Everything I Hate About Mobile User Acquisition Confidential Kongregate Document1

I work for Kongregate Confidential Kongregate Document2 THAT’S ME!

What is Kongregate? Open platform for browser-based games –Flash, Unity, HTML5, Java, etc. Mobile publisher of F2P games for core gamers 15M monthly unique visitors worldwide Core gamers – 85% male, average age of 21 MMOs, RPGs, CCGs/TCGs, TD, shooters, etc. Platform level virtual currency “Kreds” for F2P games Acquired by GameStop July 2010

Some of Kongregate’s Existing Developer Partners

I used to work at GREE 5 THAT’S GREE!

Aaron hates when people refer to ‘user acquisition’ as ‘getting installs’. Confidential Kongregate Document6

Aaron hates it when developers complain about CPI costs. Confidential Kongregate Document7

Aaron hates when the budget for UA is too low. Confidential Kongregate Document8

Aaron hates that postback is underutilized. Confidential Kongregate Document9

Aaron loves attribution partners. Confidential Kongregate Document10

Aaron hates tracking issues with attribution partners. Confidential Kongregate Document11

Aaron hates that ad networks and advertisers have very different goals. Confidential Kongregate Document12

Aaron hates when ad networks have nothing to offer. Confidential Kongregate Document13

Aaron hates blindly bidding on traffic in bulk. Confidential Kongregate Document14

Aaron hates when ad networks are not self service. Confidential Kongregate Document15

Aaron hates when people say they can’t afford good creative. Confidential Kongregate Document16

Aaron hates that there is no fountain of perfect users. Confidential Kongregate Document17

Aaron hates incent traffic. Confidential Kongregate Document18

Aaron hates being distanced from the publisher. Confidential Kongregate Document19

Aaron hates focusing on demographics. Confidential Kongregate Document20

Aaron loves Facebook. Confidential Kongregate Document21

Aaron hates Facebook’s 28 day look back window. Confidential Kongregate Document22

Aaron hates waiting more than 3 seconds to play a game. Confidential Kongregate Document23

Aaron hates seeing advertising offers upon launching the game. Confidential Kongregate Document24

Aaron hates when he can’t download the game over 3G. Confidential Kongregate Document25

Aaron hates reading in the FTUE. Confidential Kongregate Document26

Aaron hates focusing on just the tutorial completion rate. Confidential Kongregate Document27

Aaron hates tutorials that go too deep too fast. Confidential Kongregate Document28

And that’s everything that Aaron hates. Confidential Kongregate Document29