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MOBILE USER ACQUISITIONTactics You Can’t Ignore
Vitaliy ZasadnyyHead of Mobile @ GetSocial
GameDev ConferenceLviv, Jan 21, 2017
What DAU trend do you see more often?
Time
DAU
What DAU trend do you see more often?
Time
DAU
TimeDA
U
?WHO THE HELL AM I
APP SPACE IS CROWDED
700+ iOS games are published every day
Source: pocketgamer.biz/metrics/app-store/submissions/
EXPENSIVE TOACQUIRE USERSCPI is almost $3 for mobile games
Source: chartboost.com/insights/
86% OF USERSLEAVE
Only 14% of the users stay longer than 3 days
* Source: andrewchen.co
PREPARING YOUR APP TO USER
ACQUISITION
1OPTIMISE APP STORE LISTING
OPTIMISE APP STORE LISTING
1
1OPTIMISE APP STORE LISTING
Title Description
Screenshots Video!
CHOSE RIGHT KEYWORDS
2EASY TO NO SIGN IN
56%Do not force users to login without first receiving value
Source: Foolproof UX
2EASY TO NO SIGN IN
Deferred Sign In Anonymous Users
Social Sign In
3PROVIDE EXTENSIVE TUTORIAL
Target the first few days of usage, and in particular
the first visit“
- Andrew Chen, - Supply Growth @ Uber
4LEVERAGE WORD OF MOUTH
LEVERAGE WORD OF MOUTH
1
88%Users prefer to invite friends via WhatsApp, Messenger and other chat applications over Facebook and Twitter.
Source: GetSocial Internal Analytics
THE HOOKMODEL
THE HOOKTrigger Action
Variable RewardInvestment
External
Internal
1
Trigger Action
Variable RewardInvestment
Emails Notifications
Pin Re-pin Follow Comment
What did fiends post? Interesting objects
Log-in
Fear of loosing content Boredom
Trigger Action
Variable RewardInvestment
Word of mouth Brand IP
Collection Gym Strength Pokemon Progression
Encounter Pokemon Catch Pokemon
Explore Walk
Device Vibrates (Pokemon Around)
Trigger Action
Variable RewardInvestment
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
?NOT CONVINCED?
+30%Users acquired via Smart Invites has 30% higher Day 1 retention
+60%Day 30 retention increasecan be up to 60%
Users acquired via GetSocial bring 20% more revenue monthly
+20%
USER ACQUISITION IS EXPENSIVE
Most part of users leave
ASO User Activation Word of Mouth
FOCUS ON
YOU CAN BE A BADASS IN UA
Will you?
THANK YOU@zasadnyy
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