Olivier Lemarie, Wooga

Evolution of Mobile User AcquisitionFrom manual buying to programmatic marketing

Olivier LemariéMarketing Manager, Wooga

Agenda1. Hit Filter Development Process @

Wooga

2. Marketing Role

3. Mobile Marketing Evolution

4. Programmatic Marketing

What’s Wooga Production development?

Hit Filter development process

Prototypes

Production

Soft launch

Launch

40

10

7

3

2 Hits

All numbers estim

ated / year

What’s Marketing Role?

Marketing comes in at EACH step

Market & ConceptMatching Review

Hypothesis Testing & Validation

Game Scaling& Profitable Marketing

Prototyping

Production

Soft Launch

Launch

HIT

What’s Mobile Marketing Evolution?

Where do we come from?

App burst

2010-2011

Top position goal

Incent traffic

Where do we come from?

App burst Growth

* CPI : Cost per Install / LTV : Life Time Value / ROI : Return on Investment

2010-2011

Top position goal

Incent traffic

2012 - 2013

Top grossing goalQualified traffic

What’s next?

Emerging is more and more difficult !

• The TOP Grossing chart has been stable for months

• Average CPI is still increasing (+13% YoY iPhone*)

* Source : Charboost Q1 2014 data.

How User Acquisition adapts?

• Higher CPI• Strong

Competition

RequiresReactivity

& Relevancy AUTOMATION

Programmatic Marketing, the new answer

App burst Growth Optimization

FROM MANUAL TO PROGRAMMATIC MARKETING

2010-2011

Top position goal

Incent traffic

2012 - 2013

Top grossing goalQualified traffic

2014 - 2015

Automation

Personalization

What’s Programmatic Marketing ?

What’s Programmatic Marketing?

Automatically triggered by

an event

Marketing strategy

Programmatic Marketing

And technically at Wooga?

• Own tracking and attribution solution

• BI, game and marketing analysts

Wooga Analytics

Inhouse Tools


Manual media buying with publishers

Wooga Analytics

Publishers

Inhouse Tools


• RTB platforms optimize campaigns on our behalf

• Manual buying

Wooga Analytics

Publishers

RTB Platform

Inhouse Tools

* RTB: Real Time Bidding


• Inhouse event management system

• Automatic bidding based on rules and events

Wooga Analytics

WoogaDSP

Platform

Publishers

RTB Platform

Inhouse Tools

* DSP : Demand Side Platform

For example, how to…MAXIMISE MOST VALUABLE PLAYERS REVENUE


OBJECTIVES : Increase in app spend and conversion



TARGETED USERS : In app buyers + non buyers who reached level 20+




EVENTS : App Launch, level reach, life, IAP





BANNERS: custom, dynamic





BANNERS: custom, dynamic

KPI’s: in app spend, conversion rate

Another example, how to…RE-ENGAGE LAPSED USERS

OBJECTIVES : Increase Life Time Value



TARGETED USERS : Inactive players for 30+ days




EVENTS : Level reach, last login, IAP





BANNERS: custom message to re-engage the user





BANNERS: custom message to re-engage the user

KPI’s: # of Players reengaged, In-app spend

What to remember?

1. You need to be more and more reactive and relevant to grow your user base

2. Programmatic marketing is your swiss knife for this approach

3. Next steps for mobile would be in-app retargeting and CRM

Olivier Lemarie, Wooga

Technology

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