Confidential Kongregate Document 1

Everything I Hate About Mobile User Acquisition

Confidential Kongregate Document 2

I work for Kongregate

THAT’S ME!

What is Kongregate?• Open platform for browser-based games

– Flash, Unity, HTML5, Java, etc.

• Mobile publisher of F2P games for core gamers• 15M monthly unique visitors worldwide• Core gamers – 85% male, average age of 21• MMOs, RPGs, CCGs/TCGs, TD, shooters, etc.• Platform level virtual currency “Kreds” for F2P games• Acquired by GameStop July 2010

Some of Kongregate’s Existing Developer Partners

5

I used to work at GREE

THAT’S GREE!

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Aaron hates when people refer to ‘user acquisition’ as ‘getting installs’.

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Aaron hates it when developers complain about CPI costs.

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Aaron hates when the budget for UA is too low.

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Aaron hates that postback is underutilized.

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Aaron loves attribution partners.

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Aaron hates tracking issues with attribution partners.

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Aaron hates that ad networks and advertisers have very different goals.

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Aaron hates when ad networks have nothing to offer.

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Aaron hates blindly bidding on traffic in bulk.

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Aaron hates when ad networks are not self service.

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Aaron hates when people say they can’t afford good creative.

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Aaron hates that there is no fountain of perfect users.

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Aaron hates incent traffic.

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Aaron hates being distanced from the publisher.

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Aaron hates focusing on demographics.

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Aaron loves Facebook.

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Aaron hates Facebook’s 28 day look back window.

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Aaron hates waiting more than 3 seconds to play a game.

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Aaron hates seeing advertising offers upon launching the game.

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Aaron hates when he can’t download the game over 3G.

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Aaron hates reading in the FTUE.

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Aaron hates focusing on just the tutorial completion rate.

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Aaron hates tutorials that go too deep too fast.

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And that’s everything that Aaron hates.

aaron@kongregate.com