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.

Transcript

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

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9. EXPENSIVE TO

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

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10. 86% OF USERS
    LEAVE
    Only 14% of the users stay longer than 3 days
    * Source: andrewchen.co
    

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11. PREPARING YOUR APP
    TO USER
    ACQUISITION
    

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12. OPTIMISE APP STORE LISTING
    

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13. OPTIMISE APP STORE LISTING
    

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14. OPTIMISE APP STORE LISTING
    Title
    Description
    Screenshots
    Video!
    

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15. CHOSE RIGHT KEYWORDS
    

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17. EASY TO NO SIGN IN
    

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18. 56%
    Do not force users to login
    without first receiving value
    Source: Foolproof UX
    

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

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20. PROVIDE EXTENSIVE TUTORIAL
    

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21. Target the first few days of
    usage, and in particular
    the first visit
    “
    - Andrew Chen,
    - Supply Growth @ Uber
    

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23. LEVERAGE WORD OF MOUTH
    

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24. LEVERAGE WORD OF MOUTH
    

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25. 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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26. THE HOOK
    MODEL
    

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

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29. 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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30. 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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31. 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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32. ?
    NOT CONVINCED?
    

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33. +30%
    Users acquired via Smart Invites
    has 30% higher Day 1 retention
    

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34. +60%
    Day 30 retention increase
    
    can be up to 60%
    

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

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36. USER ACQUISITION
    IS EXPENSIVE
    Most part of users leave
    

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37. ASO
    User Activation
    Word of Mouth
    FOCUS ON
    

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

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39. THANK YOU
    @zasadnyy
    

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