Mobile Games Distribution 2.0 Why the app stores won’t do the job for you

1. Mobile Games Distribution 2.0Why the app stores won’t do the job for you

2. Co-Founder & MD AppLift Co-Founder & Partner HitFoxGroup Serial entrepreneuer, co-founded 4 successful tech startups Online & mobile performance marketing expert with focus on free2play games Gamer type: casual mobile Worlds’ first mobile affiliate network dedicated to games Working with 100+ mobile game publishers on their user acquisition Generating 1’000’000+ installs per month for top performing clients’ free2play games 40 tech, game and mobile marketing professionals from 20 countries Offices in Berlin, Seoul, Paris, San Francisco Tim Koschella AppLift

3. The pre app store era in mobile gaming (before 2008) Business Model: Game subscriptions & pre-installs Discovery Channels: Carriers, mobile content providers, device manufacturers Success Factor: „build a good game and close deals with multipliers“ No end consumer marketing done by game developers & publishers

4. Rise of the appstores (2008-2012) Business Model: Pay-per-download & free2play Discovery Channels: Appstores, push-apps, cross promotion, incentivized downloads Success Factors: Early mover advantage, app store rank manipulation via push apps and incent traffic, viral effects ! BUT: Traditional appstore success tactics are loosing power

5. The journey ahead (2013+) Business Model: Free2Play Discovery Channels: Appstores & the prospering ecosystem around them (review sites+apps, specialized networks, in-app discovery mechanisms, etc..) Success Factor: ROI based user acquisition & smart, non intrusive monetization Measuring, understanding & optimizing metrics becomes more relevant than ever before

7. Key trends and their implications for the future App stores (iOS and Android) are becoming incredibly crowded with game apps Monetization know how represents the core of free2play Cross plattform gaming is getting popular (browser and mobile) Game publishers & developers go global Last but not least: Fragmented and rapidly changing mobile app marketing landscape

8. We are only at the beginning of a decade of global mobile growth Population Smartphone Penetration From a global perspective, the growth of mobile has only now begun NorthernAmerica 344mn 48% Oceania 36mn 41% Europe (incl RU) 740mn 40% MENA 450mn 19% Asia 3’800mn 12% Latin America 678mn 17%

9. And games is where people spend most of their time Games is the dominating media category users spend their time on with mobile devices

10. Understanding and keeping up with the evolvoing marketing landscape is extremely time consuming and challenging Games is the dominating media category users spend their time on with mobile devices • CPM & CPC inventory pricing accounts for ca. 80% of market • CPI based pricing accounts for max. 20% of market •  You actually want to go beyond CPI pricing  Downstream attribution, e.g. In app event based or aCPI based pricing

11. King‘s candy crush saga masters the key success factors of today‘s free to play app distribution Games is the dominating media category users spend their time on with mobile devices • Very well integrated cross plattform gaming across browser, facebook, smartphones and tablets • Extremely smart monetization through in-app purchase & viral enhancement • Going global fast, localizing markets • Adding content regularly to keep „addicted“ core users playing

12. A few tips before you get started... Games is the dominating media category users spend their time on with mobile devices • Make sure to setup install- and event-tracking for effective attribution of marketing spend • Test in game monetization and different audiences with test budgets, then optimize and finally go for the big spend (as soon as you know what you can afford to pay per user) • Differentiate between short term boost (push apps, incent traffic) and long term sustainable user acquisition

13. Questions? Thank you for listening  Q&A Free ebook on games mobile marketing available on www.applift.com