Pre-launch

Checklist 101:

5 Things to Not

Forget Before

Launching Your

Mobile Game

Topics for Today • Metrics

• New User Tutorial

• Monetization

• Administrative

• Acquiring Users

Metrics

Metrics

• Even if you’re not sure what to track, start off with some basics and

plan to add as your game grows.

• For most games adding metrics hooks will require a code update, so

it’s important to have the basics in there before submission.

• There are a number of great providers that can supply you with

turnkey metrics services

Without metrics you have no way to understand the health of your app

If you’re not sure what you

should be tracking, work with

your metrics provider to

generate a baseline list

What Should You Be Tracking?

• DAU

• New users

• 24hr, 2nd day, 7 and 30 day re-engagement

• New user funnel (Install, Open, Tutorial Start & Finish)

• Average game session length

• APRDAU & ARPPU

• % of users monetizing

• Item sales

• IAP sales

This is a basic list to get started

As the game matures you’ll learn the

KPI’s (key performance indicators)

for your game

A baseline set of metrics from launch will help you identify problems early

New User

Tutorial

New User Tutorial New user flow is one of the most important parts of a successful game

• Never assume the user will know what to do

• Use clear directions

• Get the user playing as soon as you can

• Give the user access to the tutorial later if

they need it, add a link in the help screen

A simple static

image can be

enough to

teach the user

what to do

Use Clear Directions

Highlight where

you want the

users attention

How to do it right

Gray out areas

that don’t

matter now

Use arrows

Give simple info

Start off Simple Take Users by the Hand and Guide Them Into the App

• During the first 30 seconds put the user on rails, don’t let them get lost

• This is your chance to take an uncertain user and create a engaged user

• You can’t display everything, show off your core loop and build from there

You have @ 30 seconds to hook your users and

5 min to teach them.

The goal is to shoot for 70% tutorial completion rate

Monetization

Revenue Channels Direct Pay, Banner ads, Featured ads, Videos and Offerwalls

• All payment systems need to be integrated as part of the game code, so

any change would require a app update

• Most ad units and offerwalls can be deactivated until your ready for them

• If you find sudden massive viral success, you won’t have time to add things

Offerwalls iTunes Google

Revenue Channels: Ad types Ad Types:

• Banner ads: Small banners at run on the screen during gameplay.

• Featured ads: Full page takeovers

• Video: 15 or 30 second video clips run either natively or through YouTube.

• Cross Promotion: non rewarded link to check out “More Great Apps”

Banner Ad

Featured Ad

Video

Cross Promotion

Legal Documents Make sure you include your TOS and privacy policies in the app

• You’ll need to have your privacy policy and

your company terms of service accessible in

the app

• Don’t try to reinvent the wheel, just put what is

needed in there

• If you don’t know what you need, ask your

partners or developer forums

Customer Service Unless you want your users e-mailing you directly give them a customer

service channel

• Giving users a clear help e-mail can prevent

them from posting bad reviews about

problems

• Creating a message board or Facebook page

gives your users a way to contact you and

builds community

• Give users a way to contact you or they will

find one!

Social Channels Take advantage of free social channels

• Most social networks offer free

connections API’s and SDK’s

• Present the choice to your users, use the

network icons and let them opt in to

sharing

• Use in-app rewards to encourage signup

Acquiring Users

Mobile Acquisition Channels Have a plan in place on where are you getting users to your app from?

Mobile Acquisition Channels What can you expect to get from:

Featured Placement: Front page placement of your app in the platforms market, normally for no more than 7 days. 15,000 – 30,000, paid, per day 100,000+, free, per day Tapjoy User Acquisition: Pay per install bid system at $0.10 bid you can get up to 5,000 per day at $1.00+ bid you’ll get @ 30,000+ per day Free App Promotions: Destination apps and sites that feature your app Charge is $5,000 - $20,000 for 1-7 day listing, no volume guarantee App to App Cross-Promotion: Free cross promotion between apps @ 1% of DAU traffic of hosting app, very dependent on placement Review Sites: Have your app reviewed on a blog site @ 1,000 +/- installs, hard to track actual volume

Important Things to Keep in Mind Metrics

• Have a baseline in place before launch

• Review and add hooks as needed

New User Tutorial

• Always give some direction for the users

• Keep it clear and simple

Monetization

• Have the features you want to use in from the beginning

Administrative

• Have your privacy policy and TOS in the app

• Give your users a customer service e-mail

Acquiring Users

• Choose the right channels for acquisition

• Set goals and strategy before launch

© 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or Distribute Without Tapjoy,

Inc.’s Prior Written Consent. The data provided herein is for information purposes only and while all efforts are made to ensure

accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and

trademarks mentioned are the property of their respective owners.

rob.carroll@tapjoy.com

kc.tapjoy.com

© 2012 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary - Please Do Not Copy or Distribute Without Tapjoy,

Inc.’s Prior Written Consent. The data provided herein is for information purposes only and while all efforts are made to ensure

accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and

trademarks mentioned are the property of their respective owners.

Thank you