Ryan Lessard of Pollen VC and Adam Flanders of Mobile Game Partners present "How to successfully launch your mobile game" first presented at PlayCrafting NYC on 27th July 2015.

1. HOW TO SUCCESSFULLY LAUNCH YOUR MOBILE GAME
For More Information About Launching Your Mobile Game Follow @pollenvc on Twitter

2. 2
MGPADAM FLANDERS
• Co-Founder of Mobile Game Partners
• 16 years of video game industry experience with 12
years in mobile games
• Launched more than 100 games at Glu and Z2 Live
How To Launch Your Mobile Game

3. How To Launch Your Mobile Game 3
RYAN LESSARD
SPECIAL THANKS TO:
DAN CHAO DAVE BISCEGLIA REMCO SMIT
• VP of Business Development
• Help Clients Launch Their GamesWeekly
KEN SETO

4. How To Launch Your Mobile Game 4
BUILD A GREAT GAME

5. How To Launch Your Mobile Game 5
SOME GREAT GAMES/GENRES

6. How To Launch Your Mobile Game 6
WHAT IS SUCCESS?

7. How To Launch Your Mobile Game 7
PRE- SOFT LAUNCH

8. How To Launch Your Mobile Game
MEASUREMENT
• Bug Tracking
• Analytics
• Chart Tracking
• Attribution/Campaign Performance
WHAT ARE OTHER STUDIOS USING?

9. How To Launch Your Mobile Game 9
Apple Releases
your cash
• Average Revenue Per Daily
Active User
• 1, 3 & 30 Day Retention
• Benchmarks
ARPDAU AND RETENTION

10. How to Launch Your Mobile Game 10
ALPHA/BETA TESTS

11. How To Launch Your Mobile Game 11
USER TESTING

12. How To Launch Your Mobile Game 12
SOFT LAUNCH

13. How To Launch Your Mobile Game 13
PURPOSE

14. 14How To Launch Your Mobile Game
PLATFORM

15. How To Launch Your Mobile Game 15
• ~ 3-4 months
• ~ $15-20k USD
• ~ 2,000 DAU
DURATION, BUDGET & SAMPLE

16. How To Launch Your Mobile Game 16
Apple Releases
your cash
• Bugs/Events
• Downloads - by channel
• Monetization ARPDAU - over $.20
• 30 day Retention - >5-6%
• Sample Size ~2,000 DAU
• $10-15k soft launch budget
WHAT TO MEASURE
Source: Fiksu

17. How To Launch Your Mobile Game 17
Apple Releases
your cash
Overspend Even Underspend
Large English Speaking Population
COUNTRIES

18. 18How To Launch Your Mobile Game
Examples of Great Icons:
ASO AND APP ICON
*Tune study 2015

19. 19How To Launch Your Mobile Game

20. 20How To Launch Your Mobile Game

21. How To Launch Your Mobile Game 21
UA CAMPAIGN MEASUREMENT

22. How To Launch Your Mobile Game 22
Apple Releases
your cash
GAME EVALUATIONS

23. How To Launch Your Mobile Game 23
IS THERE A PERFECT TIME?

24. How To Launch Your Mobile Game
YOUR PLATFORM RELATIONSHIPS
24
• No substitute for making a quality game that’s fun.
• Pitching platforms early on
• Meet reps at events
• Ask someone if they’ll share your game
• Submit through App Support

25. How to Launch Your Mobile Game 25
• English, French, Italian, German,
Spanish
• 14 countries from Apple
• Google Translate
LOCALIZATION

26. How To Launch Your Mobile Game 26
TRACKING APP STORE POSITION

27. 27How To Launch Your Mobile Game
PRESS

28. How To Launch Your Mobile Game 28
LAUNCH

29. WHAT HAPPENS WHEN YOU GET
FEATURED?
How To Launch Your Mobile Game

30. How To Launch Your Mobile Game

31. 31
TYPICAL LAUNCH SCENARIO
DOWNLOADS
LAUNCH
Downloads
How To Launch Your Mobile Game

32. 32
TYPICAL LAUNCH SCENARIO
LAUNCH
REVENUE
Revenue
How To Launch Your Mobile Game

33. 33
LOWER YOUR EFFECTIVE CPI
BY REINVESTING WHEN
YOU ARE RIDING HIGH…
How To Launch Your Mobile Game

34. 34How To Launch Your Mobile Game
• Spending $1 profitably is better than not at all
• Venture-backed targeting $250-300k in first 2 months
• Agency Min = $20k
• Free Users?
POST LAUNCH UA BUDGET

35. 35
TYPICAL LAUNCH SCENARIO
LAUNCH
Fail to get
credit with
ad networks
Can’t
reinvest to
acq more
users
You get
paid by
Apple
DOWNLOADS REVENUE
Revenue/Downloads
How to Launch Your Mobile Game

36. How To Launch Your Mobile Game 36
Apple Releases
your cash
• Top games are spending millions monthly to acquire users
• Need to be spend to make money
• Spend intelligently/profitably
WHAT HAPPENS WHEN YOU DON’T

37. How To Launch Your Mobile Game 37
QUESTIONS

38. THANK YOU

39. Velocity Capital 39
CONTACT
RYAN LESSARD
VP BUSINESS DEVELOPMENT, NORTH AMERICA
ryan@pollen.vc
Twitter: @pollenvc