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The Role of AI in UA: A Future Without Campaign Managers?

September 5, 2017 — by Industry Contributions

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By Ori Meiry, Head of Social Acquisition, yellowHEAD

Earlier this month, yellowHEAD had the pleasure of discussing user acquisition and retention for mobile games at Casual Connect USA 2017 in Seattle. Together with three leading players in the social casino arena – DoubleDown Interactive, Zynga and Playtika – we shared the latest trends we foresee developing in 2018 when it comes to maximizing acquisition campaigns.

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David Mohr: Summoning Mobile Success

July 20, 2017 — by David Radd

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David Mohr is the General Manager at GAMEVIL COM2US Europe

David Mohr is the General Manager at GAMEVIL COM2US Europe. They manage the European operations for Korean parent companies GAMEVIL and COM2US and are responsible for localization, community management, customer support and business development in the region.

“We also provide a lot of marketing and PR support for GAMEVIL and COM2US titles, Summoners War being a very high priority,” David said. “I was very fortunate to meet Kyu Lee, the president of GAMEVIL USA, at Gamescom a few years back, and everything started from there.”

“I really enjoy working for a Korean company and being in close contact with our U. S. and Korean operations on a daily basis,” David added. “It’s great to be connected with so many people all across the world.”

ContributionsPR & Marketing

ManaKeep: Why Your Indie Game Needs a Website

July 18, 2017 — by Industry Contributions

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By Nazgum, Founder, ManaKeep

Ever since 2008 and the release of Braid and Spelunky, indie games have been gaining in popularity fast. Really fast! And with how accessible it has become to create and sell an indie game, the space is more than a little crowded. To have your game get noticed nowadays requires a strong marketing effort, and at the heart of that effort should be your games website.

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How Trivia Crack Kingdoms got 10,000 New Users in Targeted Countries with Zero Money Invested

May 17, 2017 — by Industry Contributions

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By Ignasi Prat – CMO of Tappx

No matter how big or small your studio is, one fact remains true: paying for users is expensive. Paying for good users is even more expensive. And being able to retain them is the philosopher’s stone that every publisher desires in order to succeed in the mobile ecosystem.

This article is not a diatribe against companies offering user acquisition services or against publishers who decide to use a paid strategy to increase their user base. With good performance and proper management of costs and life cycle, paid acquisition can be very beneficial and a great way to accelerate traction for your games.

This article aims to show there’s life beyond paid advertising. We are going to demonstrate how we succeed in increasing our user base by using alternative strategies and tactics that required no investment.

ContributionsIndustryPR & Marketing

Six Ways Chinese Mobile Game Devs Can Improve Their Western PR Launches

April 3, 2017 — by Industry Contributions

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By James Kaye, Director of Big Games Machine

Lots of attention is given to helping Western developers launch their games in China. Virtually every gaming conference will feature at least one talk on the topic. Yet, there is little focus the other way round. This is largely because Chinese developers will often use a Western publisher. For the few that decide to self-publish, they will often seek the help of an agency partner.

James Kaye is Director & Co-Founder at Big Ideas Machine

Over the past few years, we’ve worked with several Chinese game developers wanting to launch their games in the West. As specialists in gaming PR and marketing, this means we often see developers making the same common mistakes, time and time again.

If you’re a Chinese developer, a publisher or even PR who has never worked with Chinese game developers before, here are six core areas we think deserve your attention. If you’re not a Chinese developer, then many of these tips will still likely apply to you.

ContributionsPR & Marketing

19 Metrics You May Have Never Heard About

March 13, 2017 — by Industry Contributions

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By devtodev lead analyst Vasiliy Sabirov

Analytics in most cases is simply the monitoring of key metrics: DAU, MAU, WAU, ARPU, ARPPU and other abbreviations. Basic analytics metrics represent the 20% of the functional of analytic systems, which provide 80% of the result.

But are these 80% enough?

If not, then our article is for you. We will talk about some of the metrics that are also worthwhile to keep in mind if you want to fully understand all the processes that occur in your application.

Acquisition Metrics

So, users start to use your application. You measure the number of new users (New Users), the total number of users on a particular date (Total Users). You calculate the price to attract users (CPI), the effectiveness of your investment (ROI).

But in order to start the flow of traffic from the partner, first you have to find a partner, sign the contract (agreement with lawyers is often not so fast to be done), integrate and agree on everything. That is to spend both time and money either to pay your employees or on one-time payment to the partner (this also happens). Therefore we recommend to calculate not only the usual CPI, but also the effective cost of user acquisition (eCPI), which includes all third-party costs.

Accordingly, it is better to calculate ROI by putting eCPI in the denominator. Thus, you get eROI. And it may well be so, that on the basis of eCPI and eROI you choose completely different partners.

ContributionsPR & Marketing

TROPHiT Opens Up Facebook Offers for Mobile Game Giveaways

March 7, 2017 — by Sagi Mann from TROPHiT

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Facebook Offers Are No Longer Just for Brands

Value-Driven Marketing (VDM) has been part of retail for decades, however, as explored in my Gaming VDM intro, the road to its adaptation by mobile gaming has been challenging yet insightful.

In that context, Facebook Offers is a great tool to effectively target people with valuable offers. Back in 2015, convincing a mobile game publisher to use Facebook Offers as any other traditional marketing channel has proven somewhat challenging, and for a good reason they said: Facebook Offers are for brands, aren’t they? Naturally, as no industry standard existed to turn game virtual items into marketable offers (oh, and in-house attempts to do so have been too basic or too scarce), so how could any mobile game publisher consider Facebook Offers seriously as a valid channel? There was literally no accumulated marketing skills to even build a solid plan. We felt we had to pick up that glove.

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How to Get and Keep my Attention as an Indie Prize Judge

August 9, 2016 — by Mike Hines of Amazon

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Congratulations! You are building a great game, and you’ve decided to enter it into an Indie Prize competition! While you apply, it’s important to remember that in some competitions, you’ll be one of hundreds of games that will be evaluated by judges at the beginning of the contest, and your goal is to be noticed, stand out, and reduce any friction between the judges and playing your game.


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Ellipsis: premium, no text, no ads, no IAP

June 29, 2016 — by Industry Contributions

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Ellipsis is an award-winning action puzzler with retro-styled visuals and absolutely zero text. Designed from the ground up for touch devices, it was released on iOS in February 2016 and for Android on June 16th. Its intuitive concept is easy to understand but you soon uncover a deep and challenging universe of ever-evolving levels. Ellipsis is a polished game experience, developed with a bit of idealistic, opinionated approach. Released as a premium game, it features no text, no ads, no IAP. The developers headed by Yacine Salmi explore how these decisions impacted our development and release.)


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