Tapjoy shares its pre-launch checklist 101 for mobile app developers. This presentation shares five things developers should keep in mind before launching their mobile game.

1. Pre-launch
Checklist 101:
5 Things to Not
Forget Before
Launching Your
Mobile Game

2. Topics for Today
• Metrics
• New User Tutorial
• Monetization
• Administrative
• Acquiring Users

3. Metrics

4. Metrics
Without metrics you have no way to understand the health of your app
• 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
If you’re not sure what you
should be tracking, work with
your metrics provider to
generate a baseline list

5. What Should You Be Tracking?
A baseline set of metrics from launch will help you identify problems early
• 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

6. New User
Tutorial

7. 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

8. Use Clear Directions
How to do it right
Use arrows
Highlight where
you want the
users attention
Gray out areas
that don’t
matter now
Give simple info

9. 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

10. Monetization

11. 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

12. 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 Video
Featured Ad Cross Promotion

13. 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

14. 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!

15. 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

16. Acquiring Users

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

18. 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

19. 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

20. Thank you
rob.carroll@tapjoy.com
kc.tapjoy.com
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