Mobile Spree Berlin 2018: Michael Bork, Head of User Acquisition, Runtastic GmbH
What can other verticals learn from the gaming industry to improve their acquisition? A brief overview of opportunities and adaptions for tracking, channels and creatives.
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
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”
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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”
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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
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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”
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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”
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Creatives
● In case you do not have all formats, try
“hybrids” of static and landscape / square
But what to do?
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Channels
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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”
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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