In this session we will share Amazon audience profiles, customer behaviour, purchasing trends and insights designed to help you optimise performance of your games by targeting your strategy to specific customer segments. You will learn how to: • Make the most of Amazon’s and your marketing channels to grow your business, including marketing placements on our Amazon Appstore storefront • Maximise your opportunities for device featuring Plus, we’ll reveal new opportunities for developers to receive exposure on Amazon!

1. MARIO VIVIANI
T E C H N O L O G Y E V A N G E L I S T, A M A Z O N A P P S T O R E U K
linkedin.com/in/marioviviani
WORKING BACKWARD FROM
AMAZON CUSTOMERS:
AUDIENCE MARKETING STRATEGIES
@mariuxtheone

2. IT’S A-ME!
Mario Viviani
Technology Evangelist, Amazon Appstore UK
@mariuxtheone
Android Developer from 2010
95+ apps published
12,000,000+ downloads
Google Developer Expert 2013-15
Startup Founder, Co-Worker
Speaker at: Droidcon, Big Android
BBQ, Google I/O, Gamescom

3. CUSTOMER OBSESSED
START WITH
THE CUSTOMER
AND WORK BACKWARDS
Jeff Bezos

4. W H O A R E T H E
A M A Z O N
A P P S TO R E
C U S TO M E R S ?
W H E N D O
A M A Z O N
C U S TO M E R S
B U Y A P P S
A N D G A M E S ?
W H AT
E X P O S U R E
O P P O RT U N I T I E S
C A N C O N N E C T
M Y A P P TO
C U S TO M E R S ?
H O W D O I
A S K A M A Z O N
TO F E AT U R E
M Y A P P ?
WE’LL WORK BACKWARDS BY ANSWERING 4 QUESTIONS…

5. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

6. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

7. CUSTOMER INSIGHTS

8. APPSTORE CUSTOMER PROFILES
ASPIRING FRUGAL
FAMILIES
BRAND CONSCIOUS
FAMILIES
EFFICIENT
ACHIEVERS
INFLUENTIAL
GEEKS

9. ASPIRING FRUGAL FAMILIES – MEET HELEN
Middle-aged women with children at home
Would rather spend money on family
than technology
Catch up TV and casual games are her
key tablet uses
I N S I G H T S

10. BRAND CONSCIOUS FAMILIES – MEET RAVI
Young father who is constantly on the go.
Balances time with children, friends and
work
With little time for linear TV, he is a heavy
user of catch up TV services
Sees technology as a status symbol
I N S I G H T S

11. INFLUENTIAL GEEKS – MEET KWAME
Spends free time playing video
games on his tablet/phone on the
go and PC/ console at home
Places high importance on using
technology for entertainment
I N S I G H T S
A younger full-time professional or a
student

12. EFFICIENT ACHIEVERS – MEET DAVID
Very busy work schedule, often travelling
Uses technology primarily for
business productivity
Passions include keeping up to date
with current affairs and politics
I N S I G H T S

13. AMAZON DEVICE USAGE
55% 45%
65%
35%
45% 55%
18%of Fire TV Owners
also have a Fire
Tablet
30%
of Fire TV Owners
have downloaded
at least one game
Gender Split
19%of Fire TV Owners
own BBC iPlayer,
ITV Hub and All 4
Fire TV Usage Fire Tablets Usage
71%of Fire Tablet
Owners have
downloaded at
least one game
29%of Fire Tablet
Owners have
downloaded at
least one social app
13%of Fire Tablet
Owners have
downloaded at
least one news app

14. APP USAGE BY GENDER
MATCH 3 GAMES RACING GAMES STRATEGY GAMES
35%
65% 55% 45% 58% 42%

15. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

16. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

17. PURCHASING TRENDS

18. AMAZON APPSTORE NEW CUSTOMERS BY MONTH
THINK SEASONALLY & PLAN FOR DIGITAL WEEK…
Feb 2015 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2016
UNIT DOWNLOADS
HOLIDAY 2015
Summer Holidays
+
Prime Day
Holiday
Christmas Day

19. FAMILY GAMES
GOOGLE SEARCH TRENDS AND SEASONALITY
EDUCATIONAL APPS
PUZZLE GAMES GAMES FOR KIDS
N U M B E R O F S E A R C H E S – S O U R C E : G O O G L E A D W O R D S

20. Sales statistics sourced from Amazon.co,uk press releases
W E B E L I E V E I N A D I F F E R E N T A P P R O A C H T O
TABLETS —PROVIDING PRE MIUM PR ODUCTS AT NON-
P R E M I U M P R I C E S — A N D C U S TO M E R S L O V E I T. I N
FA C T, W E ’ V E S E E N O U R F I R E TA B L E T S A L E S M O R E
T H A N D O U B L E Y E A R - O V E R - Y E A R A S A R E S U L T
H o l i d ay D e v i c e S a l e s
J o r r i t Va n d e r M e u l e n , V P, A m a zo n D e v i c e s E U
BIGGEST HOLIDAY EVER
FOR AMAZON DEVICES–
UP 2X OVER LAST
YEAR’S RECORD-
SETTING HOLIDAY
Amazon Press Release, 2015
AMAZON DEVICES WERE TOP-
SELLING PRODUCTS ACROSS
AMAZON.COM LAST HOLIDAY
SEASON – #1 WAS FIRE, #3
WAS FIRE TV STICK
Amazon Press Release, 2015
HOLIDAY IS A KEY CUSTOMER ACQUISITION PERIOD

22. BALANCE NATURAL PAY DAY REVENUE GROWTH
WITH IN-GAME EVENTS ON MID -MONTH WEEKENDS
DAILY IAP REVENUE FOR A TOP GROSSING GAME
Pay Day
In-Game Event In-Game Event

23. PAY DAY GROW TH BY GENRE – TOP GROSSING GAMES
MATCH 3
PAY DAY
GROWTH
CARDS/CASINO
STRATEGY
TYCOON
15%
12%
42%
18%
12%
14%
58%
22%
UNITS REVENUE

24. PR – WHAT MAKES YOUR APP UNIQUE?
M i r ro r Fo o t b a l l Pa g e s
August 2016
THE TECH INDUSTRY IS THE LATEST SECTOR TO
ATTRACT A HOST OF CURRENT FOOTBALLERS.
BARCELONA’S GERARD PIQUE HAS BEEN
INVOLVED IN CURATING MOBILE APPS.
THE FORMER MANCHESTER UNITED STAR
OPENED HIS OWN VIDEO GAME DEVELOPMENT
STUDIO IN 2012. THE STUDIO TOOK PIQUE’S
LOVE FOR FOOTBALL TO CREATE A SERIES OF
MOBILE GAMES.

25. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

26. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

27. MAXIMIZING YOUR
EXPOSURE

28. BILLBOARD FEATURE INCREASED DOWNLOADS BY 39% AVERAGE
OPPORTUNITIES FOR VISIBILITY
Average downloads all Aug Average downloads when merched
Data for Aug 2016 for 15 Titles featured on Home page billboard on Mobile and Fire tablet
39% uplift when
featured on Billboard

29. WAKESCREEN RESULTS FOR A NEW TITLE
F E AT U R I N G I S E V E N M O R E I M PA C T F U L F O R N E W T I T L E S
01/08/2016
02/08/2016
03/08/2016
04/08/2016
05/08/2016
06/08/2016
07/08/2016
08/08/2016
09/08/2016
10/08/2016
11/08/2016
12/08/2016
13/08/2016
14/08/2016
15/08/2016
16/08/2016
17/08/2016
18/08/2016
19/08/2016
20/08/2016
21/08/2016
22/08/2016
23/08/2016
24/08/2016
25/08/2016
26/08/2016
27/08/2016
28/08/2016
29/08/2016
30/08/2016
760%
Increase with
wakescreen
210%
Increase post
wakescreen

30. INDIE DEVELOPERS FEATURE PROGRAM PILOT
ADDITIONAL VISIBILITY FOR INDIE DEVELOPERS
RESULTS:
• SOME TITLES BENEFITED
MORE THAN OTHERS FROM
THE FEATURING
• IN CUMULATIVE NUMBERS
DAILY DOWNLOADS
INCREASED BY 275%
• 28% UPLIFT POST
FEATURING
Group billboard
Individual billboards
Data for Jul- Aug 2016
Cumulative number of avg. daily downloads for titles featured in
“UK Developer Spotlight" group billboard
BEFORE: avg daily downloads DURING: avg daily downloads AFTER: avg daily downloads
+275%
+28%

32. SELECTION CRITERIA FOR FEATURING
Social + App of the Week Device MerchandisingG r e a t C u s t o m e r
E x p e r i e n c e
N e w o r U p d a t e d
S e a s o n a l l y R e l e v a n t
Po s i t i v e C u s t o m e r
R e v i e w s
C l e a r t i t l e a n d
d e s c r i p t i o n
H i g h q u a l i t y
m a r k e t i n g a s s e t s
E x c l u s i v e o f f e r s

33. STRONG CREATIVE BENEFITS CUSTOMER CONVERSION
Always submit billboard size image as
promotional image (size 1024x500 px)
If possible add video: special promo video or
just game play (especially for Fire TV!)
Add clear and interesting description:
explain what app is about and who is it for
and why is it useful
C R E A T I V E R E Q U I R E M E N T S

34. A FEW MORE TIPS TO
MAXIMISE EXPOSURE

35. YOUR JOB DOESN'T
STOP WHEN YOU
PUBLISH
Marketing Required
You're your own best resource when it
comes to getting the word out and solving
the discovery problem.

36. KNOW YOUR
CUSTOMER & CONNECT
WITH THEM
Consumer Appeal
Find what resonates—the look-and-feel,
reward structure, plot device—and the
unique value you can add.

37. A GOOD NAME CAN
MAKE ALL THE
DIFFERENCE
A Rose by Any Other Name
The most basic thing you can do to help
make your app successful is give it a
descriptive name.

38. PUT YOUR BEST
(VISUAL) FOOT
FORWARD
Imagery that Pops
Many great apps are overlooked because
of a poor icon. Make sure icon,
screenshots, and videos are high-quality
and attractive.

39. GET CUSTOMERS
EXCITED
Fun, Informative Descriptions
Think of your app's description as its dating
profile.
• The first line sells
• Highlight stand-out features
• Use compelling subheads
• Details are important

40. MORE APPS INCREASE
YOUR IMPACT
Leverage Your Catalog
Create multiple apps to build your personal
brand and make your work more
noticeable.

41. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

42. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECTING WITH CUSTO MER S:
AUDIENCE MARKETING STRATEGIES

43. DISCOVERABILITY
OPPORTUNITY

44. UK DEVELOPER
SPOTLIGHT

45. UK DEVELOPER SPOTLIGHT MISSION
CONNECT DEVELOPERS
AND CUSTOMERS
THROUGH GREAT CONTENT

46. H O W TO S U B M I T Y O U R A P P F O R E VA L U AT I O N
bit.ly/UKSpotlight17
REGISTER ON
DEVELOPER PORTAL
APPS GET
EVALUATED FOR
FEATURING!
FILL OUT THE UK
DEVELOPER
SPOTLIGHT FORMSUBMIT YOUR APP
NEW

47. W H O A R E T H E
A M A Z O N
A P P S TO R E
C U S TO M E R S ?
W H E N D O
A M A Z O N
C U S TO M E R S
B U Y A P P S
A N D G A M E S ?
W H AT
E X P O S U R E
O P P O RT U N I T I E S
C A N C O N N E C T
M Y A P P TO
C U S TO M E R S ?
H O W D O I
A S K A M A Z O N
TO F E AT U R E
M Y A P P ?
WE’VE WORKED BACKWARDS BY ANSWERING 4 QUESTIONS…

48. bit.ly/junemeetupamazon
SAVE THE DATE
JUNE 27th

49. THANK YOU!
Mario Viviani
@mariuxtheone
@AmazonAppDev
vivianim@amazon.co.uk
developer.amazon.com/appstore
bit.ly/amazonmaymeetup