Why your mobile RPG needs pre-registration marketing

thank you very much young so my name is Ken asakura and I'm very jet-lagged I flew him from San Francisco yesterday and yeah I'm pretty tired can't wait for Abby but I don't make this nothing quick and hopefully it'd be a little bit entertaining so going to talk about pre-registration for mobile games it's a service that we've been running for quite some time and I'm gonna start with a story but before I do I can I've show of hands who played games as a teenager here all right most people I was expecting a room and of those people how many of you guys remember talking about upcoming games or some game that was coming in the future with their friends as a teenager your friends yeah most people so I was a teenager I wanted more

laughter so that's me when the redhead I was a teenager and and they weren't my geeky friends but I had my geeky agent friends in I vividly remember talking about final fantasy 5 coming out and you know it was awesome just talking about final fantasy 5 you know we used to share around magazines and um and we didn't have all the information but we used to puzzle the pieces together and we suggest day in day out we'll talk about final fantasy 5 and that was fun it was fun because it was all an imagination and you don't know what the game is about but you know all this jack job changing system active Time battle and you just talked about it with the imagination and that's fun who he likes star wars yeah and how many of you guys talked about star wars before Star Wars came out yeah a lot of you guys it's fun who he likes football soccer I'm a might

regret saying this but I'm a Liverpool fan ah I regret Santa because we lost the men United yesterday but I'm a Liverpool fan and you know till three weeks before the Premier League season it's fun to talk about the Premier League season a new transfer benteke familiar how they're going to perform that team with new manager they are going to do well and again it's all about the imaginations so you know talking about things before they come out or that happens really interesting so I think movies TV shows sports they do that really really well engaging audience before it comes out but I don't think mobile games do it very well at all when's the last time when there was like a big anticipation for a mobile game like I kind of remember one maybe candy crush soda but that's because they spent like 10 million bucks on PR so I don't think mobile games engage their audience before launch very well and that's why

we started a service called pre-launch me so we've been better testing and we've been running for about 12 months now and it's a pretty simple system we feature upcoming game titles and gamma all the geeks come to our community and talk about upcoming games and pre-register for so just quickly about the service so they come to our service and firstly they discover about the game so that is fun like an app store thing and say this game comes out in a month this game comes out in two months then they come and discuss about the games so we have our in out in a chat system that they can talk about the games and they even start building guilds before the game comes out so there's already engagement before the apt release and we can reward the users just like the Google Play said they had that welcome pack you can reward users for opting in for the title before it comes out so but we don't do any like Amazon gift card or

google play gift cards most of the games inner inner items so it's useless unless they install your app and finally when the game comes up we let them know we alert them with an SMS or a push notification saying that game that you opted-in is launched tapi then we send them straight to google play store so that's el service in a nutshell so what I want to talk about what kind of users are pre-register for apps so firstly so this is in our service we have a lot of dudes probably probably like saying about in this room like ninety percent men and yeah seven percent of female like everyone just you know really trust us we talked them but they don't because they're all game geeks they don't know how to talk to girls but yeah a lot of dudes in our system and they're mostly aged between 18 and 34 but more importantly do they spend money I think

that's what you know you guys want to know so we conducted a survey about a thousand responses came and we asked how much money you spend monthly on mobile games and over seventy percent our users said they spend some kind of money in mobile games and it may not sound big but if you can reach this many of mobile spenders I think it's a pretty big good pool so a little bit more about our service so this is that actual cohort analysis that one of our partners agree to share so you can see organic day 1r attentional it says to there it's about thirty five percent after a week it's about fourteen percent so pre-reg Jesus that we drove is the pre-marketing us so the users we drove was significantly better than organic users and after a week we actually doubled in quality of user attention to the organic users and

as you can see there's a bit more so this is users that came from facebook ads and we surpassed them so we'll pretty happen in terms of that quality and here is obviously in sent or reward cbi so obviously their retention rate is rubbish so as you can see guys who engage in your game before it comes out they're very sticky this is even juicier figure and we got we really think our partner quorum games for allowing us to share this so this is a game action RPG called swords of chaos we ran this promotion about last September's and we only ran about a week but we will manage to get about 4,000 pre registries and out of that 4,000 pre-register is about 2,000 install the game and out of them they spent about 15 k in the game within

the seven first seven days of launch so they'll really really happy i spent about 4k with us but our while was four hundred percent so what I spoke in the last few minutes so I'll the gamers who pre-register for games that dudes their age between 18 and 35 and their monitor as well and you know why is a question is it just because that they were engaged before in the Hat guilds or is it because you just rewarded them with the in-app currency I think that we believe there's more to it I think users who pre-register for games they're innovators and early adopters so these are the guys that they're really proud of the fact that they were the first to play you know it's not like they got recommended from someone else or it wasn't like this game was approved by someone but they were happy and they were proud the fact that there were the first people to play these games and that's the sort of gamers that we can

attract and data set sort of people that pre-register for new games and you know they're the same guys that will line up for days to buy the new iphone or letter got same guys that lines up five hours to watch star wars before anyone else they're the same guys that spends 10k on a 8k TV that no TVs or even blu-ray are compatible to but these are the guys that are so proud of the fact that they're willing to try new innovation and willing to try new technology and the most importantly these guys are the guys that attract the majority if you want to make the new clash of clans you need to get these innovators and the early adapters away from clash of clans and bring them up and when they say that I approve this new game over clash of clans then the majority are going to come and I think the way that our industry is working now obviously like the top 10 20 games are taking the most revenue I believe we are what we gamers

if you do want to be the next game of all or the next clash of clans you need to take B's users always away from those user pool and they're going to bring the majority so so as I said we've been running the service for about a year the numbers of really good the partners that we've worked with or static about the performance and we believe really strongly that engage in game as before launch it's very important particularly now with the saturation and that is it thank you very much have a question no question okay to supplement already any questions okay but pre-registration is a way to fight for anyways my name is Andre else kristensen from mojo how many users do you have any other database and how do you source them we're not disclosing any user number but the biggest we've got was about just over 20,000 pre-reg for Bleach with Caleb and

Caleb girls wishes yes so we got about twenty thousand users and usually like forty to sixty percent of those users will install your game in the first three days of launch and we buy from facebook