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Bill Magnuson, Co-Founder & CTO Pocket Gamer Connects, San Francisco 2015
@appboy @billmag
ENGAGING AND MONETIZING GAMERS WITH SMART MARKETING AUTOMATION TECHNOLOGY
Appboy is intelligent CRM for our mobile-centric world.
Historically, Apps have Followed Maslow’s Lead
However, Long Term Success Requires Inverted Focus
Mobile devices are personal; customer expectations for targeted and relevant messaging are higher than ever before.
Mobile user bases are huge and diverse; global scale from day one is the norm.
THE OPPORTUNITY:
DELIVERING THE BEST MESSAGE IN THE BEST WAY AT THE BEST TIME
USE ALL YOUR WEAPONS
BALANCE CONTENT AND URGENCY TO FIND THE RIGHT MESSAGING CHANNEL
Understand and plan for urgency vs. content richness
Leverage new channels and content experiences as they evolve
FIND A GOOD TIME
DELIVER YOUR MESSAGE AT THE OPTIMAL MOMENT
Automatically adapt to individual schedules and usage patterns
STRIKE THE RIGHT TONE
USE MULTI-VARIATE TESTING TO HONE YOUR MESSAGE
Test and personalize your content to match your gamers’ personalities
BE THE SIGNAL IN THE NOISE
PRIORITIZATION, URGENCY AND FREQUENCY CAPPING
IN PRACTICE:
AUTOMATING A PERSONALIZED CONVERSATION ADAPTED TO THE NON-LINEAR GAMER JOURNEY
THE FIRST OPEN1
Noah downloads your app. You passively collect his local time zone and language/locale to personalize your next messages.
Ensure your game is instrumented to detect which features Noah uses and his progress playing the game.
Encourage Noah to enable push notifications or connect a social account to open up more communication channels.
Populate your news feed to encourage organic exploration and introduce a new channel.
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Noah signs up with his email address but barely explores your app’s features.
2
Teach Noah about unused game mechanics with adaptive in-app messages or a news feed.
Use in-app messages to offer gameplay tips and encourage social sharing.
THE EARLY DAYS
Noah has setup his profile, chosen a character, enabled communication channels and started to explore the game.
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Noah signs up with his email address but barely explores your app’s features.
3
Use push to inform Noah of free power-ups that can get him to the next level or share relevant tutorial videos via e-mail.
Once he’s re-activated provide helpful game advice via a content rich in-app message.
NOAH STRUGGLES UP THE LEARNING CURVE AND DISENGAGES
Noah has been stuck on the same level for several days. Trigger a message based on the amount of time to advance with a helpful hint or free power-up.
TITLE GOES HERE
Noah signs up with his email address but barely explores your app’s features.
4
Send targeted in-app messages that point him toward features like the wish list. Deep link these messages to the appropriate page within your app.
REACTIVATION AND PROGRESS5
Noah is back in the game, and beginning to develop engagement patterns. He hasn’t yet made a purchase but he’s viewed what’s available.
Incentivize Noah to make his first in-app purchase via a focused store and with special offers. Retarget specific purchases with deep linking in-app messages.
Don’t force urgency with intrusive promotional push notifications while he’s already on a good path — save those for re-engagement.
CONVERSION AND MONETIZATION
Noah makes his first purchase and continues to level up. Now over the purchase hump, he transitions into a high LTV player.
6
Congratulate Noah on his achievements and tailor future conversation based on his engagement and purchase history — ensuring you reach him with the right message, in the right channel, at the optimal time.
Cross promote other games via push or email as Noah becomes more attached to your brand.
