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ContributionsPR & Marketing

How Trivia Crack Kingdoms got 10,000 New Users in Targeted Countries with Zero Money Invested

May 17, 2017 — by Industry Contributions

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By Ignasi Prat – CMO of Tappx

No matter how big or small your studio is, one fact remains true: paying for users is expensive. Paying for good users is even more expensive. And being able to retain them is the philosopher’s stone that every publisher desires in order to succeed in the mobile ecosystem.

This article is not a diatribe against companies offering user acquisition services or against publishers who decide to use a paid strategy to increase their user base. With good performance and proper management of costs and life cycle, paid acquisition can be very beneficial and a great way to accelerate traction for your games.

This article aims to show there’s life beyond paid advertising. We are going to demonstrate how we succeed in increasing our user base by using alternative strategies and tactics that required no investment.

ContributionsResearch

Predictive Analytics in Games

May 12, 2017 — by Industry Contributions

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By devtodev analysts, Vera Karpova and Vasiliy Sabirov

Currently, product analytics reached a sufficiently high level of development. Many analytical systems are equipped with a variety of tools that will tell in detail how users behave in the application: when they buy, where they live, how much they cost for the company and how they leave.

These tools have become a part of daily life, regular monitoring; assistants in the decision-making process – now it is a must-have for any project.

Funnels and segments don’t surprise anybody anymore, and as in any other business, having reached the top of one reveals a will to go further and improve.

In this regard, the sphere of analytics is no exception, and in the past few years a new kind of data analysis – predictive analytics – began to develop.

You’ll also have an idea of predictive analytics, if you monitor the metrics on a daily or even hourly basis.

For example, you know that usually at 12 a.m. there are about 20,000 users in your game, and today this indicator is much lower. It equals 15,000 users. You understand that there is a trend for decline, which means that it is necessary to find the cause as soon as possible and improve the situation before the indicator falls even more.

Europe 2017Video Coverage

Melinda Montano: Helping Developers Go Cross-Platform | Casual Connect Video

April 19, 2017 — by Catherine Quinton

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Going cross-platform can keep a game alive and played for years to come. - Melinda MontanoClick To Tweet

Going cross platform is an opportunity to increase your potential audience. It can please your current userbase and it can grow your lifetime revenue. Such a leap needs to be considered carefully. As Melinda Montano, Business Development Manager at Kongregate explained during their presentation at Casual Connect Europe, “Before you decide to go cross-platform, understand why you’re doing it. Figure out the opportunity – do you want more revenue, users, prestige?” The complications developers often encounter when going from mobile to PC and vice-versa. These include perceived game value, freemium/premium, to the specifics of UX/UI changes. Melinda’s talk, PC and Mobile: Going Cross Platform Post-Launch provides actionable insights for your cross-platform PC and mobile plans. One simple tip Melinda offered was: “In UI, the biggest thing to remember when going from PC to mobile is that we have hands. They cover the screen.” For more, see the full lecture below.

Europe 2017Video Coverage

Bjoern Bergstein: The Best Monetization Model For Your Game | Casual Connect Video

April 2, 2017 — by Catherine Quinton

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No matter how good the games you develop, unless they turn a profit, preferably the highest possible profit of course, your games can’t succeed. So how do you best monetize your games? Bjoern Bergstein would be an excellent person to ask.

After studying Game Design and Game Production at Games Academy Berlin, Bjoern founded and ran his own game studio for a short time. Bjoern then joined Tivola Publishing GmbH, a company highly experience in games for families, and is now Head of Games, responsible for all in-house development.

Bjoern Bergstein speaking at Casual Connect Europe 2017, photo by Lera Polska

At Casual Connect Europe, Bjoern discussed the three monetization models: Premium, Freemium and Free-to-Play, and the pros and cons of each. The final decision about which method will be best to use depends on many different factors, so this is a complex decision. During Bjoern’s session Monetization for the Whole Family – The Long Way to Find the Right Monetization Model, Bjoern described Tivola Publishing’s journey to find the best model for their company and the insights they gained, as well as sharing helpful examples. To succeed as a new company he suggested “Don’t try to compete or copy big players.” Instead, find your own niche, “use the niche and be good at it.” To learn more, be sure watch the full video of Bjoern’s session.

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To read more about Bjoern Bergstein including a lecture from Casual Connect Europe 2016, see this exclusive article.

Europe 2017Video Coverage

Rujul Patel: Leading the Ad-Supported Game Revolution | Casual Connect Video

March 30, 2017 — by David Radd

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Like game development, ad monetization must be user centric and user sensitive. - Rujul PatelClick To Tweet

Rujul Patel, Fyber’s SVP of Global Developer Relations, is on a mission to help mobile game developers make money. The key to mission success: balancing IAP monetization with ad monetization. ““We need to see how to have ads work better in mobile games,” said Rujul during their session at Casual Connect Europe. Many game developers, however, believe that ads hurt the game experience and could cannibalize IAP revenue. At their session, Rujul dispels these concerns with a few examples of developers who successfully added rewarded video ads to their monetization strategies.

Exclusive InterviewsIndustry

Barak Regev on Using Google Cloud Platform to Scale and Succeed

March 26, 2017 — by Catherine Quinton

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Barak Regev, Director of Google Cloud Platform for EMEA of Google, says that the best things about working for Google are the amazing people, as well as the culture, goals and freedom of working at Google.

Barak Regev is Director of Google Cloud Platform, EMEA of Google

Barak had worked for Microsoft for seven years when Meir Brand, GM of Google IL, called, offering the opportunity to apply for a position establishing Google Enterprise in the EMEA region. This was six and a half years ago, and Barak was, of course interested. For the past four years, he has been leading the Google Cloud Platform business in EMEA, building and scaling the EMEA team responsible for sales and business development of Google’s Cloud Platform solutions. In this position, Barak must also hire the talent, expand Google’s ecosystem, evangelize Google’s solutions and, as he said, “inspire my people to think big.”

Tel Aviv 2016Video Coverage

Eitan Reisel on How Google Can Help Developers Grow | Casual Connect Video

March 24, 2017 — by Catherine Quinton

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85% of app revenue has been from games. By 2020, that's a $75 billion ecosystem! - Eitan ReiselClick To Tweet

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. 

Postmortem

Hoppy Land: How Eipix Made Its First Self-published Game

March 16, 2017 — by Industry Contributions

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With over a decade of experience in the game development industry, Eipix Entertainment is currently the most productive cross-platform developer of HOPA games in the world, developing more than 20 new titles a year, and employing more than 300 creatives. The company is also deep into the process of expanding onto other fields of the gaming industry, such as adventure games, text-based adventures and VR games. In 2016, it has set its sight on new territory – self-publishing and the free-to-play casual gaming industry.

New beginnings are tough. Eipix has worked on a variety of projects since its inception back in 2005, but for the past five years the company has almost exclusively worked on HOPA titles released by its publisher, Big Fish Games. These games put us on the map, and it is their success that allowed us to consider branching out and venturing into unknown territories.

Once we were able to consolidate our operations and create a steady pipeline for such a massive output of HOPA games, the next logical step was trying our hand in a different genre. Finally, in 2016 we chose to enter the self-publishing arena.

Eipix has grown to employ more than 300 people

Europe 2017Video Coverage

Hatch: Netflix Meets Facebook for Premium Mobile Games

March 14, 2017 — by David Radd

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Hatch could be the most revolutionary mobile platform to release in 2017. While that might sound like marketing hype, the set up for Hatch is as ambitious as it is intriguing. First and foremost, it lets users stream any mobile game to their phone or tablet with low latency. The low latency streaming allows for easy and quick access to all games. This means no downloads, no waiting. On top of this, players can easily share gameplay videos of what they’ve been playing to their friends.

At Casual Connect Europe 2017, Juhani Honkala, Founder & CEO, Hatch Entertainment and Vesa Jutila, Co-Founder and VP Content & Commercial Partnerships at Hatch Entertainment were interviewed by Dean Takahashi, Lead Writer, GamesBeat at VentureBeat. During this session, Vesa reflected, “From the very get-go, Hatch is built around the social elements of gameplay. We really wanted to bring people together over the games that they love and let them play games in very new ways that you haven’t been able to do in mobile before.”

ContributionsPR & Marketing

19 Metrics You May Have Never Heard About

March 13, 2017 — by Industry Contributions

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By devtodev lead analyst Vasiliy Sabirov

Analytics in most cases is simply the monitoring of key metrics: DAU, MAU, WAU, ARPU, ARPPU and other abbreviations. Basic analytics metrics represent the 20% of the functional of analytic systems, which provide 80% of the result.

But are these 80% enough?

If not, then our article is for you. We will talk about some of the metrics that are also worthwhile to keep in mind if you want to fully understand all the processes that occur in your application.

Acquisition Metrics

So, users start to use your application. You measure the number of new users (New Users), the total number of users on a particular date (Total Users). You calculate the price to attract users (CPI), the effectiveness of your investment (ROI).

But in order to start the flow of traffic from the partner, first you have to find a partner, sign the contract (agreement with lawyers is often not so fast to be done), integrate and agree on everything. That is to spend both time and money either to pay your employees or on one-time payment to the partner (this also happens). Therefore we recommend to calculate not only the usual CPI, but also the effective cost of user acquisition (eCPI), which includes all third-party costs.

Accordingly, it is better to calculate ROI by putting eCPI in the denominator. Thus, you get eROI. And it may well be so, that on the basis of eCPI and eROI you choose completely different partners.

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