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Make the DecisionChanging Your Target Group Without Leaving Your Niche
18.02.2016 Casual Connect, Amsterdam
Example: Wrigley‘s Chewing Gum
Source: http://blog.making-pictures.co.uk/wp-content/uploads/2013/05/0042.jpg
Name Bjoern BergsteinAge 36Job Title Head of GamesCompany Tivola Publishing
Responsibilities• Products• Partners• Strategy
Tivola PublishingBased in Hamburg, Germany Founded 20 years agoPublishing family friendly mobile gamesFocus on games with animalsMore than 35 mio downloads
Agenda
1. Mobile Market2. Targeting an Audience3. Customers behavior 4. Impact
Mobile Market
Mobile Market 2015
Source: http://www.next-gamer.de/news/mobile-games-diskussion-beendet-free-2-play-hat-gewonnen/
“Old“ games dominate the top market 4 out of 5 top revenue games are older than 1 year Clash of Clans & Puzzle Dragons have been released in 2012
F2P is the most common and effective business modell
Strength of Mobile MarketRevenues over $30 billion Free to Play is commonAds are commonEverything is trackableEasy to adjust / updateSmaller development budgets
Benefits for Devs / Publisher
No barrier to try out games (F2P)Creative Game Design could be better than AAANearly everyone is a potential customerEndless niches
Targeting an Audience
Source: http://www.inc.com/guides/2010/06/defining-your-target-market.html
„No one can afford to target everyone."
Published on: Jun 22, 2010
Source: http://en.wikipedia.org/wiki/Niche_market
“The niche market is highly specialized, and aiming to survive among the competition
from numerous super companies.”
Retail MarketTargeting the audience for box titles
PresentationDesignAge RatingPositioning in stores
Mobile MarketTargeting audience for mobile games
Title?Age rating ?Categories ?Icons / Marketing screens ?
Icons: Pet Rescue Saga, Candy Crush, Diamond Dash, Cut the Rope, Chess & Mate, CatHotel
Source: http://www.inc.com/guides/2010/06/defining-your-target-market.html
„Targeting a specific market does not mean that you are excluding people who do not fit your
criteria.”
Examples Tivola
Customers behavior
Mobile is differentHow customers find the way into your game:
RecommendationsKeywordsTitleGood Reviews
Customers try out
Example PetWorld
W71%
M29%
Gender
13-17 J.
Series1
18-25 J.
Series1
26-35 J.
Series1
35-44 J.
Series1
45-54 J.
Series1
55+ J.
Series1
0%
8%
15%
22%
30%
Age
Make a Decision
Source: http://www.webtexttool.com/wp-content/uploads/2015/04/target-audience.jpg
Who is the right audience for me?
Paying User
Your Challenge
Find the Paying UsersCheck media, press or services regarding your nicheCheck your data Optimize your trackingSet up campaigns via Facebook
Example PetWorld
Impact
Impact (What we did…)Increase the KPI‘s
DesignFeatures In App PurchasesCommunity ManagementMarketing campaigns
Stay in your niche
Keep your… ExperienceCustomer base Strength your positionProducts and brands
Lessons Learned
Lessons learned1. Be focused and specialized2. Targeting means not excluding customers3. Choose your Target Audience4. Don‘t leave your niche
Examples Tivola
13-17 J.
Series1
18-25 J.
Series1
26-35 J.
Series1
35-44 J.
Series1
45-54 J.
Series1
55+ J.
Series1
0%
8%
15%
22%
30%
Age
Questions?bergstein@tivola.de
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