user acquisition: the latest trends, tools, and best practices clay kellogg chief revenue officer,...

User Acquisition: The Latest Trends, Tools, and Best Practices

Clay KelloggChief Revenue Officer, Chartboost Inc.

Game Distribution StrategyYou need one. This is where the rubber meets the road.1

2 You can’t outsource....one size does not fit all.

3 Dominate what you CAN control. Pray for the rest.

4 Large budgets and marketing teams ≠ success.

5 Context matters. Get ready for co-opetition.

Buy promotional space in other games.

Current State of User AcquisitionCross-Promo Ad NetworkDirect Deal

Use your user base to promote your new and old titles

internally.

Negotiate your own terms with a developer you know

and exchange traffic. Clicks, installs, or revenue splits on future earnings.

Internal Cross Promotion Tools➡ Leverage your assets and network to maximize revenue potential

➡ Multiple free options; look for tools that provide the best targeting and tracking

➡ Be smart about cross-promotion, limit by impressions per user, time, and sessions

Example: Get Set Games

6

Makers of the #1 free games Mega Jump and Mega Run with over 10M users

When games are a great fit, performance jumps. Click through rate: 45.1% Install rate: 9.9%

Example: Neon Play

7

Average CTR 35.51% IR 34.27%

Average CTR 15.74% IR 11.82%

Traffic Panic London 2

Carpark Carnage

App launches in July 2012

Direct Deal Relationships

Control: User Quality and Cost

Crankball

Ad Networks: Where do you start?

Transparency Control

Transparency and Control

Best Practices• Data is your friend – transparency is your

religion

• Take advantage of natural lifecycles

• Keep asking questions, it’s your data

Appendix

Made by game developers for game developers.

Maria AlegreCo-founder and CEO

Sean FannanCo-founder and CTO

Team of 26. Profitable from 2nd month.Leadership team from:

Developed and Monetized Tapulous’ Tap Tap Revenge Franchise Acquired by Disney

The game makers you know have partnered with Chartboost.

High Quality Interstitials = High Quality Users

Blended Publisher / Advertiser Experience

Interstitials Are The Answer