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Ben Armstrong, BlueStacks

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March 11, 2019

Ben Armstrong, BlueStacks

Global Reach - Finding the Next 100 Million Gamers

(White Nights Conference Berlin 2019)
The official conference website — http://wnconf.com

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wnconf

March 11, 2019
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Transcript

  1. Global Reach Finding the Next 100 Million Gamers

  2. So what is mobile gaming?

  3. What most people think their job is going to be

    like when they get into mobile gaming….
  4. If you’re in UA or Data analysis it turns into

    something like this on your first day
  5. What it’s actually like (most days)...

  6. Where did the fun go? Finding engaged users should be

    easy and fun right?
  7. Reaching the next 100 million gamers is going to require

    you to think outside the traditional UA box quite a bit. How?
  8. And…

  9. BlueStacks at a glance 2nd largest PC gaming platform (and

    we’re all about mobile games)
  10. BlueStacks at a glance 350MM+ gamers 2nd largest PC gaming

    platform (and we’re all about mobile games)
  11. BlueStacks at a glance 350MM+ gamers Average gamer spends 5

    hours/day playing on BlueStacks 2nd largest PC gaming platform (and we’re all about mobile games)
  12. BlueStacks at a glance If you look at the top

    10 RPG or Strategy games in any geo, at least 7 of them are working directly with BlueStacks. 18 of top 25. 350MM+ gamers Average gamer spends 5 hours/day playing on BlueStacks 2nd largest PC gaming platform (and we’re all about mobile games)
  13. Just here to help you answer this question:

  14. Reaching the next 100 million gamers is going to require

    you to think outside the traditional UA box quite a bit. How?
  15. Typical Game Lifecycle Pre-Launch Launch Cross Promo Long Tail Monetization

    Retargeting
  16. As a gaming platform with 400M+ gamers and 100s of

    developer partners, we’ve seen this lifecycle over and over.
  17. BlueStacks is all about mobile games. Our gamers download millions

    of mobile gamers every day from here.
  18. How can we help?

  19. We have community teams in place in close to 30

    countries… this is what we’ve seen across these geos...
  20. Typical Game Lifecycle Pre-Launch Launch Cross Promo Long Tail Monetization

    Retargeting
  21. (until now) Normal Game Launch Strategy: Pick a date at

    random and go towards it
  22. But the day you pick could have disastrous consequences...

  23. Or you can launch the game around other titles that

    are on the calendar. It’s free and think of it like insurance
  24. Your board will thank you later.

  25. Cool. So if I pick the right date for my

    game, everything will be peachy? And we’ll be a great success?
  26. Let’s look at sports in the US...

  27. Tailgating is $6 billion per year business in the US

  28. Tailgating is $6 billion per year business in the US

  29. Most passionate fans = folks who spend $$$

  30. And obviously some get into the game more than others

  31. But the reality is that you need these kinds of

    fans for your game before/after launch
  32. So how do our 30+ geo/community teams reach the gamers

    (“tailgaters”) in each of their geos?
  33. Facebook page with an occassional mod is/was not enough

  34. Loyalty is a two-way street. Have to meet them where

    they are.
  35. If you don’t own the channel where your tailgaters talk

    then someone else will and may try to steal them.
  36. So I need to get insurance for my launch? Check.

  37. I also need to find some tailgaters? Done and Done.

  38. What’s next?

  39. Typical Game Lifecycle Pre-Launch Launch Cross Promo Long Tail Monetization

    Retargeting
  40. Let’s imagine you’ve already worked with BlueStacks on phases 1-2

    of your game’s lifecycle.
  41. Let’s imagine you’ve already worked with BlueStacks on phases 1-2

    of your game’s lifecycle. (Not working with us yet? Ask me afterwards how everyone else already is :).
  42. What do you do to keep your tailgaters engaged for

    months and potentially years to come.
  43. Come up with ways for your tailgaters to battle against

    each other. eSports/Tournaments are super easy now (especially within BlueStacks).
  44. None
  45. None
  46. To reach the next 100 million gamers, you will have

    to shift your focus beyond device re-targeting lists. It’s no longer a 1:1 battle.
  47. The most successful developers are starting to listen and think

    through the game lifecycle in a more holistic way.
  48. You should too!

  49. Questions?