7 things you could have learned at Pocket Gamer’s GGS Track @ GMIC
发布在 October 31, 2013
UA is a game you can master
The user acquisition panelists delivered a brilliant hour of working the numbers. Chris Akhavan, president of publishing at Glu Mobile, summarised:
“Good rough benchmarks for CPI are around $1.50 on iOS and 50c on Android,” offered Akhaven.
“That said, we’ve seen CPI as low as $0.40 on iOS for high quality, non-incentivised traffic for a game with mass appeal, and as high as $5 for something like a card battle game that reaches more of a targeted niche audience.
“An initial beta budget of around $15k spent on high quality channels should provide a good indication of a game’s viability in the marketplace.
“If your game is core monetization and retention metrics are viable, you should have at least $200,000 devoted to launch in Western markets. Don’t discount the power of word-of-mouth in driving user acquisition.
“Simultaneously launching your game on iOS and Android will help you capture more of this unmeasurable traffic, as people are bound to recommend games to their friends that may be using a different OS.”
Glenn Kiladis, VP & GM at Fiksu added, “Word of mouth also plays a critical role with 37 percent of app users coming through social and SMS.”
But Marco DeMiroz, president & CEO at PlayFirst, stressed, “The best UA strategy is a dynamic one that adapts and reacts in real time based on each game’s needs, target audience, genre, changing user behaviors, economic model, ROI objectives and competitive UA pricing.”
In the view of Mike Cohen, VP & GM at InMobi, things have changed in the last twelve months.
“A year ago the user acquisition conversation was around ‘incentivised vs. non-incentivised’,” he said.
“Today the conversation has shifted to user quality and LTV. The UA game has changed and there are no shortage of partners that UA managers have to work with – ad networks, agencies, social networks, etc.
“It all comes down to the partner that can give you the best quality users, and that comes from the partners that have the most user data and the greatest scale.”
Perry Tam, CEO of Storm8 agreed, claiming that it’s “important for game developers to treat user acquisition similar to running a free-to-play gaming business.”
He added, “UA buys need close monitoring and consistent iteration in order to be successful. The key is to track and test each one, similar to AB testing on your games. Different partners have varying demographics and game genres that they may specialise in, therefore, offering different values and success rates to game developers.
“Even if one strategy works for others, it does not necessarily mean that they will work for you. Once you find a combination that fits, it makes sense to double down on your efforts and go for a full-blown campaign.
“But like a games-as-a-service strategy, consistent testing and fine tuning is required for effective user acquisition.”
