KEITH_KATZ_ExecutionLabs_Difficult Second Album (Monetisation + Sustainability)

1. Investor Presentation: October 2013
Actionable Marketing and
Monetization Tips for Mobile Indies
(Stuff we screwed up so you don’t have to)
Keith Katz
Co-Founder
@Ztakk

2. Seed Publicator?

3. Where do I test/soft launch my game?
How much cash do I need and where do I spend it?
Can different networks impact my campaigns?
How do I test my icon?
What impact does featuring have?
What ad revenues can I expect?

4. Look for a “goldilocks” pie slice
Find successful games like yours
More important (and harder): find failures like yours

6. Mid-Core Dungeon Crawler Mid-Core Brawler
All data comes from ad networks or Flurry: FREE
<Special Thanks to Lysiane Charest>

7. We Don’t Know Nothin’

8. $0.00
$0.50
$1.00
$1.50
$2.00
$2.50
15/Oct
16/Oct
17/Oct
18/Oct
19/Oct
20/Oct
21/Oct
22/Oct
23/Oct
24/Oct
25/Oct
26/Oct
27/Oct
28/Oct
29/Oct
30/Oct
DailyeCPI
Chartboost Daily eCPI for BAMF!
on iPhone/iPod Touch
Canada Indonesia
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
15/Oct
16/Oct
17/Oct
18/Oct
19/Oct
20/Oct
21/Oct
22/Oct
23/Oct
24/Oct
25/Oct
26/Oct
27/Oct
28/Oct
29/Oct
DailyeCPI
Chartboost Daily eCPI for BAMF!
on iPad
Canada Indonesia

9. $0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
DailyeCPI
Australia Canada
Facebook Daily eCPI for MQ

10. 0
200
400
600
800
1000
1200
Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Installs
MacGuffin Quest
Canada
Organic Paid
Canadian TV
Appearance
Minor Featuring
Minor Featuring
0
200
400
600
800
1000
1200
Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8*
Installs
BAMF!
Canada
Organic Paid
iPad Home Page
$2k spent for each game during soft launch

11. Impressions Clicks Installs
MQ
BAMF! 100% 8% 0.18%
100% 12% 0.01%
eCPI: $1.69
eCPI: $2.63
Chartboost: Canada

12. $1.69
$2.05
$2.63
$1.69
BAMF! BAMF! MQ MQ
Chartboost Facebook Chartboost Facebook
Facebook and Chartboost
Canada eCPI

13. Attempt #1 Attempt #3
CTR Range:
.52%-.57%
CTR Range:
.44%-.52%

14. Control
image and
copy in all
4 ads
Actual
icon we’re
testing
.717% CTR
.618% CTR
1.085% CTR
1.194% CTR

15. * Total Installs are on a different scale
0
20000
40000
60000
80000
100000
120000
140000
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
2013-11-07 2013-11-14 2013-11-21 2013-11-28 2013-12-05 2013-12-12 2013-12-19
Daily Active Users, Daily Installs & Cumulative Installs
BAMF! - Worldwide
*Cumulative Installs DAU Daily Installs
Total Installs to date: >132k

16. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
11-07 to 11-1311-14 to 11-2011-21 to 11-2711-28 to 12-0412-05 to 12-1112-12 to 12-1812-19 to 12-2512-26 to 01-0101-02 to 01-08
$-
$100
$200
$300
$400
$500
$600
$700
$800
WeeklyDAU
AdRevenue
Weekly Ad Revenue & Total Weekly DAU
BAMF! - Worldwide
Total DAU Ad Revenue

17. Investor Presentation: October 2013
Contact:
Keith@executionlabs.com
@Ztakk