The global launch Of Diggy’s Adventure

[Music] [Music] hey guys my name is Maya hydrogen I'm going to talk about the global launch of bigs adventure well probably okay so I built I will briefly touch also the development of our company I will talk about is so about the soft launch phase of Dickies adventure and then gob launches well and I will show you some numbers so it's me I've been in the industry for four years mostly doing UA and now I'm responsible for mobile marketing at pixel Federation and because of Federation was founded in

2007 we are bathed in Slovakia in Bratislava we have 200 employees for life games and two games in the soft launch all of our games were originally designed for a Facebook canvas and now we are trying to bring them all to on mobile leagues adventure is a story driven puzzle adventure and now I will show you the TV spot because our world still has legendary places waiting to be explored claim the mysterious treasures in diggie's adventure for yourself but beware the path is full of puzzle speed that only you can solve [Music] your journey awaits download Dickies adventure in your App Store for free today ok now ok so dig is five years of

the game as I said it's originally designed for Facebook animals and last year we ported it to to mobile and we are now on 400,000 BAU ok so what's a piece of punch face so what's the point of soft lines right all about collecting the feedback from our players tests tutorials optimized the onboarding stuff and first time user experience and then it's also about testing marketing channels and marketing assets and creatives and also it's time when you add when you boil decide if you can kill the game or not and we divided the the soft ranch to the three stages the first stage was all about the tech test and he did identifying the bugs and traffic not

traffic but tracking issues and we did the androids tech test on the t4 countries in Mexico and Philippines and then we moved to the to the local markets and measured the first-time user experience in urban onboarding in the second stage and then we moved to the to the last stage on tier 1 countries to to measure the payment behavior monetization side of the game and we added also the iOS platform these are the countries we went to in soft launch makes Mexico Philippines Slovakia and Czech Republic as the local markets in the NT 1 countries Canada and Australia Netherlands we chose these countries because we had data for that and we can we could compare the data from Facebook and was version it did the mobile version and in terms of KPIs we launched our game

station two years ago and then we saw the the mobile uplift change going from Facebook analyst su to the mobile version and we took this this uplift and applied it to the to the kpi's of adventure and as you can see the first version wasn't so good as we would expect we had the loading time for one minute I can't imagine players waiting one minute for the loading to do game but we were able to decrease the numbers and we were able to achieve the the KPI as we set it up and we added also some some retention features and improved the onboarding stuff and during the soft launch we also

came up with this kind of like spreadsheet it doesn't look sexy but it has everything you need we have the change log so we could measure the the feature impact or which feature had the biggest impact on the improvement the numbers and originally the soft launch phase was planned just for one month but then we saw the the horrible amber so we we we went there for five months to improve the game okay so funny thing was during the soft launch we wanted to test as many creatives as possible to see which one is working for the best and has the lowest CPI's and we were we were able to to decrease the the CPI is quite significantly removed be tested static banners videos cinemagraphs canvas and loads of other stuff but then we saw that the the squirrel squirrel video is

working very well for us so we chose this one for our gold lunch and these two probably yeah these two are the best performing creatives this moment as well well the left one is just the screenshots for a from the game with the some kind of animation it's very simple and I know like took one hour to make it so not not the problem but we had to test not only the videos but the static banners as well and the carousel and all of the other formats to find this best performing one okay during the soft launch we had some kind of good strategy for a so we wanted to test icons greenshaw's the usual stuff but then we find out that we are doing pretty much

ok in terms of organic conversion is like better than the benchmark and in terms of facebook user acquisition we are we were able to achieve like 50% conversions with it so it's like ok let's focus more on a be testing tutorials and an onboarding stuff so that you can potentially have a big bigger impact than the AppStore conversion then during the go ah blanch the conversion for a Facebook user acquisition was even even higher 65% but then the organic went a little bit down but that was probably because of the featuring we got and all of the tier 4 countries but now we know we made a little bit of mistake not paying attention intention to ASO because since we are testing everything and paying attention to it we improved the numbers and now even the organic conversion is is around 40 percent in u.s. in Germany's 35 it's

like we are doing pretty much ok and the only thing was if we did this earlier we could have acquired by users organically okay and we do appreciate our analytics hello guys we are talking to them on a daily basis evaluating the data and we found out that during the soft lounge the the crucial thing is to to have ongoing discussions with the analytic team and game designers and marketing team to to be better connected because it had really big impact on the numbers and the improvement of the game this is our BI system it doesn't look very sexy right now but it's like everything you have is there we have a monthly spent monthly revenues return on investment CP

is and we moved from the LTV of evaluation of campaigns to the one-year profit because it's what we we want to achieve like a company and it's working very well for us and we can get more granular on the campaign campaign level but this is just marketing overview okay so the fun part the globe lounge biggest adventure the strategy was and we would like to spend to two hundred thousand euros not a large budget on B what we wanted to focus on tier 1 countries us Germany UK and France and instead of chasing the charts we wanted to focus on on the IRI and in sub x we tested more more

marketing channels and Facebook we are doing very well on Facebook and with other games and we have in-house team we have experience so which was face because for the global launch and this is what what happened we saw that the CPI is in the US were around 50 cents for iris and like 25 seconds cents for Android so originally the 200,000 budget wasn't so good oh so good idea so we we sit down with the c-level guys and and talk about that we want to spend as much money as possible so our CEO went to the bank because we didn't have enough funds on the advertising account so he had to move the company's reserve or money to

to the advertising account so we can spend as much as possible and as fast as possible okay so we were spending 1 million a month in in the beginning now we are spending around a hundred thousand it's a little bit settle down okay and the achievements we got featured multiple times we got ten millions install since the globe lounge and during the globe life we were able to achieve 60 day return on investment which was perfect in terms of spending money million euros that's great and we were able to achieve triple avenues and we had the daily record of one thousand eighty thousand revenues net in one day and there you can see since the globe hundred but the up and those spikes are our our events and special offers tied

to the event we have event almost every week or two weeks or one month there's the the spikes for the revenues it's really working for us well and also the there's just the iOS Google Play and then it's Amazon we are spending a lot of money on Amazon as well because we found out that Amazon is working super super good okay these are the best numbers we were able to achieve during the global launch in the US but you know not everything goes smoothly in the in the gaming industry raise hand who made a mistake in the past like everybody right okay so we made them a lot of mistakes didn't go around but we learned a lesson and hopefully we won't make the make the mistakes on the next project and let's

go to the numbers nowadays these are the averages from our beer system it's it's it went a little bit down but we are still able to to make 1.6 million net revenue a month people this is the Epley profile you can see there's the day 1 retention 28% and day 7 it's around 13% so is the this is the the revenue graph and in July we had the best month since the lounge we we made 1.6 million net revenues so that was great month for us and the key takeaways from this talk I would say pay attention to too soft large is really crucial for your game pay attention to analytics and

ASO and taste as many carriages as possible thank you very much [Applause] [Music] [Music]