Macy Mills is a business development specialist focused on the gaming industry. Currently, she works with game publishers who are interested in scaling their user base with influencer marketing. Before GameInfluencer, she was the VP of Strategy and Business Development at Hitcents, creators of The Godfather: Family Dynasty, Draw a Stickman, and Hanx Writer. At Casual Connect Kyiv, Macy spoke about different, unorthodox approaches to influencer marketing.
The games economy and user dynamics are constantly in flux. Game developers and industry professionals need to not only understand what is happening at the moment, but learn how to properly interpret data and trends to predict where things might head. Attendees at Casual Connect USA 2018 will see how to stay one step ahead of the curve in the conference’s Market Navigation track.
Ever since Computer Games Association’s (CGA) founding, one of its major drivers has been to push the games industry forward in a positive and collaborative way. Starting in late 2017, CGA launched its United In Action initiative to “foster cooperation between individuals, organizations and companies to unite the industry in a journey of positive change beginning with entry into the games industry.”
As Chief Operating Officer at Gravity Co., LTD, Yoshinori Kitamura is in charge of management, with major focuses on business strategies, overseas development and new business development. Currently his emphasis is on expanding the Ragnarok business according to the one source multi-use method. He is also in charge of managing the group companies (the US office and the Taiwan branch), and the NeoCyon office involved in mobile business to business. Yoshinori has participated in Ragnarok‘s Japanese business since 2003 and became involved with the management of Gravity in 2008.
Finding Trends in a Fluctuating Market
Yoshinori enjoys the fact that his job shows clear results for what he does. He likes to challenge himself as he predicts trends in a market that is constantly fluctuating. As he describes, “It is rewarding when you succeed with new ideas without being caught by fixed concepts.”
His first exposure to gaming came in his school days; while playing Famicon with his friend he developed a desire to enter the game industry. However, at the time this seemed unlikely. Instead Yoshinori became involved with American football. While doing sales at a recruiting advertising company he was given the opportunity to join their company football team. Following this career he began working for Rothman’s Marubeni, a tobacco company which withdrew from the business some years later. He was then involved in starting several IT companies invested by Marubeni.
Today, the global game market is $100 billion USD. Given this fact, publishing your game globally is a particularly compelling proposition. That said, it can also be quite a daunting concept. At Casual Connect Asia, President and CEO of LAI Global Games Services David Lakritz described how you can know which markets are the best fit for your game and where are you more likely to achieve a higher ROI. He highlighted some free tools and strategies to address these issues during his presentation. For the full session see below.
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.
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.
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.