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

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

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

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

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

7. The ARM Model
Acquisition
Monetization
Retention

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

9. The Acquisition Funnel
Visitors
Registered users
Returning users
Paying users

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

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

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

13. 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

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

15. Comunication
Comunity
Press
Potential partners

16. 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!

17. 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

18. 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

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

20. Questions ?
Contact me at: