App marketing Made simple - Mahesh Khambadkone, Games2win.com: NGDC 2012

App marketing

Made simple.

Mahesh Khambadkone – CTO and Co-Founder – Games2win.com

Credentials

We made a # 1 and # 2 app in the world

10 marketing lessons we learnt(and then some…)

1. Android first – iOS later

2. Let the app float on ITS OWN

3. Read the comments. Each one of them

4. Make fixes. Douse fires. In lightning speed.

5. Listen to chatter!!!!

6. Reply back & pat your users on their backs!

7. Watch country ranks and their correlations

And leverage the global market

• Launch in specific countries to play-test– Australia– Middle East– Scandinavian Block

• Consider localization of your content

8. Don’t advertise.

• Unless you have a + ROI LTV

9. Update, Update, Update!

• Parking Frenzy became #1 free app on iStore

• We realized that the app was being played and ‘viraled’ amongst female tween audiences!

• It was logical therefore for us to promote our best girls app to this tween girl audience!

10. Cross Market like hell

Our #2 app on iTunes Store was promoted in Parking Frenzy!

Super Mom app Super Mom ad in Parking Frenzy

Voila!• Super Mom started climbing up on iStore rankings!

Work on Promotions• Here are some creatives that we chose :

Other must haves

Discovery

Great screenshots

• Communicate with your audience.• iOS 6 and greater importance for Search• Try free promotions for paid apps

Relevant copy

Motivate Users

• Positioned at right places• Be relevant without interrupting

Share buttons Rate Me buttonNotifications and Alerts

Most Importantly .. Strive for Product Experience

• Keep trying – we were 30 games down

• Play-test (outside of your comfort team)

• The audience is hyper casual

Summary1. Your app is your marketing. Your marketing is

not your app.2. Listen to consumers. They will tell you what

they want. Build the app for them – not for yourself.

3. Don’t spend money on advertising. It’s a waste.

4. Be obsessed by Ratings. They matter like hell.5. Let consumer market your app via viral

channels6. Update like mad. Each update is a marketing

event (Updates and notifications)7. Don’t get obsessed by naming your with the

alphabet A for better listing. Temple Run starts with a T.

8. Try to understand the target audience and leverage a global market.

May the WIN be with you!

Questions ?

Mahesh KhambadkoneCo-Founder & CTO – Games2win

Email: mahesh@games2win.com