Panel: The Ultimate Growth Hack: The Smart Approach to Paid & Organic User Acquisition Campaigns

foreign [Music] [Applause] I've now got a rare treat which is the amazing Peggy and salt she's going to be moderating of exceptional panel this morning so pegiant's answers from mobile Groove come up to the stage Peggy if he can she's going to be joined by Mikhail Grinnell from Pixel Federation Ryan Cook from digital turbine hagok kagopian from appetizer are enough mother from Sherry group and

Dale Lawrence from Bango guys could you please come upon to the stage and give him a round of applause well we've had some introductions and I'm just I don't need that one and just give me a moment because I was uh yeah no just because it's got a better battery than me I've got a little jet lag I came from the states and then I went to Germany and I came here but I am psyched about this panel because it's almost like a dating game of possibilities and solutions because it's so exciting if you think about it particularly in Europe legislation everything that's going on there is more out there you know organic is about being out there having a presence awareness driving traffic to your game without paying for it well that means being everywhere and now the good news is with two app stores but also more

than a duopoly that's the good news and the bad news the not so good news it's been a duopoly for so long we probably don't know what to do we don't have a Playbook that's we're going to be sitting here and learning so let me just introduce our panel Kelly did a great job but I am a journalist at heart so I dig in a bit more um just to give you some perspective because you've got to catch up with these guys later right you want to talk with them you want to meet them and you want to say hey jail you know so we'll start with jail Dale Lawrence head of Client Solutions at Bango at payment technology firm with an addressable reach base of over 3 billion mobile users Bango was founded way back in 1999 full disclosure I probably covered them when they started and they've remained pioneers and mobile payments to this day Dale just started his role this month so congrats Dale and Welcome to our panel foreign

head of marketing at pixel Federation free to play developer and publisher very cool company I've been looking at founded in Slovakia in 2007 company now employs 300 more than 300 people more than 140 million players worldwide that's why has not just one piece of Swag two t-shirt under close to his heart popular titles like Diggy's Adventure Mattel has been with them since 2014 as a games analyst and here's something for you he originally wanted to be a big time Banker or a monetary policy expert which isn't quite the way it ended up but I'm sure nonetheless pure gold when he speaks so welcome Michelle great to have you and next next okay I'm just gonna go down the row here um I did a lot so we've got we got to do this here so we got hang up

you were last because you weren't in the briefing so but hagoponian he's uh if you don't know him you have to he's founder CEO of San Francisco based growth marketing agency Advertiser I also look at and watch there's not a company here that isn't worth knowing and covering so you get to know them as well companies specialize in helping app developers achieve positive Roi and drive growth and he'll share some of these secrets with us that's great because we're here on a panel to learn those gross stories a couple growth hacks something you want find out on his LinkedIn he loves games at multiple levels because he's also a former football or I would say soccer manager and still enjoys playing the game welcome hang up and we've got we're get we got quite a panel what can I say that we got all the possibilities here Ryan Ryan Cook uh is head of performance sales at emea at the digital growth and monetization platform

digital turbine the company is leading in ways for finding helping developers find new audiences and sustain growth in a tough economy and for this reason you got to look at it it's come up very high I don't know if the singular index is out yet but I happen to know you've come up a couple notches and in addition it's also a Deloitte technology fast 500 Award winner championing mobile as the medium of choice outside of being a full-time ad Tech expert Ryan is a part-time chef with a post lockdown puppy so very human and very welcome welcome Ryan [Applause] and now we come to the end we have a Roomba Majora Regional VP head of business Samia at shareit um share it very interesting company I just got to know but very well time because the company focuses on Emerging Markets to make digital content accessible to everyone name the fastest growing media publisher by apps flyer in

2020. more importantly very interesting about P2P sharing we'll be hearing about that in a moment he's worked on financial services for major has a lot of experience there uh Die Hard in tomato because you're also I believe thrown into uh jail at one point in Indonesia when you were working for me to I was going to say that's no reflection of Performance Marketing but at that point but no seriously he's all about acquiring quality users and he likes to spend his time doing what he does best Avid track biker and golfer so now you understand everyone on the panel and as you can see very diverse so thank you Becky and I welcome everybody that the room is filling up it's going to be a full house it's going to be full it's going to be very interesting so let's start there organic as I said it used to be organic and paid led by app stores that's not the company closest to the customer which is interesting it's actually the mobile operator when you think about it

and that's a connection that app developers games developers are starting to cash in on Ryan let's start there how can they cash in on that customer closeness and be smarter about UA using that connection sure thanks Peggy a nice long intro but it's great to hear what everybody else is working on and obviously we're also happy that it's dry January so we have this room filled out on a Monday morning so uh well you're seguing into where digital turbine comes into place in terms of utilizing the mobile carriers where we really like to think of that as our supply Partners right so digital turbine is at the heart of the device and we say that because looking at some of our folks downstairs on the app data that's coming out we're seeing that gen zetters are actually spending so much time on their phone they're looking at that 255 times a day so if you relate that it's probably more than we're checking our heartbeat which might be more to conversate on that but um the the main aspect is because we're spending so much time on here how can we

continue to drive installs utilizing our carrier relationships digital turbine partners with all the major carriers globally if we look at some of those large ones within the US you're looking at Verizon at T U.S cellular this is over 800 million devices globally and breaking that down a little bit smaller that's 60 million new devices every three months so we're giving that opportunity for carriers to start promoting individual applications to the user new users on devices are massively influential right they're downloading up to about 10 games as compared to someone who's on a device for over a year they're looking at somewhere around three 3.4 or 3.5 apps per year so that diminishes as that duration goes through it's the most impactful time is on new devices so working those relationships with carriers gives developers a new chance to find users at scale within new device new devices on the first day of activation and then further from there so new device but also I would imagine

all devices give me an idea about that that Discovery moment and the the benefit the um the uplift the impact we're talking about here Ryan yeah so I mean this is a very seamless way to activate new users right you're starting your device this is not a forced app uh ad that's showing within a game it's potentially interrupting it it's a very innate function of loading up a phone you're thinking what do I need and that might be your banking apps and how to travel how to get around but also might be your top games or games you haven't heard of so it's very sort of natural in terms of how that comes about and we're starting to see much more higher conversion rate in here average conversion rate in terms of sort of installs is 2.2 to three we're seeing six to eight percent conversion rate and part of this is led by a single tap technology as well it's not just about the device but being able to click directly into the app stores and download that app creates creates a very high conversion rate so this is huge especially when 54 percent of users are not downloading more than four apps per

year we really want to find ways we convert and give them new apps to find okay it's also about Discovery at a different level with share it because here I'm discovering via recommendations now you drove more than one billion installs a day across the globe just unpack that for me around but how is that how does that work and what are you seeing the quality of those installs through P2P sharing thanks Peggy I think our journey is very very different and firstly the panel is very varied today this panel seems to be everyone outside Google Play Store so so we wouldn't let them in it's very interesting what we drive is a very strong peer-to-peer sharing Journey uh he drives a very strong uh Journeys within oems and within service providers and then we have a larger panel Peggy mentioned what we really do uh we drive close to a billion installs

Transmissions a day we are a large publisher about two and a half billion Global users just Top Line about 800 billion to a billion monthly actives at about 150 countries 45 languages uh the eighth most downloaded app in the Android uh Play Store till date what do we really do we are a utility app uh and under this breaking down what do we really drive we drive a very strong quality installs or Transmissions which are recommended between one user to another seamlessly between two phones via Android Bluetooth uh Android Wi-Fi Bluetooth right that also means that the journey is what we drive which is a transmission Journey transfer Journey or install journey is very very high quality Journey because it's recommended Orion recommends something to I don't know I don't know recommends something to Peggy or or or to any of people who are sitting in proximity for the gaming ecosystem what what becomes really important is these

Journeys are driven by what do we drive our strong kpis for anyone our kpi could be any event which they're really driving on which could be which could be creating our ads revenue or creating a strong in-app purchase they're looking at some kind of retention they're looking at a 7 27 uh 21 30 day they're looking at multiple re-engagements or retargeting Peggy for us what we really redefine outside the Play Store how we can really drive a very strong and unique recommended high quality Journeys install Journeys for users and and just to be to give a little idea what do we really do close to about between one third to one-fourth of Google Play installs are driven by share it on a daily basis in Emerging Markets globally I think these are some numbers to just think about it these are some numbers to talk to us when you really think that what value ad

can we really bring in driving an organic or a paid install Journey what the real growth hack Journey what we're talking about today I think that's that's that's what we really Drive overall okay well we do have you hang up and usually it's about conversion optimization we'll get to that in a moment because that's also a growth hack but he's talking about P2P you're also very bullish about community and the Boost that that can give a games publisher to unpack that also a bit for me what do you think about this and how do you approach cultivating Community yeah thanks Peggy I mean how many of you guys are user acquisition managers here if you don't mind raising your hands many I see many of our partners yeah awesome so um obviously a lot of you guys know that it's becoming a lot more challenging to get efficient than user acquisition cost is constantly going up Apple decided to be the demon in our

industry so therefore we have to look for other ways we can optimize for it right you mentioned Peggy is like ASO which we can Now cover in a bit but um I'm really bullish about looking for Alternatives and I will call these our Alternatives as non-tradition for us non-tradition for mobile marketers and one of them being the community building probably you've guys noticed in the blockchain industry with all the different products came out there they grew significantly 99 of their growth came through community so why don't we us as marketers for mobile apps look into that and tap into see how we can grow users that can help us transfer our message out there and increase the engagement and hence grow the network it's a ripple effect at the end of the day right so

um I would say it's something for marketers to look into is look outside of the tradition go and explore in the in that world and see how you can get there there's obviously a couple of techniques on how you can start one of them being is start with some brand ambassadors you can find them it could be through your um if a lot of you I'm assuming they are game developers it could be your highly engaged game players communicate with them like you have you have that opportunity to do that and then the other way if you're if you're just newly starting you can hire some ambassadors there's a lot of influencers out there that are doing the work for us so have them be your voice and and then let the ripple effect takes into place absolutely and I've seen research around Community Driven marketing which is going to become a term actually it's the topic of a upcoming book that I'm writing which is showing there's an impact on retention so it's hard to do it's not a short term it's a midterm but

it does pay off it is a bit of an investment which gets to you Dale because you know you want to have high quality users you want to have them highly motivated they may be brand ambassadors but you are giving me a custom audience what is that and how granular can I go yeah I think it's it's really interesting when you consider if you monetize via in-app purchases that 95 of your Revenue comes from only the five percent of users that do actually make a payment so you have a long a long tail off of those users who only monetize by in-app advertising so finding that five percent is incredibly important when you're looking to to scale up and hit those like high Bros targets and like Haggard was saying it's becoming more expensive to Target so making sure that all your money is spent targeting the right users is becoming more and more important so as Banger has a payments platform we work with the major app stores we process in-app purchases billions of dollars of them across millions of apps we can sort of map the users the user journeys of where they're making payments not necessarily where they're playing which you can use lots of other tools to do but actually where they're making payments you know

you might find that users move from move across different genres that you may not be able to uncover yourselves if you are an app developer you can only see what they're doing within your app we help uncover those Journeys across multiple apps across multiple genres across the whole ecosystem so having the ability to Target granularly you know I think we'll probably come on to it about targeting broadly and how the platforms are advising this being able to take back a bit of that control is really important into maintaining high high conversion rates and high in-app purchase numbers and scaling them over time I think looking looking at where users are making payments is one thing but we can also Break Down based on how much they're spending how frequently they're spending how how many purchases they're making within a set period of time and you can start to really drill down and find segments of users that are going to be really valuable to you but aren't always obvious when you when you look internally at your at the your own users that you that you have so yeah it's a really important tool and it will definitely help you to sort of scale scale those in-app purchases so you're helping me find possibly nuts

and whales you're helping me of course with growth hacking and then I have the way through the operator and I have peer-to-peer so it's a little bit like a dating game for you Michelle you have all these options you have to choose one now I happen to know you're on your journey to figure out you know paid and organic how much of each how am I going to do it so what have you heard here today or how are you also on your own Journey or maybe you're going to switch and take one of these guys I don't know I think I'm going to take all of them probably the smart move actually but uh yes no but literally like uh the landscape completely changed with apple changes and uh what they've done a couple of years ago and uh with of course always increasing prices and now also the economy uh uh puts a pressure on spending of uh the players so it's even harder to find them and uh it was like it's the best year

for Performance Marketing in a way that you have to try totally different approaches for getting for to acquire users uh and and be able to scale the game that you have right so yeah I have to talk to all of them I guess well it's essentially because that's the point in a way it's building an alternative ecosystem in a way and you made this point Ryan I thought was very interesting you know it is an ecosystem of Alternatives what are the ways to grow this to benefit everyone in particular the U of A managers out there who are looking for this who are right for a change what are your thoughts sure and how's it too early to ask you for dinner we why not um yeah I mean so to that point I mean I think everyone up here has a place right I mean we're seeing a third of people are are finding their ways to apps based

off of just shared with friends and family uh 50 people just say they're looking at apps by research here just reading an article and yeah TechCrunch or something like that will drive them forward so there is definitely an organic component of finding apps and there's a purpose for paid apps um yeah there's even Tick Tock uh Dreams yeah uh Candy Crush everyone's still yeah they're looking for ways to drive users they know that there's going to be a share of voice that helps but there's an aspect for paid as well on a smart way uh we mentioned the economy as well we can't avoid the fact that yet that is a troubled place and what we don't want to see is developers in the ecosystem having to cut back either like some of the big players that we've seen so we want to try to find different ways we can acquire users and the Alternatives is key this is not less about privacy but more about monopolies from the bigger Partners so I think there's openness to give power back to places like the developers themselves and also to the carriers who can start creating alternative app stores where we're

placing recommendations in there to download based off of that individual user that's a huge place that used to be present if we date back earlier this morning colleague of mine mentioned uh Duncan on his presentation about how you know the the carriers used to be the ones recommending wallpapers and ringtones and things like that why can't they help us in terms of our promotion so really turning the field into that and utilizing what we've had present in the past just bring it forward and helping to reduce costs of user acquisition which we certainly have to do in modern economy absolutely and the timing for that really couldn't be better I just have a quick follow-up to you because Michelle raised it he's like talking about you know and give the power back to the developer how do you do that because it's giving the control some of it back to the developer working with the carrier just give me an idea of how that works yeah so from a developer standpoint I mean it really kind of depends down to what application you are in in what sort

of flexibility you have within that we're seeing a lot of developers built in experiences within games that can help Drive sort of rewarded installs and things there so you can utilize that strong real estate you have within games if that's suitable other than that it's yeah partnering with with others so you're joining up forces with another game or as I mentioned before those alternative app stores taking presence in those as those continue to grow right now they're not massively present but it has to come about and as we said Apple Google will have to sort of allow for this and you know and we we partner with Google very much in terms of all the downloads coming from from the App Store we work very close but there needs to be alternatives to that and yeah that's what we're kind of working with today so a similar question for you as well you know app marketers games app marketers going broadly now because they can't Target how are you enabling them to take back some of the control that they've lost for retargeting

this question is multi-fold and what we try and break it down into many many pieces today a gaming publisher are you a manager a studio could be a different stage of growth they could be used at a 5 million 10 million user subscriber stage they could be at a 50 billion they could be at 100 million right at what different stages can a publisher really help them and this conversation is is is agnostic for all publishers also the control what they really need because the the requirement the demand for each publisher sitting at that that piece of 5 million 10 million 50 million 100 million users is going to be very different because somebody's going to really drive a very large set of acquisition and and to build that critical mass to be able to drive value and start looking at what kind of Revenue they would really want to in is that in-app purchase that or is that the ads Revenue somebody who's sitting at a

50 million would would look at both right they would they would want to grow in certain markets which are new markets for them they could be emerging they could be tier one markets us UK Europe or or or or larger markets could be could be southeast Asia could be Israel could be Vietnam could be many many regions and they're looking at both acquisition in newer markets and a re-engagement retargeting a very strong set to to increase their revenue Roi and roast what they would really want to drive I think we saw in last two quarters uh and there'd be realistic numbers Publishers really came down and said we will not spend money I think we all saw some winter coming in in in in ond where Publishers decided that hey we want to look back and see what kind of real value a publisher can really add to us to what kind of users we really want to add and and that is where we build a very strong solution in terms of what stage are you at what do you really want

from us can I build a strong re-engagement retargeting for you can I build the right set of Revenue and the app events you're looking at on the set of users what I'm driving is the quality right for you am I giving 100 or less at the 100 I think I think we try and answer and most of the Publishers should try and answer all these questions and and we will see these questions becoming more stronger in future and that is something we we need to be mindful as solution providers as uh as growth hackers as building large positioning for us and for our partners in the in the gaming Studios other are are and see what what they really need today and what can our product solution can bring up the table Dale on the topic of targeting I mean you have that with your custom audiences that sounds very granular but give me an idea about again how you're enabling Publishers to Take Back Control and get those valuable users yeah I think it it

goes back to when you know we're talking about the increasing costs of targeting from a new user acquisition standpoint and it's beginning it's becoming more and more expensive to Target and there's declining returns so the only resolution that the ad platforms are currently offering is to Target broadly you know some of the clients and partners that we work with are saying you know they're being told by Facebook by Tick Tock stop doing any targeting apart from AAA you put all of your money into AAA and it's a it's a short-term solution you know you can get low-cost scale which is which is great but there's a much bigger problem is that in the year's time when you're starting to plan your future development what do you know about the users that you've acquired where did they come from what resonated well with them and if you're getting all of your users through broad targeting knowing that information is incredibly difficult and even when it comes to interest targeting the way Facebook Define interest is an incredibly vague term you only have to you can all look into your Facebook settings and go into your ad settings and you can see which interests you fall under if you look through the list I did it a few days ago I think 70 of the things in there I've never spoken

about I've never clicked on I've never liked I've never engaged with and if everyone is falling into lots of different different categories that people are assuming you're interested in the users you're acquiring through interest targeting aren't even accurate so you know it's a big problem and I think in the long term if people don't start to take back a bit of that control with the targeting that they're doing and understanding where the users are coming from is going to be a big problem for future development because you won't know what features you want to are going to resonate well with your users you know and what features are going to give you long-term growth and long-term success so yeah I think it's really important and it's a big issue that isn't really spoken about much so a lot of the games marketers I'm interviewing and talking with they're saying um yeah total change targeting retarding go Broad and then see that's that's just that's just a very costly strategy another thing that they're rethinking and changing is you know paid and organic what is that split yeah you know how you need both at least that's the common wisdom maybe we'll hear something else today but I'd just like to have a

few thoughts here about that percentage split and how to get to the right combination how about you hack up you're also a champion of this and also shifting your approach yeah so um I think one of the main ways to grow organically that a lot of companies they do is like they do it once and then they just forget about it is the App Store optimization um with App Store optimization there are a lot of hint tips and tricks that you can do to help grow the user base and and keeping in mind that the app stores algorithm is constantly changing so with that change you are also in a way declining your visibility so always making sure that keeping an eye on how you can optimize the App Store will be key there are other tricks that you can combine ASO efforts with Asa on the Apple search

ads one of them being the um spending on impression-based brand efforts on ASA what's the positive impact of that is that when you're doing these efforts you are automatically improving your conversion rate on your CPA based campaigns for ASA so hence you are one improving your cost of acquisition plus you're increasing your conversion rate by increasing your conversion rate it will automatically both app stores will favor you to increase your ranking so hence more organic growth another technique we've applied with one of our clients which was a poker gaming and and they wanted to increase their ranking on the keyword poker so what we did was we we chose that specific keyword we invested a lot on that keyword just to get the ranking up so it's kind of like a boost spending right so once the ranking went up we

stopped spending on that keyword and guess what happened afterwards we saw on a daily basis for three months ten percent increase in organic growth so look into ways where you can experiment experimentation is key in our world never assume that you did this once and it's not going to work no keep on trying until you find the words what's that boost campaign look I mean it's not a boost campaign but it's similar to one I mean what does that mean with the maintenance am I going to do it gets up and then watch and then drop and reinvest or how does that what's the mechanics of that just curious yeah so obviously you want to plan ahead so with the App Store when ASA you can get the information if you're using tools like searchaz.com or singular you will be able to know what the cpis are or the cpms are for keywords or the category that you are in so therefore you can do the reverse engineering to say if I spend this much

how much how much I can increase my ranking so so plan ahead of time instead of just say okay let's just open up the budget and let it let it spin until I get there obviously it's going to cost you a lot of money so doing those calculation first is scheme and then you you let it run for a certain time window and certain time window meaning that within 40 38 to 48 hours to seven days will be the time window where you would spend on that and then then afterwards you will cut the campaign and then let the see the impact of it okay we'll have some hacks later um at the last round having each of you sort of tell us how to get the most out of your approach Ryan again that that that's split what are you seeing what do you recommend yeah so I think when we look at some of the the smallest games in the world and the largest apps in the world you are both using a combination of this and there's

not a it's not a perfect balance I when we look at paid it's diversification and that's what we've been talking about here how can we look at different Avenues to drive this and also over the life cycle of that user I talked a lot about to start about finding new users paid users at the very beginning of a new device but how can we continue to engage right you point zero one percent of the apps and games that are developed throughout throughout the year are going to be successful that's a very dark stat right but our goal here is to make that not happen yeah we want to continue to show growth and find different touch points at work maybe you know ads loaded when a phone opens isn't the best way maybe it's about notifying the user using the carrier's notifications to engage there maybe it's in-game play that attracts that person whether it's a succinct offer or maybe it's just that you know your mom's using an app so he says hey why don't you use this and then you download that right and there's all different touch points through there and we're you we don't have a a lot of control over what's going to be in that

organic what's going to be taking off but we do have control over where our spend goes and how to direct that yet constructively for growth both in the first day and in the future so I would uh from a advice standpoint is is look across different Avenues don't put your all your eggs in sort of one basket right diversification look at different touch points users are spending I think I mentioned this morning was around scrolling the distance of Big Ben since we're here in London every single day that's a lot of different touch points that we have for those users so how can we start to activate new users at various different times of the day Michelle how are you approaching that as a pragmatist as a practitioner how's that shifting that looking more to organic than paid what's that split gives me some idea of optimal percentages that people should consider what's difficult it depends on the scale okay like if you have a new app and no traffic then yeah you have to get some

someone there a space and it changes like we don't have ex like me personally we don't have an experience uh the pixel like to go way big like to rank the the first and the top one top five top five games so we can't really tell I can't really share like the numbers like how they look what's the optimal percentage but the thing that changed with all the Privacy changes like we look at organic and non-organic as a total and we make the business business decisions as as a total because like we can't make the stick distinction when I always whatsoever and Android will be changed as well so uh you have to get the data right you have to get you have to start if you if you want to try a new channel for example start small and don't go way big those are the mistakes we can go to the mistakes we some sometimes invested way too much time and money into networks that didn't

really show the value ultimately so if somebody tells you like okay go with this be really skeptical about it and start small like only a couple of thousands couple tens of thousands of dollars and then then if you see value then scale then I think that if there is an advice like test but be cautious about it but a lot of people including yourself you know there was a call it maybe the covid bump or whatever you want to call it and it's really about winning back relapsed users people have different things or changing and shifting their attention so it's more of a a retention play in a way how does that split then look because that's very different it's easy it's clear that when you're starting out experiment and be careful but this is people who are saying look I have an audience and I want to keep it I want to grow it what does that look like because that's where you are as well you're trying to fix that leaky bucket of retention yeah they're like two full

things like with the targeting like it's extremely difficult to Target the new users and also like Labs like you can run retargeting campaigns if you don't have the marketing idfa or Google exactly so that's why okay around the campaign don't like my experience don't go too wild focus on payers that lapsed but ultimately to be honest like running retargeting for games specifically if some player like churns because like he hated the game or like it could get bored eventually it's really really difficult to get him back and if you have the capability and chance to get him back at least run a survey on them like what was the things that that bothered him and then this feedback that you can collect is essential for improving the product and improving the retention profile at the end right so so that's one thing and then if targeting is gone

and you can't really Target like you have to adjust the product itself you can you have to make like okay get the right get the value get the whales monetize them as as much as possible but you have to also address the Players that never spend in in games and they only maybe watch a handful of videos so it's even more important to adjust the product to suit more the player base wider player base basically because the future is like is with some targeting But ultimately we have to go much broader the product needs to address larger audiences than ever before great segue because although we have more it is an audience probably with questions so I just want to take a break at this moment take your questions are there questions for the panel you're all looking for answers okay well I'll do I'll I'll segue then to the rapid fire to wrap up because I know Kelly wants us to be on time and I will not let you down woman I will not let

you down it won't happen so just a rapid fire because I find that when I'm doing these sessions if it's about growth hacking it's like okay I'm sold on these Solutions let me understand oh a question okay it's pure gold up here okay but what happens is it's like great I get it how do I get the most out of what you're offering I understand what you're doing and I understand the problem so I'll just go down the line the most of what you're offering how do I hack it how do I get the most out of your Approach at Bango yeah I think it's a three-pronged approach I think you start off with targeting audiences of your competitors you know you know who they are but targeting their users is incredibly difficult so we can help to provide that solution to enable that to happen the second is to then start to look into crossover categories and this is information that we can provide you know if you if you're a puzzle app developer what are the top three categories that those users are also making payments in outside a puzzle and you can start to Target those segments to sort of widen widen your pool to targeting and then the third is to break it down by high

LTB categories so if you have your top three categories of crossover pairs which ones have the most payments which ones are making the most payments which ones are spending the most and when you start to layer all three of those on top of each other you know you get lots of different targeting options that you can really Take Back Control in what you're doing okay keep going you don't have to worry because you're you're a practitioner you're making your decision between these guys I got quick one yeah rapid fire if I would sum it up so we talked about the importance of ASO so constantly looking into that and constantly optimizing it and grow organically uh the second one we talked about the community building you can start today by hiring those brand ambassadors or tap into your Gamers that you have your highly engaged Gamers and ask them to be your brand ambassadors and create your community boost lastly with attribution scat 4.0 is here right like talk with your MMP reps and see if you can gain an access to it and learn

how to optimize for it there's three main points you were getting back with this cat 4.0 one is we have three attribution post box so depending on your game long LTV term or short LTV you can optimize for that you can decide when to receive the data and lastly you're going to be able to share more data with your ad Network so look into it today and optimize for it because I believe with scat 4.0 we're going to get something back from Apple reach through mobile operators how do I get the most out of digital turbine very rapid so it imagers through the carriers and devices on the first day of their starting devices then take more intelligently of how we can address those users down the line through either in-game play notifications or otherwise so look at that journey across that first day and every day for that user my hack is simple I will do targeting for you I'll

do optimization for you I will do whatever he said to you wow we grow you so talk to us at whatever journey of uh of your of your game you are in you're launching your your small your large the idea is to bring some value grow you uh bring the rights out of users create Acquisitions create engagements create your upper and lower funnel Journeys and I think uh bring revenue on the table for for you and for us both I think that's that's a conversation we should look at and we will end up looking at thank you thank you great panel and I think Ryan and Michelle you guys are set [Applause]

[Music] thank you