The document discusses the three stages of the mobile games marketing lifecycle: the Honeymoon Stage, the Growth Stage, and the Strategy Stage. It describes each stage as follows:
1) The Honeymoon Stage is when the game is new and gets the highest click-through rates from players seeing ads for the first time. Developers must decide whether to aim for maximum reach or leave room for future scaling.
2) The Growth Stage occurs after scaling to the maximum on top channels. It involves increasing channels, team size, roles, and automation to continue growth.
3) The Strategy Stage happens when direct response ads no longer profitably drive sufficient new users. Developers must look to brand attachment, out of home
16. Unit Monetization
Mobile UA for Games in 2017
MarginalUnitAcquisitionCost
Hyper-Casual
Build &
Battle Social
Casino
PVP Card
Collection
Pure Casual
Hybrid Casual
Story-driven
Sports /
Racing
Tournament-D
riven PVP
17. Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
18. Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
19. Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
20. Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
21. Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Brand Reach
22. Components of a Growth Strategy
Mobile UA for Games in 2017
Direct Response
User Acquisition
Cross Promotion Brand Reach
23. Presentation Structure
1) Mobile UA for games in 2017;
2) The Three Stages:
The Honeymoon Stage;
The Growth Stage;
The Strategy Stage.
28. The Honeymoon Stage
Time
AppExposure
Honeymoon
Stage
ā¢ Game is new to everyone;
ā¢ Highest CTRs: ābest fitā players
seeing ads for first time (and
clicking);
ā¢ If marketing budget constrained by
team size, team can focus exclusively
on ātop tierā channels (=more
productivity per dollar spent).
30. The Honeymoon Stage
Time
AppExposure
Honeymoon
Stage
ā¢ Should I aim for here (max possible
reach before CPI pressure) in the
Honeymoon Stage?
ā¢ Or here (donāt maximize spend, leave
room to scale at cheaper unit price)?
31. Maximizing Scale in the
Honeymoon Stage
ā¢ Common dilemma for developers: reach max
scale in Honeymoon Stage (acquire the most
relevant users) as quickly as possible, or scale
more slowly while iterating on game (leave room
to acquire the best users for more evolved
release);
32. Maximizing Scale in the
Honeymoon Stage
Pros of scaling as quickly as
possible:
ā¢ No time for fast-followers to
clone;
ā¢ Market doesnāt have time to
get bored;
ā¢ High absolute spend = high
absolute virality at saturation.
Cons of scaling as quickly as
possible:
ā¢ Game could get better; burning
through potentially higher LTV
users with lower LTV product.
33. The Growth Stage
ā¢ Game has scaled to
max possible
profitable volume on
Tier 1 channels;
Time
AppExposure
Growth
Stage
34. The Growth Stage
ā¢ Game has scaled to
max possible
profitable volume on
Tier 1 channels;
ā¢ Increased number of
operational channels;
Time
AppExposure
Growth
Stage
35. The Growth Stage
ā¢ Game has scaled to
max possible
profitable volume on
Tier 1 channels;
ā¢ Increased number of
operational channels;
ā¢ Increase in UA team
size / roles;
Time
AppExposure
Growth
Stage
36. The Growth Stage
ā¢ Game has scaled to
max possible
profitable volume on
Tier 1 channels;
ā¢ Increased number of
operational channels;
ā¢ Increase in UA team
size / roles;
ā¢ UA automation.
Time
AppExposure
Growth
Stage
37. The Strategy Stage
ā¢ Direct response advertising no
longer drives new users,
profitably, at sufficient volume;
Time
AppExposure
Strategy
Stage
38. The Strategy Stage
ā¢ Direct response advertising no
longer drives new users,
profitably, at sufficient volume;
ā¢ Developer is forced to look
outside of direct response to
reach new customers: brand
attachment, out of home,
influencer, etc.
Time
AppExposure
Strategy
Stage