http://www.gamechangersf.com/ Launching a mobile game or app is an exciting and stressful endeavor. You have worked on it for months or even years, and your baby is about to go into the world. But having a great app isn't enough to succeed. You must be prepared to track, collect data, iterate, A/B test, acquire users, watch the competition and do many other things well. We have launched hundreds of apps, and have developed a checklist for making sure our clients are ready. Here is a short summary of what you typically need to get going!

1. > Launching On Mobile
Platforms
Checklist
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2. > Mobile Marketing
Strategy
Having a good product does not guarantee a success
• Cost of user acquisition is higher than many game apps can afford
• The mobile eco-system is complicated and difficult to navigate
To succeed, developers need a marketing strategy that:
• Maximizes Organic Growth
• Leverages the most effective channels and strategies for Paid
Acquisition
• Relies on the best analytics tools and processes for insight and
efficiency - Mobile Marketing Best Practices
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3. > In This Launch Checklist:
Tactical Marketing Plan
1.
2.
3.
4.
Setting Objectives
Messaging, Positioning, ASO
Tactical Marketing Programs
Acquisition Plan / Projections
Best Practices
1. Measuring For Success (Key Performance Indicators)
2. Tools and Analytics
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4. Set goals, make plans and prepare marketing collateral
1. TACTICAL PLAN
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5. > Setting Objectives
1.
Define Goals and Benchmarks based on overall business goal and
competitive analysis
– Chart positioning
– Target eCPI
– Target KPIs
– Retention, Monetization, LTV
– Goals may vary depending on the lifecycle on the product
2. Set Marketing Budget for each platform
– KPI testing phase (up to 3 months in our experience, in a few
selected territories like Canada/Australia)
– Wide launch
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6. > Positioning, Messaging &
ASO
Define Target Demographics
•
Your target demo: age, sex, geographies, interest groups, why they will play
Key Messaging
•
•
Ads, Call To Action
App Stores Copy – optimized for keywords!
Creative Collateral and Considerations
•
Ads and community collateral
– follow best practices and prepare multiple sizes of ads collateral for all
partners, devices and platforms
– App Icon and Appstore screenshots are uber-important for discovery
Keywords
•
SEO, iTunes, Google Play, Facebook campaigns
– Use marketing tools to research most effective keywords. App store
discovery accounts for >60% installs for an average app!
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7. > Tactical Marketing
Programs
1.
Marketing Calendar
• All product launch phases tied to community, PR and paid acquisition
plan
• By platform and geography
2. Public Relations/Media Outreach
•
•
•
•
3.
Primary audience
Goals, Strategies, Key messaging
Publications to cover
PR Plan and Calendar
Acquisition Plan / Projections by platform
• Organic Channels - community, PR, social graph, virality
• Paid acquisition plan by channel and partner
• Downloads, MAU, DAU and monetization forecast
– Having a plan helps you set goals, track performance against them
and understand what acquisition cost you can really afford
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8. > Acquisition Plan
(example)
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9. Measure For Success
MOBILE MARKETING BEST
PRACTICES
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10. > Key Performance
Indicators (KPIs)
Acquisition
• CPC/CPI/CPA
• Virality (K-factor), Discovery
• eCPI
Retention
• D/W/M retention
• Average User Lifetime
• Stickiness (DAU/MAU)
Engagement
•
Session Length
•
# of sessions per Day/Week/Month
•
Percentage users completed
tutorial, reached certain level
•
Bounce Count
Monetization
• ARPU/ARPPU
• DARPU
• DARPPU
• Percentage of paying users
• LTV
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11. > Lifetime Value
LTV is a Function of Value & Engagement
Lifetime Value Maximization
(LVT = Value * Engagement)
high
value
low
medium
low
Engagement is the most
important
high
medium
engagement
• If game sucks, players leave - nothing to
maximize
• Watch it religiously in the early product
lifecycle (beta)
high
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12. > Tools & Analytics
Set Up Tools For Success
SDK
SDK
SDK
SDK
SDK
Source
Tracking
Solu:on
• In-app analytics to track KPIs
• AB-testing
• Source Tracking / Attribution solution to analyze performance by
source and optimize acquisition in real time (Hasoffers, Appsflyer and
etc.)
One
Dashboard
Data
Reconcilia:on
Click
Tracking
Install
Tracking
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One
SDK
Real
Time
Op:miza:on

13. > Analytics Solutions
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14. > Get Ready for Launch
Anya Shapina
Phil Shpilberg
anya@gamechangersf.com
phil@gamechangersf.com
h"p://gamechangersf.com