HOW - Amazon App Store: scope,...
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Transcript of HOW - Amazon App Store: scope,...
HOW - Amazon App Store: scope, learnings
WHY - Amazon App Store: $$$
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WHAT CAN YOU EXPECT ???
WE : Forge of Empires
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#Game
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THE GAME: FORGE OF EMPIRES
2012
Development time:~ 1 year
Initial costs:~ 1 Million €
Genre:Strategy / Sim
Type:City Builder & Battle elements
2013
Tracking
Event: Summer
A/B Test
Multiplayer
2014
Content / Ages
iOS - Launch
CRM
2015
Android - Launch
Events…
Messaging
2016
Guild Expedition
Amazon
Samsung
2017
Mobile Focus
Conversion
Flash
➢ 40 people ➢ 70 Mio+ Revenue 2016➢ 2 Mio+ MAU
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ON SCREEN: STEFAN WALTER
Product Owner
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#Amazon App Store
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DEVELOPMENT AMAZON APP STORE
3.800 30.000 50.000
100.000
200.000
240.000
293.000
400.000
600.000
MRZ 11 MRZ 12 SEP 12 AUG 13 APR 14 JUN 14 JAN 15 MRZ 15 APR 16
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APP STORE COMPARISON
2.800.000
2.200.000
669.000 600.000
234.500
GOOGLE PLAY APPLE WINDOWS AMAZON BLACKBERRY
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#Numbers FoE
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DAY 1 RETENTION
100%
92% 93%
86%
AMAZON GOOGLE SAMSUNG APPLE
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AVG. PLAYTIME PER ACTIVE PLAYER
100%
77%
84%
73%
AMAZON GOOGLE SAMSUNG APPLE
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7 DAY CONVERSION REG TO PAY
100%
63%
43%
100%
AMAZON GOOGLE SAMSUNG APPLE
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ARPPU
100%
65%
88%
96%
AMAZON GOOGLE SAMSUNG APPLE
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WHAT DOES IT TELL US?
Key findings:✓ Amazon players are highly engaged players✓ Strong payer conversion✓ Heavy spending behavior
✓ Amazon App Store competition much smaller compared to Google & Apple
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#Development
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PRE-CONDITIONS
Before you start:✓ Amazon Developer Account
✓ Documentation
https://developer.amazon.com/de/
https://developer.amazon.com/public/support/submitting-your-app/tech-docs/appstore-understanding-submissionhttps://developer.amazon.com/public/support/submitting-your-app/tech-docs/appstore-migrate-existing-app
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ATTENTION!
Special Topics:✓ Payment
“Amazon In-App Purchasing API” > We use C++ Wrapper, there are also Adobe Air, Unreal, Unity
✓ Payment TestingAdditional app to simulate purchasesWorks differently and can be quite intense. Check out: https://developer.amazon.com/public/apis/earn/in-app-purchasing/docs-v2/testing-iap
✓ Account StorageAmazon Game Circle > Adjustments for Game Center needed
✓ Device SupportAmazon Tablets are not as strong as Google or Apple (e.g. we exclude Blackberries)Test on Fire Tab 7Sometimes for new submissions excluded devices are not taken over from former settings
✓ Google Cloud MessagingWe didn’t move to “Amazon Device Massaging” > no push notifications
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Further details:✓ Amazon does intensive testing > App quality
✓ Store in general easy to use (setting up new products, advertisement)
✓ Log in via Amazon account possible
✓ Accounting via Amazon account
WHAT ELSE?
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