Premium kids apps sales have decreased drastically: even using Dinotrux or Shrek didn’t help Fox and Sheep to achieve planned sales volumes. Bobaka’s Green Riding Hood as well didn’t sell well even through it was named iPad App of the Year by Apple in 2015. Why out? Transform your creation into a free-to-play children’s educational service with episodic content and parents-friendly microtransactions, suggests Alexander Nasonov, co-founder and executive producer at Bobaka in his Casual Connect Tel Aviv session, explaining it on the case of Green Riding Hood.
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.
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.
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.
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.”
At the start of his career, Noam Yasour, the Managing Director of MoPub at Twitter, UK, would play every game and think how he’d monetize it. Now, in his current role, he actually helps publishers and devs do it. In his Casual Connect Tel Aviv session, Noam examined the recent trend of ads and IAP (traditionally seen as separate strategies) converging, and explained why it is crucial for devs in 2017 to take care of both.
Jelly Button Games co-founder and CTO Ron Rejwan started learning to code at the age of 12 aiming to build games, and has been interested in it since they remember themself. At the age of 18 they were drafted to the ISR army as elite army programmer.
In 2011 Ron founded Jelly Button together with 4 co-founders, and since then has been the company’s CTO. While The Jelly Button team agrees game creation is based on feelings and instincts, they prefer playtesting at early stages to validate it. In their Casual Connect Tel Aviv Ron Rejwan explains their approach to playtesting and prototyping, and shares the tips and tricks one needs to know to follow their footsteps.
Amir Dori, Senior Game Designer for Matific, had strong advice: forget grades. During Amir’s session at Casual Connect Tel Aviv, he explained ways failing is important, how grading takes the fun out of learning and how games can help kids extend their potential with engaging educational content – without killing their passion for learning. Amir stressed, “They are teaching you to be afraid of being wrong rather than seeing your mistakes as an opportunity to improve. Failure is extremely important, especially for kids because if you want to better at what you are doing, you need to know what you are doing wrong.”
How do we thrive in this highly competitive games industry? Developers face many challenges such as players’ discerning tastes and the fact that not every game works in every region. Gaming companies can appeal to regional audiences by culturalizing content and using certain techniques to create games with a local brand image. At Casual Connect Tel Aviv, Robert Pontow, VP Publishing at Active Gaming Media Inc, highlighted how companies can apply culturalization when releasing games in Japan as an example of a mobile gaming market which is lucrative but hard to crack for foreign developers. During this session, Robert reflected, “It is very important to really get the localization and culturalization right. Otherwise, you might not get the potential users.” See the video of Robert’s session below to learn more.
Twelve games from Poland, four games from Austria, two games from Switzerland and from Czech Republic and one game from Hungary are selected to be showcased at the international Indie Prize showcase in Berlin during annual Casual Connect Europe session. Among them, there are four games that were nominated to the international scholarship by Game Nation Nomination Partners events: Game Developers Session 2016, Game Industry Conference, Indie Games Polska and FreeGalaktus.