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Marketing Mobile GamesBy Manuel Prueter, Senior Producer
About Manuel
Worked on Worked with
How do we currently do games?
Before developmentGraphical Image in your head
Fun idea what players should do
Funding for that idea
PreparationMake a design document about
game mechanics, user story
Fantasize about Business plan
Draft a development project plan
Game is ready, now what?!
How do I get players into my game?
The Classic ApproachWhat do?
PRFacebookTraffic BuyingApp Store FeaturesIn App Ads
Why do you do it?PR is dead. Name 3 editorial websites which gave you traffic.
Facebook is expensive. 4-6$, up to 10$. How much can you afford?
App Store featuring is not persistent and requires to subject to a set of different qualification parameters
Traffic Buying is fraudulent. 40% is fake or super-low quality.
40% of clicks are accidental or fraudulent (Trademob.com)
Ad Traffic is fraudulent. 13% apps are created to commit fraud (according to Forensiq). 1 billion $ damage in 2015 alone.
Game is really ready, now what?!
How do I get real players ?
The Current ApproachWhat do?
YouTubersReview ManipulationContent Marketing
Why do you do it?PPV, CPV - pay for eyeballs. All risk is on your side. Fraud views. Upfront money. Conversion rate.
Content Marketing takes time. Write article, wait for someone. Write more until that someone comes again and remembers you.
Then write even more for the case the someone comes to you at a time when needs your product.
Reviews?
This is what’s happening. How’s the retention doing?
CPI looks the same. Go cry.
Stop crushing dreams! You make me angry!
25-30% conversion view-to-active
Assistance with video shooting
Advisor on game design
Retention with community playing
Independent video highlights
Social Media authority
Bridging game communities
No middle-men.
Cut out the middle-men!
His business? Gatekeeper.His biz model? Parasitic.
His added value? Knows more people (and sells them).His scale? Limitation of your exposure to exploit more.
Why do you pay him when you could reward your community?
Optimize your game (idea)
Your competition100 new games every day
Thematic competition
Marketing budget
...is time!9 hours of work
8 hours of sleep
2 hours of transport
1 hour eating
1 hour bathroom
Luckily, gamers have no partner :)
Know Your Target Audience
Know Your Target Audience
Think about your store presence
The App Store Shift
Title now 50 symbols
Startup crash? App removed.
Search Ads
Localize more than text!
Screenshots
Description content
Custom Pages for features
Logos itself are ASO!
Themes convey genre, difficulty, targets.
Dark = HardcoreMen = StrategyAggressive = PVPetc
Alpha Test Stats
New Installs
Session Length
Daily Active Users(damn Korean server down)
Reward your community
The Future ApproachWhat do?
Help them to growEvoke EmotionsReward MultipliersTop Down is outBe authentic
How do you do it?Provide them with branded Stream overlays, banners leading to your landing page, you do all that already - only to the wrong people.
Cut 50% of your networking time and spend it in direct communication to your users!
Use parts of your ad money and structure CPI or even deeper goals with your own people.
Get the users into your product during the development process. Make “beta” a collaboration term again, not a marketing preview.
Be authentic. No matter if controversial or best buddy, speak with your audience like you would with the press before. Admit mistakes publicly and bring alternatives for the community to decide.
You tell nothing new, dude!
Check out No Man’s Sky then. 4 weeks since release, spiked at 205k daily users.
7k PCCU. Press has given up. Sony didn’t hear the bell ringing yet. Do you?
Put the player back to No 1.
Q & ATwitter: @[email protected]
Join us: moba.my.comPlay on Android: http://bit.ly/PohAndroidPlay on iPhone: http://bit.ly/PohIOS
