Changing Your Target Group Without Leaving Your Niche | Bjoern Bergstein

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Make the Decision Changing Your Target Group Without Leaving Your Niche

Make the DecisionChanging Your Target Group Without Leaving Your Niche18.02.2016 Casual Connect, Amsterdam

Example: Wrigleys Chewing Gum Source:

NameBjoern BergsteinAge36Job TitleHead of GamesCompanyTivola 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 Mobile Market Targeting an Audience Customers behavior 4. Impact

Mobile Market

Mobile Market 2015Source: 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 / PublisherNo barrier to try out games (F2P)Creative Game Design could be better than AAANearly everyone is a potential customerEndless niches

Targeting an Audience

Source: one can afford to target everyone."Published on: Jun 22, 2010

Source: 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: 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

Make a Decision


Who is the right audience for me?Paying User

Your ChallengeFind the Paying UsersCheck media, press or services regarding your nicheCheck your data Optimize your trackingSet up campaigns via Facebook

Example PetWorld


Impact (What we did)Increase the KPIsDesignFeatures In App PurchasesCommunity ManagementMarketing campaigns

Stay in your nicheKeep your ExperienceCustomer base Strength your positionProducts and brands

Lessons Learned

Lessons learned

Be focused and specialized Targeting means not excluding customers3. Choose your Target Audience4. Dont leave your niche

Examples Tivola