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Mobile User Acquisition and Engagement. Tactics You Can’t Ignore

Mobile User Acquisition and Engagement. Tactics You Can’t Ignore

So where should a game developer turn to, to be able to get quality user acquisition and keep them in a game without going bankrupt?

During the talk you’ll learn how to:
- Prepare your app for user acquisition.
- Learn how to get high quality users with little to no marketing -
spend.
- Set-up user acquisition tactics that create viral loops.

This presentation is the result of GetSocial’s experience addressing User Acquisition and Engagement challenges, and it reveals a unique solution that is already being used by the likes of VNG, Glu, Tribeflame, Tabtale, PeopleFun, Hutch and much more.

Vitaliy Zasadnyy

January 21, 2017
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  1. MOBILE USER ACQUISITION
    Tactics You Can’t Ignore
    Vitaliy Zasadnyy
    Head of Mobile @ GetSocial
    GameDev Conference
    Lviv, Jan 21, 2017

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  2. What DAU trend do you see
    more often?
    Time
    DAU

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  3. What DAU trend do you see
    more often?
    Time
    DAU
    Time
    DAU

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  4. ?
    WHO THE HELL AM I

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  5. APP SPACE IS
    CROWDED
    700+ iOS games are published every day
    Source: pocketgamer.biz/metrics/app-store/submissions/

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  6. EXPENSIVE TO

    ACQUIRE USERS
    CPI is almost $3 for mobile games
    Source: chartboost.com/insights/

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  7. 86% OF USERS
    LEAVE
    Only 14% of the users stay longer than 3 days
    * Source: andrewchen.co

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  8. PREPARING YOUR APP
    TO USER
    ACQUISITION

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  9. OPTIMISE APP STORE LISTING

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  10. OPTIMISE APP STORE LISTING

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  11. OPTIMISE APP STORE LISTING
    Title
    Description
    Screenshots
    Video!

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  12. CHOSE RIGHT KEYWORDS

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  13. EASY TO NO SIGN IN

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  14. 56%
    Do not force users to login
    without first receiving value
    Source: Foolproof UX

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  15. EASY TO NO SIGN IN
    Deferred Sign In
    Anonymous Users
    Social Sign In

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  16. PROVIDE EXTENSIVE TUTORIAL

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  17. Target the first few days of
    usage, and in particular
    the first visit

    - Andrew Chen,
    - Supply Growth @ Uber

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  18. LEVERAGE WORD OF MOUTH

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  19. LEVERAGE WORD OF MOUTH

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  20. 88%
    Users prefer to invite friends
    via WhatsApp, Messenger
    and other chat applications
    over Facebook and Twitter.
    Source: GetSocial Internal Analytics

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  21. THE HOOK
    MODEL

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  22. THE HOOK
    Trigger Action
    Variable Reward
    Investment
    External
    Internal
    1

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  23. Trigger Action
    Variable Reward
    Investment
    Emails
    Notifications
    Pin
    Re-pin
    Follow
    Comment
    What did fiends post?
    Interesting objects
    Log-in
    Fear of loosing content
    Boredom

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  24. Trigger Action
    Variable Reward
    Investment
    Word of mouth
    Brand IP
    Collection
    Gym Strength
    Pokemon Progression
    Encounter Pokemon
    Catch Pokemon
    Explore
    Walk
    Device Vibrates
    (Pokemon Around)

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  25. Trigger Action
    Variable Reward
    Investment
    Social Push Notification
    Invitation from a Friend
    In-Game Social Connections Fast Progression
    Access to Premium Content
    Refer-a-friend
    Social Competition
    Social Cooperation
    USER ACQUISITION

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  26. ?
    NOT CONVINCED?

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  27. +30%
    Users acquired via Smart Invites
    has 30% higher Day 1 retention

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  28. +60%
    Day 30 retention increase

    can be up to 60%

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  29. Users acquired via GetSocial bring
    20% more revenue monthly
    +20%

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  30. USER ACQUISITION
    IS EXPENSIVE
    Most part of users leave

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  31. ASO
    User Activation
    Word of Mouth
    FOCUS ON

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  32. YOU CAN BE A
    BADASS IN UA
    Will you?

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  33. THANK YOU
    @zasadnyy

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