4 ESSENTIAL MARKETING TIPSTHAT HAVE NOTHING TO DO WITH BUYING TRAFFIC

Reach Engage Earn

MIKE HINESDEVELOPER EVANGELIST, AMAZON

@MikeFHines mikehines45

mihines@amazon.com

ABOUT

M i k e H i n e s

Amazon Appstore

@MikeFHines

Founder @ 2 Financial Services StartupsFounder @ 2 Software Startups

QA Engineer @ Now SoftwareQA Manager, Product Manager @ MicrosoftEvangelist @ Amazon.com

Mentor @ GameFounders, Dev Bootcamp

Games Judge @Casual Connect Indie Prize, White Nights, and Pocket Gamer Very Big Indie Pitch

Speaker @ GDC, GDCE, Casual Connect, Pocket Gamer Connects, AnDevCon, White Nights, CES, PAX Dev, etc…

CREDIBLY INNOVATE PHOTO

HERE

Amazon Appstore

TODAY’S AGENDA

Life without 4 Tips (it’s hard)

4 Tips:Marketing to AdvocatesMarketing to ProfessionalsMarketing to Content CreatorsGet Paid to Market Your App

Basic Monetization Landscape

Premium In-App Purchase Ads

There’s room for improvement

• “The biggest problem with freemium app models is that 97% of consumers don’t

convert, instead sticking to the free features.”1

• Cost of $2.10 and $1.51 per download for iOS and Google Play respectively in

the US often eclipses user lifetime value (LTV)3

• Free apps attract more users that premium apps

1 WSJ http://www.wsj.com/articles/mobile-game-makers-try-to-catch-more-whales-who-pay-for-free-games-1431306115

3 Chartboost: https://www.chartboost.com/insights/ 2015

OPTIMIZE THE GAME

Most of us will

IAP

Retention

Engagement

… and then we buy ads and traffic.

But you know this.

Think outside the app

Reach new customers

Retain existing customers

New revenue opportunities

Target customers

OUTSIDE YOUR GAME

BUILD A NETWORK

4 marketing tips will help

Influencers

• Advocates

• Professionals

Content Creators

• Education

• Entertainment

• Downloadable Content

Revenue Opportunities

A HEALTHY NETWORK HAS INFLUENCERSInfluence: The ability to cause or contribute to a change in opinion or behavior.

Influencers Mainstream

Willingness to adopt

# o

f p

eo

ple

Two kinds of influencers:

• Advocates

• Professionals

ADVOCATESPlayers that influence peer groups

TIP 1: BUILDING ADVOCATE FANSExample of streaming during development

A PATH TO ENGAGE

Give your fans a

Chat with Developers

Share fan art/photos

Participate in events

Show their loyalty

PROFESSIONALSInfluencer with huge reach

Google search trends

For Flappy bird spikes

Pewdiepie Plays Flappy Bird on Jan

27

TIP 2: BUILDING PROFESSIONAL FANSExample of streaming during development

• Show them why their fans/readers care

• Include video of amazing parts of your

game

• Include headline-suitable screen-shots

• Include a link to download the game

• Make sure they can play your game

• iOS, Android, Console, PC, etc.

When you contact a professional, always:

ENDLESS CONTENTIf you enable it, fans will extend the in game experience

Minecraft Trivia Crack

A FAN BASE INCLUDES CONTENT CREATORS“what is this game, is it worth getting”

“how do I get better at this game”

TIP 3: BUILDING CONTENT CREATORSExample of streaming during development

ACHIEVE SUCCESS

Help your content creators

• Make it easy for them to share their

content

• Promote their content

• Thank them…

• …Publically (badges, boards, etc.)

TIP 4: GET PAID TO MARKET YOUR APPSubscription revenue can be material at scale

YouTube

SELL BRANDED PRODUCTSSupport advocates, contributors, and commemorate milestones

BRANDED SHIRTS MADE EASYSell your stuff.

YOUR OWN BRANDED PRODUCT

Earn royalties on:

• T-Shirts you design

• No up-front expense

• No warehouse fees

• No selling expense

• Your own page on Amazon.com

Amazon helps you sell

4 MARKETING TIPSRecap

Build Advocates to get additional players

• Help them reach their audiences

• Give them ways to express their excitement

Build Media Contacts to increase scale

• Help them satisfy their audience

• Make their job easy

Sell Outside your Game to make money and support fans

• Subscription revenue from related content (YouTube/Twitch)

• Offer branded merchandise (T-Shirts)

Build Content Creators to increase retention

• Help them be successful

• Showcase their content

Learn more: http://developer.amazon.com

Contact us: forums.developer.amazon.com

Follow us:

/MobileDevMikeHines

@AmazonAppDev @MikeFHines

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