Saikala Sultanova (previously Miniclip, Space Ape Games, Ubisoft and now Director of UA & Growth at Product Madness - Casino games publisher) talks about mobile app growth and gives general pointers on how to get started.
Winner variation testing - Make sure that you can extend a particular winning concept and use it for a longer period of time so it becomes a marketing campaign.
Determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing.
One important thing is the feature pipeline, even though product might think it's not important for marketeers. If you can advertise particular features that are coming out on the day of the launch it can be very valuable.
Every activity needs a business goal. You need to target something: LTV, payback window, D7 ROAS (or any DX), retention metrics. It depends on the game and the valued level of engagement.
If you are monetizing through IAPs then to begin focus on self-attributed networks like Google, Facebook, Snapchat (depending on game genre). You can already cover 60-70% of users with that.
Winner variation testing - Make sure that you can extend a particular winning concept and use it for a longer period of time so it becomes a marketing campaign.
Determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing.
One important thing is the feature pipeline, even though product might think it's not important for marketeers. If you can advertise particular features that are coming out on the day of the launch it can be very valuable.
Every activity needs a business goal. You need to target something: LTV, payback window, D7 ROAS (or any DX), retention metrics. It depends on the game and the valued level of engagement.
If you are monetizing through IAPs then to begin focus on self-attributed networks like Google, Facebook, Snapchat (depending on game genre). You can already cover 60-70% of users with that.
Winner variation testing - Make sure that you can extend a particular winning concept and use it for a longer period of time so it becomes a marketing campaign.
Determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing.
One important thing is the feature pipeline, even though product might think it's not important for marketeers. If you can advertise particular features that are coming out on the day of the launch it can be very valuable.
Every activity needs a business goal. You need to target something: LTV, payback window, D7 ROAS (or any DX), retention metrics. It depends on the game and the valued level of engagement.
If you are monetizing through IAPs then to begin focus on self-attributed networks like Google, Facebook, Snapchat (depending on game genre). You can already cover 60-70% of users with that.
Notes for this resource are currently being transferred and will be available soon.
Stand out and get people to play your game.
Typical marketing components:
User experience
ASO: keyword optimization, testing assets, etc.
Look at the data for everything they do, and look at data from different angles.
Mostly around games that are live but the growth function can be used at several stages:
Using a tech stack to measure results
PM uses many different networks and partners for acquisition.
Creative test framework
PRODUCT
[💎@1:45:08] One important thing is the feature pipeline, even though product might think it's not important for marketeers. If you can advertise particular features that are coming out on the day of the launch it can be very valuable.
You want to better understand your game audience.
You need multiple SDKs for performance marketing which requires you to work with product.
BI/TECH
Can be 3rd party tools or built in-house depending on resources and skills.
BI team builds LTV/ROI/ROAS models and helps build unified reporting dashboard that can be used by anyone, business or tech.
UA/GROWTH
Every month the growth team tries to test at least one of the new ad networks. For brand new games, you prepare a few networks which comes with paperwork, dashboards, etc.
After all the testing and soft launch, plan every single dollar spent in the marketing plan.
Work with designers to come up with ideas, agree on concepts per month to do testing on, etc.
[💎@1:49:03] Every activity needs a business goal. You need to target something: LTV, payback window, D7 ROAS (or any DX), retention metrics. It depends on the game and the valued level of engagement.
Stand out and get people to play your game.
Typical marketing components:
User experience
ASO: keyword optimization, testing assets, etc.
Look at the data for everything they do, and look at data from different angles.
Mostly around games that are live but the growth function can be used at several stages:
Using a tech stack to measure results
PM uses many different networks and partners for acquisition.
Creative test framework
PRODUCT
[💎@1:45:08] One important thing is the feature pipeline, even though product might think it's not important for marketeers. If you can advertise particular features that are coming out on the day of the launch it can be very valuable.
You want to better understand your game audience.
You need multiple SDKs for performance marketing which requires you to work with product.
BI/TECH
Can be 3rd party tools or built in-house depending on resources and skills.
BI team builds LTV/ROI/ROAS models and helps build unified reporting dashboard that can be used by anyone, business or tech.
UA/GROWTH
Every month the growth team tries to test at least one of the new ad networks. For brand new games, you prepare a few networks which comes with paperwork, dashboards, etc.
After all the testing and soft launch, plan every single dollar spent in the marketing plan.
Work with designers to come up with ideas, agree on concepts per month to do testing on, etc.
[💎@1:49:03] Every activity needs a business goal. You need to target something: LTV, payback window, D7 ROAS (or any DX), retention metrics. It depends on the game and the valued level of engagement.
Stand out and get people to play your game.
Typical marketing components:
User experience
ASO: keyword optimization, testing assets, etc.
Look at the data for everything they do, and look at data from different angles.
Mostly around games that are live but the growth function can be used at several stages:
Using a tech stack to measure results
PM uses many different networks and partners for acquisition.
Creative test framework
PRODUCT
[💎@1:45:08] One important thing is the feature pipeline, even though product might think it's not important for marketeers. If you can advertise particular features that are coming out on the day of the launch it can be very valuable.
You want to better understand your game audience.
You need multiple SDKs for performance marketing which requires you to work with product.
BI/TECH
Can be 3rd party tools or built in-house depending on resources and skills.
BI team builds LTV/ROI/ROAS models and helps build unified reporting dashboard that can be used by anyone, business or tech.
UA/GROWTH
Every month the growth team tries to test at least one of the new ad networks. For brand new games, you prepare a few networks which comes with paperwork, dashboards, etc.
After all the testing and soft launch, plan every single dollar spent in the marketing plan.
Work with designers to come up with ideas, agree on concepts per month to do testing on, etc.
[💎@1:49:03] Every activity needs a business goal. You need to target something: LTV, payback window, D7 ROAS (or any DX), retention metrics. It depends on the game and the valued level of engagement.
