
game in other western
countries, we knew we had
to penetrate the US market.
We talked to many potential
partners, but it was only
Source: AppAnnie.com
until we spoke with W3i that
The Challenge we found someone who we
thought could help us reach
The team at a leading, independent app development company
knew they had a great idea when they developed a design our goal. They took us from
simulation game allowing users to design their dream homes. The obscurity in the US to a Top
game was in the App Store’s Top 10 Grossing in European markets 10 grossing app, rubbing
but had minimal penetration in the US. They wanted to scale by shoulders with Angry Birds
acquiring quality users in the US to penetrate this key market. and Draw Something. It was
through W3i’s aggressive
targeting and cost effective
The Solution marketing that our design
The indie developer partnered with W3i to take advantage of W3i’s simulation game was able
media buying expertise, with a goal of obtaining 50,000 US installs to take the US iOS market
in 24 hours. The design simulation game was promoted across the
by storm and stay there.”
W3i network through a performance-priced campaign.
— CEO, Design
The Results Simulation Company
Not only did users start building homes, they brought their friends
and constructed neighborhoods! Installs exceeded the 50,000
install goal by 65%, 82,739 installs in 24 hours. Along with the
organic installs generated from top ranking in the App Store post www.W3i.com
campaign, DAU’s climbed to more than 700,000, allowing the
app to retain this position for more than two weeks. The design
info@W3i.com
simulation game was now grossing more than Angry Birds--netting 1.855.W3i.APPS
over $1 million for the developer.
Let’s get to work.

2. SpellCraft School of Magic -
Propelled to Top Grossing Apps
The Challenge
The developers at Appy
Entertainment realized that the
iOS market had shifted to the W3i Delivers
freemium model, and it was time
to get on board with their next
game. Appy is the developer of
Trucks & Skulls and FaceFighter, “It is true of all iOS
both successful games launched games that your job
as paid apps. The Appy is only just getting
developers realized that they started when you
were at a disadvantage as they had little expertise in
ship a game, but it is
launching and analyzing social/mobile games. To be
successful it was important to quickly acquire these skills as doubly true of social/
mobile games, and
we’ve been fortunate
The Solution in picking a good
partner to navigate
Appy joined forces with W3i in producing and marketing these waters in W3i.”
their new game, SpellCraft School of Magic. Pre-launch
W3i worked with Appy to develop the concept, determine
the optimum monetization strategy and laying out a Paul O’Conner
—
launch plan. Post-launch, W3i provided guidance on Brand Director,
how best to market the game with targeted ad buys Appy Entertainment
putting the game in front of the right audience. W3i
also used its mountains of player data and analytical
expertise to make the game more engaging and
optimize in-app purchase touchpoints, essential
elements of sustaining revenue in freemium games.
The Result
SpellCraft School of Magic was the WINNER www.W3i.com
of the 2011 148apps BEST APP EVER for info@W3i.com
Role Playing and Free To Play Games!
1.855.W3i.APPS
The launch was deemed successful propelling
SpellCraft School of Magic to the top 200 in
Top Grossing Apps in the App Store.
300,000 MAU’s (Monthly Average Users).
Monetize. Acquire. Grow.

3. Smarter than the Average Bear - the Ramp-up of Battle Bears Royale
Due to changes in consumer demand, it was clear Battle Bears Royale
(BBR), the new game from SkyVu, needed to adapt to the evolving freemium
market. Battle Bears has a strong brand following based on the popularity of
its characters, the huggable hunters. All the other Battle Bears games were
developed using the paid model, and SkyVu was looking for a partner to
accelerate their knowledge of the freemium model.
W3i partnered with the developers at SkyVu to co-produce their first
freemium Battle Bears game. Not only did SkyVu develop BBR with
multiplayer game play for the first time, it was their first game using the
freemium business model. In contrast to the paid model, the freemium
model requires developers to consider factors such as retention and offer
placement to maximize revenue. After a receptive welcome in test markets,
SkyVu launched Battle Bears Royale (BBR) globally in the App Store on
December 1st, 2011.
The App Store is a competitive space full of zombies, ninjas, and birds
with anger problems so how do you make room for battling teddy
bears? Easy, give them war paint and bazookas. When that’s not
enough, you recharge them with the support of 100+ app experts at
W3i.
Monetization and Optimization - After launching the game
and upon further review of the performance of the games’ virtual
goods, W3i noticed a major opportunity to increase conversions and
recommended more weapons and battle gear. To get more bang out
of the virtual goods buck, W3i optimized the values of the virtual goods
to create additional demand from users. Team W3i also suggested
the use of interstitial offers after battles, prompting users to take
action after returning from the bunkers. On top of that, a feature offer
was prescribed to add an additional revenue stream. W3i finds that
features when implemented can provide a 50% increase in revenue.
User Acquisition –W3i’s media buyers provided user acquisition
strategy, execution and analysis through the first two updates of BBR
to understand the sources giving the best return. With the additional
revenue BBR generated from optimization, SkyVu and W3i developed
and implemented a user acquisition strategy using the W3i network
thus growing the user base and revenue generated.
700 million installs and growing
Let’s get to work.
www.W3i.com 1.855.W3i.APPS
info@W3i.com

4. acquire. monetize. grow.
Smarter than the Average Bear - the Ramp-up of Battle Bears Royale
The Result acquire
• DAU’s increased by 78%
• 7-day retention rate doubled
monetize
• Revenue increased by 650%
• ARPU increased by 400%
• 49% of revenue driven by interstitial offers
• $34.47 eCPM on interstitial offers during campaign
grow
• Port game to Android
• Continued optimization
• Franchise brand due to popularity
Timeline • December 1st, 2011 – went live in the App Store
• December 3rd, 2011 – First time in the Top 500 Grossing iPhone Apps
• December 4th, 2011 – First time in Top 25 iPhone Apps
• December 10th, 2011 – 1st Iteration: Tweaked consumables and conversion rates
• December 19th, 2011 – 2nd Iteration: Removed forced login
• January 27th, 2011 – 3rd Iteration: Adjusted 17 consumables
• March 11th, 2012 – First time in the Top 200 Grossing iPhone and iPad Apps
• March 12th, 2012 – First time in the Top 125 Grossing iPhone and iPad Games
“W3i was essential in the production and pre- and post-launch strategy of Battle Bears Royale. By moving to the
freemium model and using the monetization and user acquisition tools that W3i provided supported by their expertise,
we were able to beat our revenue and user acquisition goals very quickly.”
— Ben Vu, CEO, SkyVu Entertainment
700 million installs and growing
Let’s get to work.
www.W3i.com 1.855.W3i.APPS
info@W3i.com

5. W3i Mobile Testimonials
”W3i has proven to be a valued partner in marketing our
game, My Pet Zombie. Not only did we quickly become
profitable with our app, W3i helped increase the lifetime
value of our users by three times. We would highly W3i Delivers
recommend using W3i to market your mobile game.”
Brian Robbins, Founder, Riptide Games
“I just wanted to
express my thanks to
“W3i’s user acquisition efforts took my quality game, and you and the Recharge
turned it into a hit. By working with W3i, my company’s team for the advice
revenue and profitability increased beyond even my wildest
and continued support
projections. I would highly recommend W3i.” comments
Raik Bittner. “We will continue to use W3i for cost effective for SpellCraft. The
distribution of Fish Farm and other games in development.” game is generating
enormously positive
Raik Bittner, Managing Director, Raix Games reviews by users
(4.5 Stars with 1,100
reviews) and has the
“W3i knows their app marketing onions; and AppAllStar potential to be the next
is a great tool for gaining App Store chart traction.”
big social-mobile game
Will Luton, Mobile Pie on iOS. We are actively
working on bug fixes
and enhancements to
“It was great working with W3i on the launch of our make the game more”
new game, Monsterz’ Revenge. With the help of
their platform, Monsterz really climbed the overall Chris Ulm
rankings in the App Store. We would recommend CEO,
using W3i for your next app campaign.” Appy Entertainment
Chieh Huang, Astro Ape Studios
www.W3i.com
“Our collaboration with W3i has allowed us to transition info@W3i.com
from building great games to releasing profitable games.
W3i brings deep expertise in app marketing and analytics
1.855.W3i.APPS
to the table, and has helped us improve the performance
of our game Fairy Tale City on all key metrics across the
board. It doesn’t hurt that the W3i guys are awesome to
work with, and truly enjoy working on mobile games.”
Nilesh Jahagirdar, COO, YesGnome
Monetize. Acquire. Grow.