How to start working with user acquisition in mobile gaming? Which topics do you need to focus on at the beginning? How it looks like for different mobile genres? Mobile attribution, fraud detection.

1. User Acquisition? Where do I even start?
Lukasz Kwiecien, Head of Marketing Operations
September 2018
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2. Who are we?
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Founded in
2014
$150M
Revenue
2017
400+
Employees
8
Offices

3. Intro – bunch of general information about UA
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• I know the LTV – so what?
• CPI vs CPA vs CPC vs CPM, etc
• Attribution
• Monetization models
• Traffic sources

4. LTV in UA
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• Why is it important?
• LTV > CPI =

5. Media buying models
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• CPM – cost per mille
• CPC – cost per click
• CPI – cost per install
• CPA/E – cost per
action/engagement
Impression
Click
Install
Action

6. Attribution – what is that?
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• Where does this installation come from?
• Are my users playing?
• Which users are paying?
• Who delivers best users?
• How my actions impact the inflow of users?
• Appsflyer and others (Adjust, Kochava, Singular and
more)

7. How should I make money on my game?
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• Free with iaps
• Free with ads
• Free with iaps and ads
• Paid
• Paid with iaps

8. Traffic sources – where should I invest?
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§ Non Organic
• Social
• Search
• Adnetworks
• DSP’s & Native
• Affilliates
• Influencers
§ Organic

9. Social
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10. Search
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11. Adnetworks
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https://www.appsflyer.com/index

12. Demand-Side Platforms & Native
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13. In-app purchase monetization based games
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Huuuge Casino - Case Study

14. Where is the business here?
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15. Where are those payers – how do I reach them?
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Source: Gameanalytics.com
• Tier 1 Geos
• US being #1 market
• Who am I competing with?
• Genre dependent – niche games users are
harder to reach
• Who are my potential target audience?

16. The importance of the creative – how do I appeal to my
audience
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Source: MightySignal Parade

17. The importance of the creative
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Source: MightySignal Parade

18. ASO – the black (?) magic
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Source: MightySignal Parade

19. Players funnel
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Source: Gameanalytics.com

20. Looking beyond install
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• What events should I look at?
• Who is an engaged player?
• How does my players behave?
• Am I being cheated by vendors?
• How does the engagement correlate with
payment probability?

21. Measuring success
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• CPI vs Cost-per-purchase
• ROAS
• Importance of cohorted data
• ROAS Dx=ARPU Dx/eCPI
• ROAS Dx=Revenue Dx/Cost of that cohort
• Lifetime and payback

22. ROAS
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23. ROAS
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24. Takeways
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• Small budget = limited sources (Google + FB)
• Try to avoid affiliate traffic!
• Measure your players behaviour
• Know how to calculate metrics
• Know the ad products, ask for help and be
patient
• Iterate and test

25. Ads monetization based games
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TapTap Games Case Study

26. Ads monetization based games
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• No iaps = lower LTV
• Low LTV = Low CPI
• Focus on retention
• Need massive scale to be profitable (or does it?)
Voodoo’s Helix Jump Android – 100M+ downloads
• One finger play, quick sessions, fast
action

27. How Voodoo does the UA
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Source: MobileAction

28. How TapTap games does the UA
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Source: Appsflyer
Super Air Traffic Control
iOS

29. ASO again
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30. Definition of the success
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• Low CPI (<$0,5)
• High Retention Day 1 (>40%)
• Custom measures: Success rate
• E.g.: Retention/CPI = SR
• Good ads setup = revenue!

31. Thank you!
Contact me via: lukasz.kwiecien@huuugegames.com for details
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