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This proposal is prepared for the confidential use of our clients. All rights reserved. No part of this proposal may be reproduced in any form or by any means without the prior written permission of ComboApp Inc.
Soft launch
About Us
3Mobile Marketing Agency www.comboapp.com
completed projects
happy clients
worldwidepartners
years of mobile appmarket expertise
740 247 2406
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Clients
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Recognition
Mobile App Marketing Agencies in the US
TOP 12 App Marketing
Agency 2015
TOPMobile and App
Marketing Companies
TOP 9
Market Overview
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Discoverability is broken?
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* http://www.gamedev.ru/industry/articles/galyonkin_indiepocalypse
Down many times, but still playing the game
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Nearly 800,000 new mobile developersjoin the industry every year
2014
7,9 M
7,1 M
6,3 M
5,5 M
2015 2016 2017
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Revenue are growing
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There are about 5.7 millionmobile app developers in the world,
creating more than
3 million apps.
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More than 50% of app developers make less
than $500 per month
% of mobile developers who use paid downloads, in-app purchases or advertising (and no other revenue model), by monthly revenue (n=1,187)
App poverty line($500 per month)
Sustainability line($10K per month)
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AppAnnie estimates 80% of the revenues from app stores
are in the games category and the percentage is growing
of the revenuesare games
80%
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The state of mobile game developers
of developersshipped < 4
games
70%of developersmake games
33%of downloads
are games
40%of games
make < $500 per month
57%of store
revenuesare from games
80%
* Developereconomics.com
Why games has been developed?
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Developer segments on desired outcomes
39%
51%
developers
revenues
Revenues from the app economy
24%Explorers
12%Hobbyist
23%Hunters 16%
Guns for hire
8%
Enterprise IT
4%Digital Content
Publishers
5%Gold Seekers
8%Product
Extenders
Selfimprovement
Growinga business
Revenues fromthe app economy
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Whether you’re developing your game sitting in the basement hiring freelancers or working in a large team, main thing that differs business from hobby here is having a clear understanding of how much you need to spend to stay afloat.
LTV > eCPI
Soft launch
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What’s the goal of the soft launch?
Collect empirical and behavioral data from statistically relevant sample of players to make data-driven decisions
Identify success factors and problem areas
Quantify response to game mechanics or app features
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Duration, budget and sample
2-3 month $15-20k USD ~ 2000 DAU
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What to measure
User Acquisition ● Cost of new user● Organic uplift
User Experience and Retention
● How users are interacting with game● Are they moving beyond 1st level
Monetization and Virality ● How long does it take to make purchase● Are people sharing your game
Economics ● Measure balance of the game economics
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Analytics integrationYou should understand the difference and have both installs attribution and user experience analytics
installed
User acquisition measurement UX: in-app analytics
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App Store optimization
App store optimization is optimizing your app store presence whether it be on Google Play or App Store for the download. Making sure you have the right keywords in the app name, description and your keyword field, having a really engaging icon.
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Choosing test market
Canada New Zealand Australia
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Average CPI by game category, iOS, Q2 2015
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Average CPI by game category, Google Play, Q2 2015
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1. Daily active users
2. Retention Day1, Day 3, Day 7 and Day 28
3. Average revenue per daily active user (ARPU)
Focus on metrics that matter
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The first number you should look at is your Daily Active Unique (users) or DAUs. From this single number, we can drill down into groups such as:
● new users (acquisition),● returning users (retention),● amount they return (engagement) ● the amount they spend (monetization).
Daily active users
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When your Churn Rate surpasses the Acquisition Rate your business is dying and it is only a matter of time before your existing users leave.
Churn rate
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Creating a lifecycle model
Once you have data captured, we recommend breaking down your user’s lifecycle into distinct stages. This let’s you take specific actions that are
appropriate for that group of users.
Acquired
150, 000
Activated
75, 000
Engaged
45, 000
Stable
10, 000
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DAU 10,000ARPDAU $0.5Daily revenue $5000
By improving your ARPU you might need fewer
users
DAU 100,000ARPDAU $0.05Daily revenue
$5000
Game 1 Game 2
Summary
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If you have“leaky bucket”no acquisition budgetis enough
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1. Plan in advance: 2 - 3 months (beter 6 months)
2. Focus on product rather than branding3. Understand your market / industry
environment
Top tips
Thank you!Skype: serg_kanishchev
e-mail: skanishchev@comboapp.com
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