What Is Mobile App Growth and How We Do It

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5

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.

Source:
What Is Mobile App Growth and How We Do It
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
May 20, 2020
Added to the Vault on:
May 31, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

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.  

1:43:10
💎 #
2

Determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing. 

1:43:22
💎 #
3

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. 

1:45:08
💎 #
4

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. 

1:49:03
💎 #
5

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. 

1:56:31
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💎 #
1

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.  

1:43:10
💎 #
2

Determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing. 

1:43:22
💎 #
3

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. 

1:45:08
💎 #
4

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. 

1:49:03
💎 #
5

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. 

1:56:31
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💎 #
1

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.  

1:43:10
💎 #
2

Determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing. 

1:43:22
💎 #
3

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. 

1:45:08
💎 #
4

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. 

1:49:03
💎 #
5

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. 

1:56:31
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What is Mobile App Growth? Why games need it?

Stand out and get people to play your game.

Typical marketing components:

  • Store featuring
  • PR
  • Community outreach
  • User acquisition
  • Retention program


Product-Madness-Structure.png


User experience

  • Install
product-Madness-User-Experience.png
  • Re-engagement
Product-Madness-Reengagement.png
  • Monetization
Product-Madness-Monetization.png


ASO: keyword optimization, testing assets, etc.


Look at the data for everything they do, and look at data from different angles.


How to do Mobile App Growth

Mostly around games that are live but the growth function can be used at several stages:

  • Play test - ideation, etc.
  • Soft launch
  • Pre-registration
  • Global launch - when all the hard work pays off. 2-4 weeks "honeymoon" period
  • Post launch - after the honeymoon period and # or organics drop down back to "normal". This is when the hard work starts → optimizations
  • Reengagement - usually shelf life 8-12 months but in casino games it's a little more than that


Using a tech stack to measure results

PM-Tech-Stack.png


PM uses many different networks and partners for acquisition.


Creative test framework

PM-Creative-Test-Framework.png
  1. Competitive analysis - Research & brainstorm - from product or CI team or yourself with Ad Intelligence tools like AppAnnie, Sensor Tower, etc.
  2. Main theme testing - Select 2-3 main themes with 3 different creatives for each. You're looking for 1 or 2 winners.
  3. [💎@1:43:10] 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.
  4. [💎@1:43:22] Also determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing.
  5. Advanced variation testing - Expand further using the winning elements you've identified


Where to start?

PM-Think-About.png

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.


Q&A

  • How transparent should you be with the team when it comes to game metrics?
  • At PM, go with weekly reports. Recently tried to unify reports with same terminology to make sure all reports are digestible. Transparency is very important so you can show what each team's work is impacting.
  • Possible to catch whales in hyper casual traffic?
  • Hyper casual games are more inventory and places to advertise but so far it has not led to great results.
  • For a new launch: ASO or UA?
  • Not one that is more important than the other. ASO is your shopfront so you need to make sure it is as optimized as possible. If you have money then you do UA as well. You can learn ASO with some of the resources online.
  • For UA, would you focus on Facebook and Google?
  • Depends on the game. If the game is hypercasual you focus on volume and cheap installs.
  • [💎@1:56:31] 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.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

What is Mobile App Growth? Why games need it?

Stand out and get people to play your game.

Typical marketing components:

  • Store featuring
  • PR
  • Community outreach
  • User acquisition
  • Retention program


Product-Madness-Structure.png


User experience

  • Install
product-Madness-User-Experience.png
  • Re-engagement
Product-Madness-Reengagement.png
  • Monetization
Product-Madness-Monetization.png


ASO: keyword optimization, testing assets, etc.


Look at the data for everything they do, and look at data from different angles.


How to do Mobile App Growth

Mostly around games that are live but the growth function can be used at several stages:

  • Play test - ideation, etc.
  • Soft launch
  • Pre-registration
  • Global launch - when all the hard work pays off. 2-4 weeks "honeymoon" period
  • Post launch - after the honeymoon period and # or organics drop down back to "normal". This is when the hard work starts → optimizations
  • Reengagement - usually shelf life 8-12 months but in casino games it's a little more than that


Using a tech stack to measure results

PM-Tech-Stack.png


PM uses many different networks and partners for acquisition.


Creative test framework

PM-Creative-Test-Framework.png
  1. Competitive analysis - Research & brainstorm - from product or CI team or yourself with Ad Intelligence tools like AppAnnie, Sensor Tower, etc.
  2. Main theme testing - Select 2-3 main themes with 3 different creatives for each. You're looking for 1 or 2 winners.
  3. [💎@1:43:10] 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.
  4. [💎@1:43:22] Also determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing.
  5. Advanced variation testing - Expand further using the winning elements you've identified


Where to start?

PM-Think-About.png

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.


Q&A

  • How transparent should you be with the team when it comes to game metrics?
  • At PM, go with weekly reports. Recently tried to unify reports with same terminology to make sure all reports are digestible. Transparency is very important so you can show what each team's work is impacting.
  • Possible to catch whales in hyper casual traffic?
  • Hyper casual games are more inventory and places to advertise but so far it has not led to great results.
  • For a new launch: ASO or UA?
  • Not one that is more important than the other. ASO is your shopfront so you need to make sure it is as optimized as possible. If you have money then you do UA as well. You can learn ASO with some of the resources online.
  • For UA, would you focus on Facebook and Google?
  • Depends on the game. If the game is hypercasual you focus on volume and cheap installs.
  • [💎@1:56:31] 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.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

What is Mobile App Growth? Why games need it?

Stand out and get people to play your game.

Typical marketing components:

  • Store featuring
  • PR
  • Community outreach
  • User acquisition
  • Retention program


Product-Madness-Structure.png


User experience

  • Install
product-Madness-User-Experience.png
  • Re-engagement
Product-Madness-Reengagement.png
  • Monetization
Product-Madness-Monetization.png


ASO: keyword optimization, testing assets, etc.


Look at the data for everything they do, and look at data from different angles.


How to do Mobile App Growth

Mostly around games that are live but the growth function can be used at several stages:

  • Play test - ideation, etc.
  • Soft launch
  • Pre-registration
  • Global launch - when all the hard work pays off. 2-4 weeks "honeymoon" period
  • Post launch - after the honeymoon period and # or organics drop down back to "normal". This is when the hard work starts → optimizations
  • Reengagement - usually shelf life 8-12 months but in casino games it's a little more than that


Using a tech stack to measure results

PM-Tech-Stack.png


PM uses many different networks and partners for acquisition.


Creative test framework

PM-Creative-Test-Framework.png
  1. Competitive analysis - Research & brainstorm - from product or CI team or yourself with Ad Intelligence tools like AppAnnie, Sensor Tower, etc.
  2. Main theme testing - Select 2-3 main themes with 3 different creatives for each. You're looking for 1 or 2 winners.
  3. [💎@1:43:10] 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.
  4. [💎@1:43:22] Also determine the elements (specific gameplay, 3D effects, animation, etc.) so that you can do advanced testing.
  5. Advanced variation testing - Expand further using the winning elements you've identified


Where to start?

PM-Think-About.png

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.


Q&A

  • How transparent should you be with the team when it comes to game metrics?
  • At PM, go with weekly reports. Recently tried to unify reports with same terminology to make sure all reports are digestible. Transparency is very important so you can show what each team's work is impacting.
  • Possible to catch whales in hyper casual traffic?
  • Hyper casual games are more inventory and places to advertise but so far it has not led to great results.
  • For a new launch: ASO or UA?
  • Not one that is more important than the other. ASO is your shopfront so you need to make sure it is as optimized as possible. If you have money then you do UA as well. You can learn ASO with some of the resources online.
  • For UA, would you focus on Facebook and Google?
  • Depends on the game. If the game is hypercasual you focus on volume and cheap installs.
  • [💎@1:56:31] 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.