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).
13. Mobile Growth Strategies
1) CASE STUDY: WHAT DID WE END
UP DOING AT PIXEL FEDERATION?
2) UA STRATEGY: HOW DOES ASO
FIT INTO ACQUISITION STRATEGY?
3) GROWTH: WHAT IS THE IMPACT
OF ASO ON OVERALL GROWTH?
16. Mobile Growth Strategies
A) ASO Workflow: Communication
and Ownerships = Consistency
B) Increase Conversion:
C) Increase Visibility:
17. Mobile Growth Strategies
Monthly
Check-In
Week 1
Weekly
Check-In
Weekly
Check-In
Weekly
Check-In
Play Store
Experiment
Play Store
Experiment
Play Store
Experiment
Play Store
Experiment
App Store
Build
LiveOps
Update
Research &
Prioritise KWs
Target
Chosen KWs
Localise
Metadata
Update
Metadata
Week 2 Week 3 Week 4
18. Mobile Growth Strategies
A) ASO Workflow: Communication
and Ownerships = Consistency
B) Increase Conversion: Get Above
75th Percentile (Weekly Process)
C) Increase Visibility:
30. Mobile Growth Strategies
A) ASO Workflow: Communication
and Ownerships = Consistency
B) Increase Conversion: Get Above
75th Percentile (Weekly Process)
C) Increase Visibility: KWs for More
Organic Visitors (Monthly Process)
31. Mobile Growth Strategies
1) Research: Placing
Relevant KWs in a Backlog
2) Prioritise: Based on
Volume, Relevancy, etc.
3) Target: Inserting Chosen
KWs in Metadata
4) Measure: Tracking &
Monitoring Impact of KWs
Brainstorm, Competitors,
Category Keywords, etc…
Volume, LTV, Current Ranks,
Relevancy, etc.
Tracking, Monitoring, Uplift,
Reporting, etc.
Title, Subtitle, Long Description,
Localisations, etc.
KWO CYCLE
36. Mobile Growth Strategies
A) ASO Workflow: Communication
and Ownerships = Consistency
B) Increase Conversion: Get Above
75th Percentile (Weekly Process)
C) Increase Visibility: More Organic
Visitors (Monthly Process)
61. Mobile Growth Strategies
A) Loops, not Funnels: Cohesive
Framework That’s Sustainable
B) 3 Acquisition Loops: Paid (UA),
Organic (ASO) and Viral Loops
C) The Strategic Lever:
65. Mobile Growth Strategies
A) Loops, not Funnels: Cohesive
Framework That’s Sustainable
B) 3 Acquisition Loops: Paid (UA),
Organic (ASO) and Viral Loops
C) The Strategic Lever: Optimise to
Get More Out of Acquisition Loops
68. Mobile Growth Strategies
Ads Clicks Installs CPI ROAS ($2 LTV)
200,000 20,000 490 $2.04 98 %
200,000 20,000 798 $1.25 159.6%
CVR BEFORE AND AFTER FROM PREVIOUS
GRAPH IN A HYPOTHETICAL SCENARIO OF LTV,
CPM AND CTR OF 1% ARE CONSTANT
71. Mobile Growth Strategies
A) Loops, not Funnels: Cohesive
Framework That’s Sustainable
B) 3 Acquisition Loops: Paid (UA),
Organic (ASO) and Viral Loops
C) The Strategic Lever: Optimise to
Get More Out of Acquisition Loops
77. Mobile Growth Strategies
A) Improved User Flow: Making it
Seamless for User = “Transparent"
B) Decreased Costs: Improved the
Relative Difference of CPI vs. eCPI
C) Shortened Payback Time:
80. Mobile Growth Strategies
A) Improved User Flow: Making it
Seamless for User = “Transparent"
B) Decreased Costs: Improved the
Relative Difference of CPI vs. eCPI
C) Shortened Payback Time: There
Is Only One True King —> Cashflow
87. Mobile Growth Strategies
A) Improved User Flow: Making it
Seamless for User = “Transparent"
B) Decreased Costs: Improved the
Relative Difference of CPI vs. eCPI
C) Shortened Payback Time: There
Is Only One True King —> Cashflow
89. Mobile Growth Strategies
1) CASE STUDY: ASO WORKFLOW,
CONVERSION (80) / VISIBILITY (20)
2) UA STRATEGY: 3 LOOPS, NOT
FUNNELS AND STRATEGIC LEVER
3) GROWTH: BETTER USER FLOW,
DECREASED COSTS AND ROAS(D)