Session: Scale Your App! Applifter's OS Turns Insights Into Installs - Goncalo Martins, AppLifters.

[music] [music] Next up we have Uh uh Guanqualo I'm I'm going to Guangalo from Appliffters is going to talk to us about scaling your app. Applif I have to stumble over my words here because once upon a time I was part of a company called Amplifier who got bought by Unity. So Appli is not the same thing. It's a different thing. Applifter um uh Appliers OS turns insights into installs. Over to you.
Hi. Hello everyone and thank you for being here. Yeah. So today I'm going to go over like what uplifter is and how

can you uh you know how can it help scale your games and scale your apps uh within this new technology that we developed. So basically just a little bit about me first uh I've been in the app industry for like around seven to eight years. I was at games before boom bit and now I'm head of marketing at appl lifters h and it's my third talk at pitches. Uh it's my first talk on the second day. So bear with me. Normally I try to to do it on the first day just to have a little bit more power but yeah let's get into this and what uplifter really is about a bit of uh issues with the formatting but so basically the reason why uplifters really uh started right like what's the really the reason behind is that we finding a lot of issues within the what I think are the three main pillars uh for marketing right for user acquisition uh within mobile gaming and in apps. So we have we had a lot of issues with fragmented

data. Uh we were not really able to connect how much we're spending, how much we're generating and especially trying to predict like the real value of the users uh from from all of these uh misconnections and we're seeing that around 30 to 40% of our LTV was not being uh you know well well predicted. So we decided to try to fix that on the data side. But at the same time there is always then a miscommunication between data and what the where the data is really coming from right that is that is the creatives that we generated because that's the beginning of the user acquisition. So we also saw that creatives and and the slow cycles of production were disrupting a lot this very uh dynamic uh ecosystem within user acquisition and we decided to create as well our own internal tools to produce creatives to produce playables just to connect within uh the BI tool that I'm going to show you after and on top of

that we've been around for a while now and I think a lot of the margins that you are losing to the networks comes mainly from expertise mainly from being in the market having direct partnerships with the networks and at uplifters we have now uh pretty extensive uh partnership with over 40 networks so I'm going to go over it in a little bit so these were the three main issues that we that we had [snorts] and what we decided was to put create a solution that adds everything in one place right you could see your data you could predict your LTV you could produce your playables you could get the the analytics from those from those playables and creatives and then run everything uh directly to the networks without having a lot of middleman. So first I want to basically this is okay so this is the immediate impact from on our clients. We are working with now over 40 clients within the industry mainly uh gaming publishers but also a few app publishers. As you

can see, a lot of it is on how to deliver faster, to reduce mistakes, and to really scale up uh your games [snorts] and apps. So, starting with the UA intelligence, this is kind of like the cornerstone of of appliffters, we have developed a BI and a bidding solution that is allowing the user acquisition team to be efficient, to predict properly LTVs, and to basically, you know, know where you're spending your money. And one of the main features is of course the predictive LTV. So when we are looking at what our BI uh tool can do, we are first of all saving time on manual work by being automatically connected with with the network. So you don't need to really get out get away and or get out from our VI tool to uh have to change the bits, change the goals, um integrate and and upload the creatives and everything is within one space which I'm going to show you after

how it looks. Uh but it's for your user acquisition team, for your user acquisition manager. It's a basically a safe haven that you don't need to to go away from because on top of all of that we have like I said predictable TV is predicting all the way to day 180 from uh yeah you can start day seven day 14 depending on your goals but it's predicting all the way to day 180 and this allows you to know where to put your money it's basically a plug-in almost like plug-in and play uh we we work with all MMPs adjust singular apps flyier. So if you do have your game, if the your game already has data with apps with uplifters, all you need to do is just plug in and play and you start uh taking advantage of the predictive LTV uh right away. On top of that, there is the AI alert alerts which has been saving a lot of money and a lot of time to our user acquisition teams because basically is analyzing in real time

literally with today's data not with yesterday's data, last week's data, last month data with today's data what's happening within your scale within your uh eCPM's uh movements within your ARPO fluctuation and is alerting the team immediately on um what's happening and what you should act on. So for example, there's just an example there saying that you know the ROI for the US country in a specific campaign is lower than what it should be. So it's allowing your team to act and not react one week after one month after is allowing you to act on the day itself. This is how our bidding solution uh looks like. So basically you will be able to see like all your games, all your networks, all your campaigns uh all at once in the same time. You have as you as I've showed you before, you can change the bids, you can change the goals, you can change whatever the alerts sometimes are advising you to

immediately on the tool. Um as you can see, you have predictive LTV from day one. So when I did this this screenshot was you know it was the 15th of January and you already predicting day 28 day 180 on the day itself. Um and it's as you can see very easy to use all information is one side you don't need to go to the networks you don't need to go to MMPs you don't need to do predictive LTV [snorts] predictive ROI outside of this platform because you have everything you need. So this is the the data vertical as well. On top of it we delivered we we produced a creative and playable uh editor uh inhouse that is you know connected with an uplifters just so that you can you know produce your playables, produce your creatives, generate everything you need on the creative side without going away from uplifters. Um, first things first is you there's different models that you can work with

the playable side. You could either just rent the the the product itself, the the the uh the tool, sorry, the editor and you can produce the playables within your own team. So you just have access to the editor, but then you can have your own assets, your own expertise, or you can work with uplifterss directly. just ask for a specific playable specific scenario and then we'll deliver it uh to you. So we so basically that's what we do right we deliver you the templates we deliver the hosting we deliver you the connections to the networks we you can then create outputs for as many AB testings as you need and then you within your team just work and just and just iterate as much as you can within one single position one single place you have limited variations unlimited exports the idea here is we built this tool just so that you can have your

ownership over your playables and over your creatives and just create as much as you can. On top of all of that and something that especially for me from the marketing side is very interesting as well is the the analytics behind uh the playables that we they're producing. So we developed as well a way for you to track the clicks, track where the users are clicking the most, where the funnel is stopping, just so that you can understand as well your audience, right? Sometimes you have one playable on Facebook where the user interaction is completely different from a playable on. And this allows you to understand your user, understand what's going well on your playable, what's going wrong, and then once again a test within our editor. That's the that's how our editor looks and that's how the analytic platform works as well. As you can see, you can see several funnels. So this is fixing then the creative part like try to fix the these very long cycles that

sometimes if you have a small creative team you have to work with external partners um with us with uplifterss is uh deleting that issue. Here is a case study, a very interesting one with a game Darts Club. Basically, we were working a lot with S SDKs. We're creating interactive end cards, but it was really missing a proper playable that was being very uh like faithful to the game itself. And when we launched uh the first uplifters playable within Darts Club, we start seeing right away an increase in performance. However, really what scaled these numbers that to me are crazy because this game was already pretty big, but increasing by four times your scale, increasing by 90% your day 20 retention. This is this is real just because of the playable. It's because we had the ability to do a lot of AB testing. So, our initial playable, you could play up to 50 points, but if you know darts, like the the normal

darts game goes to 501 points, right? you have to reach 501 points. But because of AB testing, because the tool allows us to create different iterations, we move from we we started releasing a playable that allows you to go to 50 points, then 100 points, then 200 points. And we're seeing the more we let the user really play the playable for longer the points, the better the retention was, the better the the the scale uh was uh yeah started to be because the conversion rate was much higher. like the user had a lot of time to play, a lot of time to feel the real experience. And I know a playable all the way to 500 po points is probably two and a half minutes of playable, which is crazy, but people want the the the real experience and it was complete game changer for this game is the number one darts uh game in the world right now. On top of that, right, what I said before is the issues of of having real

connection with the with the part with the networks. A lot of us have this struggle of having uh different conversations with different networks, different learnings, different um yeah learning times, different creatives that work on the networks. So with uplifters we as soon as you start using uplifters you you know that you have direct and exclusive contact with over 40 networks and most of the times you're benefit from basically the premium tier of support. You're benefiting from a team that already spends hundreds of millions in all these networks knowing where to put your money, what type of creatives to use, uh what type of lengths, what type of playables. And with uplifters you'll have access to basically all the ecosystem almost like at the premium level at the premium level to be honest. So this is the less technical part but the more experienced part of uplifters where really it's all about learnings

and is really about the five seven years of experience that we have uh in our hands. One example was Ant Royale. Uh we we like it was already a big game for Boombit. uh but then as soon as we start applying the the predictive LTV of uh of the BI side then with the playables and on top of that a really good partnership within Facebook we start seeing the the the growth of uh of this game that you know made almost 3.5 million in real profit in real margin within I think four months if I'm not mistaken there's a little bit of overlay there in the in the layout but this was the immediate impact of both playables and VI and then of course the the UA team from Appliers to to partnering with different networks. So that's basically it. I don't have a lot of more time but it comes from of course a lot of issues that we all face within data within

playables within uh user acquisition. We tried to fix all those issues and when we did we understood that there was actually we created an ecosystem right to created a safe space for any [clears throat] developer publisher to just plug in and play and be able to fix the the three main issues the three marketing pillars uh that uh the majority of publishers and developers they they they have an issue with. We have here just a few um not case studies but a few clients of ours just talking about uplifters. We are working right now with over 40 clients. As you can see some of the biggest names in the industry. If you do have any questions you can, you know, come to me and ask me. But I think the best you can do is talk with our clients and ask our clients like how they feel about us. Um and that's it. Thank you very much. Thank you. Does anyone have any

questions? Any questions? On that note, I'm going to say thank you very much.
Thank you very much everyone. [applause]