User Acquisition : du desktop au mobile - Ingrid Florin Muller - Game Camp France 2018
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User Acquisition : du desktop au mobile - Ingrid Florin Muller - Game Camp France 2018
- 1. USER ACQUISITION: DU DESKTOP AU MOBILE Ingrid Florin Muller Ankama
- 2. HELLO ! Ingrid Florin Muller • Marketing Coordinator • Partnership Manager • Int. Marketing Manager • User Acquisition Manager Ankama • Desktop games • Mobile games • Boardgames • TV show & full feature films
- 3. GOBAL GAMES REVENUE IN BILLION USD 46% Mobile 27% PC 27% Console 2017 revenue share : 0 10 20 30 40 50 60 70 80 90 100 2017 2018 2019 2020 2021 Browser PC Games Downloaded/Boxed PC Games (Smart)phone Tablet Console Source: Newzoo’s global games market data
- 4. DESKTOP GAMES Channels: Blind ad networks Search & Display Remarketing Influencers Tracking: Cookie based / S2S Own tool & database (except. Steam/Redshell) Conversion path: Registration with email approval Third party software download Place your screenshot here
- 5. MOBILE GAMES Channels: Social Media Universal App Campaigns Video Tracking: Mobile attribution tool Database import into own BI Conversion path: Quick download / (de)install Free Guest account FB connect Placeyourscreenshothere
- 6. Summary 1. Tracking 2. Partners set up 3. Creatives 4. Funnel 5. Measurement
- 7. 1. TRACKING
- 8. “LTV as a key to unlock scale and value”
- 12. TEDIOUS LINKS GENERATION GDN / DISPLAY SEARCH AD NETWORKS PROGRAMATIC INFLUENCER SOCIAL
- 14. KNOW YOUR ACRONYMS New contact CPL/CPD CPI Engaged contact CPA CPE Tracking Pixel Callback Discoverability SEO ASO
- 15. 3. CREATIVES
- 16. “Marketing Innovation Starts And Ends With Customer Obsession”
- 17. THINK LANDSCAPE ➜ Horizontal ➜ 30 secs
- 18. THINK PORTRAIT ➜ Vertical ➜ 15 secs
- 19. 4. FUNNEL
- 20. Awareness SHORTER CUSTOMER JOURNEY ON MOBILE GAMES (F2P) Interest Conversion Rengagement Consideration
- 21. “Rising to the top requires a unique combination of skill and effort, from how the game is designed to how its marketed and operated as a live service”
- 22. 5. MEASUREMENT
- 23. INFLUENCER I: IMPACT CROSS PLATFORM GAME Mobile FTL Desktop FTL DESKTOP IMPACT CAN BE STRONGER…
- 24. INFLUENCER II: IMPACT MOBILE & DESKTOP Desktop Game FTL Mobile Game FTL … BUT MOBILE USUALLY COMES FIRST…
- 25. INFLUENCER III: IMPACT MOBILE & DESKTOP Desktop Game FTL Mobile Game FTL …EVEN WITH REDIRECTION TO DESKTOP
- 26. NEXT
- 27. DATA DRIVEN & AI MARKETING Scalability Transparency Personnalisation Dynamic content Audience Automation
- 28. Thanks! Any questions? You can find me at: imuller@ankama.com & on Linkedin
Editor's Notes
- 2 Bo gamers on mobile – play 55 min / day in the US
- Améliorer son marketing grâce à la data science. Définition de la fenêtre d’attribution, des événements permettant de prédire la qualité des cohortes et la LTV. Cookie based (except Redshell).
- Améliorer son marketing grâce à la data science. Définition de la fenêtre d’attribution, des événements permettant de prédire la qualité des cohortes et la LTV Envoi dans notre système de BI des datas de l’outil d’attribution.
- Conversion pixel / Tracked links (except for Google ValueTrack Parameter
- 1st use of mobile : msg & social apps then gaming (11%). Web browsing in decline.
- No CPO on mobile, no cost per download / no CPO
- Pic de connexion mobile le matin et l’aprèm. Meilleur engagement desktop. Mobile = utilitaires, productivité, partage des infos plus facile dans le but d’obtenir des push personnalisés et se faciliter la vie. Recherche en mobile, achat en desktop. CTR mobile plus élevés (misclicks). Conversion window shorter on mobile (free app) than on dekstop (premium game).
- CPC plus faible en mobile (CTR plus important) – mais en social, plus de post engagement en desktop : choose your KPI
- Desktop oriented influencer with 600 K subscribers (Zerator) – 70 K + 40 K views
- Gaming influencer 10 Mo subscribers (Squeezie) – 5 Mo views
- Generalist influencer with 3,2 Mo subscribers (Cyril) – 750 K views
- Transparency
- Talk with algorithm and create content driving emotional impact – Test / Learn / Adapt