Experiences From The Trenches: D.I.Y. User Acquisition

Me… Caspar Strandbygaard 10+ years experience 3 years from online CEO & Co-founder of Multiverse ApS Current project: Kogama

A Toy with which you can Create and Publish 3D games A Platform for user-generated games Browser-based, Free-2-play

Our Challenge Complex game State-of-the-art web site Monetize players Product-to-market Scale Live operations …on a very tight budget!

Pre production Myths Marketing is easy Monetization is simple Good business case = easy funding

The ARM Model Acquisition Monetization Retention

The Mechanics of Acquisition Impressions, CTR, CPC, CVR, CPA, eCPA Churn-rate, LT and LTV FTUE and D1-return-rate Measure EVERYTHING!

The Acquisition Funnel Visitors Registered users Returning users Paying users

Real-life Acquisition Experiences D.I.Y. Marketing Communication 3rd Party Acquision Services Rev-share deals

D.I.Y. Marketing Requires a marketing-budget It’s a full-time job It’s challenging It actually works

D.I.Y. Marketing A very cool tool A very complex tool If possible, get help or education CPA: ~€0.6

D.I.Y. Marketing Important part of branding and acquisition Campaigns didn’t scale for us Sponsored Ads seems to work great CPA: ~€0.7

D.I.Y. Marketing Free tools...(well, almost) Great content needed Can you make something go viral?

Comunication Comunity Press Potential partners

3rd Party Acquisition Services We tested a small campaign… Budget-size: $4k CPA ranging from $2.4 - $10.8 User-lifetime dropped, k-factor dropped Conclusion: expensive and bad quality users!

Rev share Deals Looks like a winner! Pros: Partner provides the players Partner operates the service Partner can advice on monetization Cons: They take a cut of the revenue They are not emotionally attach to your product

Rev share Deals You want to: Typical deal structure: Partner takes 30-50% (50% is common) Partner pays hosting costs (or they are split) Partner handles localization & support Partner wants lifetime binding You want to: Negotiate a way out if they underperform Own the database and the source-code Explicitely state the formula from which your cut of the revenue is calculated

LTV > eCPA Know your metrics Analyse and iterate Low burn-rate Have a Plan B

Questions ? Contact me at: cs@kogama.com