So far in 2017, we have witnessed great improvements for user acquisition in gaming. Join Saikala Sultanova (currently Director of User Acquisition, Mobile at Ubisoft, and Head of User Acquisition at Space Ape Games at the time of speaking) during her session at Casual Connect Asia. She shared Space Ape Games’ best practices and latest findings, when it comes to supporting new game launches. One of the key takeaways that Saikala highlighted was: “To make sure that you always have a backup plan. So if you have a plan one to build a simulation, make a plan B because when things change and you go with your game to global launch and you have this ultimate goal so you will have plans A, B and C… If you have three different options, it helps you move towards the same goal.” Listen in to get your “UA takeaway” of the day!
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.
In-app ads and amazing user experience don’t have to be mutually exclusive. At Casual Connect Europe 2017, Natalie Portier, COO of Appodeal, treated the attendees with how to generate a positive, customized experience for your users and top ad revenue. This included expert tips and detailed case studies from successful publishers. Natalie advised, “Good user experience is essential to monetize a F2P game, like minimize ad loading time and deploy them in natural rooting periods.” To learn more about this, see the full lecture below.
Are you looking for a new and growing market for games? Latin America might be the place to consider according to Hernan Lopez, Founder and warchief of Epic Llama Games. Hernan founded the company in 2008 and focused on the casual games market. Their latest game is Darkestville Castle, a graphic adventure reminiscent of such classic games as Monkey Island and Grim Fandango.
Hernan epitomizes passion for games and dedication to the games industry, and as such, is eager to encourage game developers to follow their own passion. And the LATAM market is an excellent place to gain a foothold. Although it is largely unexplored, it is also growing and new developers are starting to emerge. At Casual Connect Tel Aviv, Hernan discussed this market and why it the game industry should be paying attention to it. Hernan explained, “APAC is the hot topic today, so LATAM can get overlooked. Don’t underestimate LATAM as a great region for soft-launching your games; it isn’t heavily contested but it’s influenced by U.S. and European culture. You’ll also be surprised at the budding developer community there.” To learn more, watch this video of the full presentation.
For more information about Hernan’s career, see this exclusive article.
With technology, the world seems smaller than it has ever been, but there are more complexities to doing business than ever before. Data analysis is key to understanding issues in the social/mobile gaming industry, whether it is dealing with a particular region or the entire world. The Market Navigation track at Casual Connect Tel Aviv will have experts ready to share their success stories, and influencers looking to network and partner up with upcoming talent, kicked off by Catherine Mylinh, VP of Marketing at Vungle.
Google will be present at the event and represented by Eitan Reisel. The gaming sector lead for Israel will talk about how the search company has the data and tools to help game developers, machine learning discussion for acquiring customers in the session Building a Thriving Game Business with Google. Another rep of Google that will be there is Barak Regev, Director of the company’s Cloud Platform for EMEA. Barak will talk about about both succeeding and scaling where necessary, sharing insights about Niantic’s launch of Pokémon GO in particular for the session Starting Small But Dreaming Big.
What can be done when mass marketing fails? Rather than encouraging engagement and improving brand perception, generic marketing to large swatches of one’s target audience will often lead to brand fatigue and even negativity. In a session with Amit Bivas, Head of Marketing for Optimove, Amit discussed the solutions to this challenge. Amit stressed, “We cannot use the same marketing strategy we used the day before because today it is a whole different game.” To really get into how you can improve catered marketing, tune in below.
Effective advertising is essential for anyone trying to get the word out about their product, and game developers are no exception. A huge amount of data is available about users through their smartphones, but developers are seldom effectively utilizing it, leaving users confronting irrelevant and intrusive ads at the same time as they are worried about safeguarding their privacy. So developers are getting less ad revenue while advertisers fail to connect with their market.
Itamar Benedy, General Manager and VP Israel of glipsa, offers a solution: switching to a user-centric approach. Transforming ads into personalized user experiences will take advertising to the next level, Itamar emphasizes.
While managing the ad tech M&A activities at Market Tech Holding, Itamar acquired glipsa, then opened the Israeli office and now heads it. Itamar focuses on glipsa’s key partnerships, M&A, and their app incubation project.
To learn more from Itamar’s marketing experience and the user-centric approach, watch this video of the full session given at Casual Connect USA.
For more about Itamar Benedy, see this exclusive article here.
Join top execs from Ketchapp, Smule and Vungle as they explore their most successful strategies for acquiring and building mobile audiences during a panel at Casual Connect USA. The panelists which included Zain Jaffer, CEO of Vungle, examined how they each use data to plan and optimize their user acquisition campaigns. They talked about how in-app video plays an increasingly larger part in marketing in the games industry. If your focus is on user acquisition and increasing the LTV of your users, tune in on this discussion.