At Pollen, we work with a lot of studios when they’re launching or scaling their game. Often times, we come across studios that make amazing games but just don’t know how to capitalize on the business side. We hope that by the end of this class, you’ll be well equipped to maximize your game’s potential
LTV measurement and multi-touch attributionGameCamp
Can multi touch attribution models help you increase the LTV of your campaigns? How should you split the credit for revenue generated by users who saw multiple ads? What is easy what is more difficult?
Developer's Guide to Marketing and Monetization of Windows Phone Apps (June 2...Alan Mendelevich
This document provides tips and strategies for marketing and monetizing Windows Phone apps. It discusses setting competitive prices, trials, in-app purchases, advertising strategies, promoting apps through blogs, podcasts, social media and more. Case studies are presented showing how giving apps away for free initially can lead to more downloads and sales later. The document emphasizes the importance of marketing an app as much as or more than the quality of the app itself.
This document discusses measuring the K-factor, which is a viral growth rate, in order to more accurately calculate ROI for user acquisition campaigns. It defines the K-factor, provides examples of how viral growth occurs over multiple cycles, and outlines challenges in measuring the K-factor, which can vary over time. It recommends defining an attribution window and virality cycles, tracking referrals to isolate the uplift from viral installs, calculating the average K-factor, and applying it to the ROI calculation to account for installs generated through viral growth. Capturing this secondary effect of user acquisition spending provides a more complete picture of campaign performance and ROI.
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.GameCamp
To have a sustainable, repeatable and balanced Acquisition Strategy you’ll need to think of it as system of compounding loops. And although the Paid Acquisition loop (UA) is crucial part of it, ignoring the Organic Acquisition loop (ASO) might mean the difference between a game that generates 7-figures or 8-figures revenue per year. Presentation based on examples and case studies. Presentation delivered by Erik Hegely, Head of Growth of Pixel Federation at 8th edition of GameCamp (www.GameCamp.io).
Soft launching a game - from dev and marketing perspective. TapTap Games case...GameCamp
How to so soft launch of a game? How to work with this from marketing and development perspective? How to use gaming data to make decision? Presentation based on TapTap Games case study
[Adjust & Snapchat] How to capture meaningful attention in 3 secondsAdjust
Learn more about the Snapchat platform, audience, and products that make it unique and the benefits the integration between Adjust and Snapchat offers.
You will learn:
- What the different ad formats look like
- How to optimize them
- How to measure their performance
- How you create powerful audiences with Snapchat and Adjust
See here for the video: https://www.youtube.com/watch?v=5nF4kkxc8_g
Enabling the growth of the game through performance marketing in 2020GameCamp
Every year performance marketing is changing and with it, growth strategies. This session covers in this topic, at the beginning some of the general rules in today's market and how to grow a game profitably through performance marketing channels and what are the most important metrics to keep in mind. In the next part, we will connect those growth metrics with signals which can be given to the Product/Game teams to help make good decisions. Presentation is be based on activities that Nordeus is doing to achieve such goals. Presentation delivered by Andrej Kugonic at 8th edition of GameCamp (www.GameCamp.io)
Creative testing: art or science? Learnings from Bidalgo data, framework and ...GameCamp
How designers should work with data people? What is good approach to test creatives? Bidalgo is sharing learnings from its data, case studies and cooperation with clients.
Driving revenue with Mobile Re-engagement - Go beyond the installAdjust
This document discusses mobile re-engagement strategies using the Liftoff and adjust platforms. It begins with an overview of the problem of user churn after app installation and the opportunity for re-engaging existing users. It then details how Liftoff uses real-time bidding and dynamic creative ads to retarget app users for re-engagement, while adjust allows for attribution and re-attribution of these efforts. Case studies demonstrate how joint Liftoff and adjust solutions can improve key performance indicators like cost per registration. The presentation emphasizes that acquisition alone is not enough and that re-engagement is key to optimizing user lifetime value.
Smartcoding for Marketing: UA Hacking | Elena VinokurovaJessica Tams
Delivered at Casual Connect Asia 2017. After completing game development, marketing has been the most difficult task faced by new game companies. With the success that Mytona has achieved from their first self-published title, they will share their advertising experience of a new game launch and some “hacking” tips to acquire high quality users while maneuvering through this challenging phase.
Facebook's and Social Creative Best Practice that worked for HuuugeGameCamp
Practical learnings from Huuuge Games' experience at Facebook creatives. What worked for us what did not. How Facebook creatives should be different than Google creatives? Presentation delivered at 8th edition of GameCamp (www.GameCamp.io).
Product Management Case Study : Farmville 2 country escapeKavita Behera
This assignment is based on the project management of the Farmville game. It focuses on new features and improvement of current features to make the revenue of the game increase by 10% to 15%. The primary focus of this project is to give a basic strategy and process layout
The Audience Builder - Paul H. Müller (CTO of Adjust)Adjust
The document is a presentation from The Mobile Measurement Company about their new Audience Builder tool. It introduces the Audience Builder as a way for app developers to (1) create user profiles and segments from app data, (2) export segments to partners like Facebook and Google, and (3) gain more control over user data and ad delivery. The Audience Builder will be free to use until the end of September.
If you invest in growth before you have retention, you’re renting users, not acquiring them. Alyssa Meritt, Head of Strategic Services delivered these mobile growth strategies at Apps World Germany 2016.
Alyssa shared with the audience, five tactics growth hackers use to generate sustainable results in mobile:
>Planning for retention
>Building in relevance to the mobile experience
>Rapid campaign iteration
>Always be optimizing
>Leveraging mobile data for smart acquisition
To find out more, please visit urbanairship.com or call us at +1 (855) 385-3155, or +44 (0)300 303 8796.
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...GameCamp
Session about experience of Creative Mobile in A/B testing game creatives on Google Play with their mobile title ZooCraft: Animal Family. Optimization Tips and Tricks for Early 2020 and ASO loop as they see in their company. Presentation delivered by Denis Larionov and Serg Kharchenko at 8th edition of GameCamp (www.gamecamp.io).
This document discusses the importance of player-centered market research and analytics for game developers. It recommends gathering both qualitative and quantitative data from early concepts through launch in order to understand the target audience, validate assumptions about player segments, and identify opportunities and risks. Key steps include collecting feedback from panels, focus groups, and soft launches to analyze results; then using analytics from MVP releases and beyond to monitor funnel performance, identify the target market, and inform marketing strategy and asset creation prior to full launch. The main takeaway is the importance of building plans based on user data rather than demographics in order to find players and focus on what really engages them.
How to Finance Your Growth A Metrics Based Approach - Martin MacmillanPollen VC
This document discusses how app developers can finance growth through a metrics-based approach using revenue recycling. It introduces Pollen VC, which unlocks the value of accrued app store earnings to fund advertising spend and fuel faster user acquisition and growth, without the need for venture capital. The document covers key metrics like LTV, CPI, and cash flow modeling to illustrate how revenue recycling can achieve the same user acquisition spend with a smaller initial budget or enable spending 4x more on paid user acquisition with the same budget. Developers are encouraged to contact Pollen VC to have their LTV and cash flows modeled.
The document discusses the funding gap that app and game developers face when trying to acquire users through paid user acquisition (UA) campaigns. Developers need funding to reinvest in UA in order to acquire more users, but they often cannot access funding from traditional sources like venture capital, credit cards, or publishers. This funding gap means that many great apps and games are never able to reach their full potential. The document proposes that developers could use funding based on their daily app revenue to directly reinvest in UA campaigns and acquire more users in a self-funding cycle. It emphasizes the importance of testing UA strategies to understand user metrics before launching large campaigns.
How to Finish a Video Game in One Month - the MVPSteven Lambert
The document provides tips for developing a first game, including brainstorming many ideas without judgment, focusing on one feature at a time, releasing early and often for playtesting, and continually improving the game based on playtesting feedback. It emphasizes starting with a minimum viable product and solving simpler problems to accomplish goals.
Mobile game design trends from east and west mgf - simon newsteadSimon Newstead
10 mobile game design trends from East & West, as presented at the Mobile Game Forum event in 2015. Topics covered include:
Touch-first interface
RPG mechanics cross genres
Evolved mechanics
Sacha keeps growing
Auto-play
IP useincreasing
Better word of mouth
Deeper cross promo
Production quality rising
Added depth to social
The document discusses alternative funding options for game developers to support user acquisition during game launches. It notes that while some games go viral with no promotion, most require spending on user acquisition. Traditional options like venture capital, publishers, or credit cards have limitations. The document introduces PollenVC as an alternative that provides daily funding based on sales, allowing developers to reinvest money directly into promotion while their game is performing well in order to acquire more users and lower their customer acquisition costs.
“Searching for the Labours of Hercules” is a KA2 Mixed Strategic Partnership for School Education Project funded by Erasmus+ Programme of The European Union.The aim of this booklet is to introduce the mobile game in technical terms, which was developed as one of the intellectual outputs of our EU project "Searching for the Labours of Hercules - 2014-1-TR01-KA201-012990" with the leadership of Hacettepe University by Pixega Game Studio.
This document discusses various techniques and logics used in games to engage and attract users. It describes different elements used in popular games such as epic worlds to enhance the experience, customizable avatars for self-expression, skills/traits to provide a sense of control and mastery, currency for collecting and trading, quests to fulfill motivations like control and autonomy, tutorials to teach gameplay, and achievements to provide status and acceptance. The document argues that these game design elements can be applied in non-game environments to similarly engage and motivate users.
Top Reasons Why Your Mobile Game Will (Likely) Fail | Chris Olson, Ethan EinhornJessica Tams
Delivered at Casual Connect USA 2016. The mobile market is tough. Early entrants are entrenched, UA costs are exploding. How will your game fare in a red ocean of competition? Two veterans share their thoughts and suggestions on what to consider as you go to market.
Elements of Play - Ingredients for a Video GameSteven Lambert
The document discusses the key elements of game design: core mechanics, secondary mechanics, progression elements, and narrative. It defines core mechanics as the fundamental interaction that drives the game, such as running/jumping in platformers or shooting in FPS games. Secondary mechanics add variety to the core mechanic, while progression elements like levels and power-ups encourage continued play. Finally, narrative provides the context for why the player progresses through the game. The document stresses that the most effective games have these elements working together in a complementary way.
The document discusses metagame design and reward systems that drive engagement. It defines a metagame as layering a rewards system onto an existing activity to motivate certain behaviors. Examples of metagames include collecting items, earning ranks in karate or scouting, and frequent flyer programs. The document provides a framework for metagame design including assigning points to actions, adding feedback and rewards systems using levels, leaderboards, and achievements, and facilitating viral outreach through social sharing. It concludes with tips for compelling metagame design such as creating a coherent experience, defining appropriate point systems, motivating different player types, designing shareable rewards, and using game pacing.
Consumers will increasingly expect retailers to offer highly customized buying recommendations at the right time through the right device.
Being able to follow these through with seamless and secure e-commerce transactions.
The potential of Data blending in every area from automotive telemetry to medical science to national security is enormous.
Independent of the source of data, the integration of event streams into an Enterprise Architecture gets more and more important in the world of sensors, social media streams and Internet of Things. Events have to be accepted quickly and reliably, they have to be distributed and analyzed, often with many consumers or systems interested in all or part of the events. Dependent on the size and quantity of such events, this can quickly be in the range of Big Data. How can we efficiently collect and transmit these events? How can we make sure that we can always report over historical events? How can these new events be integrated into traditional infrastructure and application landscape?
Starting with a product and technology neutral reference architecture, we will then present different solutions using Open Source frameworks and the Oracle Stack both for on premises as well as the cloud.
“Thank Bunny” is a business tool that empowers retailers to execute their customer engagement activities effortlessly and auto-magically. Simply said, it helps a business to retain customers and increase sales with proven game-mechanics.
The Big Data Ecosystem for Financial ServicesDataStax
1) The document discusses the use of big data and modern data architectures in the financial services industry.
2) It notes challenges such as aging IT systems, high costs, and lack of resources that are barriers to using big data.
3) Reference architectures are presented from IBM, Oracle, and DataStax that incorporate technologies like Hadoop, Spark, and Cassandra to power applications like customer 360, fraud detection, and real-time analytics.
The Cloud topic is everywhere, not only for big software companies, but also for our customers and of course for all service providers.
How to move from the traditional IT to a full Cloud environment and how to manage the transition phase?
We show you the Trivadis Cloud transition approach, standardized and proven, which leads you into a safe and optimized usage of cloud services in your daily business.
It’s all about Data - a Trivadis core competence for decades - no matter which deployment model we choose.
In this presentation we shed light on various Cloud strategies and concrete technologically aspects.
Building a New Platform for Customer Analytics Caserta
Caserta Concepts and Databricks partner up to bring you this insightful webinar on how a business can choose from all of the emerging big data technologies to figure out which one best fits their needs.
Joe Caserta was a featured speaker, along with MIT Sloan School faculty and other industry thought-leaders. His session 'You're the New CDO, Now What?' discussed how new CDOs can accomplish their strategic objectives and overcome tactical challenges in this emerging executive leadership role.
In its tenth year, the MIT CDOIQ Symposium 2016 continues to explore the developing role of the Chief Data Officer.
For more information, visit http://casertaconcepts.com/
Organizations hugely rely on their customer sentiments to make business related decisions. Net Promoter Score is a reliable metric to understand customer satisfaction.This infographic highlights some points to remember to make the most out of the process.
How to Scale Your Game: Understanding the Metrics and How to Act on Them | Ma...Jessica Tams
Delivered at Casual Connect Asia 2017. This session will show how to make sense of your game’s metrics and establish whether or not paid marketing makes sense as a way to scale a game. At the core, having a good understanding of LTV is essential, and then understanding whether the unit economics work to use paid UA as a viable marketing channel. We will also cover how to finance growth, and explore the different options available.
Fiksu presentation at GDC: The Vicious Battleground, The Challenge of Gamer A...Fiksu
Glenn Kiladis, VP of New Market & Media Solutions at Fiksu, discussed the challenges of gamer acquisition in today's highly competitive mobile gaming market. He outlined the difficulties of achieving cost-effective gamer acquisition at scale, gaining optimal app store visibility, navigating the growing ecosystem, and understanding shifting consumer behavior. Kiladis also provided strategies for optimizing discovery, acquisition, and post-download engagement through techniques like paid media, retargeting, social marketing, and app store optimization. The presentation aimed to help app publishers effectively acquire loyal gamers and maximize ROI in this challenging battleground.
Wouldn’t it be great to get more users to spend more time and money in your a...Game-Consultant.com
This document promotes a platform called GetSocial that aims to help mobile game developers grow, engage, and monetize their user base. It outlines features like social sharing, notifications, chat, and analytics to boost virality, retention, and in-app purchases. The platform provides developer tools like SDKs and dashboards to integrate these social features and gain insights. It claims integrating social elements can increase lifetime user value and that its 30-person team spent 2 years developing a solid technology to deliver on changing mobile games through organic growth, engagement, and community salesforces.
Explain your marketing plan or business proposal with this amazing slidedeck available for PowerPoint & Keynote. Slides include market summary, product definition, competition, positioning, pricing, success metrics, project milestones, schedule and many more.
LINK -> https://www.improvepresentation.com/presentation-templates/marketing-presentation-template
Microsoft Services helps businesses all over the world build the right solutions to meet their business goals. In this marketing scenario see how a chief marketing officer of a retail store plans and optimizes their marketing efforts for the launch of a new smart watch.
This document provides insights on generating ROI-positive traffic for free-to-play mobile games. It discusses best practices for user acquisition, including setting up proper tracking, optimizing app store presence, and buying traffic strategically. Key recommendations include understanding user lifecycles, identifying the best traffic sources for your target users, optimizing campaigns based on eCPI versus CLV, and integrating tracking SDKs ahead of launch.
The document discusses how mobile app marketers can effectively control the full user lifecycle through acquisition, analysis, and remarketing. It outlines key metrics like DAU/MAU, retention, engagement index, lifetime value, and user acquisition ROI that marketers should track to analyze user behavior. Remarketing tactics like campaigns are described to reactivate past users and promote cross-promotion. The overview of Apsalar's analytics and audience tools is provided, highlighting case studies of clients doubling conversions and delivering high percentages of paying users through its solutions.
The document outlines 5 best practices of top-earning mobile apps and games. It discusses 1) taking care of power users and rewarding loyalty, 2) making in-app purchases easy through engagement and selection, 3) optimizing the user experience through usability, tutorials, and value communication, 4) supporting social engagement with sharing and achievements, and 5) encouraging user advocacy through communication, creative expression, and merchandise. The document provides analytics and examples for each strategy from the Amazon Appstore. It concludes with announcing an upcoming Amazon Appstore Developer Summit.
The Enlightened Vision platform enables brands to increase revenue and customer engagement by integrating philanthropic giving into their business model. The software-as-a-service allows companies to seamlessly donate a portion of sales to charities, boosting conversion rates and social sharing. Enlightened's tools help businesses better communicate their impact and connect with conscious customers who prefer to support brands that make a positive difference.
User acquisition requires focusing on more than just paid channels. Free and earned media should also be prioritized for most companies. Measurement is critical for proper segmentation and return on ad spend analysis by user type. Creative testing is an important way to generate learnings and optimize user acquisition efforts. The key is to understand target users, test hypotheses about what works best for each segment, and analyze results to improve user acquisition strategies over time.
Tapjoy provides predictive analytics and marketing automation tools to help mobile game developers maximize monetization from their user base. Their platform segments users into cohorts based on payment behavior, predicts future user value, and targets personalized content like ads and offers to optimize revenue. One customer saw a 90% boost in ad revenue by testing currency exchange rates identified by Tapjoy as most profitable. Tapjoy aims to help developers monetize from their many non-paying users by delivering the right experience at the right time.
PollenVC Pocket Gamer Connects London 2020 Pollen VC
The document discusses three key things to focus on before significantly scaling user acquisition (UA) spending.
1) Understand customer acquisition cost (CAC) and lifetime value (LTV) - the "north star" metric.
2) Determine how to fund increased spending on UA, exhausting least expensive options first.
3) Continually monitor how CAC and LTV change as spending increases so ROI remains high and the "machine" is running at full capacity. The goal is profitable growth through efficient use of capital.
Presenting our growth series to discover how top leaders in Google, Branch, CleverTap, and GrowthX are reimagining acquisition, engagement, and retention for today and beyond.
Customer Acquisition
Key learnings:
-Discover the top acquisition channels that are driving real growth right now.
-Find out where successful growth leaders are investing acquisition resources for optimal ROI.
The Canadian Gaming Summit: My Presentation on Allan Petrilli
The document discusses building a balanced marketing ecosystem using both traditional and digital marketing channels. It recommends starting with existing internal assets and customer data, then diversifying the acquisition strategy to include more digital channels like SEO, PPC, affiliates, social media and apps. The strategy should integrate new and existing channels, test campaigns, track performance on all channels, and constantly re-evaluate and optimize based on results. The goal is to increase reach, engagement and accessibility through an integrated approach combining online and offline tactics for new customer acquisition, cross-platform marketing and retention.
The Most Important Metrics for Scaling Your User AcquisitionPollen VC
As app marketing gets more sophisticated, there’s an increasing focus on metrics of every sort. Having a clear understanding of your unit economics is extremely important specifically customer acquisition cost (CAC) and user lifetime value (LTV) – how much a customer costs to acquire and the expected value of that customer over time from your app or game.
Marketers are rightly highly focused on these metrics, but sometimes fail to see the bigger picture of what that data is telling them in terms of how to visualize growth potential.
Loot! has developed a mobile marketing platform that incentivizes micro-influencers to create and share branded content through rewards. Businesses use the platform to run location-specific mobile campaigns, rewarding users for actions like sharing content or taking branded photos. The platform has over 60,000 users who have created 350,000 pieces of content, with a $120,000 revenue run rate for 2015. Loot! partners with NativeX to reward app installs, generating additional revenue.
The Necessity of Mobile App Marketing by App PromoPutra Utama
The document summarizes the findings of a survey conducted with 102 mobile app developers. It found that most developers focus on iPhone, iPad, and Android, develop multiple apps, and price apps free or $0.99. Only 20% of developers make $5,000-$50,000 in revenue, and 68% make $5,000 or less. However, the 12% of "top earners" who spend more time and money on marketing average over $50,000 in revenue per app. The document provides a checklist for app marketing strategies and concludes that dedicated marketing is necessary for app success.
Similar to Playcrafting - Mastering The Art Of Scaling Your Mobile Game (20)
when the distance between the sender and receiver is short (e.g. TV box and a remote control) infrared waves are used
for long range distances between sender and receiver (e.g. TV broadcasting and cellular service) both microwaves and radio waves are used
radio waves are ideal when large areas need to be coverd and obstacles exist in the transmission path
microwaves are good when large areas need to be covered and no obstacles exist in the transmission path.
advantages:
mobility
a wireless communication network is a solution in areas where cables are impossible to install (e.g. hazardous areas, long distances etc.)
easier to maintain
disadvantages:
has security vulnerabilities
high costs for setting the infrastructure
unlike wired comm., wireless comm. is influenced by physical obstructions, climatic conditions, interference from other wireless devices .
The information from sender to receiver is carrier over a well defined frequency band.
This is called a channel
Each channel has a fixed frequency bandwidth (in KHz) and Capacity (bit-rate)
Different frequency bands (channels) can be used to transmit information in parallel and independently.
radio waves are generated by an antenna and they propagate in all directions as a straight line
radio waves travel at a velocity of 186.000 miles per second
radio waves become weaker as they travel a long distance.
there are 3 modes of propagation:
surface mode – for low frequency waves
direct mode – for high frequency waves
ionospheric mode – long distance high frequency waves.
Guglielmo Marconi invented the wireless telegraph in 1896
Communication by encoding alphanumeric characters in analog signal
Sent telegraphic signals across the Atlantic Ocean
1914 – first voice communication over radio waves
Communications satellites launched in 1960s
Advances in wireless technology
Radio, television, mobile telephone, communication satellites
More recently
Satellite communications, wireless networking, cellular technology.
Transmitting voice and data using electromagnetic waves in open space (atmosphere).
Higher frequency means higher energy photons
The higher the energy photon the more penetrating is the radiation.
The information from sender to receiver is carrier over a well defined frequency band.
This is called a channel
Each channel has a fixed frequency bandwidth (in KHz) and Capacity (bit-rate)
Different frequency bands (channels) can be used to transmit information in parallel and independently.
Assume a spectrum of 90KHz is allocated over a base frequency b for communication between stations A and B
Assume each channel occupies 30KHz.
There are 3 channels
Each channel is simplex (Transmission occurs in one way)
For full duplex communication:
Use two different channels (front and reverse channels)
Use time division in a channel.
when a high-frequency alternating current (AC) passes through a copper conductor it generates radio waves which are propagated into the air using an antenna.
radio waves
Celebrity Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And ...
Playcrafting - Mastering The Art Of Scaling Your Mobile Game
1. MASTERING THE ART OF SCALING YOUR MOBILE GAME
For More Information About Launching or Scaling Your Mobile Game, Follow @pollenvc on Twitter
PART 2 OF THE POLLEN/PLAYCRAFTING SERIES
2. Mastering the Art of Scaling your Mobile Game 2
KENNETH LUI
• Business Development
• Competitive Dota 2 and Smash (Melee & 4)
player
• Previously addicted to Clash Royale,
Pokemon GO, Summoner’sWar, and Non-
stop Knight
6. How To Launch Your Mobile Game
MEASUREMENT
• Bug Tracking
• Analytics
• Chart Tracking
• Attribution/Campaign Performance
WHAT ARE OTHER STUDIOS USING?
7. Mastering the Art of Scaling your Mobile Game 7
Apple Releases
your cash
• Average Revenue Per Daily
Active User
• 1, 3 & 30 Day Retention
• Benchmarks
ARPDAU AND RETENTION
10. Mastering the Art of Scaling your Mobile Game 10
PURPOSE
• Competition is fierce, and getting your
game right for the first time is
essential!
• Testing the user experience/behavior
in the game
• Testing that analytics is working
(Marketing -> In-Game)
• Get an understanding of UAC and LTV
12. Mastering the Art of Scaling your Mobile Game 12
• ~ 3-4 months
• ~ $15-20k USD
• ~ 2,000 DAU
DURATION, BUDGET & SAMPLE
13. AALTO EE / GAME EXECUTIVE 2016 13
Apple Releases
your cash
• Bugs/Events
• Downloads - by channel
• Monetization ARPDAU - over $.
20
• Retention
• D1 ∼ 40%
• D7 ∼ 20%
• D30 ∼ 10%
• Organic Growth /Virality (k-
factor)
WHAT TO MEASURE?
Source: Fiksu
14. Mastering the Art of Scaling your Mobile Game 14
Apple Releases
your cash
Overspend Even Underspend
Large English Speaking Population
COUNTRIES
15. 15How To Launch Your Mobile Game
Examples of Great Icons:
ASO AND APP ICON
*Tune study 2015
16. AALTO EE / GAME EXECUTIVE 2016 16
UA CAMPAIGN MEASUREMENT
17. AALTO EE / GAME EXECUTIVE 2016 17
IN-GAME ANALYTICS
18. Mastering the Art of Scaling your Mobile Game
YOUR PLATFORM RELATIONSHIPS
18
• No substitute for making a quality game that’s fun.
• Pitching platforms early on
• Meet reps at events
• Ask someone if they’ll share your game
• Submit through App Support
19. AALTO EE / GAME EXECUTIVE 2016 19
TRACKING APP STORE POSITION
21. 21
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
Apple
DOWNLOADS REVENUE
Revenue/Downloads
AALTO EE / GAME EXECUTIVE 2016
22. 22
LOWER YOUR EFFECTIVE CPI
BY REINVESTING WHEN
YOU ARE RIDING HIGH…
How To Launch Your Mobile Game
24. HOW TO SCALE YOUR MOBILE GAME
MARTIN MACMILLAN, CEO
25. How to Finance Your Growth: A Metrics Based Approach 25
ABOUT POLLEN VC
MARTIN MACMILLAN, CEO & FOUNDER
Pollen VC provides a new type of growth capital for
app developers who are ready to scale
We enable developers to fund advertising by
unlocking the value in app store revenues early
Our model is a flexible and non-dilutive alternative to
equity financing, allowing developers to retail control
while growing their business
Our mission is to get start-ups to think about capital
efficiency, using the right type of funding for the
right purpose
26. How to Finance Your Growth: A Metrics Based Approach 26
AGENDA
PREPARE TO SCALE
ALL ABOUT THE METRICS/UNIT ECONOMICS
FINANCIALS
WHAT DOES YOUR ORGANIZATION LOOK LIKE?
27. How to Finance Your Growth: A Metrics Based Approach 27
ARE YOU READY?
WHAT DOES YOUR BUSINESS LOOK LIKE?
MOTIVATIONS
WHAT’S THE END GAME?
28. 28
Everyone knows the stories about a few apps that go
viral with no promotion.
For the 99.9% of all other apps launched, it’s necessary
to spend to acquire users.
THE REALITY IS THAT YOU
NEED TO SUPPORT YOUR
APP WITH PAID UA
How to Finance Your Growth: A Metrics Based Approach
29. 29
Let’s start with the basics…
UNIT ECONOMICS OF PAID UA
LTV - Lifetime Value
• Expected value of that customer
over it’s lifetime, i.e. total
amount earned
• What does it mean for app
developers?
• How long is a lifetime?
CPI - Cost Per Install
• How much does it cost to acquire a
user?
• Where do I find these users?
• How do I target these users?
• When do I pay for these users?
How to Finance Your Growth: A Metrics Based Approach
32. 32
THE USER ACQUISITION REALITY
Unless you have worked out an ROI positive way to spend money
on paid UA, no amount of VC or external investment will get you
the result you need.
FACT
Prepare to Join the App Millionaires Club
33. 33
CONSTANTLY TRACK
METRICS - DOWNLOADS, CONVERSIONS, RETENTION,
ARPDAU, CPI etc.
ATTRIBUTION - WHICH NETWORKS ARE WORKING OR NOT
WORKING - NB THIS CAN CHANGE DAILY
35. 35
RECIPE FOR SUCCESS
Understand what
it costs to acquire
a user
How to Finance Your Growth: A Metrics Based Approach
How long before
you receive the
revenue?
The revenue
they will
generate
VS
+
36. How to Finance Your Growth: A Metrics Based Approach 36
$1.60
$1.40
$1.20
$1.00
$0.80
$0.60
$0.40
$0.20
$0.00
1
11
21
31
41
51
61
71
81
91
101
111
121
131
141
151
161
171
181
191
201
211
221
231
241
251
261
271
281
291
301
311
321
331
341
351
361
PROFIT & LOSS DOES NOT
EQUAL CASH-FLOW
Days from launch
37. 37
THE PROBLEM: PLATFORMS
ONLY PAY OUT REVENUE UP
TO 60+ DAYS AFTER YOU’VE
EARNED IT.
LAUNCH
You’re earning money from day 1
This is your money
trapped in the payment system
Platforms release
your cash…
How to Finance Your Growth: A Metrics Based Approach
38. 38
HOW TO USE THIS TO YOUR ADVANTAGE
Unlock the value of your earnings
rather than using venture capital to
fund growth
Think of your accrued
app store earnings as an
untapped asset
How to Finance Your Growth: A Metrics Based Approach
42. 42
LTV CALCULATION ASSUMPTIONS
How to Finance Your Growth: A Metrics Based Approach
$1.50
LTV
365
Day max.
$1.00
CPI
1,000
Installs daily
43. How to Finance Your Growth: A Metrics Based Approach 43
$1.60
$1.40
$1.20
$1.00
$0.80
$0.60
$0.40
$0.20
$0.00
1
11
21
31
41
51
61
71
81
91
101
111
121
131
141
151
161
171
181
191
201
211
221
231
241
251
261
271
281
291
301
311
321
331
341
351
361
LET’S GET BACK TO LTV
Days from launch
44. How to Finance Your Growth: A Metrics Based Approach
-$100,000
-$80,000
-$60,000
-$40,000
-$20,000
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
44
NET CASH POSITION
Net Cash Position
first becomes
Positive
First App Store
payment hits bank
account
Spending $1,000/
day on ads
45. How to Finance Your Growth: A Metrics Based Approach 45
USING REVENUE RECYCLING
NetCashPosition
-$400,000
-$320,000
-$240,000
-$160,000
-$80,000
$0
$80,000
$160,000
$240,000
$320,000
$400,000
Weeks After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Net Position w Revenue Recycling Net Position
-$100,000
-$80,000
-$60,000
-$40,000
-$20,000
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
46. How to Finance Your Growth: A Metrics Based Approach 46
USING REVENUE RECYCLING
NetCashPosition
-$400,000
-$320,000
-$240,000
-$160,000
-$80,000
$0
$80,000
$160,000
$240,000
$320,000
$400,000
Weeks After Launch
0 4 8 12 16 20 24 28 32 36 40 44 48 52
Net Position w Revenue Recycling Net Position
-$100,000
-$80,000
-$60,000
-$40,000
-$20,000
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Recycling
revenue allows
you to achieve
same UA
spend on 20%
of your
starting
budget or
spend 4x more
on paid UA
with same
budget
c.$20,000 required
c.$80,000 required
47. How to Finance Your Growth: A Metrics Based Approach 4747
Reinvest earned LTV
directly into advertising
Acquire more
users faster
Extract LTV
on a daily basis
A NEW WAY…
Extract your LTV
as you earn it, to fund
your advertising spend
and fuel your growth.
Keep your VC money
in the bank!
48. How to Finance Your Growth: A Metrics Based Approach 48
FINANCES
WHO IS THE CFO?
WHERE ARE THE GAPS IN KNOWLEDGE?
PROCESSES AND SYSTEMS
50. How to Finance Your Growth: A Metrics Based Approach 50
LONG TERM GOALS
WHO WILL BUY YOUR COMPANY AND WHY?
BUILD YOUR BRAND!
PUBLISHER OR SELF PUBLISH?
RAISING VC/ANGEL FUNDING
51. IF YOU WANT US TO MODEL YOUR LTV
AND CASHFLOW PLS EMAIL US!
martin@pollen.vc
@PollenVC