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Mobile Games Distribution 2.0
1. Part of
Mobile Games Distribution 2.0
- Why app stores are not enough
Tel Aviv, 11th June 2013
Tim Koschella, Co-Founder, Managing Director
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2. About me
About AppLift
• Co-Founder & MD AppLift
• Leading mobile games marketing
platform, launched august 2012
• Co-Founder & Partner HitFox Group
• Serial entrepreneuer, co-founded 3
successful tech startups
• Online & mobile performance
marketing expert with focus on
free2play games
• Gamer type: casual mobile
• Working with 80+ mobile game
publishers on their user acquisition
• Generating 1’000’000+ installs per
month for top performing clients’
free2play games
• 50 tech, game and mobile marketing
professionals from 15+ countries
• Offices in Berlin, Seoul, Paris, San
Francisco
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3. The pre app store era in mobile
gaming (before 2008)
Business Model:
Game subscriptions & pre-installs
Discovery Channels:
Carriers, mobile content providers, device
manufacturers
Success Factor:
„build a good game and close deals with multipliers“
No end consumer marketing done by game developers & publishers
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4. Rise of the appstores (2008-2012)
Business Model:
Pay-per-download & free2play
Discovery Channels: Appstores, push-apps, cross promotion,
incentivized downloads
Success Factors:
Early mover advantage, app store
rank manipulation via push apps and incent
traffic, viral effects
! BUT: Traditional appstore success tactics are loosing power
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5. The journey ahead (2013+)
Business Model:
Free2Play
Discovery Channels: Appstores & the prospering ecosystem around
them (review sites+apps, specialized networks,
in-app discovery mechanisms, etc..)
Success Factor:
ROI based user acquisition & smart, non intrusive
monetization
Measuring, understanding & optimizing metrics becomes more
relevant than ever before
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7. Key trends and their implications
for the future
1. App stores (iOS and Android) are becoming incredibly crowded
with game apps
2. Monetization know how represents the core of free2play
3. Cross plattform gaming is getting popular (browser and mobile)
4. Game publishers & developers go global
5. Last but not least: Fragmented and rapidly changing mobile app
marketing landscape
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8. We are only at the beginning of a
decade of global mobile growth
From a global perspective, the growth of mobile has
only now begun
Population
Smartphone
Penetration
Northern America
344mn
48%
Oceania
36mn
41%
Europe (incl RU)
740mn
40%
MENA
450mn
19%
Asia
3’800mn
12%
Latin America
678mn
17%
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9. Games is the dominating media category users
Andtheir time on with mobile devices people spend
games is where
spend
most of their time
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10. Games is the dominating media category users
Understanding and keeping up with the evolvoing marketing
spend their time on with mobile devices
landscape is extremely time consuming and challenging
- CPM & CPC inventory pricing accounts for ca. 90% of market
- CPI based pricing accounts for ca. 10% of market
You actually want to go beyond CPI pricing Downstream
attribution (e.g. In app event based or aCPI based pricing)
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11. King‘s candy crush saga masters the
key success factors of today‘s free to
play app distribution
Games is the dominating media category users
spend their time on with mobile devices
Very well integrated cross plattform gaming across browser,
facebook, smartphones and tablets
Extremely smart monetization through in-app purchase & viral
enhancement
Going global fast, localizing markets
Adding content regularly to keep „addicted“ core users playing
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12. Games is the dominating media category users
spend their time on with mobile devices
A few tips before you get started...
1. Make sure to setup install- and event-tracking for effective
attribution of marketing spend
2. Test in game monetization and different audiences with test
budgets, then optimize and finally go for the big spend (as soon
as you know what you can afford to pay per user)
3. Differentiate between short term boost (push apps, incent
traffic) and long term sustainable user acquisition
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