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yellowHEAD to Discuss Game Growth Acceleration into 2020 with Google, AppsFlyer and Vivid Games

October 22, 2017 — by Industry Contributions

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By Marina Sapunova, Marketing Content Manager, yellowHEAD

yellowHEAD will be hosting a panel at Casual Connect Kyiv this week to discuss user acquisition techniques for developers and publishers to fuel their game growth into 2020. At Casual Connect USA, yellowHEAD’s Head of Social Acquisition, Ori Meiry, joined a panel on user acquisition and retention to talk about unique approaches used to help app developers meet their marketing goals. In Kyiv, experts from Google, AppsFlyer and Vivid Games will join Marina Sapunova, yellowHEAD’s Marketing Content Manager, to talk about the future of UA and what can be implemented today in order to help companies succeed tomorrow.

The main goal of the yellowHEAD’s panel in Kyiv is to give the audience an ability to look at the future of user acquisition from different perspectives: A major advertising platform, the biggest attribution and game analytics company, and a fast-growing development company. The topics to be discussed will try to paint a 360-degree view of user acquisition for the game developer community, as well as make predictions on what is waiting for app marketers down the road, so that they can prepare for the changes to come and implement the right marketing mix in their 2018-2020 marketing strategy.

Panel Overview

The panel will start with a current reality check, providing a unique opportunity to see how it is viewed from different angles in the industry. This holistic approach to the panel was not a random decision. It’s the guiding vision of yellowHEAD as a company that allows their clients to reach impressive results by implementing an overarching view of UA, combining proven paid and organic solutions across various platforms.

Followed by valuable insights on the key changes and challenges that user acquisition has seen this year, the discussion will move towards predictions for the future. This direction of the discussion is not accidental either, as yellowHEAD has been dedicating itself to a future-facing vision. Last month, yellowHEAD announced its unique and powerful predictive technology, Alison, that now fuels the growth of their current clients, together with an in-house creative team and top experts in ad campaign management and app store optimization. It not only allows to predict how well your campaign is going to perform, but also to spot any problems or data issues caused by ad platforms in order for marketers to optimize and take actions ahead of time.

Meet & Greet

Besides the panel, Casual Connect Kyiv is a great opportunity for yellowHEAD to meet game developers and share expertise that will help them improve their mobile marketing performance, as well as find new effective solutions to grow into new markets. In an industry that is changing so fast, it can get quite challenging to stay up-to-date and understand how these changes will affect the app marketing of tomorrow.

With a broad view of the industry and a large variety of clients with different game genres, yellowHEAD has an ability to benchmark performance results against similar apps and spot trends in the market. UA experts at yellowHEAD run large-budget marketing activities for companies like Playtika, SpaceApe, Scientific Games, and Zynga across Social, Google, and Media Buying channels and improve their user journey with effective ASO methodologies, thus delivering great results on all spectrums.

For those interested in joining yellowHEAD’s valuable panel, it will start at 11:00 AM on Wednesday, October 25 (Day 2 of the conference). If you would like to learn more about how yellowHEAD can help you grow your game with top effective UA strategies and techniques, set a meeting with Marina Sapunova.

Europe 2017Video Coverage

Justin Booth-Clibborn: Branding for a Sustainable Difference | Casual Connect Video

August 20, 2017 — by Catherine Quinton

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Emotion is key, and often, that comes through character-driven storytelling. - Justin Booth-ClibbornClick To Tweet

In order to compete in this overly saturated and ultra-competitive mobile gaming landscape, having a compelling brand along with good creative ideas is key. This emotional connection is needed for both user acquisition and user retention. Justin Booth-Clibborn, Head of Business Development at Psyop explained during his session at Casual Connect Europe that simply showing fun gameplay only goes so far. He stressed that “connecting people through storytelling emotionally with your own tone of voice and personality” is extremely important in building and sustaining your brand.

Europe 2017Video Coverage

Michael Albertshauser on Influencer Marketing: An Area of Explosive Growth | Casual Connect Video

August 12, 2017 — by Catherine Quinton

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A good influencer is not a YouTube, Twitch or Instagram star, but a star. - Michael AlbertshauserClick To Tweet

“Influencers are not as concerned about price as you might think,” stated GameInfluencer’s Head of Influencer and Campaign Managment Michael Albertshauser at Casual Connect Europe 2017. In this lecture, Michael highlighted the results of their survey involving 500 influencers. With insights on influencer perspectives and marketing deals, Michael educated publishers and marketers on how to be a better business partner for influencers and secure better deals and content.

Asia 2017Video Coverage

Elena Vinokurova: Acquiring Users for Success | Casual Connect Video

July 24, 2017 — by Catherine Quinton

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After completing game development, marketing is the most difficult task faced by new game companies. MyTona achieved great success from their first self-published title and at Casual Connect Asia 2017 they shared their post-launch advertising experience and some “hacking” tips to acquire high quality users while maneuvering through the challenges of post-launch marketing.

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ContributionsPR & Marketing

ManaKeep: Why Your Indie Game Needs a Website

July 18, 2017 — by Industry Contributions

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By Nazgum, Founder, ManaKeep

Ever since 2008 and the release of Braid and Spelunky, indie games have been gaining in popularity fast. Really fast! And with how accessible it has become to create and sell an indie game, the space is more than a little crowded. To have your game get noticed nowadays requires a strong marketing effort, and at the heart of that effort should be your games website.

BusinessExclusive Interviews

Marc Hale: Liftoff for a Personalized Ad Experience

July 11, 2017 — by David Radd

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Marc Hale is the Head of APAC at Liftoff where he oversees partnerships with mobile app advertisers and agencies across the region.

Marc Hale is the Head of APAC at Liftoff
Marc Hale is the Head of APAC at Liftoff

“We offer CPA-optimized mobile app install and retargeting campaigns to performance marketers looking to acquire and re-engage high-value users for their mobile apps,” said Marc. “Mobile ad tech is a dynamic and rapidly changing industry, and over the last 10 years I’ve been fortunate to have worked at some key players at the forefront of those changes. With its data-driven approach to user acquisition and retargeting campaigns, Liftoff particularly interested me.”

Asia 2017Video Coverage

Martin Macmillan: Finding the Mobile Lifetime Value | Casual Connect Video

June 13, 2017 — by David Radd

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Our business model is in the provision of capital. - Martin MacmillanClick To Tweet

Does paid marketing make sense in scaling your game? In a talk at Casual Connect Asia, Martin Macmillan (CEO of Pollen Velocity Capital) called How to Scale Your Game: Understanding the Metrics and How to Act on Them, Martin explained exactly that. He advised, “Here is a bit of marketing 101: unless you have figured out a way to spend profitably, you shouldn’t spend at all because mathematically you’re setting out to lose money.” First and foremost, possessing a good understanding of LTV is a must. Then you need to understand if the unit economics work in order to use paid UA as a viable marketing channel. To learn more about what your game’s metrics can tell you and how to finance growth, tune in to Martin’s full session below.

Tel Aviv 2016Video Coverage

Paivi Putsepp-Seufert on Succeeding with Mobile User Acquisition | Casual Connect Video

March 27, 2017 — by Catherine Quinton

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New tech innovations make you be on your toes and catch up; otherwise, you are behind. - Paivi PutseppClick To Tweet

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.

Europe 2017Video Coverage

Paul West: The Data That Can Grow Your Business | Casual Connect Video

March 25, 2017 — by Catherine Quinton

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Paul West is Performance Director at AdColony

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.

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For more about Paul West’s career and insights, see this exclusive article.

Tel Aviv 2016Video Coverage

Omer Kaplan on the Best Practices for the Mobile Market in Asia | Casual Connect Video

March 18, 2017 — by Catherine Quinton

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Omer Kaplan, CMO and co-founder of ironSource.

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.

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More about Omer in this article.

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