anh nhuyen, rovio

UA STRATEGY FOR GAMESANH NGUYEN – USER ACQUISITION MANAGER AT ROVIOWHITE NIGHTS HELSINKI 2016

UA Manager @ Rovio 2 years in Rovio Managing global UA campaigns for Angry Birds

2, Plunder Pirates, Nibblers…

ANH NGUYEN

AGENDA

What is UA? Audiences Common UA tactics Paid User Acquisition

AUDIENCES

WHAT IS USER ACQUISITION?

WHAT IS USER ACQUISITION?

User Acquisition is data drive marketing with “Return on Ad Spend” focus

WHAT IS USER ACQUISITION?

User Acquisition is data drive marketing with “Return on Ad Spend” focus UA is mainly for F2P games

WHAT IS USER ACQUISITION?

User Acquisition is data drive marketing with “Return on Ad Spend” focus UA is mainly for F2P games UA is involved in early phase of game development

Concept, creative Market research Audiences Soft Launch Global Launch Post Launch / F2P game’s lifetime

AUDIENCES

AUDIENCES

AUDIENCES

Audience types: Hardcore: Arrange time around gaming session Mid-core: Arrange gaming session around schedule Casual: Play games when time presents / allows

AUDIENCES

Audience types: Hardcore: Arrange time around gaming session Mid-core: Arrange gaming session around schedule Casual: Play games when time presents / allows

Audiences affecting your User Acquisition’s plan Mid-core & hard core users are very engaged but small user base -> Competing with CoC,

GoW with high CPIs Casual game have broader user base -> Cheaper to acquire

UA help to validate audience, game arts, mechanic -> Possibly adjust the game accordingly

AUDIENCE - HOW TO TARGET CORRECT AUDIENCES?

Use User Acquisition’s parameters

Age

Gender

Country

Platform

Device Type

Similar / Competitor’s games as benchmark

AUDIENCES

HOW TO START WITH USER ACQUISTION?

HOW TO START WITH UA?

Pre-production testing Appstore optimization A/B testing at every level of UA Acquiring users via paid channel

PRE-PRODUCTION TESTING & APPSTORE OPTIMIZATION

Testing target audience Before game launches:

Game concept, gameplay & character arts Naming Icon Appstore’s metadata

PRE-PRODUCTION TESTING & APPSTORE OPTIMIZATION

Testing target audience Before game launches:

Game concept, gameplay & character arts Naming Icon Appstore’s metadata

After game launches Continue optimizing whole user funnel Improving store conversion via A/B testing, Appstore optimization Keywords optimization

TESTING

TESTING

TESTING

TOOLS FOR TESTING & ASO

Prio Launch: Appannie, Appscotch Facebook advertising Mobile A/B testing for ASO tools (Splitmetrics…)

After game launches Google Play Store A/B testing platform Keywords: Appannie, Sensortower, MobileDevHQ, Google Keywords Planner tool

AUDIENCES

PAID USER ACQUISITION

PAID USER ACQUISITION

A highly successful mobile advertising strategy leverages several ad networks to manage ad inventory and acquire users across channels.

PAID USER ACQUISITION

The Core of UA is LTV > eCPI

Analytic is essential

Freemium Economics By Eric Seufert

PAID USER ACQUISITION

Many advertisers have 40-50% spend outside US

Common paid channels Facebook Video networks (AdColony, Unity,

Vungle, Applovin…) Chartboost

Always exploring new channels or ad type format (Instagram or FB Video Carousel)

PAID USER ACQUISITION

To spend at scale: Increase CPI bid Increase CTR & CVR

CREATIVE - INCREASE CTR & CVR

CTR (Ad creative)

High quality art

Gameplay focused

Video > banner

CTA

Characters

Appealing to target audiences

CVR (Appstore metadata)

ASO- display related

Icon

Screenshots

Ratings & reviews

Video

Description

GOOD ADS ARE IMPORTANT

SUMMARY

UA is important part of F2P game company Knowing your audience, picking right battle UA help to validate audience, game arts, mechanic UA does not mean having big budget to spend Testing & ASO are critical for every game launches Paid UA is all about LTV > eCPI If you could not bid high, focusing on optimizing toward CTR & CVR

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