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
2. What DAU trend do you see more often? Time DAU
3. What DAU trend do you see more often? Time DAU Time DAU
4. ? WHO THE HELL AM I
8. APP SPACE IS CROWDED 700+ iOS games are published every day Source: pocketgamer.biz/metrics/app-store/submissions/
9. EXPENSIVE TO
 ACQUIRE USERS CPI is almost $3 for mobile games Source: chartboost.com/insights/
10. 86% OF USERS LEAVE Only 14% of the users stay longer than 3 days * Source: andrewchen.co
11. PREPARING YOUR APP TO USER ACQUISITION
12. OPTIMISE APP STORE LISTING
13. OPTIMISE APP STORE LISTING
14. OPTIMISE APP STORE LISTING Title Description Screenshots Video!
15. CHOSE RIGHT KEYWORDS
17. EASY TO NO SIGN IN
18. 56% Do not force users to login without first receiving value Source: Foolproof UX
19. EASY TO NO SIGN IN Deferred Sign In Anonymous Users Social Sign In
20. PROVIDE EXTENSIVE TUTORIAL
21. Target the first few days of usage, and in particular the first visit “ - Andrew Chen, - Supply Growth @ Uber
23. LEVERAGE WORD OF MOUTH
24. LEVERAGE WORD OF MOUTH
25. 88% Users prefer to invite friends via WhatsApp, Messenger and other chat applications over Facebook and Twitter. Source: GetSocial Internal Analytics
26. THE HOOK MODEL
28. THE HOOK Trigger Action Variable Reward Investment External Internal 1
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
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)
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
32. ? NOT CONVINCED?
33. +30% Users acquired via Smart Invites has 30% higher Day 1 retention
34. +60% Day 30 retention increase can be up to 60%
35. Users acquired via GetSocial bring 20% more revenue monthly +20%
36. USER ACQUISITION IS EXPENSIVE Most part of users leave
37. ASO User Activation Word of Mouth FOCUS ON
38. YOU CAN BE A BADASS IN UA Will you?
39. THANK YOU @zasadnyy