In mobile game marketing, the importance of distribution channels beyond classic user acquisition is increasing. Join Julian Runge, head of the analytics team at Wooga, as he described in his Casual Connect Tel Aviv 2015 lecture that users that are not coming from user acquisition are key for marketability of a game in light of the struggle to keep lifetime value above effective cost per install. Unfortunately, data on these users is sparse. It is mostly unknown why they download an app. How did they hear about it in the first place?
This talk focused on what is widely regarded as the most important source of organic downloads in the mobile app ecosystem – word-of-mouth. Looking into the share of word-of-mouth in organic downloads and the quality of the resulting traffic, this talk will help you understand and utilize this powerful tool. Tune in below and also learn about the drivers of word-of-mouth for mobile apps are identified.