How to Target the Next Billion New Users Coming to Google Play - Mohsin Ali, Hazel Mobile.

uh and we're going to kick off and we're going to talk about how to Target the next billion new users coming to Google play thank you very much hello everyone good afternoon first of all thank you very much CEO and co-founder of his and mobile um no presentation here [Music] can you can you guide me oh fine thank you so we start our presentation here is our mission

so we elaborate our mission in our next slide basically Hazel mobile I am here to introduce the Hazen mobile basically his mobile is a mobile games and application development and Publishing company so our vision is that to Target the next billion new user on the Play Store [Music] to achieve our mission so our approaches is that we start to run the campaigns on the Google Google ads Facebook so these approaches like give us lot of relevant or valuable users and ads to improve the ROI so here are our some results globally we have achieved 1.2 billion downloads and our ear to ear growth is to 57 percent and our total team is 230. here are some of our achievements first

is our FPS shooting game in our FPS shooting game we have totally achieved the 2 million 200 million downloads uh best thing in our this game was that I remember when we launched the first launch on the Play Store its size was very less it's I remember it's around the 20 million 20 MP size next is the bus simulation game so it's the very realistic type simulation game and third is the tuk-tuk it's the like the present our local culture like India culture Pakistan culture Thai culture so phone cleaner is also a good achievement according to my knowledge it's the first application from the Pakistan region which have achieved the 50 million plus downloads in the phone cleaner category so next is the oil tanker game it's also the local Trend but it's the like Gulf

targeted countries next is the QR scanner [Music] so for our like business growth uh here are some of our best approaches first is that way to aim the next billion new user [Music] to Target the new billion new user like we deliver the best user experience to the user which is very less familiar with the hardcore game games or the application sites so it's the simple we target to give the simple gameplay or the less size games these type of things in our in our first points secondly we are more focused on the Android side majorly 90 to 95 5 percent our portfolio is on the Android side

third is that we try to best to optimize the ads or in-apps things or subscription things to improve the ROI so we have good expertise to improve the 2x Roi so lower the CPI cost A1 retention and the user acquisition so here is our like best approaches to achieve the our goals and to improve our business models so this is the part of my presentation next I will I like to call vocas to elaborate our next processes thank you very much guys hello everyone my name is vikas I am the CTO of Hazel mobile as mohsin mentioned that we have acquired almost 1.2 billion downloads all across the globe and how can we target these countries and how can we acquire the users and profitable our

business I will like to discuss about approach how to like we can maximize our Roi this is our approach first there are three three pillars first one is development second one is acquisition or growth and third one is monetization so as you know Hazel mobile is a game development company and our mainly focus is on ads our main portfolio is on ads we have very less in-app purchases Revenue we acquire user through Google ads we publish mainly our products are on Google Play like 95 of as Mercy mentioned that 95 percent of downloads are coming from Google Play and we monetize our products from admob only we are not working with the other AD Network right now but it's it's time right now we have to diversify

our ad network from admob to other AD networks but in previous all years we are working on Google admob and to you understand our markets and insights we add business intelligence powered by Google studio and we have created and analyze our user base by Google Firebase Google Firebase is very insightful tool that can that can leverage user performance and track user history like retention session time funnels these type of things and even we we are working on new products of Google ads that is a DRS campaigns and action based campaigns that is more likely when you when you are on mature mature level you have to focus on Arrow campaigns are TRS campaigns here is our product development life cycle our product development life cycle

based on four steps first is market analysis second one is development third one is test and analyze and force one is launch and grow in First Step first we have to analyze our Market what is our competitor what we want to make which product we want to make as we have almost uh almost 100 plus products in our portfolio every time we launch a game we first start market analysis what are the gaps in the market like if you if Mercy mentioned about FPS shooting game there are a lot of FPS shooting game on the Play Store what we can do in our FPS shooting game what is the different differentiate and what is the gap in the current market in fps shooting game as we analyzed uh before two years its size thing is very important and we have we are working a lot about size our product

size is very less it's almost in the start is 30 MB and 20 MB but after that step by step gradually increase of quality and these type of things now right now its size is 37 percent day 30 seven percent uh 37 MB size so we have we we get the Gap that is the size is very much huge in all the products are available on Google Play we work very hard to reduce the size and each and every compressions and optimization will do about size uh there there is the item is just not about size there are a lot of gaps in the market in different products like some products there is a huge in-app purchases and there is less focus on ads you can you can play with ads even in some products there there's a gap like a user reviews are a very user reviews are very much added that this is very complex application or this is very uh

user cannot understand this game uh very well so the Gap is you have to make application or game that is very simple and easy to understand for user there are a lot of gaps in the market second we start our development procedure in this in the development procedure we are very focused about scalability and modifiable uh item that if you are working on any product you have to focus that it can be scaled from 1 million downloads to 100 million dollars so now normally you have to you have to focus on development life cycle that it can be easily modifiable and scalable for all the all next upcoming updates and your thoughts third one is when product is ready we launch this application our game on soft launch basis in the soft launch we are checking about a user progression funnels and retention number so that if it's up to the mark then we

go to the hard lunch otherwise we will iterate our updates on different on different updates like to improve the retention numbers session times vitals that is very critical right now on Google Play and Benchmark data Benchmark data that is a comparison of your peer sets and your peers and your products uh it if a retention number of your peer set is probably day one is 50 so you are your benchmark is 50 you have to achieve either 50 or more than 50 percent uh after all the checking and soft launches we move towards a full launch and uh start acquisition or different channels uh as in previous I mentioned that we are just focusing on Google ads but right now there is a point we have to focus on different user acquisition channels uh provided in Market uh we launch our product worldwide and start user acquisition uh after acquisition

there is a some point when a project got mature and have a has a level of maturity so at that level you have to focus on high quality users like uh by using TRS campaigns Aros campaign and action best campaigns even you can use re-engagement campaigns in your product this is our showcase that we are mostly focused on in Napa in ads IAA and we are less focused on in-app purchases right now due to because our top markets are India Indonesia turkey and Brazil uh tier one country uh user base is less and we are focusing on uh more application that can be Diversified on tier one market and our main revenues team is coming from Google ads almost 90 percent Avenue is coming on Google ads and 10 percent is other networks

this is a user acquisition strategy that we are following it's a 95 percent uh user is Google Play and five percent only is on IUS we are more focused on Google play right now and uh our we are not just a gaming company we are also have a non-gaming application products almost 40 percent Avenue is coming from our applications and sixty percent of Revenue is coming from gaming products here are best practices that you can follow if you are launching and any product or starting a business in gaming and application strategy uh there is a if you have to launch and successfully make a revenue stream you have to more focus on cpis how can we reduce the cpis and how can we improve the lifetime values of our products here are some uh

some best practices first you have to run user acquisition campaigns on Google ads even it's a install based campaigns when you have launched your application first you have to focus on your product size and audio size so there is a there is less focus on in-app actions and TRS campaigns you have to focus on app installs first after running in a install volume campaigns we have to diversify when you have enough volume and user base we have to focus on Aro campaigns that can lead to optimize your Roi and increase your profitability second tip is that whenever you use you have you use Acquisitions or campaigns you have to very very keen and focus on ad creatives ad creatives are very very much important in lowering the CPI so there

are there are a lot a lot of AD groups in our products some ad groups are focusing on tax base some are on focusing on image based and some of our videos right now videos creatives are very popular and are leading to very lower cpis second one is that in the video especially you have to prioritize on landscape videos ranging from 10 second to 30 second duration third one is Bid and budget to lower lower your CPI you have to more focus on your bid and budget very very important and observe your bid value like bid value is a 50x more than your target budget and you have to unlock you have to focus on Firebase bidding that will allow you to run campaigns not just on Google installs but the session start

session start mean you only track and you only will make a conversion will be marked when a user will start sessions otherwise in the previous history uh Firebase building when Firebase bidding is not available when a user start the session of your gameplay it will be marked their conversion second thing is that don't like optimize and too much rapid changes in your campaigns our best practices is that not uh more before two weeks we didn't change bid and budget uh too many uh two two acts it's just 20 percent of changes of your campaign in every two weeks

lost that is very important for every business is Roi uh so focusing on on Roi uh we we are making some uh analysis on weekly and bi-weekly basis after two weeks we make analysis in which country which uh which country is providing more Roi we are increasing the budgets on those countries and which uh contains have lowers Roi ability decrease budget in those countries after two weeks and increase we just we increase our budget depending upon the documentation whenever it's marked as The Limited as budget in The Limited as by budget in the Google ads campaigns here is our portfolio here is our success story of FBI shooting game uh this is a Play Store game uh it's almost uh 200 plus million downloads right now and more than two or three million daily

active users and we achieve 100 million downloads of this game in first 11 months and this is our number one top free action game and in previous months it's almost ranked as to offering in LA in uh almost 44 countries around the globe its average session time and engagement time is 45 minutes uh user normally play 45 minutes a combined session average and the current uh it's the old stat current set is that the 37 is total APK size is 37 MB right now [Music] so here are three takeaways of this session first is focus on Emerging Markets with tier one markets normally in the all all countries and in all companies they are more focused on tier

one markets but along with the tier one market we have to focus on uh Emerging Markets like India Indonesia Brazil these type of turkey these type of countries very uh very nominal cpis and have very good exposure on uh user base second takeaways is for emerging markets you have to focus to lower your cpis whenever you have a lower CPI you can optimize and scale your product very well if CPI is very high it's hard to like increase budgets and get user acquisition very fast third one is compared to the analysis and data driven testing whenever you launcher campaigns you have very solid analysis about the competition what is the gaps in the product and in the market and you have to focus on your data like retention numbers

uh session times and user funnels hope you have enjoyed our presentation this is our QR code if we are open for partnership and Publishing from every company if you are a developer we are publishing company and we are open for every every Partnerships thank you so much to ask you because I there's a couple of things in there which I I've had different experiences so you talked about focusing on the landscape video Yeah whereas I've always found working on a portrait video to be much more successful and the reason I say that is because when I'm reaching out I'm normally reaching out whether it's a Facebook or it's a other kind of platform people are normally holding their phones in a vertical way and it's on a mobile device I would expect to see a portrait one but you're using landscape how come yeah a good question the answer is that whenever you focus on

campaigns on Google ads it's mostly their best practices is to run campaigns on video creatives that is the most important uh landscape video get more result and more install volumes so that's on it's that like you're using it through YouTube it kind of experiences yeah it's a recommendation by Google ads so I think so if you uh I want to more add one more thing if you are targeting on a tick tock and the Facebook uh then ulprt must be changed from landscape to Portrait that's what I was saying yeah it's interesting because I think your your focus on Google ads is it's not unique but it's something I've tended to avoid doing one just platform I tend to use kind of more social platforms first and then expand later and I would then go into platforms like the iron Source unity and you know what same thing now um but you know I'd go into the sort of mediation type platforms to uh to kind of expand you know whether it's app loving or whatever to expand in game ads

as a sort of later stage yeah but yours sounds like you're just sticking with Google ads as your whole journey um are you experimenting with other options or did this particular one just work therefore why change yeah uh first uh as we mentioned in three years we are just focusing on Google things that we have we have very good number of organic downloads and we focus on organic downloads that's why we've just focused on Google ads but at that point when Google algorithm already changed and product uh competition is very much in the market so you have to diversify your Acquisitions and monetization from all over different channels like Max mediation and iron Source mediation for uh for monetization and if you are focusing on acquisition you have to focus on like different channels of acquisition probably uh Unity ads iron Source because they are very competitive in terms of Ros campaigns

so now the time is that competition is very much you have to get explore and even we are also exploring these channels in our upcoming projects and I DFA back in the days when Apple 14.5 changed the rules on on data collection particularly gdpr and also in the UK there's one called aadc so age-appropriate design code which has lots of other ramifications and very expensive if you breach but I won't bore you with that for now but what I think it's changed so much so what we find in terms of like a lot of the other platforms the social platforms particularly the loss of the Apple data has not just affected Apple users it's affected our ability to Target non-apple users too it's actually affected our ability to Target Android users are you from the impression I'm getting is because it's Google are we finding there's less impact in the Google ads space than maybe some of the other

platforms yeah it's a very it's impacting very much in current scenario right now we have a more focus on the Google Play but after some months a privacy policy changes and atss is coming so on Google play as well so it's hard to like Focus just focus on one channel you have to diversify and even uh in this scan thing is very important and every user is very important about privacy so it will be very impacting on products as well and you it will increase your acquisition cost as well yeah and I think we should we should all respect that it's a good thing that we're treating um you know client data player data with you know the due diligence you know the the Privacy that it should they should have but we have to also accept that it's going to make our acquisition process a lot harder and more complicated yeah but for me that's why I'm more moving away from the shorter

term ad funded model to more of a hybrid model uh so most of what we do is about long-term retention and in particular I think it's really interesting when you start looking at why would someone keep spending on a game 30 days 60 days 90 days 120 days after they first get it and that transition is a not just a transitioning model it's also a transition and mindset and design but anyway I could bore you forever on that