Mobile gambling summit fiksu

Oliver Clark Director, EMEA

Fiksu

App discovery incent networks’ key role: Driving Strong Mone?sa?on

Downloads are Not Enough: Mone?sa?on is Key for Game Marketers •  Wide range of networks, choose wisely

–  Capabili?es –  Audience quality –  Execu?on –  Driving mone?sa?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 ANribu?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

TIP Many other criteria including requiring launch before aNributed, “last click before install” industry standard, short aNribu?on windows, one-‐install-‐per-‐player, transparent repor?ng, etc.

Proven Ability To Deliver Install Volume

•  What are the projected install volumes at different 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

TIP 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

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 oden 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, TwiNer, 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 –  throNling of impressions to smooth out installs –  emergency ader-‐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

TIP Mone?za?on may vary between the two types: adjust your 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:

–  gid 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, playing a spot prize, adding credit to their account etc.) –  This extra incen?ve can boost conversion rates and drive long-‐term players

TIP Keep user acquisi?on and mone?sa?on points in mind when designing. Give users a taste of play before registra?on or sign in, driving the user to that first mone?sa?on point and earning a long-‐term player

Efficiently Acquire the Largest Number of Users that Will Mone?ze with Fiksu •  33 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 TwiNer users –  Consistent record of delivering 100,000 users within 72 hours—all

within target CPI •  Fiksu Mobile App Marke?ng Plaporm

–  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

Highlights for selec?on criteria

•  High aNribu?on standards •  Reliable ability to drive volume •  …and velocity •  Unique users •  Viable social component •  Global exper?se •  Valued rewards •  Clear engagement op?ons

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

Technology

Mobile gambling summit fiksu