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