In a lecture entitled Mobile UA Tips from the Inside Paivi Putsepp-Seufert, Business Development Officer of Unity Ads at Unity Tehnologies, Paivi described what people consider best practices for mobile UA. If you would like to know more about how to run a successful mobile UA campaign, be sure to watch the video of Paivi’s presentation at Casual Connect Tel Aviv below and note the tips she offers there. Some tips that Paivi offered regarding best video campaign practice: use multiple videos, targeting should be done based on data and not assumptions, and use an optimal video length of 22 seconds. To learn more, tune in to the full lecture video below.
There are millions of apps out there. Does it seem like an impossible task to get enough installs to succeed with yours? How are the top earning publishers managing to keep growing and acquiring users at scale? Paul West can help you understand.
As Performance Director EMEA at AdColony, Paul leads a team that is helping to grow the businesses of AdColony’s top gaming clients. Data is the crucial factor that you can use to increase your chances of succeeding. Paul believes in the story-telling power of video, but measuring the data is necessary to validate the results.
In Paul’s session called Taking AIM: Top 10 App Install Marketing Trends in 2017 at Casual Connect Europe, he used the latest App Install Marketing Survey to offer a preview of what to expect in the game industry in 2017. Full screen video advertising has proven to be the most effective and popular app install channel. Paul drove this home by saying, “Telling a story with video is beautiful. If a picture is worth a thousand words, a video is worth a million.” To understand what is working for the top 100 mobile marketers, and also what isn’t working, and to find insights to raise your own opportunities for success, be sure to watch this video of his full session.
For more about Paul West’s career and insights, see this exclusive article.
Data is key for better targeting, as you need to know who to monetize, Google Israel’s Head of Gaming Eitan Reisel suggests, and warns: small companies need to make careful decisions when addressing monetization issues, and it’s better to be cautious about what platform will suit you best. Solution? Break down the game to different stages along the funnel to maximize targeting and insights. They explain more in their Casual Connect Tel Aviv talk.
Where is the eSports sector of the game industry heading? How can you get an audience for eSports? How do you create an enjoyable spectacle? The eSports sector is very complex, with varied nuances among the eSports disciplines. So how do you find your way?
Mohamed Fadl has the knowledge to offer excellent guidance. Knowing that entertainment is constantly evolving, they insist, “This generation doesn’t believe in TV anymore. TV is dying.” And eSports is one of the alternative channels for entertainment that is taking that place. “We call it eSports so we can connect it to something we know and explain it,” they point out, but it is a form of entertainment with its unique aspects. In this developing sector, Mohamed describes “Technology is King; content is Queen. The King itself is nothing, it means nothing. It is just a medium. Content creates the culture. It creates the trust. It creates the channels to speak to the next generations.”
Mohamed began their involvement in eSports as Wargaming‘s director of community in Europe and is now head of global eSports at Wargaming. They have developed World of Tanks into one of the top eSports games and now oversee global development and evolution of the Wargaming.net eSportsLeague. To learn more from Mohamed, be sure to watch the video of his full session from Casual Connect Europe.
For more about Mohamed’s career and insights, see this exclusive article.
Right now it’s safe to say that Virtual Reality (VR) is redefining gaming like no other force out there. On the other hand though Augmented Reality (AR) is due to arrive in 5 – 10 years, so how will gaming change when it’s here? What new games and new breeds of gamers can we expect? Pokemon Go is the first little glimpse of that future according to Mark Shovman, who explains more in their Casual Connect Tel Aviv session,
What makes a social slots game attractive to users? What are the factors that increase the chances of succeeding in this genre? Can the profitability of the game be improved? If these are questions that are important to your business, you can’t do better than to listen to advice from Guy Hasson, social gaming consultant of Old Man Productions.
While working at Playtech, Guy learned everything there is to know about how to create a good slot game. At Playtika their emphasis was on analyzing how to create the most popular games. And as a consultant, Guy can show you the important factors that can help a slots game succeed. You can discover how to tremendously improve the average revenue per user, to increase the time the user will spend on machine and to boost the number of coins the user will bet, all important measures of the game’s success. At Casual Connect Europe, Guy’s session demonstrated the mathematical model that can lead to these results. One point that Guy emphasized was “Rate of Exhaustion (ROE) represents the game experience, RTP doesn’t. If you leave here today with one thing: RTP doesn’t matter. RTP is passé.” To learn more, watch this video of the full session.
For more about Guy Hasson, see this exclusive article.
No one knows better than Omer Kaplan that Asia is now surpassing the West as today’s mobile epicenter. Omer is CMO and co-founder of ironSource and brings to his work experience in media buying for clients that include mobile publishers, game developers, retailers and major global brands. Omer was director of media at AfterDownload when it was acquired by ironSource in 2013 and uses this extensive experience to mentor early stage startups.
In Omer’s session at Casual Connect Tel Aviv, How is Asia Changing the Mobile Landscape?, Omer delved deeply into Asia’s growing global position and how that will influence advertisers and publishers in the future. As the mobile ecology evolves it is essential to shift focus and learn the best practices to take advantage of the changes. As he described, “Even if you are thinking you are localizing the product and you’re thinking you have the right people and you’ve translated everything, you need to be a ‘China-In’ or have the right Chinese partner to understand how to really reach and connect with Chinese users.”
To learn more about how to adopt the best practices for this market, be sure to watch the complete video of Omer’s session below.
More about Omer in this article.
Bundling is a concept which is becoming a useful tool when it comes to games industry innovations. During the recent Casual Connect Europe conference, Andrew Sheppard, CEO of GREE Interactive Entertainment, discussed the upcoming innovations we can expect to see in 2017. In a talk entitled Bundling – Mobile & Social Innovation for 2017, Andrew described the importance of developers staying ahead of the curve, “One to two years on mobile is an entire generation of hardware turning over so you can’t aim at what’s in the market place today and hope to have a good product in the future.” Join Andrew in an in depth explanation of what is coming up next in the full session below.
Hatch could be the most revolutionary mobile platform to release in 2017. While that might sound like marketing hype, the set up for Hatch is as ambitious as it is intriguing. First and foremost, it lets users stream any mobile game to their phone or tablet with low latency. The low latency streaming allows for easy and quick access to all games. This means no downloads, no waiting. On top of this, players can easily share gameplay videos of what they’ve been playing to their friends.
At Casual Connect Europe 2017, Juhani Honkala, Founder & CEO, Hatch Entertainment and Vesa Jutila, Co-Founder and VP Content & Commercial Partnerships at Hatch Entertainment were interviewed by Dean Takahashi, Lead Writer, GamesBeat at VentureBeat. During this session, Vesa reflected, “From the very get-go, Hatch is built around the social elements of gameplay. We really wanted to bring people together over the games that they love and let them play games in very new ways that you haven’t been able to do in mobile before.”
Shlomo Freund is the founder of AppInChina. They work on the company’s general strategy and marketing focus, in addition to general product management. Shlomo’s favorite thing about the job is the constant challenge it presents.
“What’s the latest change in the market? How do we sell better? What else can we offer our clients to launch them to the next level?” mused Shlomo. “These are questions that come up every day.”