Keith Katz

Transcription

1 Keith Katz

2

3 Analyzing the market before full production Where to soft launch/test your game How to efficiently spend your testing budget The impact/non-impact of featuring Marketing your next projects How to cheaply and effective test your icon

4 Look for a Goldilocks pie slice Find successful games like yours in some way More important (and harder): find failures like yours

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7 Mid-Core Dungeon Crawler Casual to Mid-Core Brawler Core RPG Core Exploration RPG Core PVP City Builder All data comes from ad networks, Flurry, Adjust <Special Thanks to Lysiane Charest>

8 Old Data is Worse Than No Data

9 Google Play average CPIs rose by about 5% to $1.06. Chartboost, July 2014 In Q4 2013, ios CPI rates ranged between $.90 in China and $2.59 in Australia. The average CPI among all countries was $1.31 Distimo, February 2014 Android [CPI s] dropped 29 percent to $1.27 in January from its December spike of $1.80 ios increased 13 percent in to $1.01 in January from December s $0.88 Fiksu, March 2014 CPI for social games in the US reached $2.25 (June 2014) the highest it s been in a year. SuperData Research, August 2014

10 $4 $2 Chartboost CPI* for BAMF! on iphone $1.05 $0.75 Facebook CPI* for WinterForts on ios $5.37 $1.52 $0 Canada Indonesia Canada Philippines *October 2013 *August & September 2014

11 Facebook CPI* for TOoS iphone Facebook CPI* for TOoS ipad $6 $4 $2 $3.92 $1.13 $6 $4 $2 $6.28 $2.19 $0 Australia Philippines $0 Australia Philippines *June 2014 *April & May 2014

12 13/Jun 14/Jun 15/Jun 16/Jun 17/Jun 18/Jun 19/Jun 20/Jun 21/Jun 22/Jun 23/Jun 24/Jun 25/Jun 26/Jun 27/Jun 28/Jun 29/Jun 30/Jun 1/Jul 2/Jul 3/Jul 4/Jul 5/Jul 6/Jul 7/Jul 8/Jul Facebook Daily CPI for WinterForts, Android tablets & phones Philippines $1.50 $1.00 $0.50 $0.00

13 WinterForts Paid Android Users CPI 75% $ % 36% 19% 15% 6% 8% 2% Tutorial End Day 1 Day 3 Day 7 France Philippines France $0.61 Philippines

14 WinterForts Organic Android Users (Now) 72% 53% 32% 19% 13% 5% 9% 4% Tutorial End Day 1 Day 3 Day 7 France Philippines 80% 70% 60% 50% 40% 30% 20% 10% 0%

15 The Order of Souls: ipad CPI Shattered Planet: ipad CPI $1.85 $1.60 $1.84 $1.00 Sweden Indonesia Sweden Indonesia

16 ios Installs Android Installs Organic Paid Organic Paid $3.6k spent during soft launch (3 months, 2 platforms)

17 The Order of Souls ios Installs ipad and iphone Organic Paid $8k spent during soft launch (4.5 months, 1 platform)

18 ios Installs Android Installs Organic Paid Organic Paid $9k spent during soft launch (3 months, 2 platforms)

19 Game Loaded Tutorial Completed Day 1 Retention 95% 97% 99% 51% 61% 76% 23% 27% 36% V1 V2 V3 V1 V2 V3 V1 V2 V3

20 Onboarding Funnel - Shattered Planet ios 60% 57% 39% 34% 29% 24% 16% 13% 14% 7% Teleporter On Locked Door Day 1 Day 2 Day 3 Organic Chartboost

21 Absolute Retention By Source Big Action Mega Fight! - US 38% 27% 23% 21% 17% 13% 19% 13% 13% 11% 10% 8% 10% 8% 8% 7% 6% 6% Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Facebook Chartboost Organic

22 The Order of Souls - ios 67% 55% 25% 17% 10% 5% 4% 2% Tutorial Day 1 Day 3 Day 7 Day 14 Australia Philippines

23 Chartboost: Indonesia ipad Impressions Clicks Installs BAMF! 100% 12.4% 2.40% CPI: $0.62 Planet 100% 11.1% 0.66% CPI: $1.18 Order 100% 12.3% 0.94% CPI: $1.69

24 BAMF CPI*: Canada SP CPI*: Canada $3.00 $3.00 $2.74 $2.50 $2.00 $2.18 $1.99 $2.50 $2.00 $2.01 $1.50 $1.50 $1.00 $1.00 $0.50 $0.50 $- Android ios $- Android* ios** *February 2014 **January 2014

25 WinterForts CPI: Canada WinterForts CPI: Philippines $6 $5.53 $5.37 $5 $5 $4 $3 $2 $1 $4 $3 $2 $1 $0.66 $1.52 $0 Android* ios** $0 Android* ios*** *June to August 2014 **September 2014 ***August 2014

26 2.5% CTR 2.9% CTR 3.5% CTR

27 2.7% CTR 2.4% CTR 2.5% CTR

28 2.8% CTR 1.9% CTR 3.1% CTR

29 Archer. Wizard. Warrior. Loot up, power up, don't die. Easy, right? Don't bet on it % CTR (Core) Finally, a dungeon-crawling adventure game that anyone can play...but no one can put down! 2.3% CTR (Casual)

30 Global Launch Daily Installs Apple App Store Shattered Planet BAMF Winterforts The Order of Souls

31 Global Launch Daily Installs Shattered Planet Global Launch Daily Installs WinterForts Apple App Store Google Play Store Apple App Store Google Play Store

32 Your game must provide players with at least five achievements that are distinct, unlockable, and designed for a variety of difficulty levels. Your app s notification icons in the status bar must be completely white with no color. Consider localizing your Google Play Listing s screenshots and feature graphic in all the languages where you ve localized your description text. Some promo slides are acceptable, but please upload at least one unaltered, high resolution (1280 x 800 minimum) screen capture for phone, 7-inch tablet, and 10-inch tablet to give users an unmodified view of the UI. Featured apps or games must not ask the user for a rating of 5 stars. The app should hide the status and navigation bars when entering full-screen. When integrating Google Play Games Services, the controller icon is required wherever the default Play Games UI for Achievements and/or Leaderboards is invoked. App icon resembles non-android styling, using very rounded corners. Per Pure Android guidelines, please avoid this.

33 20-Jun 21-Jun 22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun 29-Jun 30-Jun 1-Jul 2-Jul 3-Jul 4-Jul 5-Jul 6-Jul Daily Installs for BAMF! Premium F2P Premium Amazon Appstore Apple App Store Google Play Store

34 Average time to Greenlight: 90 days Shattered Planet time to Greenlight: 8 days Results? Two Months, F2P Mobile: $20k Two s, Premium PC: $45k

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36 Attempt #1 Attempt #3 CTR Range:.52%-.57% CTR Range:.44%-.52% Back to the Drawing Board!

37 Control image and copy in all 4 ads.717% CTR 1.085% CTR Actual icon we re testing.618% CTR 1.194% CTR

38 Round 1.8% CTR Round 2 1.3% CTR 1.1% CTR Round 3 Example Ad 1.7% CTR 1.8% CTR 1.6% CTR Winner, Winner!

39 @ExecutionLabs