Keith Katz Co-Founder @Ztakk Analyzing the market before full production Where to soft launch/test your game How to efficiently spend your testing budget The impact/non-impact of featuring Marketing your next projects How to cheaply and effective test your icon Look for a “Goldilocks” pie slice Find successful games like yours in some way More important (and harder): find failures like yours Mid-Core Dungeon Crawler Casual to Mid-Core Brawler Core RPG Core Exploration RPG Core PVP City Builder All data comes from ad networks, Flurry, Adjust <Special Thanks to Lysiane Charest> Old Data is Worse Than No Data “ Google Play average CPIs rose by about 5% to $1.06. “ –Chartboost, July 2014 “ In Q4 2013, iOS CPI rates…ranged between $.90 in China and $2.59 in Australia. The average CPI among all countries was $1.31 –Distimo, February 2014 “ “ Android [CPI’s] dropped 29 percent to $1.27 in January from its December spike of $1.80…iOS increased 13 percent in to $1.01 in January from December’s $0.88 “ –Fiksu, March 2014 “ CPI for social games in the US reached $2.25 (June 2014) the highest it’s been in a year. “ –SuperData Research, August 2014 Chartboost CPI* for BAMF! Facebook CPI* for WinterForts on iPhone on iOS $5.37 $4 $1.52 $2 $1.05 $0.75 $0 Canada Indonesia Canada Philippines *October 2013 *August & September 2014 Facebook CPI* for TOoS Facebook CPI* for TOoS iPhone iPad $6.28 $6 $6 $3.92 $4 $4 $2.19 $2 $1.13 $2 $0 $0 Australia Philippines Australia Philippines *June 2014 *April & May 2014 $0.00 $0.50 $1.00 $1.50 13/Jun 14/Jun DailyFacebookCPI for 15/Jun 16/Jun 17/Jun 18/Jun 19/Jun 20/Jun 21/Jun 22/Jun WinterForts Philippines 23/Jun 24/Jun 25/Jun , Android tablets Android , 26/Jun 27/Jun 28/Jun 29/Jun 30/Jun 1/Jul & 2/Jul phones 3/Jul 4/Jul 5/Jul 6/Jul 7/Jul 8/Jul WinterForts Paid Android Users CPI $2.62 75% 52% 36% 19% 15% 8% $0.61 6% 2% Tutorial End Day 1 Day 3 Day 7 France Philippines France Philippines WinterForts Organic Android Users (Now) 80% 72% 70% 60% 53% 50% 40% 32% 30% 19% 20% 13% 9% 10% 5% 4% 0% Tutorial End Day 1 Day 3 Day 7 France Philippines The Order of Souls: iPad CPI Shattered Planet: iPad CPI $1.85 $1.84 $1.60 $1.00 Sweden Indonesia Sweden Indonesia iOS Installs Android Installs 1000 1000 500 500 0 0 Week Week Week Week Week Week Week 1 2 3 4 5 6 7 Organic Paid Organic Paid $3.6k spent during soft launch (3 months, 2 platforms) The Order of Souls iOS Installs – iPad and iPhone 1000 500 0 Week Week Week Week Week Week Week Week Week Week Week Week Week Week Week Week Week Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Organic Paid $8k spent during soft launch (4.5 months, 1 platform) iOS Installs Android Installs 1000 1000 500 500 0 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Organic Paid Organic Paid $9k spent during soft launch (3 months, 2 platforms) Game Loaded Tutorial Completed Day 1 Retention 99% 36% 76% 27% 97% 61% 23% 51% 95% V1 V2 V3 V1 V2 V3 V1 V2 V3 Onboarding Funnel - Shattered Planet iOS 60% 57% 39% 34% 29% 24% 16% 13% 14% 7% Teleporter On Locked Door Day 1 Day 2 Day 3 Organic Chartboost Absolute Retention By Source Big Action Mega Fight! - US 38% 27% 21% 23% 19% 17% 13% 13% 13% 11% 10% 8% 10% 8% 8% 7% 6% 6% Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Facebook Chartboost Organic The Order of Souls - iOS 67% 55% 25% 17% 10% 5% 4% 2% Tutorial Day 1 Day 3 Day 7 Day 14 Australia Philippines Chartboost: Indonesia iPad Impressions Clicks Installs BAMF! 100% 12.4% 2.40% CPI: $0.62 Planet 100% 11.1% 0.66% CPI: $1.18 Order 100% 12.3% 0.94% CPI: $1.69 BAMF CPI*: Canada SP CPI*: Canada $3.00 $3.00 $2.74 $2.50 $2.18 $2.50 $1.99 $2.01 $2.00 $2.00 $1.50 $1.50 $1.00 $1.00 $0.50 $0.50 $- $- Android iOS Android* iOS** *February 2014 **January 2014 WinterForts CPI: Canada WinterForts CPI: Philippines $6 $5.53 $5.37 $5 $5 $4 $4 $3 $3 $2 $1.52 $2 $0.66 $1 $1 $0 $0 Android* iOS** Android* iOS*** *June to August 2014 **September 2014 ***August 2014 2.5% CTR 2.9% CTR 3.5% CTR 2.7% CTR 2.4% CTR 2.5% CTR 2.8% CTR 1.9% CTR 3.1% CTR Archer. Wizard. Warrior. Loot up, power up, don't die. Easy, right? Don't bet on it... 2.7% CTR (Core) Finally, a dungeon-crawling adventure game that anyone can play...but no one can put down! 2.3% CTR (Casual) Global Launch Daily Installs Apple App Store 30000 20000 10000 0 Week Week Week Week 1 2 3 4 Shattered Planet BAMF Winterforts The Order of Souls Global Launch Daily Installs Global Launch Daily Installs Shattered Planet WinterForts 30000 30000 20000 20000 10000 10000 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Apple App Store Google Play Store Apple App Store Google Play Store “ Your game must provide players with at least“ five Featured apps or games must not ask the achievements that are distinct, unlockable, and user for a rating of 5 stars. “designed for a variety of difficulty levels. “ “ “ The app should hide the status and navigation bars Your app’s notification icons in the status bar must “when entering full-screen. “be completely white with no color. When integrating Google Play Games Services, the “ Consider localizing your Google Play Listing’s “ controller icon is required wherever the default Play screenshots and feature graphic in all the languages “Games UI for Achievements and/or Leaderboards “where you’ve localized your description text. is invoked. Some promo slides are acceptable, but please App icon resembles non“ -Android styling, using very upload at least one unaltered, high resolution (1280 rounded corners. Per Pure Android guidelines, “x 800 minimum) screen capture“ for phone, 7-inch “please avoid this. tablet, and 10-inch tablet to give users an unmodified view of the UI. 100 200 300 400 0 AmazonAppstore 20-Jun 21-Jun 22-Jun Daily Installs for BAMF! Premium BAMF! for InstallsDaily 23-Jun F2P 24-Jun Premium 25-Jun Apple App App Store Apple 26-Jun 27-Jun 28-Jun 29-Jun 30-Jun 1-Jul Google Store Google Play 2-Jul 3-Jul 4-Jul 5-Jul 6-Jul Average time to Greenlight: 90 days Shattered Planet time to Greenlight: 8 days Results? Two Months, F2P Mobile: $20k Two Weeks, Premium PC: $45k Attempt #1 Attempt #3 CTR Range: .52%-.57% CTR Range: .44%-.52% Back to the Drawing Board! Control image and copy in all 4 ads .717% CTR 1.085% CTR Actual icon we’re testing .618% CTR 1.194% CTR Round 1 .8% CTR Round 2 1.3% CTR 1.1% CTR Example Ad Round 3 1.7% CTR 1.8% CTR 1.6% CTR Winner, Winner! Contact: [email protected] @Ztakk @ExecutionLabs.