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Facebook and Zynga had a torrid love affair and then the market picked who was going to win and who was going to loose. The relationship is epic - the race to cash lowered the barriers to entry for developers, marketers became growth hackers and the disruption continued to mobile. Here we are now in a new era of mobile user acquisition, where cash is king. In a world where, big get bigger, marketers with little to offer other than a free game are trying to navigate chaotic world of mobile marketing. Of the experts, most look like digital marketers from the dotcom bubble, recent grads with a blend of analytics, hustle, and creativity, tasked with figuring out something that didn’t exist previously. They are tasked with getting users at low costs - but marketing budgets lack a focus on ROI. The big question is whether this deja-vu resembles all the me-too, low quality games that came out of social gaming and made money. If yes, we can buy into the incessant love of a business model that defies law of economics. But the real question is, is this again the marketing dollars dictating what consumers find or is it the creativity of developers that make people say "I want that at any price" .
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MOBILE USERACQUISITIONUNLOCKED
"Deja-vu All over Again? How Sustainable is this Current App Ecosystem?”
Deepika Bajaj
Who am I?Name: Deepika Bajaj
Mobile, Digital, Gaming enthusiast
Favorite Quote: Be the change you want to see in the world
Business Philosophy: “Business is what concerns us. If you care about something enough to do something about it, you’re in business.” – Richard Branson
Passion: Build something that transcends generations
Less than 0.01 percent.
That’s how many consumer mobile apps
will be considered a financial success by their
creators at the end of 2018, according to new
research from Gartner Inc.
Marketers are having trouble creating the next BIG BANG
• Mobile is different
• Ubiquitous browser cookies are not available
• User attention is short
• Audience is fragmented
• 20 percent of mobile games get opened once and never again.
• 66 percent have never played beyond the first 24 hours and indeed most purchases happen in the first week of play.
• Amazingly only around two to three percent of gamers pay anything at all for games, and even more hair-raising is the fact that 50 percent of all revenue comes from just 0.2 percent of players
NumbersStorytell
our
Brace yourself for the mobile user acquisition bloodbath this holiday season
But how could profit be generated from a marketplace in which average install prices
exceed average lifetime customer
values?
The dangerous seduction
of the LTV formula
EPIC FAILURE
Is it an
$200M in sales
The Problem with mobile advertising
isn’t mobile, it’s advertising
Missing INTIMACY FACTOR
THE APPSTORE IDIOCRACY
Advertising in apps is still not a
viable option
Crushing It
Remember the times…
The EVIL Reality…
Businesses have to make money…
Normal Law of Economics
Mobile business and app stores in particular haven't
suspended the normal laws of economics.
Are we Naïve?
“It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so.
- Mark Twain
Library of Congress, Circa 1907
“
The BIG Picture – A New Gaming Ecosystem
Building an experience that’s not
an isolated experience on a
given device but part of a bigger experience
déjà vu…The Big get Bigger….
The REAL Question?
How can you make your business timeless?
The tyranny of lowest price
Designing something that says, "this isn't the cheapest, but it's worth it."
“Business is not about formality, or winning, or
the bottom line, or profit, or trade, or commerce, or
any of the things the business books tell you it’s about. Business is
what concerns us. If you care about something
enough to do something about it, you’re in
business.”
Thank You
APPENDIX
Network OptimizationOne of the biggest challenges within mobile advertising is finding the right balance between traffic volume and traffic quality.
Hourly TargetingIn order to drive campaign performance, it’s important to understand when your users are most active.
Optimizing for the Right KPIIn many cases, there’s a larger time gap between the click and an in-app action than there is between a click and an install.
