Eric Seufert - GDC San Francisco 2016 Presentation - Taking Flight Again: The Launch of Angry Birds 2

Taking Flight Again: Planning the Launch of Angry Birds 2Eric Benjamin SeufertVP of User Acquisition & Network Engagement, Rovio

Who am I?

Mobile Dev Memo

Freemium Economics

VP of User Acquisition & Network Engagement

Presentation ThesisMobile has matured to the point where privileged access to distribution is a competitive advantage, and a portfolio of apps is an effective way to achieve that.

Presentation Structure1) Vanity Metrics!2) State of the Market3) UA Strategy in a Competitive

Marketplace4) Planning the Angry Birds 2 Launch5) Launch Results



Vanity Metrics!

Vanity Metrics!● 2.2MM installs Day One of global

launch;

All Numbers are Global;1Numbers are time-based GTM; featuring started 8pm of “Day One”;


launch;● 10MM cumulative installs by Day Two;



launch;● 10MM cumulative installs by Day Two;● 30MM cumulative installs by Day

Twelve.


Vanity Metrics!


1 2 3 4 5 6 70

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000



Über points

Über points● People aren’t downloading many apps:


● Large companies own disproportionate amount of mobile time;


● Large companies own disproportionate amount of mobile time;

● Smartphone penetration isn’t growing in the developed world.

Über points● Discovery is mostly driven by marketing:


● The largest developers are able to spend lots of money on not just direct response media but also OoH and television;


● The largest developers are able to spend lots of money on not just direct response media but also OoH and television;

● Saturation in app economy has limited “pull” factor for discovery.



The Mobile Funnel

The Mobile FunnelDiscovery

• Mobile app install ads;

• Inspiring platform store search.

The Mobile FunnelDiscovery Platform

Store Page

• App store asset optimization.




Store Page In-app Behavior




• Retention drivers.


Store Page In-app Behavior




Growth Optimization

• Retention drivers.

Growth plan requires actual growth

Growth plan requires actual growth● How will lots of people find out about this

game?

Growth plan requires actual growth● How will lots of people find out about this

game?● Sometimes IP co-brands and “ASO” look

like growth strategies, but they are actually optimization strategies.

ASO IP Co-brands

What it does

What it doesn’t do

ASO IP Co-brands

What it does Increase ad CTRs Increase ad CTRs and platform store IR

What it doesn’t do

ASO IP Co-brands

What it does Increase ad CTRs Increase ad CTRs and platform store IR

What it doesn’t doDrive awareness (increase store search volume)

Drive awareness (increase store search volume)

Is Platform Search a valuable discovery channel?

Is Platform Search a valuable discovery channel?● The Belgium Test:


● Removed every Angry Birds game from App Store in Belgium except AB POP and AB Friends;


● Removed every Angry Birds game from App Store in Belgium except AB POP and AB Friends;

● 0 impact on installs.


● People know what they want when the search on the App Store;


● Unless your app is transactional, search probably isn’t as valuable as you think.



Angry Birds 2

Angry Birds 2● Soft launched as Angry

Birds “Under Pigstruction” in Canada in March 2015;

Angry Birds 2● Soft launched as Angry

Birds “Under Pigstruction” in Canada in March 2015;

● Early speculation by media that the game was actually an Angry Birds sequel;

Launch UA Strategy

Launch UA Strategy● Brand recognition would generate high

CTRs / IRs, result in low cost of acquisition;

Launch UA Strategy● Brand recognition would generate high

CTRs / IRs, result in low cost of acquisition;

● Earned media + potential featuring would deliver free installs;

Launch UA Strategy● A massive awareness campaign would

reduce install friction on paid campaigns (higher CTRs / IRs);

Launch UA Strategy● A massive awareness campaign would

reduce install friction on paid campaigns (higher CTRs / IRs);

● “Cheap” UA could subsidize portfolio CPIs, great opportunity for cross promo.

Unpaid Growth Paid GrowthN

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Launch UA Strategy

Launch UA Strategy

Massive Awareness Awareness campaign drives down paid UA CPIs;

Launch UA Strategy

Massive Awareness

Paid installs

Earned Media Installs

Awareness campaign drives down paid UA CPIs;

Paid campaigns perform well, earned media generates installs;

Launch UA Strategy

Massive Awareness

Paid installs

Earned Media Installs

Awareness campaign drives down paid UA CPIs;


Surge of AB2 players flows into portfolio.

Portfolio installs

Network EngagementAwareness campaign drives down paid UA CPIs;






● Goal: increase retention across Rovio’s portfolio of games;





● Two major projects undertaken by Rovio UANE team in last year:





● Two major projects undertaken by Rovio UANE team in last year:● Better cross promotional impression targeting;





● Two major projects undertaken by Rovio UANE team in last year:● Better cross promotional impression targeting;● Better cross promotional ads.

Optimized, programmatic cross promo


● Propensity to spend broken down by:


● Propensity to spend broken down by:● Device type;


● Propensity to spend broken down by:● Device type;● Source game;


● Propensity to spend broken down by:● Device type;● Source game;● Player country;


● Propensity to spend broken down by:● Device type;● Source game;● Player country;● Player “profile”.


● What ad is a player based in GERMANY on an IPHONE 6 playing ANGRY BIRDS FRIENDS who HAS NEVER MONETIZED likely to click on (and monetize for)?

Optimized, programmatic ad servingGame (ad impression)

Ad Server

Player Data

What’s the best ad to serve this player based on what we know about them?

AdDid the player click on the ad? Did they ultimately monetize?

Yes or No Update performance data for this player profile based on click / no click

Optimized, programmatic ad servingResults:

Optimized, programmatic ad servingResults:• For some games, outbound installs

more than doubled;

Optimized, programmatic ad servingResults:• For some games, outbound installs

more than doubled;• Significantly reduced manual effort

required to traffic ads (since the algorithm does the ad selection).

Rich content ad portal

Rich content ad portalShowing better ads:

Rich content ad portalShowing better ads:• Give players the ability to opt into

ads, make ad placements feel like native content, allow for rich content ad types.

Rich content ad portal

Rich content ad portalResults:

Rich content ad portalResults:• Increase in total cross promo impressions;• Increase in cross promo downloads;• Increase in App Store conversion rate;• Moderate decrease in average CTR.

Rovio’s Portfolio MUU (Feb 2016)

Play One GamePlay >1 Game

Rovio’s Portfolio MAU

Jan-16 Feb-1660%

62%

64%

66%

68%

70%

72%

74%

65%

72%

Percentage of MAU playing more than one game

Content Channel launched

Awareness Campaign

Awareness Campaign● Facebook premium

video ad;

Awareness Campaign● Facebook premium

video ad;● >30MM impressions in

first 3 days of launch (US, mobile only).



Angry Birds 2● Launched globally on July

30th, 2015;

Angry Birds 2● Launched globally on July

30th, 2015;● Reached #1 Top

Downloaded position in all major markets within hours of launch.

Awareness Campaign Increased Paid UA Performance

Awareness Campaign Increased Paid UA Performance● Soft Launch Average Paid CTR: 5%● Soft Launch Average Paid CVR: 5%

Awareness Campaign Increased Paid UA Performance● Soft Launch Average Paid CTR: 5%● Soft Launch Average Paid CVR: 5%

● Launch Paid CTR: 8%● Launch Paid CVR: 22%

CPIs in launch week were low

CPIs in launch week were low● Highest-volume campaigns in launch

week (US, iOS):


week (US, iOS):● Facebook: ca. $1.10 CPI● Unity Ads: ca. $2● Applovin: ca. $1.50● AdColony: ca. $1.75● MDotM: ca. $1.80RED

ACTE

D


week (US, iOS):● CPIs ranged between ca. $1 and $2.2;● Average CPI was $1.40.

Thank you!● [email protected]● @eric_seufert

mailto:[email protected]

Impact on Mobile Marketing:

Impact on Mobile Marketing:● Marketing has become important

consideration in major design / aesthetic choices:

Impact on Mobile Marketing:● Marketing has become important

consideration in major design / aesthetic choices:● Mobile gaming market stratified into

segments defined by marketing approach.


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“Gimmick” Games

Fast-follow Clones

Lightweight graphics-driven

experiments


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“Gimmick” Games

Fast-follow Clones

Second-screen

Extension


experiments

IP Co-brands


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“Gimmick” Games

Fast-follow Clones

Second-screen

Extension

Full F2P Economy Games


experiments

IP Co-brands


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“Gimmick” Games

Fast-follow Clones

Second-screen

Extension

Full F2P Economy Games


experiments

IP Co-brands

?

Entertainment & Humor

Eric Seufert - GDC San Francisco 2016 Presentation - Taking Flight Again: The Launch of Angry Birds 2