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