1. Dr. Hanno Fichtner – 7/31/13, Casual Connect SF Designing the UA process: How to excel at buying ROI positive traffic Part of

2. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com  Co-Founder & Partner HitFox Group  Heading AppLift US  Acquiring millions of users per month for 150+ games 2 Dr. Hanno Fichtner Who is talking?

3. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 3 The 3 waves of paid User Acquisition Top charts Lowest CPI ROI positive 201120122013+ Pricing Flat feeCPIaCPI SDKs No SDKMany SDKsFew SDKs Ad type IncentivizedNon-incentNon-intrusive Goal Top positionHigh volumeCLV > eCPI

4. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 4 How to buy ROI positive traffic Tracking setup App Store optimization Traffic buying

5. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 5 Tracking setup Common identifier needed to match channels with in-app behavior Campaign tracking  Attribution of installs to paid and non-paid channels  Methods: Fingerprint, IDFA  Players: In-game tracking  Tracking of in-app events to measure and analyze user behavior  Players:

6. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com The in-game KPIs in the user‘s lifecycle ROI-positive User Acquisition RetentionEngagementVirality Monetization  Day 1, 7, 30  DAU  DNU  Average time in app / session  Total daily sessions / DAU  Facebook sharing  Referrals  Reviews  ARPU = total revenue / # users  ARPPU = total revenue / # paying users  Monetization rate = % of users that made in-app purchases

7. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 7 How to buy ROI positive traffic Tracking setup App Store optimization Traffic buying

8. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 8 ASO basics: Sticking out and closing the deal Discoverability Optimizing your presence on the app stores through the search function  Title  Keywords, IAP items: MobileDevHQ, Searchman, AppCod.es  Description (Android) Conversion Closing the deal once your game has been discovered  Icon (detailed)  Screenshots  Ratings

9. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com The Conversion Funnel

10. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 10 Screenshot/Icon A-B testing for iOS Useful tools to start: www.atmio.com / www.sparkpage.com Visits/Clicks = 6.9%Visits/Clicks = 9.6% +41% Visits/Clicks = 5.8% -16%

11. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 11 How to buy ROI positive traffic Tracking setup App Store optimization Traffic buying

12. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 12 Find the right traffic sources Gaming Target audience, proven interest in games Risk to address only non-paying gamers Non-Gaming Great targeting options when done right Higher likelihood to address paying users Strong impact of positive editorial content Significant spillover effect with media & PR In-App TrafficMobile Web

13. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 13 Find the right campaign setup 1.Performance based Pay only on a risk-free CPI, optimize based on eCPI 2.Non-incentivized Evaluate potential benefits of higher chart position versus ROI of a sustained campaign 3.Non-intrusive (detailed) Present your game in the best possible way

14. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 14 Examples of non-intrusive integrations Resulting KPIs  Average CTR: 13%  Average conversion rate: 16%  Average eCPM: 33 USD

15. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com Understand the real cost of your acquired users eCPI takes into account all the costs induced by the acquisition of one user as well as the K-factor (organic traffic) CLV > eCPI Fixed costs Setup costs “Free” promotions Virality (K-factor) Additional organic installs

16. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com Modeling CLV RDk = retention rate on day k ARPDAUk = Average revenue per daily active user on day k CLV

17. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 17 Identify ROI positive channels SourceCPIK-FactoreCPICLVD1 – Ret.Level Comp.… 1$1.901.06$1.79$1.6432%17% 2$2.101.02$2.06$2.0141%10% 3$2.501.01$2.48$2.3739%21% 4$2.701.23$2.20$2.8754%49% 5$1.801.12$1.61$1.9752%46% 6$1.901.04$1.83$1.6437%23% 7$1.501.08$1.39$1.7449%42% Matching the eCPIs with every channels individual CLV will allow you to adjust the CPIs and channel selection accordingly You can scale your user acquisition with ROI positive channels

18. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com What does this mean for your launch timeline? 4 weeks before submission Integrate install tracking SDK and in-game tracking SDK Set up A/B tests 2 weeks before launch Set up campaigns with traffic partners Prepare creatives Set up tracking Game is live! Review in-game events Optimize eCPIs for traffic source and estimate CLV

19. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com Talk to us Dr. Hanno Fichtner CEO US, Co-Founder HitFox Group Tel GE: +49 170 837 0445 Tel US: +1 415 806 5023 Email: hf@applift.com Download eBook:

20. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 20 BACKUP

21. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 21 Wave 1: Buy a chart position “Can you guarantee a chart position?”

22. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 22 Wave 2: Buy volume on CPI “Give me as many installs as possible for this CPI!”  No tracking beyond the install  CPI adjusted based on happiness with volume

23. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 23 Wave 3: Buy ROI positive traffic “I will only pay as much as the user is worth in my game!”  Track the quality  CPI adjusted based on quality delivered

24. Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com 24 Examples of non-intrusive integrations