What to look out for when trying to scale up the user acquisition. What metrics to choose, how to approach this topic, what to measure and how to decide if we are successful or not. Presentation run by Lukasz Kwiecien, Head of Marketing of Gamesture at 8th edition of GameCamp (www.GameCamp.io).

1. Łukasz Kwiecień @ GameCamp Feb.2020
Scaling the UA activity
The challenges of growth

2. Łukasz Kwiecień @ GameCamp Feb.2020
Challenges
1. Challenge #1: Are we ready?
2. Challenge #2: How?
3. Challenge #3: Evaluation

3. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1
Are we ready to scale?

4. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1: Are we ready
1. Where are we?
2. Important KPIs
3. Creatives

5. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1: Where are we?
1. Technical/Soft/Hard launch?
a. Which geo
i. Technical launch - one with scale but relatively low CPIs (Brazil?, India?, Chile?,
Romania?)
ii. Soft launch - one that is demographically similar to your core market
iii. Hard launch - core markets first
b. Different metrics on those stages
i. Technical - general app health and performance
ii. Soft - retention, in game metrics, marketability
iii. Hard - all the KPIs
c. App health & QA

6. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1: Retention
Retention
*https://www.appsflyer.com/resources/app-retention-benchmarks/
*Average in category Top in category

7. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1: IPM
IPM - installs per mille
Affected by: ASO, creatives, placements, fraud
IPM = installs * 1000 / impressions
eCPM = CPI * IPM
$50 (eCPM) = $5 (CPI) * 10 (IPM)
or
$50 (eCPM) = $25 (CPI) * 2 (IPM)
https://medium.com/ironsource-levelup/reaching-god-mode-and-why-you-need-to-know-ipm-to-do-it-d6c945d41924

8. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1: Creatives
Have them!
Images (20 sizes),
Videos (landscape, portrait,
square - 20 pieces)
Playables (if you can)
And a good COPY
Localise, appeal
to local audiences

9. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1: Creatives

10. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #1: Creatives

11. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #2
How should we approach scaling?

12. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #2: Focus on downloads
Geo
Campaigns split
Optimization
Big audiences mean low CPIs
Try to tier countries by their metrics similarity (language, potential volume,
ARPU potential etc, not geographical proximity)
Worldwide Tier 1 Tier 2 RoW
GP iOS GP iOS GP iOS GP iOS
App installs, lowest possible CPI
Excluded from WW

13. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #2: Focus on purchases (or any other event)
Geo
Campaigns split
Optimization
**App Event Optimization or Value Optimization on FB
Try to identify markets by taking them out of WW campaign
Core market 1* Worldwide Core market 2* Core market 3*
GP iOS GP iOS GP iOS GP iOS
Installs advanced or app events**, realistic CPA
*Excluded from WW

14. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #2: Focus on geo expansion
Geo
Campaigns split
Optimization
*Fishing for good performers
**Selected good performing countries, excluded from WW
***Single winner, excluded from Tier 1
Worldwide* Tier 1** Single performer*** Tier 2
GP iOS GP iOS GP iOS GP iOS
Installs or installs advanced

15. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #3
Proper evaluation

16. Łukasz Kwiecień @ GameCamp Feb.2020
Challenge #3: Evaluation
Retention is one of the
key factors
Category KPI
benchmarks
Waiting is not a strategy -
things don’t fix
themselves

17. Łukasz Kwiecień @ GameCamp Feb.2020
A bit of backstory
Learnings from the past

18. Łukasz Kwiecień @ GameCamp Feb.2020
Backstory
4.9
4.8
Google Play
App Store

19. Łukasz Kwiecień @ GameCamp Feb.2020
Backstory
ARPDAU DAU
ANR and performance issues
Update 2.0
18 updates
One Fix
to fix
them all
Update
3.0
Scale up

20. Łukasz Kwiecień @ GameCamp Feb.2020
Backstory continues

21. Łukasz Kwiecień @ GameCamp Feb.2020
Few learnings
1. UA is not a single factor of growth
○ It relies heavily on game monetisation
(game economy)
2. Proper data collection is a must
3. Spending money is not everything (don’t forget
about ASO!)
4. Introduce one variable at a time
5. But don’t be afraid to test things

22. Łukasz Kwiecień @ GameCamp Feb.2020
Thank you!
& reach out!
lkwiecien@gamesture.com