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Expanding Peak Games across the pond – Growing in the US

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Expanding Peak Games across the pond – Growing in the US

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In this presentation delivered during the adjust Mobile Spree Event by Erdem Inan (Peak Games) you will learn:

- Why Peak Games focused on the US
- Shaping a go-to-market strategy
- Identifying unique challenges in individual markets
- User Acquisition strategies in different regions

You can find the video to this talk here: https://www.adjust.com/overview/company/2016/08/31/erdem-inan-mobile-spree-talk/

You can find more adjust reports and case studies in our resources section: https://www.adjust.com/resources/

In this presentation delivered during the adjust Mobile Spree Event by Erdem Inan (Peak Games) you will learn:

- Why Peak Games focused on the US
- Shaping a go-to-market strategy
- Identifying unique challenges in individual markets
- User Acquisition strategies in different regions

You can find the video to this talk here: https://www.adjust.com/overview/company/2016/08/31/erdem-inan-mobile-spree-talk/

You can find more adjust reports and case studies in our resources section: https://www.adjust.com/resources/

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Expanding Peak Games across the pond – Growing in the US

  1. 1. EXPANDING PEAK GAMES ACROSS THE POND: GROWING IN THE US ERDEM İNAN
  2. 2. Peak Games • Founded in October 2010, basedin Istanbul / Turkey, a team of 100 people • 300M+ Installs globally, 2 Games in Top 100 Grossing in US Stores, 2 Games in Top 5 Grossing in TR Stores. • Active in 150+ Countries with 10+ Titles in Synchronous Multiplayer& CasualCategories • Flagship Titles: Spades Plus (US), 101 OkeyPlus (TR), Okey Plus (TR), Toy Blast (US)
  3. 3. Team • BI & Marketing Team • A Team of 15 People: Analytics, User Acquisition & Art, Big Data Team • Providing services to 10+ products in User Acquisition, CRM and Analytics • 10+ Game Launches; Regular User Acquisition Campaigns in many countries at large scale. • Myself: • 4 years at Peak Games. • Leading the User Acquisition + CRM + Analytics teams • Engineering Background with an Economics MSc.
  4. 4. Content • How we grew two games in the US? • The differences and similarities of games in different genres • The differences and similarities of marketing in different genres • Why we focused in the US? • Team advantages of focusing in one country • Business advantages of focusing in one country
  5. 5. Test  Phase Android  Live iOS  Live iOS   Commercial   Launch Product  Iterations Aggressive   Push  Start Major  Content  &  Service  Updates Toy Blast Growth Timeline
  6. 6. Toy Blast: (Puzzle) Top 30 Grossing Games in iOS in the US Top 30 Grossing Games in Android in the US iOS Ranking in Time Android Ranking in Time
  7. 7. Test  Phase Spades Plus Growth Timeline Regular  Marketing  Period More  Aggressive  Marketing  Period Regular  Marketing  Period Aggressive  Marketing   Period Mobile  Version  Live Largest  Spades  Community! Seasonal  Decline Platform  Featuring
  8. 8. Spades Plus: (Card) Top 100 Grossing Games in Android in the US Android Ranking in Time
  9. 9. Toy Blast - Puzzle Mass Less Targeted Audience Higher Short Term Retention Less time & short term reasons to pay Virality / Hit Effect Huge Market with Many Games Content-driven Content Operations Popular Game Spades Plus - Card Niche Highly Targeted Audience Higher Long Term Retention More time & long term reasons to pay Community Effect Winner-Takes-All Market User-driven User Operations Traditional & Cultural Game Differences in Product
  10. 10. Toy Blast - Puzzle Lower CPIs & Faster ROI Less Precise Targeting Higher Paid User Quality Higher Short Term Marketing Impact Strong Display Marketing Low Locality across the US More Aggressive Pushes Spades Plus - Card Higher CPIs & Slower ROI Super Precise Targeting Higher Organic User Quality Higher Long Term Marketing Impact Strong Keyword Marketing High Locality in certain states Regular User Acquisition Campaigns Differences in UA Strategy
  11. 11. Toy Blast & Spades Plus UA Similarities Creative Optimization App Store Optimization High UA Effect on the Growth Cultural Effects in UA (US Effect) 10+ Acquisition Partners’ Management Major Acquisition Partners Similarities in UA Operations
  12. 12. One Market Strategy: Only in the US? - ROI Perspective: Better opportunities elsewhere => YES! - We could have done higher ROI campaigns in 150+ countries at the same time. But we did not… - Instead we focused consistently in the US; eventually hitting the ranks in top 100 => top 50 => top 30.
  13. 13. Advantages of Focusing only to the US • Market Specific Know-how: • Creatives • Partners & Sources & Pub IDs • Ad Units • Competitors • Learning the customers’ expectations • Running with one country’s calendar • Team Focus: Everyone can go into great level of detail with one country. • Language & Time zone Focus • Increasing organics
  14. 14. UA is Cultural + UA is Regional • Some games fit better with some cultures / countries => regions. • Learning who the real players are, might greatly increase your effectiveness. • Non-Gamer Interest Clusters performed ~40% better in ROI when compared to gaming clusters. (Decreased Costs and Increased Response to Ads) • Target by State, By Famous Local & National Celebrities, Local Card Clubs etc.
  15. 15. United  States CTR:  2.05% CR:  33% South  Korea CTR:  3.08% CR:  20% Netherlands CTR:  1.23% CR:  22% Belgium CTR:  0.88% CR:  36% Turkey CTR:  2.44% CR:  33% Germany CTR:  1.33% CR:  37% United  States CTR:  1.48% CR:  42% Italy CTR:  1.04% CR:  33% South  Korea CTR:  0.99% CR:  26% Cultural Differences in UA Visuals
  16. 16. 4th July Game of Thrones Season Premiere St Patrick’s Theme Halloween Episode US Tax Day Popular & Contextual Content
  17. 17. Organic Installs • Understanding organic installs is crucial. • Organic Installs = DAU Driven Organics + Marketing Driven Organics + Rest (App Store Keywords, Category & Store Rankings, Similar Games, Other Games of the Developer)
  18. 18. DAU Driven Organics • DAU drives organics => For viral spread you need people playing. • If your game grows then you will have more organics coming in. • More Organics will mean: • Higher Conversion Rates for your campaigns (Yes, UA takes some organics on itself. :/) thus lower CPIs. • Lesser budget constraints since the revenue increase will be more significant. • Your user base will be easier to sustain. • Even more organics => ASO, Category rankings, more peopleplaying your game. • Is the market finite? Not that we know. :) (For a mass game)
  19. 19. Marketing Driven Organics (1/2) • One User LTV > CPI is coming to an end for many genres. It was extremely safe. • We must rethink how we think of LTV. • Including an install’s effect on organics. • Including an install’s effect on DAU and market penetration. • Thinking on the opportunitycostof not buying an install. • Thinking of an install that you will buy next year. • We must rethink our ROI expectations. • An install is one of the fastest increasing assets in value. • Missing a potentially successful game is worse than spending x% more than you would ideally spend.
  20. 20. Marketing Driven Organics (2/2) • Paid User Acquisition drives organic installs in different ways: • View through attribution => Very Powerful • Marketing users own virality => Powerful • Store rankings => Less powerful • User Acquisition has a self-fulfilling loop: Your LTV can increase with Marketing => Marketing Driven Organics are usually better in quality than regular organics.
  21. 21. Summary • Different Genres require different game operations & user acquisition strategies • Focusing in one country has many direct & indirect advantages • Basic LTV calculation without a sophisticated look into virality, organic installs and opportunity cost cannot lead to aggressive marketing strategies for 90% of the F2P companies.
  22. 22. Thanks. Erdem İnan Director, BI & Marketing erdem@peakgames.net Our team is growing, and we want you to join us!

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