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Transcript of GameDev 2017 - Віталій Засадний - "Mobile User Acquisition and Engagement. Tactics...
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MOBILE USER ACQUISITIONTactics You Can’t Ignore
Vitaliy ZasadnyyHead of Mobile @ GetSocial
GameDev ConferenceLviv, Jan 21, 2017
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What DAU trend do you see more often?
Time
DAU
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What DAU trend do you see more often?
Time
DAU
TimeDA
U
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?WHO THE HELL AM I
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APP SPACE IS CROWDED
700+ iOS games are published every day
Source: pocketgamer.biz/metrics/app-store/submissions/
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EXPENSIVE TOACQUIRE USERSCPI is almost $3 for mobile games
Source: chartboost.com/insights/
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86% OF USERSLEAVE
Only 14% of the users stay longer than 3 days
* Source: andrewchen.co
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PREPARING YOUR APP TO USER
ACQUISITION
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1OPTIMISE APP STORE LISTING
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OPTIMISE APP STORE LISTING
1
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1OPTIMISE APP STORE LISTING
Title Description
Screenshots Video!
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CHOSE RIGHT KEYWORDS
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2EASY TO NO SIGN IN
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56%Do not force users to login without first receiving value
Source: Foolproof UX
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2EASY TO NO SIGN IN
Deferred Sign In Anonymous Users
Social Sign In
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3PROVIDE EXTENSIVE TUTORIAL
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Target the first few days of usage, and in particular
the first visit“
- Andrew Chen, - Supply Growth @ Uber
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4LEVERAGE WORD OF MOUTH
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LEVERAGE WORD OF MOUTH
1
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88%Users prefer to invite friends via WhatsApp, Messenger and other chat applications over Facebook and Twitter.
Source: GetSocial Internal Analytics
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THE HOOKMODEL
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THE HOOKTrigger Action
Variable RewardInvestment
External
Internal
1
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Trigger Action
Variable RewardInvestment
Emails Notifications
Pin Re-pin Follow Comment
What did fiends post? Interesting objects
Log-in
Fear of loosing content Boredom
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Trigger Action
Variable RewardInvestment
Word of mouth Brand IP
Collection Gym Strength Pokemon Progression
Encounter Pokemon Catch Pokemon
Explore Walk
Device Vibrates (Pokemon Around)
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Trigger Action
Variable RewardInvestment
Social Push Notification Invitation from a Friend
In-Game Social Connections Fast Progression Access to Premium Content
Refer-a-friend
Social Competition Social Cooperation
USER ACQUISITION
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?NOT CONVINCED?
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+30%Users acquired via Smart Invites has 30% higher Day 1 retention
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+60%Day 30 retention increasecan be up to 60%
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Users acquired via GetSocial bring 20% more revenue monthly
+20%
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USER ACQUISITION IS EXPENSIVE
Most part of users leave
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ASO User Activation Word of Mouth
FOCUS ON
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YOU CAN BE A BADASS IN UA
Will you?
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THANK YOU@zasadnyy