6/25/18, 4:22 PMApplifier: Spending $100,000 a day to hit the top 10 is pointless | Pocket Gamer.biz | PGbiz

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COMPANYAppli*er

November 26th, 2013 - 07:00pm

By Martine Paris

Appli*er's VP of business development MickeyMaher has claimed developers can no longer buytheir way to the top of the app charts, adding thateven spending large amounts of money onlydelivers very short term success.

Speaking at Pocket Gamer's recent Mobile Mixer inSan Francisco timed to coincide with theDreamforce conference Maher said developersneed to "focus on sustainable, return-on-interestpositive campaigns" instead.

"The days of buying your way to the top of thecharts is over," he detailed.

"You can spend $100,000 a day to get into the top ten but it's not likelyyou're going to stay there. Choose between the top 15-20 leadingnetworks out there to test driving in the highest quality and most relevantusers for your game."

Word of mouth

Maher added that developers need to be aware that there is a "highcorrelation between people that pay, people that want to share, andpeople that play with friends."

He continued, "Make your game as social as possible, and make it easyfor players to share what they're doing in games with friends becauseyou'll attract more players and speci*cally those that want to pay as aresult.

"Lastly, don't ignore word-of-mouth. EEDAR found that up to 70 percent ofmobile gamers discover the game through some form of word-of-mouth.

"Games like Rovio's Bad Piggies, Nimble Bit's Nimble Quest, and Konami'sforthcoming Casino League are using Everyplay to help players sharebrag shots and scale with word-of-mouth."

The Mixer panel in session (picture courtesy of Jon Malloy)

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6/25/18, 4:22 PMApplifier: Spending $100,000 a day to hit the top 10 is pointless | Pocket Gamer.biz | PGbiz

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Maher's comments formed some of highlights from Pocket Gamer'slatest San Francisco Mobile Mixer, where attendees picked up pro tips onhow to launch their games amongst cocktails, award winning bites by theGrilledCheezGuy and sultry beats by PlayStation's DJ R3Y.

Also on the panel were Google's Koh Kim, Konami's John Coligan, NamcoBandai's Tony Colafrancesco, and PapayaMobile's Fernando Pizarro.

Sponsored by Everyplay and PapayaMobile and also produced by PocketGamer's Martine Paris, and staffed by a volunteer squad of gamingprofessionals the mixer was the latest in a long line of Pocket Gamerevents in San Francisco.

And for our next trick

Indeed, next up is the APPNATION Conference, which touches down inthe city between 3-4 December. Pocket Gamer is an ofcial media partnerfor the event, and you can attend for free with a full access conferencepasses (a $495 value) when registering with the code AN5PGFC100 here.

At the conference, the Pocket Gamer Masters of Monetization SuperSession will feature the wisdom of:

Chris Akhavan, president of Publishing, Glu MobileJill Schneiderman, VP Games, SGNVatsal Bhardwaj, general manager, Storm8Becky Ann Hughes, VP marketing & product management, PlayFirstBrett Orlanski, director of business development, WildTangentMickey Maher, VP business development, Appli*erMartine Paris, US events editor, Pocket Gamer

Then, following days of outstanding programming, we'll be spinning intohyperdrive with the wicked Pocket Gamer APPNATION Afterparty thanksto lead sponsor Everyplay and recruiting sponsor PapayaMobile, who areset to giveaway an awesome Go Pro Hero 3 Cam.

For details and to RSVP, click here.

Martine Paris

Tech reporter Martine Paris covers trends across mobile, games, AR VR,wearables and IoT, the intersection of emerging tech, music, video and culture, andhow to get featured, funded and monetized. You can typically *nd her at showswith a mic in her hand interviewing industry's leading voices. Follow her@contentnow.

Get the latest mobile games news, interviews and in-depth analysis on

Twitter, Facebook, LinkedIn and our daily newsletter.

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1 comment

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Appdown devThat's right! Because the prices per install are just crazy! Driven up by Supercell,GREE etc. But few games have cLTV like games from these companies, yet the CPIis the same. What Mr. Maher suggests makes sense. Even with that the revenueper user would need to be around 2$ which I don't see many games that have that. We at Appdown try to tackle the problem:http://appdown.me/front/developers

Posted 4 years, 7 months ago Reply

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