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.
“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.
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.
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.
Marc Hale is the Head of APAC at Liftoff where he oversees partnerships with mobile app advertisers and agencies across the region.
“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.”
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.
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.
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.
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.
Facebook Offers Are No Longer Just for Brands
Value-Driven Marketing (VDM) has been part of retail for decades, however, as explored in my Gaming VDM intro, the road to its adaptation by mobile gaming has been challenging yet insightful.
In that context, Facebook Offers is a great tool to effectively target people with valuable offers. Back in 2015, convincing a mobile game publisher to use Facebook Offers as any other traditional marketing channel has proven somewhat challenging, and for a good reason they said: Facebook Offers are for brands, aren’t they? Naturally, as no industry standard existed to turn game virtual items into marketable offers (oh, and in-house attempts to do so have been too basic or too scarce), so how could any mobile game publisher consider Facebook Offers seriously as a valid channel? There was literally no accumulated marketing skills to even build a solid plan. We felt we had to pick up that glove.