Scoreloop - social discovery of mobile games
13
-
date post
20-Oct-2014 -
Category
Business
-
view
802 -
download
0
description
An overview of current mobile game marketing trends. What Scoreloop SDK provides and how social features will dramatically change the way mobile games are discovered.
Transcript of Scoreloop - social discovery of mobile games
“Blaming the app stores for poor discoverability is a little like blaming Google for not putting your site on the first page of results.
Getting found is the responsibility of the publisher, and is as much a part of the entrepreneurial game as building a great product.”
Chris DeVore, co-founder of Founders’ Co-op (2012)
Mobile game marketing
Strategy matters AKA how to make get
discovered
Analyze top 100 games (Learn from other
developers)
Choose right communication channels (Hint: 40
year old women do not typically read game reviews)
Be accessible (Learn from the customers)
Choose the right market (Is your app 1 our of 100k
or 700k?)
What about marketing?
On the market place (Name of the game)
Outside the market (Community)
In game (Cross promotion)
How to get discovered?
Geographical visibilityBefore release
• Create a buzz
First weeks• Be prepared –
several once time only opportunities
Marketing mix
• What to do?
• What if it doesn’t work?
Visibility improvements
• Press releases, user acquisition or blogging?
Social discoverability
• How to reach gamers who do not read about games or ever follow app category trends?
ASO
• Optimize metadata to get discovered in search
Device distribution
Per market
Choose application
market categories
wisely
Ranking & Rating
Size of the app
Social alignment
Price
7
9
9
10
12
12
14
14
25
26
35
0 10 20 30 40
Blog
Mainstream Media
Social Media
Advertisements
Ranking Page
Traditional Game Website
From other apps
Website focused on Mobile …
Featured Apps Page
Friends/Family
%
Major Discover Source
Sample: 15-64 year olds mobile gamers, US
Source: EEDAR 2012
0102030405060708090
100
Mobile phone gamers
Avid mobile phone gamers
Game recommendation
(%)
Source: PopCap 2012
Solution Example
services
Estimated CPI
cost
Targeted ads Facebook $3-4
Analytics and
monitoring tools
GrowMobile, Fiks
u
$1-2
Key word tools AppAnnie, AppTra
ce, Distimo, Flurry
$0-15 (monthly
subscription)
Recommendation Hooked, AppJoy
Ad networks AppGratis,
Admob, Mobclix
$1-2
Incentivized
downloads
Sponsorpay,
TrialPay, TapJoy
$0.25-0.5
Cross promotion Chartboost,
PlayHaven
$1.5-2.5
Video ads Adcolony,
EveryPlay, Vungle
$ 2-3
Other marketing GetJar, operators’
market places,
non-native
markets
Partial source:
Jussi Laakkonen
/ Applifier 2013
Monthly ARPU – US
gamers
0.92 0.79 1.111.71 1.54
10.4
0
2
4
6
8
10
12
Monthly ARPU $
Source: BusinessWire 2013
Based on: Interpret study
Social discoverability –
clustered long tail- Game developer needs to think
marketing across the full whole lifecycle
of a product
- Scoreloop provides ways to lengthen the
lifecycle of a mobile game by turning it
into a social experience
- Marketing = clustered long tail
- Large dark red: core focus, planned
marketing activities
- Mid size yellow: social marketing
- Smaller dots: Phenomena and
activities driven by the fan base /
community
Time
Scoreloop =
social discoverabilityScoreloop SDK
Leaderboards
Achievements
Challenges
Gaming data storage (cloud)
Default UI
Free and flexible
We want game developers to be creative
We know how to turn your game into a unique social experience
Summary
Focusing on featuring and short-term hype is not enough
Marketing is more than press releases or blog posts
Understand the market, understand the users and use the right channels
Just do it and adjust to improve
Prepare a step by step process – adjust it across the lifecycle of the app
There is no single tool that will help you if other parts fail: think, try out and choose
Identify the main reasons for your fans to brag, mention, rate or write a review of the game
Learn more
Quick start guide http://developer.blackberry.com/native/documentation/bb10/com.qnx.doc.scoreloop.lib_ref/topic/coresocial-quick-guide.html
Scoreloop SDK – social featureshttp://developer.blackberry.com/native/documentation/bb10/com.qnx.doc.scoreloop.lib_ref/topic/overview.html
BlackBerry game developmenthttp://developer.blackberry.com/native/documentation/bb10/game_development.html
Scoreloop samples, GitHubhttps://github.com/blackberry/Scoreloop-Samples
