App Promotion Strategy

Decoding iOS 15 User Acquisition with Gameloft – Interview

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There shall be main adjustments to person acquisition within the App Retailer. With vital enhancements resembling Product Web page Optimization, Customized Product Pages, and in-app occasions, it’s pure to be a little bit nervous in case you are managing a cellular person acquisition technique.


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We had a satisfying chat with Martin Rusev, Product Advertising Supervisor at Gameloft, and mentioned how app entrepreneurs can put together for the upcoming adjustments.

As a Product Advertising Supervisor within the gaming trade, how do you assume the upcoming adjustments will have an effect on app entrepreneurs?

The adjustments will permit product entrepreneurs and cellular entrepreneurs to have much more prospects once we need to adapt and optimize the product pages that we’re taking good care of every day.

The important thing options that iOS15 brings to the desk for me are clearly the customized product pages and the product web page optimization (PPO). These are the issues that will actually permit us to optimize the flows when attempting to achieve our potential clients – I’m at all times calling them gamers being a part of Gameloft.

After all, with each iOS replace, there are a lot of customer-facing adjustments that we additionally want to contemplate when engaged on our product and on the best way we attain the shoppers. For me, nevertheless, the customized product pages and product web page optimization are the largest adjustments that can have an effect on our day-to-day work. Concerning the customized product pages, having as much as 35 completely different pages and controlling what kind of visitors goes there may give nice advantages. It should additionally enhance our workload quite a bit so that is the place the primary massive problem will come up.

The Customized Product Pages will take numerous planning and numerous cautious execution of the campaigns, I imagine that on day 1 you shouldn’t instantly create 35 completely different variations and begin sending visitors to every of them. When you don’t have an enormous, enormous, enormous crew devoted to those duties, you wouldn’t make one of the best out of them. You can be overwhelmed with data and you should progressively scale your efforts. So, it could be higher to start out slowly and to increase on the profitable efforts to construct increasingly pages. That approach, we see what works one of the best for particular audiences and particular UA channels.

Concerning the product web page optimization, now we have a good suggestion of what to anticipate since that’s not one thing new and never one thing that now we have by no means seen or labored on earlier than. When you’ve got an app on the Play Retailer, you might be likely already doing this. I can say that it’s a characteristic we actually missed having on iOS.

Having a management web page versus therapies as they’re referred to as, it’s tremendous helpful. You’ll be able to see the place the natural visitors is transformed higher, which of the property are having extra affect, and precisely how a lot they’re impacting the conversion charge – the principle KPI when speaking about retailer web page optimization. I’m comfortable that solely an icon change would require a brand new model to be submitted as a result of in any other case, this simply wouldn’t have labored if we needed to make a brand new submission simply to check a screenshot. My crew would’ve killed me if that was the case.

How are you optimizing the inventive units at present? How do you assume that course of will change with iOS 15? 

We prevented utilizing the learnings from the Play Retailer checks on iOS as now we have seen many occasions how the audiences are completely different when put next. All of us have pals who’re iPhone customers. All of us have pals which have Androids. They’re completely different individuals and it’s not a nasty factor. All of us have our private preferences and we eat services in several methods. The identical goes for cellular video games and the best way we glance into their advertising property.

There is no such thing as a one measurement suits all system. We have now seen it, tried it, and failed. We tried one thing that labored on the Play Retailer and it didn’t work on iOS. What we’re doing as a substitute is to work with third-party software program to run checks on iOS to see how these app retailer pages would carry out and after an in depth evaluation, we optimize our actual app retailer pages. I’ve at all times believed that you shouldn’t solely optimize the creatives solely, however you must concentrate on the participant journeys. When you solely concentrate on optimizing the shop creatives which is only one step of the participant’s journey you may break the entire thing.

To elaborate on this, for me as a PMM in Gameloft, one in every of my essential tasks is to consistently enhance the conversion charge on the shop pages by discovering the best screenshots, icons and optimizing the metadata. I can at all times attempt to hyperbolize drastically what the sport is all about and I’ll likely do enhance the shop conversion charge, however afterward, these gamers will open the sport and truly see it has nothing to do with what was promised to them. Then everybody answerable for having the individuals stick in-game is not going to be comfortable.

The identical goes for the connection between UA managers who’re taking good care of the adverts and the remainder of the crew. We just lately labored on a retailer web page take a look at and we noticed a giant distinction between the conversion charges from two adverts – it’s all about what impression you allow on the shoppers and whether or not or not the following step from their journeys would validate that impression, or fully smash it.

How do you assume the in-app occasions characteristic to be launched with iOS 15 will have an effect on the person engagement? What entrepreneurs ought to do to take advantage of out of it?

The in-app occasions are much like product web page optimization since they don’t seem to be one thing new. We have now labored with it earlier than on the Play Retailer. Personally, I’m at all times comfortable to advertise in-app occasions within the retailer. Additionally as a participant myself, it’s one thing that I’ve loved seeing. I’ve personally returned to some video games that I had churned from after seeing an occasion that seemed attention-grabbing on the shop web page so I’ve excessive hopes for this – it’s one other good way of speaking together with your participant base.

I imagine that mid-core and informal video games will profit extra from the in-app occasions being featured on the App Retailer. If their gamers haven’t been on-line for a few days and so they opened the shop, they may see one thing that resonates very effectively. An occasion picture that works effectively will sparkle that curiosity within the gamers’ minds and so they might doubtlessly be reactivated. It’s trickier, nevertheless, whenever you need to measure the affect of this characteristic when speaking about hardcore gamers who’re often at all times on-line and know the occasion calendar even higher than the sport crew.

It’s a terrific instrument to maintain your clients engaged, nevertheless, it shouldn’t be the one instrument for that goal. If the occasion is a key milestone to your recreation, elevating consciousness for it must also happen on social channels, in addition to in-game. As well as, the communication in regards to the occasion mustn’t cease when it begins, particularly if it’s a protracted one. Gamers will admire seeing their development and their nicknames on a leaderboard if there may be one.

When selling in-app occasions on the shop for cellular video games, advertising managers must also be very cautious about what forms of occasions are put on the market and if they’re accessible for all gamers, or not. There are lots of occasions which can be both out there solely in a mid-to-end part of a recreation, or new gamers won’t have the prospect in any respect to compete and win a prize out of them. The very best kind of occasion to be promoted, for me, is one that offers a good shot at a prize to all gamers whether or not it’s with bracketed leaderboards, or just a cut up between them by their in-game stage. By doing this, all gamers who see the promoted occasion on the shop and open the sport shall be engaged and finally be comfortable together with your recreation.

How are you getting ready for the upcoming adjustments? Do you could have any suggestions for fellow PMMs in our group?

You should have a really clear speculation of what you need to do. You could know your viewers very effectively and plan your subsequent strikes.

I’ll offer you an instance with Heroes of the Darkish – the brand new cellular Technique RPG recreation we’re engaged on. We’ve finished our homework and we all know what kind of gamers to anticipate – we all know that each Technique and RPG followers will discover numerous in-game options to get pleasure from and can play the sport for a protracted time period.

Earlier than iOS15 and the upcoming introduction of the Customized Product Pages, we weren’t in a position to present completely different content material on the pages and we have been imagined to win the hearts of all gamers with a single set of visuals and metadata. Now, issues shall be completely different – we are able to assemble an in depth person journey that targets the followers of a particular recreation style, or a particular in-game characteristic and showcase precisely these parts in probably the most distinguished positions. Once more, all this have to be aligned with the creatives the UA groups are utilizing and with the precise in-game options.

As talked about earlier than, as soon as the Customized Product Pages are rolled out it’s good to start out slowly, let’s say with 5-6 pages as a substitute of going all-in with 35 on day 1. It’s important that you simply preserve monitor of the pages, their localizations, and any particulars that notify the guests of the newest replace adjustments. There shall be two massive challenges – analyzing all the info and creation of the visible property.

For each, it’s fairly apparent why – the previous requires numerous time and a deep understanding of what converts higher and what really strikes the needle in your web page. For the latter, it is going to be a problem should you go together with enormous adjustments on all screenshots, for instance, since that will require numerous planning, working, and coordinating with the property creation groups. It might grow to be overwhelming for smaller studios, however I imagine it additionally opens the door for third-party firms that provide assist and experience with the visuals.

So as to not burn out the artists, who’re engaged on all property, I imagine they need to be engaged and knowledgeable in regards to the outcomes of their work. I don’t assume that they need to merely produce increasingly visuals with out understanding about what labored effectively and what didn’t. Not solely they’d be making extra knowledgeable choices when crafting your subsequent inventive, however they’d even be extra motivated for it to succeed.

All these adjustments will certainly enhance our workload, however they will even give us many alternatives to extend our conversion charges and enhance our gamers’ journeys. Finally, if we handle to extend these charges even with a couple of percentages, it could be a job effectively finished, understanding the volumes of tourists the app pages have every day.

We thank Martin Rusev for sharing his experiences with us and offering superb insights for our group. There is no such thing as a doubt that when these new options arrive later this yr, there shall be new alternatives in addition to challenges for cellular trade professionals. Hopefully, the problems we mentioned on this brainstorming session will allow you to to make one of the best out of this transition.