Tens of thousands of apps are launched daily, all attempting to tap into this lucrative and growing market; yet relatively few find success. But ninety-nine percent of all mobile apps disappear sooner or later. So how do developers and studios get their app or game to become part of the valuable 1% category? In this session, Eyal Rabinovich, VP Marketing at MoMinis, will review some of the highly cost-effective tools available to publishers and developers that can be leveraged today, together with practical guidance, tips and best practices on where cross-promotion can be used and how.

1. Making
it
to
the
1%
Thursday,
December
27,
12

2. Thursday,
December
27,
12

3. • $2.7
billion
today,
$7.5
billion
by
2015
• +500,000
Android
apps
• 99%
of
the
apps
disappear…
• 5%
<
50K
downloads
• 1%
<
250K
downloads
Thursday,
December
27,
12

4. Making
it
to
the
1%
Thursday,
December
27,
12

5. The
Free
Effect
Free
New
AcceleraJon
Thursday,
December
27,
12

6. InnovaJon
AdopJon
Lifecycle
3.5%
13.5%
34%
34%
15%
Innovators
Early
Early
Late
Laggards
Adopters
Majority
Majority
Thursday,
December
27,
12

7. The
10
Golden
Rules
of
Everything
Thursday,
December
27,
12

8. 1.
Know
your
market,
understand
how
it
works
Thursday,
December
27,
12

9. MarkeJng
Strategy
High
Quality
Content
OpJmizaJon
PromoJon
Thursday,
December
27,
12
9

10. High
Quality
Content
2.
Know
your
audience
Thursday,
December
27,
12

11. Who
are
they?
• Non
Gamers
• Lots
of
females
• Different
age
groups
• Countries
Thursday,
December
27,
12

12. Meet
Berta
• Female
• Mother
of
2
• In
her
30s
• Berta
has
never
played
a
mobile
game
in
her
life
• Or
at
least
it
seems
that
way
Thursday,
December
27,
12

13. Thursday,
December
27,
12

14. All
you
have
to
do
is
to
start
playing
the
game
Thursday,
December
27,
12

15. Thursday,
December
27,
12

16. Thursday,
December
27,
12

17. Thursday,
December
27,
12

18. Okay,
that
doesn’t
work…
Let’s
try
to
press
on
something
else…
What
do
you
press
on
now?
Okay
it
didn’t
work…
Well
if
it
didn’t
work
I
will
press
it
over
and
over
again…
Thursday,
December
27,
12

19. Thursday,
December
27,
12

20. Thursday,
December
27,
12

21. Thursday,
December
27,
12

22. You
know…
you
should
really
let
the
player
know
how
to
play
the
game.
Maybe
write
down
instrucJons…
Thursday,
December
27,
12

23. Players
like
to
learn
Thursday,
December
27,
12

24. Players
don’t
like
to
read
Thursday,
December
27,
12

25. MAKE
IT
LOOK
SIMPLE
Thursday,
December
27,
12

26. High
Quality
Content
3.
Defining
your
guidelines
Thursday,
December
27,
12

27. Our
Guidlines
• Core
Gameplay
• MoneJzaJon
• OOBE
• Social
• EmoJon
• Customer
RelaJons
• Design
• Branding
• Progression
• PlayScape

28. EmoJon

29. EmoJon
Funny
Happy
Moments
Adrenaline
Haha
Yeah!
OMG
Thursday,
December
27,
12

30. EmoJon
Thursday,
December
27,
12

31. EmoJon
Thursday,
December
27,
12

32. EmoJon
Thursday,
December
27,
12

33. High
Quality
Content
4.
Invest
where
it
maeers
Thursday,
December
27,
12

34. Invest
where
it
maeers?
New
More
Revenue
Game
Users
Thursday,
December
27,
12

35. High
Quality
Content
1. Know
your
audience
2. Define
Guidelines
3. Invest
where
it
maeers

36. MarkeJng
Strategy
High
Quality
Content
OpJmizaJon
PromoJon
Thursday,
December
27,
12
36

37. PlayScape
Mega
Game
Cross
PromoJon
Reward
System
Transferable
Goods

38. PromoJon
45%
40%
35%
30%
25%
5.
AdverJsement
Space
20%
15%
10%
Industry
Standard
5%
0%
Splash
screen
Loading
screen
NoJficaJon
Thursday,
December
27,
12

39. PromoJon
6.
Use
incenJves
Thursday,
December
27,
12

40. PromoJon
UI
Message
7.
Develop
a
Jght
concept
Reward
System
Your
Concept
Thursday,
December
27,
12

41. MarkeJng
Strategy
High
Quality
Content
OpJmizaJon
PromoJon
Thursday,
December
27,
12
41

42. Data
Analysis
Thursday,
December
27,
12

43. Thursday,
December
27,
12

44. Thursday,
December
27,
12

45. Thursday,
December
27,
12

46. Thursday,
December
27,
12

47. Thursday,
December
27,
12

48. Thursday,
December
27,
12

49. Thursday,
December
27,
12

50. Thursday,
December
27,
12

51. Pyxxis
–
Who
was
right?
Players
Playing
By
Level
Stars
Collected
By
Level
70%
35%
60%
30%
25%
50%
20%
40%
15%
30%
10%
20%
5%
10%
0%
0%
Level
Level
Thursday,
December
27,
12

52. Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Data
Thursday,
December
27,
12

53. Development/
Improvement
Analyzing
the
TesJng
results
Thursday,
December
27,
12

54. PromoJon
8.
Stay
data
driven
Thursday,
December
27,
12

55. Why
is
that
important?
Thursday,
December
27,
12

56. • UninstallaJons
• RaJng
• Downloads
• Crashes
• Session
length
• AcJvity
• Usage
pareern
• LifeJme
Thursday,
December
27,
12

57. How
many
downloads?
What
is
the
Life
Jme?
When
do
players
uninstall?
What
is
the
usage
paeern?
Thursday,
December
27,
12

58. PromoJon
9.
Define
your
quesJons
Thursday,
December
27,
12

59. What?
Benchmark
Measure
&
Compare
Conclude
Thursday,
December
27,
12

60. What?
Session
Length
30
25
Benchmark
Minutes
per
Session
20
Measure
&
15
Compare
10
5
Conclude
0
Industry
Ninja
Run
Ninja
Maya
PlayScape
standard
Chicken
Pyramid
Thursday,
December
27,
12

61. PlayScape
Mega
Game
Cross
PromoJon
Reward
System
Transferable
Goods

62. PromoJon
10.
Data
Analysis
is
a
TRADE
Thursday,
December
27,
12

63. ArJst
business
Consumer
behavior
Story
telling
Project
management
copywriJng
entrepreneurs
Writers
data
analysts
art
designers
Game
design
social
media
Phycology
Development
Sound
AnimaJon
Independent
MarkeJng
Thursday,
December
27,
12

64. My
Previous
Session
Thursday,
December
27,
12

65. "games
lubricate
our
minds”
Benjamin
Franklin
“gameplay
is
the
direct
emoJonal
opposite
of
depression.”
Jane
McGonigal,
“Reality
Is
Broken”
Thursday,
December
27,
12

66. “The
biggest
moJvaJon
for
me
is
an
opportunity
to
create
a
small
world
and
let
players
step
into
it.”
Semyon
Volnov,
Cut
The
Rope
Thursday,
December
27,
12

67. Thursday,
December
27,
12

68. Contact
Us
Eyal
Rabinovich
|
VP
MarkeJng
|Co-­‐Founder
|
eyalr@mominis.com
Thursday,
December
27,
12
68