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Oliver Clark Director, EMEA
Fiksu
App discovery incent networks’ key role: Driving Strong Mone?za?on
Mone?za?on is Key for Game Marketers
• Wide range of networks, choose wisely – Capabili?es – Audience quality – Execu?on – Driving mone?za?on
• Fill your user acquisi?on funnel with players that engage and spend in app
Top Characteris?cs to Look for in an App Discovery Incent Network
High AOribu?on Standards
• Unique users – not just buying traffic from other sources
• Solid tracking SDK, server-‐to-‐server integra?on, or integrated with alterna?ve mobile app install tracking partners
• Proper iden?fier (IDFA, HTML5 cookies, digital fingerprin?ng, Android Referrer), click and launch ?me stamp for each download & game launch
Proven Ability To Deliver Install Volume • What are the projected install volumes at different CPI
levels? – based on frequently updated data – reflects current market condi?ons – volumes may differ during different days of the week and
?me of campaign launches • Steer clear of networks that guarantee volume over a
specific ?meframe or promise a specific app store rank – may use bots to emulate traffic – risk your app being banned from the
App Store or Google Play
Proven Ability To Deliver Install Velocity • Velocity = ability to deliver large user volumes in a short
period of ?me – Key goal when launching a game and striving for significant
volume • Apps with high install velocity tend to be more visible and
see larger numbers of organic users • Many game publishers that invest in marke?ng to launch a
new game in the App Store find their game featured in New & Noteworthy – Note: not a perfect science!
Unique Traffic • Look for incent traffic sources built on app discovery
communi?es – high-‐quality, engaged users who want to try games, discover
what’s new, share with each other, and trust their service – these users mone?ze more oben and more cost-‐effec?vely
• Single des?na?on app discovery networks provide higher-‐quality users over a network of offer walls of users of other apps – reduces the risk of tapping into
duplicate traffic – more efficient
Robust Social Media Offering • Integrated social play to augment your mobile marke?ng
campaign • Social media followers are dedicated, interested
users – more apt to act on recommenda?ons by a trusted app discovery source
• Look for: – which social communi?es (FB, TwiOer, YouTube)? – how ac?ve are these communi?es? – community manager on staff? – will the discovery network promote your game? – Can you invest in a greater social push?
Campaign Management Tools • Crucial component of any successful launch or sustain
campaign • May need to adjust campaigns based on:
– CPI bids – device targe?ng – geotarge?ng – daily budget capping – total budget capping – throOling of impressions to smooth out installs – emergency aber-‐hours service
Global Traffic
• Leverage and target a global audience • Common for users who live in one country to associate their device with the app store in a different country
Device Targe?ng
• Essen?al when marke?ng certain game genres or styles
• Two segments 1. ‘Lean forward’ devices such as iPhones, iPod Touches, and Android smartphones 2. ‘Lean back’ devices such as iPads, iPad Minis,
and Android tablets • Mone?za?on may vary between
the two types – adjust your target bids accordingly
Unique Traffic
• Essen?al when marke?ng certain game genres or styles
• Two segments 1. ‘Lean forward’ devices such as iPhones, iPod Touches, and Android smartphones 2. ‘Lean back’ devices such as iPads, iPad Minis,
and Android tablets • Mone?za?on may vary between
the two types – Adjust target bids accordingly
Deliver On Rewards Promise • Reward variety resonates with game consumers and delivers on
the promise of being rewarded • Rewards should appeal to users in the short term and over ?me
– retain users’ loyalty and build a trus?ng, long-‐term user community
– drives high volumes of installs consistently over ?me • Popular rewards include:
– gib cards/codes (iTunes, Google Play, Xbox, Amazon) – in-‐app currency – funnels money back into the ecosystem through in-‐app purchases or purchasing of new apps, music, books, and movies
User Engagement • Need at least 30 seconds to give enough ?me to engage the
user with ini?al game play and get them to the next level • Reward deeper levels of engagement (reaching a
higher level, defea?ng a boss, making an in-‐app purchase etc.) – This extra incen?ve can boost conversion rates and
drive long-‐term players • Tip: when designing, keep user acquisi?on and
mone?za?on points in mind – Give users a taste of gameplay before asking to register
or sign in – Drives the user to that first mone?za?on point and earns
a long-‐term player
Efficiently Acquire the Largest Number of Users that Will Mone?ze with Fiksu • 32 of the world’s 50 top-‐grossing game publishers use Fiksu • FreeMyApps
– world’s highest-‐volume app discovery network – community of 1.6 million highly ac?ve users dedicated to discovering
new games – Over quarter million engaged Facebook and TwiOer users – Consistent record of delivering 100,000 users within 72 hours—all
within target CPI • Fiksu Mobile App Marke?ng Plaoorm
– run campaigns across mul?ple incent and non-‐incent networks, real-‐?me bidding exchanges, and social channels such as Facebook
– one-‐stop access to 99% of the world’s iOS and Android traffic – advanced op?miza?on technology helps game marketers acquire
large volumes of high quality loyal users at the best possible cost
Thank You
Oliver Clark EMEA Director of Sales Fiksu [email protected] [email protected] +44 7456 540 558
Berkeley Square House Berkeley Square London, W1J 6BD www.fiksu.com @fiksu
