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You can't afford to miss them - Whales
David Kalmanson, Founder
infiapps● Founded in 2012. ● One of the top mobile social casino companies● Never raised external funding● Sold to Stride Gaming in July, 2015.
What are whales?High spenders(IAP) in games
>$20 per month
>$1000 per month
>$1000 LTV
Top 2% spenders
Many ways to define them
How big can they get?$1,000 LTV$5,000 LTV$20,000 LTV$100,000 LTV
How big can they get?$1,000 LTV$5,000 LTV$20,000 LTV$100,000 LTV
Why are they critical for you?
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*Example only. assuming 3% conversion rate to paying.
A whale can be your angel and change your company from a failure to a success
We would expect only a few hundred mobile games companies to gross over $1 million in 2016; this would be sufficient to run a studio with 5-10 developers. One survey of 8,000 developers found that 17 percent generated no revenue; 18 percent made less than $100 a month, and half made less than $1,000 per month.
Deloitte Mobile games TMT predictions 2016
How far should you go for a single whale?
Finding whales is super hard
No one knows where they are, so the process is:● Very expensive.● Requires lots of trials with different ad networks/campaigns/creatives. ● Even if a single campaign got you a whale, it doesn’t mean any other
will come from there.● Requires patience (both to get the whale and then for his ltv to start
rocketing)
CPI, CPC, GEOS...Sometimes you should
experiment in all parameters and wait for whales
Ad network= XGEO= ChinaCPI=$2
Total spend on campaign: $10,000Total revenues from campaign: $6,000
*Example data
CPI, CPC, GEOS...Sometimes you should
experiment in all parameters and wait for whales
Ad network= XGEO= ChinaCPI=$2
Total spend on campaign: $10,000Total revenues from campaign: $6,000
*Example data
Total spend on campaign: $10,000Total revenues from campaign: $15,000
One month later….
Did you know? Whales are older (but
depends on game type)
For super whales you need super high retention
So, what should you do?
Know each of your top whales
The obvious:● Name● LTV● Playing seniority● Last purchase
Anniversary date
Hobbies
Favorite playing time
Purchasing frequency
Recent trips
Favorite movies
FamilyPets
Many app updatesThey are waiting for them.
Try to get to once a week/two weeks with real content addition in every update
When is the next update coming??
Every department of your company should constantly
think about themUser acquisition
Customer support
Product
R&D
Retention & Monetization
Make sure you have analytics per user
(‘flurry’ is not enough). This the only way to track / understand them
You need contact details of whales
Phone number Address
In game inbox
Email (facebook connect is many times not enough as many users do not check that email)
Approve push
notifications
Whales want to feel special
They need:● Someone to speak with● Unique segmented offers(favorite
packs…)● Gifts
Be careful-Learn about each whale- some want to get emails, some do not
etc.
Retargeting campaigns for whales
● Very expensive CPC● Hard to measure
(the user might have returned to play without the campaign)● Can be really effective
Keep them satisfied always (even if they stopped buying)
● Whales can have whale friends.● Whales can return to pay after a long period.● They helped your business so much, so be
nice :)
Whales feedback is important.
They usually talk about purchases, but when they give you other feedback-
listen carefully
Remember- you don’t own them.
Whales play other games too and your competitors are working hard
