In this SlideShare, we’ll cover: -How to translate growth into profitability -Three things you need to do to ensure your game grows with or faster than your competition -Top strategies to maximize the value of current cohorts -Two ways to boost return on ad spend by turbo-charging retention

1. #NewMarketingRules
GAMING
OF MARKETING ENGAGEMENT
NEW RULES
Live Video Series powered by CleverTap
New Reality, New Rules:
Gaming

2. The LTV you thought you could count on? There’s no guarantee it’ll stay
the same. The CAC that you were sure you had to pay? That changed too.
There is a huge opportunity right now in mobile gaming. You can pick up
new users much cheaper than before. But we don’t know how LTV and
ROAS curves are going to evolve in the new COVID-19 rules of marketing
engagement. So you need to monitor your key metrics much more
closely -- and more often -- than ever before.
Tear up your 2020 marketing plans.

3. New Rule #1:
Accept the gift: grow fast right now
Customer acquisition cost is significantly down, thanks to a reduction in
brand spend and increased inventory on social and news platforms as
people spend more time online.
“Our CACs are reduced by about 50%.
LTV has roughly stayed the same.”
Sai Srinivas Kiran G
CEO, Mobile Premier League
“We've seen roughly a 20% uptick in
terms of revenues.”
Martin Macmillan
CEO, Pollen VC

4. New Rule #2:
Don’t get too excited about the big
upper-funnel numbers
While overall revenues might be up, some games are seeing per-user
monetization decline. That means you need to be cautious about acquisition
and focused on engagement.
“You are best off managing this like a windfall... it's an opportunity to grab a set of
customers and create a new set of habits. But I wouldn't bank a strategy on it... it's going
to be really important to focus on efficiency given the economic conditions ahead.”
Grant Harbin
CEO, Headlight; Former VP Growth, KIXEYE

5. New Rule #3:
Build engagement and retention now,
because the good times may not last
Everyone is having a tough time right now. Even those who haven’t been
impacted financially yet probably will be. Cement their enjoyment of your
game now by being generous in advance.
“We're extending the timers so you can get unlimited lives for longer… and we'll give
gifts in the players' mailboxes.”
Rose Agozzino
Senior Marketing Specialist, Ludia Games

6. Casual games that users might have played for 3-5 minutes might now
see 30-40 minute sessions. So publishers need to keep creating new
content to keep users engaged.
New Rule #4:
Keep building new content, levels,
and challenges
“If previously players would hit a milestone after seven days, now with more free
time they're hitting it at day three.”
Rose Agozzino
Senior Marketing Specialist, Ludia Games

7. If you were checking metrics twice a week, double it. There’s so much change
right now that user behavior is extremely volatile. Most important: monitor the
one key metric that indicates potential for long-term engagement.
New Rule #5:
Monitor your metrics much more
closely than before
“Monitor the one key activity that you want the user to do in your game which enables
better retention. The entire company should be driving towards that metric to ensure
that what we are investing now can drive as much long-term growth as possible.”
Sai Srinivas Kiran G
CEO, Mobile Premier League

8. Everyone’s in the same storm, but we’re all in different boats. Think about
what you can do to support your users. Communicate with them. Do what
you can to help them.
New Rule #6:
Keep communicating to your players
“I think that we can't forget that behind every number there's a person. Be mindful
of the people who are going through something really bad right now.”
Jude Ower
CEO, Playmob

9. Thank you!
Questions?
webinars@clevertap.com
https://clevertap.com/new-rules-gaming/
#NewMarketingRules
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