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Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 1
Something like “Gamify your User Acquisition in
non-gaming verticals”
June 07, 2018
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 2
Who is this guy?
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 3
Who is this guy?
Michael Bork
● Until 2015 UA @ Goodgame Studios
● Until 2017 UA @ European Games Group AG
● Currently Head of UA @ runtastic
● Currently playing:
○ Destiny 2
○ Divinity Original Sin
○ 7 Days to Die
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 4
Who is this guy?
Michael Bork
● Until 2015 UA @ Goodgame Studios
● Until 2017 UA @ European Games Group AG
● Currently Head of UA @ runtastic
● Active sports?
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 5
Who is this guy?
Michael Bork
● Until 2015 UA @ Goodgame Studios
● Until 2017 UA @ European Games Group AG
● Currently Head of UA @ runtastic
● Active sports
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 6
What will he talk about?
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 7
From Gaming to Non-Gaming
What “best practices” can you take to a non-gaming vertical?
Tracking Channels
Creatives
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 8
From Gaming to Non-Gaming
What “best practices” can you take to a non-gaming vertical?
Tracking Channels
Creatives
Gaming
Michael
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 9
Tracking
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 10
Non
Gaming
Tracking
Gaming
Install
Registration
Purchase
Install
Registration
Purchase
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 11
Tracking
Non
Gaming
Gaming
Install
Registration
Purchase
Install
Registration
Purchases
Tutorial Completed
Equipped Rare Item
Level 1 Completed
Level 5 Completed
Joined Guild
Played 1 PVP match
Played 5 PVP matches
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 12
Tracking
Non
Gaming
Gaming
Install
Registration
Purchases
Tutorial Completed
Equipped Rare Item
Level 1 Completed
Level 5 Completed
Joined Guild
Played 1 PVP match
Played 5 PVP matches
Marketing Consent
Install
Registration
Purchase
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 13
Tracking
Gaming Tutorial Completed Equipped Rare Item Level 1 Completed
Level 5 Completed
Joined Guild
Played 1 PVP match
Played 5 PVP matches
Onboarding Functions Retention
(Social)
Engagement
Non
Gaming
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 14
Tracking
Gaming Tutorial Completed Equipped Rare Item Level 1 Completed
Level 5 Completed
Joined Guild
Played 1 PVP match
Played 5 PVP matches
Onboarding Functions Retention
(Social)
Engagement
Non
Gaming
Tour Completed Added a Shoe 1 run completed
5 runs completed
Joined Group
Viewed Leaderboard
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 15
Tracking
Non
Gaming
Gaming
Install
Registration
Purchases
Tutorial Completed
Equipped Rare Item
Level 1 Completed
Level 5 Completed
Joined Guild
Played 1 PVP match
Played 5 PVP matches
Marketing Consent
Install
Registration
Purchases
Tour Completed
1 run completed
5 runs completed
Joined Group
Added a Shoe
View Leaderboard
Marketing Consent
Trial Started
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 16
Tracking
Having more post install events and more data available supports you in answering the following questions:
● Understand what your user actually does within the app
○ Where do users churn?
● Is my traffic fraudulent?
● Anything broken in the product?
● Which Post Install Event is the best proxy to a purchase?
But actually why?
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 17
Creatives
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 18
What about creatives?
Non
Gaming
Gaming
● Many variations and iterations
● Lots of ingame footage
● All possible formats (Banners, interstitials,
portrait/landscape/square videos, cinemagraphs..)
● Constant testing
● “Quickly” replaceable if needed
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 19
Non
Gaming
● “Campaigning”
○ Full switches on big marketing campaigns
● Limited in formats
● Production effort feels like for TV spots
What about creatives?
Gaming
● Many variations and iterations
● Permanent active best performers
● Lots of ingame footage
● All possible formats (Banners, interstitials,
portrait/landscape/square videos, cinemagraphs..)
● Constant testing
● “Quickly” replaceable if needed
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 20
Creatives
Get more flexible with creatives!
● Increase amount of creatives by recutting /
rearranging parts of existing videos
● Iterate existing creatives
● Analyze best performing creatives and keep them
live during “campaigning”
● Try to show more inapp footage
But what to do?
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 21
Creatives
● In case you do not have all formats, try
“hybrids” of static and landscape / square
But what to do?
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 22
Channels
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 23
What about channels?
Gaming
● Social Advertising
● Search Engine Advertising
● Video Networks
● Programmatic
● Native
● (Affiliates)
● ...
Non
Gaming
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 24
What about channels?
Gaming
● Social Advertising
● Search Engine Advertising
● Video Networks
● Programmatic
● Native
● (Affiliates)
● ...
Non
Gaming
Main Focus:
● Social Advertising
● Search Engine Advertising
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 25
What about channels?
Gaming
● Social Advertising
● Search Engine Advertising
● Video Networks
● Programmatic
● Native
● (Affiliates)
● ...
Non
Gaming
Main Focus:
● Social Advertising
● Search Engine Advertising
● Video Networks
● Programmatic
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 26
Advantages of running on additional sources like video networks for non-gaming apps
● Fixed CPIs / CPAs
● High volumes
● Less channel dependency
● Learn more about your audience
Channels
But actually why?
Something like “Gamify your User Acquisition in non-gaming verticals”
SLIDE NO. 27
THANK YOU
Runtastic.com

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Gamify Your User Acquisition In Non-Gaming Verticals

  • 1. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 1 Something like “Gamify your User Acquisition in non-gaming verticals” June 07, 2018
  • 2. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 2 Who is this guy?
  • 3. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 3 Who is this guy? Michael Bork ● Until 2015 UA @ Goodgame Studios ● Until 2017 UA @ European Games Group AG ● Currently Head of UA @ runtastic ● Currently playing: ○ Destiny 2 ○ Divinity Original Sin ○ 7 Days to Die
  • 4. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 4 Who is this guy? Michael Bork ● Until 2015 UA @ Goodgame Studios ● Until 2017 UA @ European Games Group AG ● Currently Head of UA @ runtastic ● Active sports?
  • 5. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 5 Who is this guy? Michael Bork ● Until 2015 UA @ Goodgame Studios ● Until 2017 UA @ European Games Group AG ● Currently Head of UA @ runtastic ● Active sports
  • 6. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 6 What will he talk about?
  • 7. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 7 From Gaming to Non-Gaming What “best practices” can you take to a non-gaming vertical? Tracking Channels Creatives
  • 8. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 8 From Gaming to Non-Gaming What “best practices” can you take to a non-gaming vertical? Tracking Channels Creatives Gaming Michael
  • 9. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 9 Tracking
  • 10. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 10 Non Gaming Tracking Gaming Install Registration Purchase Install Registration Purchase
  • 11. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 11 Tracking Non Gaming Gaming Install Registration Purchase Install Registration Purchases Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches
  • 12. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 12 Tracking Non Gaming Gaming Install Registration Purchases Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Marketing Consent Install Registration Purchase
  • 13. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 13 Tracking Gaming Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Onboarding Functions Retention (Social) Engagement Non Gaming
  • 14. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 14 Tracking Gaming Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Onboarding Functions Retention (Social) Engagement Non Gaming Tour Completed Added a Shoe 1 run completed 5 runs completed Joined Group Viewed Leaderboard
  • 15. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 15 Tracking Non Gaming Gaming Install Registration Purchases Tutorial Completed Equipped Rare Item Level 1 Completed Level 5 Completed Joined Guild Played 1 PVP match Played 5 PVP matches Marketing Consent Install Registration Purchases Tour Completed 1 run completed 5 runs completed Joined Group Added a Shoe View Leaderboard Marketing Consent Trial Started
  • 16. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 16 Tracking Having more post install events and more data available supports you in answering the following questions: ● Understand what your user actually does within the app ○ Where do users churn? ● Is my traffic fraudulent? ● Anything broken in the product? ● Which Post Install Event is the best proxy to a purchase? But actually why?
  • 17. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 17 Creatives
  • 18. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 18 What about creatives? Non Gaming Gaming ● Many variations and iterations ● Lots of ingame footage ● All possible formats (Banners, interstitials, portrait/landscape/square videos, cinemagraphs..) ● Constant testing ● “Quickly” replaceable if needed
  • 19. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 19 Non Gaming ● “Campaigning” ○ Full switches on big marketing campaigns ● Limited in formats ● Production effort feels like for TV spots What about creatives? Gaming ● Many variations and iterations ● Permanent active best performers ● Lots of ingame footage ● All possible formats (Banners, interstitials, portrait/landscape/square videos, cinemagraphs..) ● Constant testing ● “Quickly” replaceable if needed
  • 20. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 20 Creatives Get more flexible with creatives! ● Increase amount of creatives by recutting / rearranging parts of existing videos ● Iterate existing creatives ● Analyze best performing creatives and keep them live during “campaigning” ● Try to show more inapp footage But what to do?
  • 21. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 21 Creatives ● In case you do not have all formats, try “hybrids” of static and landscape / square But what to do?
  • 22. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 22 Channels
  • 23. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 23 What about channels? Gaming ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic ● Native ● (Affiliates) ● ... Non Gaming
  • 24. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 24 What about channels? Gaming ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic ● Native ● (Affiliates) ● ... Non Gaming Main Focus: ● Social Advertising ● Search Engine Advertising
  • 25. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 25 What about channels? Gaming ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic ● Native ● (Affiliates) ● ... Non Gaming Main Focus: ● Social Advertising ● Search Engine Advertising ● Video Networks ● Programmatic
  • 26. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 26 Advantages of running on additional sources like video networks for non-gaming apps ● Fixed CPIs / CPAs ● High volumes ● Less channel dependency ● Learn more about your audience Channels But actually why?
  • 27. Something like “Gamify your User Acquisition in non-gaming verticals” SLIDE NO. 27 THANK YOU Runtastic.com