Paid Acquisition on Mobile: A Scrappy, Practical Guide

Notes on a talk by Mike Gordon of Iron Horse Games Iron Horse has had 11M installs, mostly on Android, mostly paid acquisition Marketing in 3 phases on Google Play Google Play organic installs are significantly higher than Apple ROI tends to be better Open beta Don’t treat this as a test platform, because you … Continue reading Paid Acquisition on Mobile: A Scrappy, Practical Guide

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Design by the Numbers: Using Data for Good

Notes on a talk by Evan Losi of Scopely at GDC 2019 Play tests only take you so farCapturing analyticsTrack everything—every time a player does anythingEverything a person interacts withWhich screens they openWhat activities people takeResources (what players earn and spend)Look at the aggregated dataKey metrics/KPIsEnd results of player behaviorRetention, conversions, ARPU/ARPDAUEverything sums up to … Continue reading Design by the Numbers: Using Data for Good

App Store Optimization (ASO) for Great Developers

Notes on a talk by Enric Pedro of Lab Cave and Joyce Zhou Joyce Zhou of IGG ("I Got Games"), developer of Lords Mobile ($50M/month)Enric Pedro (@enricpedro), Chief Marketing Officer of Lab Cave (ASO company)—hola@labcavegames.comASO is the process of getting more users by improving visibility within the app store and optimizing the app profile visit-to-install … Continue reading App Store Optimization (ASO) for Great Developers

Community-Driven Discoverability for Indies

Notes on a talk by Patrick Corrieri of Dry Cactus, developer of Poly Bridge Game design decisions aimed at promoting the title in socially-driven way, rather than "real" marketing Battling against saturation, algorithmic curation (or no curation at all), lack of cross-promotion showing similar games (e.g., in Epic store) We need to drive as much … Continue reading Community-Driven Discoverability for Indies