Copy Cat this! What can

1. Copycat this!
The best tips from the mobile gaming industry
Sanoma / Mobile Inspiration Conference, Amsterdam; 24.03.2015

2. …a boutique consulting firm specializing in mobile apps & services.
Concept Phase: Business & Product
Development
Interim Management
User Acquisition & Mobile Marketing
Analytics
Workshops

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Dynamo Partners – Current Projects

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Usage: Gaming is leading the Mobile Industry

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Revenue: Gaming is leading the Mobile Industry
Source: Digi Capital, PWC, AppAnnie, Gartner

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Retention
Engagement Virality $$$
User Acquisition
Principle 1: Retention is Key

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Life-Time Value
Retention
Engagement
Virality
$$$
Principle 2: LTV > CPI
>

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F2P requires innovation
2%

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Copycat this! – Gamification of Onboarding Process

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Copycat this! – Gamification of Onboarding Process

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Copycat this! – Gamification of Onboarding Process

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Copycat this! – Gamification of Onboarding Process

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 Goals
 Increase retention and re-engagement during free trial period
 Increase subscription sales
 How
 Measure retention events
 Prioritize
 Concept: try to reach a high level of customization
 A/B testing of various onboarding flows
 Implementation
 Measure impact & optimize
 Results
 7days-Retention increased by 6%
 Subscription sales increased by 11%
Copycat this! – Gamification of Onboarding Process

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Copycat this! – Staging & Cross-Promotion

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Copycat this! – Staging & Cross-Promotion

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Copycat this! – Staging & Cross-Promotion

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 Goals for launching in Germany
 „Bug-free“ release
 100+ 5 star reviews in the first 24h
 Top 10 Ranking position „Overall“
 How
 Recruiting of 3000 testers via social and mobile
 Staged releases: 3 Beta versions with 200 / 1000 / 3000 users
 Softlaunch in Austria 2 weeks prior the launch date
 At launch date:
 push-notifications & mobile banners in all portfolio apps
 Email newsletter w/ call-to-action „5 star reviews“
 Results
 #4 „Overall“ at launch day (paid UA started 24h later)
Copycat this! – Staging & Cross-Promotion

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Copycat this! – User Acquisition Tactics

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 TV is the „old new“
 Reach & performance
 Quality of Users = ROI positive
 Halo & Carry-over effects
Copycat this! – User Acquisition Tactics

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Copycat this! – User Acquisition Tactics
Installs
Virality

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Copycat this! – User Acquisition Tactics

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 TV is the „old new“
 Reach & performance
 Quality of Users = ROI positive
 Halo & Carry-over effects
 Social Networks are a two-way street
 360° integration
 Social SEO & ASO
 Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt
Copycat this! – User Acquisition Tactics

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Copycat this! – User Acquisition Tactics

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Copycat this! – User Acquisition Tactics

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 TV is the „old new“
 Reach & performance
 Quality of Users = ROI positive
 Halo & Carry-over effects
 Social Networks are a two-way street
 360° integration
 Social SEO & ASO
 Keep an eye on the new ones: PewDiePie, Meerkat, ProductHunt
 IMcommerce
 the next platforms are messaging apps
 communication, commerce, banking, dating, gaming etc.
 it´s the early days = competitive advantages
Copycat this! – User Acquisition Tactics

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1. Play more mobile games & Watch others playing games
2. Attend gaming conferences
3. Apply data-driven product development & decision-making
4. Put the „fun“ first – monetization comes naturally
Copycat this!

27. Stefan Bielau
Managing Partner
+49 175 5840160
stefan@dynamopartners.com
dynamopartners.com