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How to successfully launch your mobile game

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Ryan Lessard of Pollen VC and Adam Flanders of Mobile Game Partners present "How to successfully launch your mobile game" first presented at PlayCrafting NYC on 27th July 2015.

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How to successfully launch your mobile game

  1. 1. HOW TO SUCCESSFULLY LAUNCH YOUR MOBILE GAME For More Information About Launching Your Mobile Game Follow @pollenvc on Twitter
  2. 2. 2 MGPADAM FLANDERS • Co-Founder of Mobile Game Partners • 16 years of video game industry experience with 12 years in mobile games • Launched more than 100 games at Glu and Z2 Live How To Launch Your Mobile Game
  3. 3. How To Launch Your Mobile Game 3 RYAN LESSARD SPECIAL THANKS TO: DAN CHAO DAVE BISCEGLIA REMCO SMIT • VP of Business Development • Help Clients Launch Their GamesWeekly KEN SETO
  4. 4. How To Launch Your Mobile Game 4 BUILD A GREAT GAME
  5. 5. How To Launch Your Mobile Game 5 SOME GREAT GAMES/GENRES
  6. 6. How To Launch Your Mobile Game 6 WHAT IS SUCCESS?
  7. 7. How To Launch Your Mobile Game 7 PRE- SOFT LAUNCH
  8. 8. How To Launch Your Mobile Game MEASUREMENT • Bug Tracking • Analytics • Chart Tracking • Attribution/Campaign Performance WHAT ARE OTHER STUDIOS USING?
  9. 9. How To Launch Your Mobile Game 9 Apple Releases your cash • Average Revenue Per Daily Active User • 1, 3 & 30 Day Retention • Benchmarks ARPDAU AND RETENTION
  10. 10. How to Launch Your Mobile Game 10 ALPHA/BETA TESTS
  11. 11. How To Launch Your Mobile Game 11 USER TESTING
  12. 12. How To Launch Your Mobile Game 12 SOFT LAUNCH
  13. 13. How To Launch Your Mobile Game 13 PURPOSE
  14. 14. 14How To Launch Your Mobile Game PLATFORM
  15. 15. How To Launch Your Mobile Game 15 • ~ 3-4 months • ~ $15-20k USD • ~ 2,000 DAU DURATION, BUDGET & SAMPLE
  16. 16. How To Launch Your Mobile Game 16 Apple Releases your cash • Bugs/Events • Downloads - by channel • Monetization ARPDAU - over $.20 • 30 day Retention - >5-6% • Sample Size ~2,000 DAU • $10-15k soft launch budget WHAT TO MEASURE Source: Fiksu
  17. 17. How To Launch Your Mobile Game 17 Apple Releases your cash Overspend Even Underspend Large English Speaking Population COUNTRIES
  18. 18. 18How To Launch Your Mobile Game Examples of Great Icons: ASO AND APP ICON *Tune study 2015
  19. 19. 19How To Launch Your Mobile Game
  20. 20. 20How To Launch Your Mobile Game
  21. 21. How To Launch Your Mobile Game 21 UA CAMPAIGN MEASUREMENT
  22. 22. How To Launch Your Mobile Game 22 Apple Releases your cash GAME EVALUATIONS
  23. 23. How To Launch Your Mobile Game 23 IS THERE A PERFECT TIME?
  24. 24. How To Launch Your Mobile Game YOUR PLATFORM RELATIONSHIPS 24 • No substitute for making a quality game that’s fun. • Pitching platforms early on • Meet reps at events • Ask someone if they’ll share your game • Submit through App Support
  25. 25. How to Launch Your Mobile Game 25 • English, French, Italian, German, Spanish • 14 countries from Apple • Google Translate LOCALIZATION
  26. 26. How To Launch Your Mobile Game 26 TRACKING APP STORE POSITION
  27. 27. 27How To Launch Your Mobile Game PRESS
  28. 28. How To Launch Your Mobile Game 28 LAUNCH
  29. 29. WHAT HAPPENS WHEN YOU GET FEATURED? How To Launch Your Mobile Game
  30. 30. How To Launch Your Mobile Game
  31. 31. 31 TYPICAL LAUNCH SCENARIO DOWNLOADS LAUNCH Downloads How To Launch Your Mobile Game
  32. 32. 32 TYPICAL LAUNCH SCENARIO LAUNCH REVENUE Revenue How To Launch Your Mobile Game
  33. 33. 33 LOWER YOUR EFFECTIVE CPI BY REINVESTING WHEN YOU ARE RIDING HIGH… How To Launch Your Mobile Game
  34. 34. 34How To Launch Your Mobile Game • Spending $1 profitably is better than not at all • Venture-backed targeting $250-300k in first 2 months • Agency Min = $20k • Free Users? POST LAUNCH UA BUDGET
  35. 35. 35 TYPICAL LAUNCH SCENARIO LAUNCH Fail to get credit with ad networks Can’t reinvest to acq more users You get paid by Apple DOWNLOADS REVENUE Revenue/Downloads How to Launch Your Mobile Game
  36. 36. How To Launch Your Mobile Game 36 Apple Releases your cash • Top games are spending millions monthly to acquire users • Need to be spend to make money • Spend intelligently/profitably WHAT HAPPENS WHEN YOU DON’T
  37. 37. How To Launch Your Mobile Game 37 QUESTIONS
  38. 38. THANK YOU
  39. 39. Velocity Capital 39 CONTACT RYAN LESSARD VP BUSINESS DEVELOPMENT, NORTH AMERICA ryan@pollen.vc Twitter: @pollenvc
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Ryan Lessard of Pollen VC and Adam Flanders of Mobile Game Partners present "How to successfully launch your mobile game" first presented at PlayCrafting NYC on 27th July 2015.

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