Mominis: Making it to the 1%

Thursday, December 27, 12

Making it to the 1%



•  $2.7 billion today, $7.5 billion by 2015

•  +500,000 Android apps •  99% of the apps disappear…

•  5% < 50K downloads •  1% < 250K downloads


Making it to the 1%


AcceleraJon

New

Free

The Free Effect


3.5% Innovators

13.5% Early

Adopters

34% Early

Majority

34% Late

Majority

15% Laggards

InnovaJon AdopJon Lifecycle


The 10 Golden Rules of Everything


1. Know your market, understand how it works

Thursday, December 27, 12 9

MarkeJng Strategy

High Quality Content

PromoJon OpJmizaJon


2. Know your audience



•  Non Gamers

•  Lots of females

•  Different age groups

•  Countries

Who are they?


•  Female

•  Mother of 2 •  In her 30s

•  Berta has never played a mobile game in her life

• Or at least it seems that way

Meet Berta



All you have to do is to start playing the game





Okay it didn’t work… Well if it didn’t work I will press it over and

over again…

Okay, that doesn’t work… Let’s try to press on something else…

What do you press on now?





You know… you should really let the player know how to play the game.

Maybe write down instrucJons…


Players like to learn


Players don’t like to read


MAKE IT LOOK SIMPLE


3. Defining your guidelines


•  Core Gameplay

•  OOBE

•  EmoJon

•  Design

•  Progression

•  MoneJzaJon

•  Social

•  Customer RelaJons

•  Branding

•  PlayScape

Our Guidlines

EmoJon


Funny Adrenaline Happy Moments

Yeah! Haha OMG

EmoJon


EmoJon


EmoJon


EmoJon


4. Invest where it maeers



Invest where it maeers?

New Game

More Users Revenue

1.  Know your audience 2.  Define Guidelines

3.  Invest where it maeers



MarkeJng Strategy


PromoJon OpJmizaJon

PlayScape

Mega Game

Cross PromoJon Transferable Goods Reward System


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Splash screen Loading screen NoJficaJon

5. AdverJsement Space

Industry Standard

PromoJon


6. Use incenJves

PromoJon


Your Concept

Reward System

Message UI

7. Develop a Jght concept

PromoJon


MarkeJng Strategy


PromoJon OpJmizaJon


Data Analysis










0%

10%

20%

30%

40%

50%

60%

70%

Level

Stars Collected By Level

0%

5%

10%

15%

20%

25%

30%

35%

Level

Players Playing By Level

Pyxxis – Who was right?


Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data Data

Data Data Data Data Data

Data Data Data Data

Data Data Data Data

Data Data Data Data


Development/ Improvement

TesJng Analyzing the results


8. Stay data driven

PromoJon


Why is that important?


• UninstallaJons •  RaJng • Downloads •  Crashes

•  Session length •  AcJvity •  Usage pareern •  LifeJme


What is the usage paeern?

How many downloads?

What is the Life Jme?

When do players uninstall?


9. Define your quesJons

PromoJon


What?

Benchmark

Measure & Compare

Conclude


What?

Benchmark

Measure & Compare

Conclude

Session Length

0

5

10

15

20

25

30

Industry standard

Ninja Run Ninja Chicken

Maya Pyramid

PlayScape Minutes per Session

PlayScape

Mega Game Cross PromoJon

Transferable Goods Reward System


10. Data Analysis is a TRADE

PromoJon


ArJst entrepreneurs bu

siness

data analysts

art designers Development

Phycology

Consumer behavior

copywriJng

MarkeJng AnimaJon

Game design

Sound

Story telling

Writers

Project managem

ent

Independent

media social


My Previous Session


“gameplay is the direct emoJonal opposite of depression.”

Jane McGonigal, “Reality Is Broken”

"games lubricate our minds”

Benjamin Franklin


“The biggest moJvaJon for me is an opportunity to create a small world and let players step into it.”

Semyon Volnov, Cut The Rope



Contact Us Eyal Rabinovich | VP MarkeJng |Co-‐Founder | [email protected]

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Mominis: Making it to the 1%