The document provides tips on how to successfully launch a mobile game, including building a great game, testing it through alpha/beta and soft launches, launching marketing campaigns, and measuring key metrics like downloads, retention, and revenue to determine if the full launch is successful. The soft launch phase involves testing the game in select countries to work out bugs and evaluate performance before a full global launch.
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Pollen VC: How To Successfully Launch Your Mobile Game
1. HOW TO SUCCESSFULLY LAUNCH YOUR MOBILE GAME
For More Information About Launching Your Mobile Game Follow @pollenvc on Twitter
2. 2
MGPADAM FLANDERS
• Co-Founder of Mobile Game Partners
• 16 years of video game industry experience with 12
years in mobile games
• Launched more than 100 games at Glu and Z2 Live
How To Launch Your Mobile Game
3. How To Launch Your Mobile Game 3
RYAN LESSARD
SPECIAL THANKS TO:
DAN CHAO DAVE BISCEGLIA REMCO SMIT
• VP of Business Development
• Help Clients Launch Their GamesWeekly
KEN SETO
8. How To Launch Your Mobile Game
MEASUREMENT
• Bug Tracking
• Analytics
• Chart Tracking
• Attribution/Campaign Performance
WHAT ARE OTHER STUDIOS USING?
9. How To Launch Your Mobile Game 9
Apple Releases
your cash
• Average Revenue Per Daily
Active User
• 1, 3 & 30 Day Retention
• Benchmarks
ARPDAU AND RETENTION
15. How To Launch Your Mobile Game 15
• ~ 3-4 months
• ~ $15-20k USD
• ~ 2,000 DAU
DURATION, BUDGET & SAMPLE
16. How To Launch Your Mobile Game 16
Apple Releases
your cash
• Bugs/Events
• Downloads - by channel
• Monetization ARPDAU - over $.20
• 30 day Retention - >5-6%
• Sample Size ~2,000 DAU
• $10-15k soft launch budget
WHAT TO MEASURE
Source: Fiksu
17. How To Launch Your Mobile Game 17
Apple Releases
your cash
Overspend Even Underspend
Large English Speaking Population
COUNTRIES
18. 18How To Launch Your Mobile Game
Examples of Great Icons:
ASO AND APP ICON
*Tune study 2015
21. How To Launch Your Mobile Game 21
UA CAMPAIGN MEASUREMENT
22. How To Launch Your Mobile Game 22
Apple Releases
your cash
GAME EVALUATIONS
23. How To Launch Your Mobile Game 23
IS THERE A PERFECT TIME?
24. How To Launch Your Mobile Game
YOUR PLATFORM RELATIONSHIPS
24
• No substitute for making a quality game that’s fun.
• Pitching platforms early on
• Meet reps at events
• Ask someone if they’ll share your game
• Submit through App Support
25. How to Launch Your Mobile Game 25
• English, French, Italian, German,
Spanish
• 14 countries from Apple
• Google Translate
LOCALIZATION
26. How To Launch Your Mobile Game 26
TRACKING APP STORE POSITION
33. 33
LOWER YOUR EFFECTIVE CPI
BY REINVESTING WHEN
YOU ARE RIDING HIGH…
How To Launch Your Mobile Game
34. 34How To Launch Your Mobile Game
• Spending $1 profitably is better than not at all
• Venture-backed targeting $250-300k in first 2 months
• Agency Min = $20k
• Free Users?
POST LAUNCH UA BUDGET
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TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
Apple
DOWNLOADS REVENUE
Revenue/Downloads
How to Launch Your Mobile Game
36. How To Launch Your Mobile Game 36
Apple Releases
your cash
• Top games are spending millions monthly to acquire users
• Need to be spend to make money
• Spend intelligently/profitably
WHAT HAPPENS WHEN YOU DON’T