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EventsIndustry

yellowHEAD to provide key UA insights at Casual Connect USA

July 14, 2017 — by Casey Rock

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yellowHEAD will be on hand at Casual Connect USA this August in Seattle to provide developers and publishers with valuable insights on UA, ASO, SEO, and more. The company has a long and storied relationship with the conference, including recently at February’s European show where yellowHEAD Head of ASO Sagi Dekel discussed effective ASO strategies. At Casual Connect USA, Head of Social Ori Meiry will join a panel of experts on user acquisition and retention – where he will discuss yellowHEAD’s unique approaches to these topics and how they’ve helped others meet their marketing goals and grow their business.

The company also often hosts a booth at Casual Connect conferences – and Casual Connect USA will be no different. yellowHEAD Head of Growth Merav Katz Gershuni notes that it provides a dedicated space to meet game developers and publishers and discuss ways to help them succeed in their advertising and UA goals. “We’re also looking forward to meeting our clients and friends, catching up on their new games, and raising a glass or two to our fruitful cooperation,” Merav says of Casual Connect USA.

ContributionsIndustry

Behavioral Analytics: Understanding Player Behavior

July 13, 2017 — by Industry Contributions

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By Tsahi Levy, CMO, CoolaData

Today’s mobile gaming industry is thriving, with a rapidly growing number of players across the globe. According to Newzoo‘s Global Games Market Report, 2.2 billion gamers are expected to generate $108.9 billion in 2017, an increase of 7.8% compared to 2016. Mobile games are a marvel of code, challenging gaming operators at different levels: Dev teams must constantly deliver bigger and more complex updates, develop highly personalized systems, and keep up with trends like VR and synchronous multiplayer. Marketing teams are faced with high churn rates, and need to familiarize themselves with multiple user profiles, from whales through FTDs to annoying bonus abusers.

ContributionsIndustryResearch

5 Steps for Building the RIGHT Mobile Game

May 21, 2017 — by Industry Contributions

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By Peter Fodor, founder of AppAgent

Surprisingly, many developers invest enormous amounts of time, effort and resources in developing games or apps that are built on very shallow foundations. It’s great to have a strong product vision, but without understanding the market situation, competition, target group, acquisition costs and performance benchmarks, you are navigating blindly. As a result, it’s highly likely that you will run into trouble – wasting your time and your money in the process.

The cost of producing a mobile game has increased dramatically, and so have the marketing costs associated with getting your game noticed. Big publishers like Kabam work with strong IPs – Marvel in this case – and budgets of around $14M per game. They also have a large user base waiting for new titles. If you’re looking to compete with these industry giants, it’s vital to start the journey by heading in the right direction.

ContributionsResearch

Predictive Analytics in Games

May 12, 2017 — by Industry Contributions

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By devtodev analysts, Vera Karpova and Vasiliy Sabirov

Currently, product analytics reached a sufficiently high level of development. Many analytical systems are equipped with a variety of tools that will tell in detail how users behave in the application: when they buy, where they live, how much they cost for the company and how they leave.

These tools have become a part of daily life, regular monitoring; assistants in the decision-making process – now it is a must-have for any project.

Funnels and segments don’t surprise anybody anymore, and as in any other business, having reached the top of one reveals a will to go further and improve.

In this regard, the sphere of analytics is no exception, and in the past few years a new kind of data analysis – predictive analytics – began to develop.

You’ll also have an idea of predictive analytics, if you monitor the metrics on a daily or even hourly basis.

For example, you know that usually at 12 a.m. there are about 20,000 users in your game, and today this indicator is much lower. It equals 15,000 users. You understand that there is a trend for decline, which means that it is necessary to find the cause as soon as possible and improve the situation before the indicator falls even more.

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.

ContributionsIndustryResearch

The Next Level of Game Analytics: Biometrics

February 22, 2017 — by Industry Contributions

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By Aleix Canals, Founder at Sekg

Video games certainly have evolved over the years and are different from one to another. However, there is one thing they have in common: the players. We all have a different experience while playing, as well as different emotions: frustration when losing, happiness to successfully finish a mission, angriness over an unfair or puzzling situation. Players all react differently during their gaming adventures, and it’s a major challenge to understand what makes the audience vibrate or, on the other hand, abandon the game. We wondered how to address this issue and be able to see what is on the other side of the screen; with the goal to create an engaging, long-term successful game, while understanding perfectly the audience’s expectations.

Tel Aviv 2016Video Coverage

Barak Levanon: Understanding People Through Data | Casual Connect Video

February 9, 2017 — by Catherine Quinton

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Hollywood celebrity campaign: great to acquire users, didn't effect revenues dramatically.Click To Tweet

Gaining users for games is a tough business according to Barak Levanon, mobile UA Team Leader at Plarium. Despite the challenge Barak loves being part of the fast-moving game industry where every day brings new challenges and decisions. They especially enjoy the intensity and action, in addition to working together as a team. Plarium is their first entry into the game industry and, after five years learning the agency business, it seemed like the perfect new challenge. As user acquisition is getting tougher every year, Plarium decided to partner with Hollywood actress Megan Fox – “which performed great to acquire new users, although didn’t effect revenues dramatically”, Barak shared.


Tel Aviv 2016Video Coverage

Sivan Enden: Tailored Solutions for App Growth and Monetization | Casual Connect Video

December 7, 2016 — by Catherine Quinton

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Your users are not all the same, why treat them in the same way? - Sivan EndenClick To Tweet

Firebase is a mobile platform that helps you quickly develop high-quality apps, grow your user base, and earn more money. At the heart of Firebase is Firebase Analytics, a free and unlimited analytics solution to gain insight into your users from ad click to app usage. Firebase Analytics works with other features such as admob, so you can make smart, data-driven user-centric decisions to grow your revenues by displaying engaging ads to a global audience.


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