Zero to Million Dollars: Marketing Postmortem of Star Chef
•
5 likes•1,231 views
A great insight into how the marketing campaigns of Star Chef were designed to ramp the game up and monetize.
Recommended
Recommended
More Related Content
Similar to Zero to Million Dollars: Marketing Postmortem of Star Chef
Similar to Zero to Million Dollars: Marketing Postmortem of Star Chef (10)
Recently uploaded
Recently uploaded (20)
Zero to Million Dollars: Marketing Postmortem of Star Chef
- 1. Zero to Million Dollars: Marketing Postmortem of Star Chef
- 2. THE STORY SO FAR © 99GAMES 2015
- 3. • Lovingly Crafted Cooking and Restaurant Management Game • WW Release: 21 Aug 2014 on iOS • Target Audience: Women aged 20-55 QUICK SPECS © 99GAMES 2015
- 4. FREEMIUM SOCIAL COOKING • UniversalTheme • Wide Audience: •Millions of Foodies •Cooking Enthusiasts •Fans of Chef Series on TV THE GLOBAL APPEAL - THE RIGHT MIX © 99GAMES 2015
- 5. 4.0Mil TOTAL INSTALLS 1Mil MAU 5.32 Mins Session Length 8 Sessions/DAU Engagement 3.47% Payer Conversion © 99GAMES 2015
- 6. • United States • Europe • United Kingdom • France • Italy • Germany • Switzlerland • APAC • Taiwan • Malaysia • HongKong • China • Australia TOP PERFORMING GEOS ($) © 99GAMES 2015
- 7. > 100k Ratings Avg 4.7 Stars > 50k Reviews EXCELLENT REVIEWS AND RATINGSWW © 99GAMES 2015
- 8. MARKETING STAGE 1 © 99GAMES 2015
- 9. • Soft Launch in Australia and Canada • iPad first strategy • Extended soft launch in UK! • Small scale UA to validate CAC vs LTV model • Focussed on Customer delight SOFT LAUNCH © 99GAMES 2015
- 10. • Goals: Retention, Monetisation, Social Elements • Pilot period of 6 months! • Built a Scalable Backend System 0 10 20 30 40 Feb Mar Apr May June July Retention SOFT LAUNCH CONTD… © 99GAMES 2015
- 11. • Love To Trade: FoodTruck saw over 16 Million Trades of Ingredients and Recipes FoodTruckTransactions 0M 4M 8M 12M 16M Aug14 Sept Oct Nov Dec Jan Feb Mar PLAYER COMMUNITY AND REAL TIME TRADING © 99GAMES 2015
- 12. iPhone Support 21Aug2014 En, Fr, De, Sp, It, Ru Localisation 50 Levels Gameplay WORLDWIDE LAUNCH © 99GAMES 2015
- 13. > 100k Likes! > 0.5 Mil Daily Impressions 43% DAU FACEBOOK COMMUNITY © 99GAMES 2015
- 14. WORLDWIDE LAUNCH © 99GAMES 2015
- 15. INITIAL MARKETING ASSETS © 99GAMES 2015
- 16. MARKETING STAGE 2 © 99GAMES 2015
- 17. • SEA - a pleasant Surprise! • Simplified andTraditional Chinese • China,Taiwan, Hongkong, Malaysia Rocks! EXPLORING SOUTH EAST ASIA © 99GAMES 2015
- 18. NOT JUST LOCALISATION… CULTURALISATION © 99GAMES 2015
- 19. • Characters, Decors, Recipes from different geos CULTURALISATION CONTD… © 99GAMES 2015
- 20. • Take care of cultural nuances CULTURALISATION CONTD… © 99GAMES 2015
- 21. • Splash screens for Western/European and Asian countries CULTURALISATION CONTD… © 99GAMES 2015
- 22. • Chinese NewYearTheme • Russian MaslenitsaTheme • Prominent Featured During Russian New YearProminently Featured Across Asia during Chinese New Year CULTURALISATION CONTD… © 99GAMES 2015
- 23. • Culturalization Success: One of the few Global IPs inTop Grossing Charts ofTaiwan CULTURALISATION SUCCESS © 99GAMES 2015
- 24. • Rewarded on-DemandVideos AD MONETISATION: ON DEMANDVIDEOS © 99GAMES 2015
- 25. • Non-intrusive Native Ads AD MONETISATION: NATIVE ADS © 99GAMES 2015
- 26. MARKETING STAGE 3 © 99GAMES 2015
- 27. Pride of Ownership and Star status Star Chef is not just a game about cooking and food… It connects to player over: PLAYER SENTIMENTS Love for Food Joy of Creation © 99GAMES 2015
- 28. Star chef © 99GAMES 201 Star chef FROM MARKETING… The game sentiments are reflected in the marketing assets to target the right players © 99GAMES 2015
- 29. Star chef © 99GAMES 2015
- 30. …TO FTUE When players start the game, the FirstTime User Interface animation reflects the same sentiments as well © 99GAMES 2015
- 31. THANK YOU SHILPA BHAT @shilpabhat_ shilpa@99games.in © 99GAMES 2015