HOW TO SUCCESSFULLY LAUNCH YOUR MOBILE GAME

For More Information About Launching Your Mobile Game Follow @pollenvc on Twitter

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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

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 Games Weekly

KEN SETO

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BUILD A GREAT GAME

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SOME GREAT GAMES/GENRES

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WHAT IS SUCCESS?

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PRE- SOFT LAUNCH

How To Launch Your Mobile Game

MEASUREMENT

• Bug Tracking

• Analytics

• Chart Tracking

• Attribution/Campaign Performance

WHAT ARE OTHER STUDIOS USING?

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

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ALPHA/BETA TESTS

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USER TESTING

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SOFT LAUNCH

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PURPOSE

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PLATFORM

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• ~ 3-4 months

• ~ $15-20k USD

• ~ 2,000 DAU

DURATION, BUDGET & SAMPLE

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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

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Apple Releases your cash

Overspend Even Underspend

Large English Speaking Population

COUNTRIES

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Examples of Great Icons:

ASO AND APP ICON

*Tune study 2015

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How To Launch Your Mobile Game 21

UA CAMPAIGN MEASUREMENT

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Apple Releases your cash

GAME EVALUATIONS

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IS THERE A PERFECT TIME?

How To Launch Your Mobile Game

YOUR PLATFORM RELATIONSHIPS

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• 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

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• English, French, Italian, German,

Spanish

• 14 countries from Apple

• Google Translate

LOCALIZATION

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TRACKING APP STORE POSITION

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PRESS

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LAUNCH

WHAT HAPPENS WHEN YOU GET FEATURED?

How To Launch Your Mobile Game

How To Launch Your Mobile Game

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TYPICAL LAUNCH SCENARIO

DOWNLOADS

LAUNCH

Dow

nloa

ds

How To Launch Your Mobile Game

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TYPICAL LAUNCH SCENARIO

LAUNCH

REVENUE

Rev

enue

How To Launch Your Mobile Game

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LOWER YOUR EFFECTIVE CPI BY REINVESTING WHEN YOU ARE RIDING HIGH…

How To Launch Your Mobile Game

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• 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

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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

Rev

enue

/ D

ownl

oads

How to Launch Your Mobile Game

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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

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QUESTIONS

THANK YOU

Velocity Capital 39

CONTACT

RYAN LESSARD VP BUSINESS DEVELOPMENT, NORTH AMERICA

ryan@pollen.vc

Twitter: @pollenvc