Mobile Games as Consumer Goods | Jan Miczaika
1Download Slides: https://www.dropbox.com/s/4w74l07lr3f0e1u/JanMiczaika_CC_FINAL.pptx?dl=0
The LTV/CPI formula has dominated the mobile marketing discussion in the past years. While estimating the LTV of users is well understood, unfortunately, the other side of the equation has become more complex. Focusing your marketing activities solely on the CPI, especially only optimizing attributable campaigns, will likely lead to too low budgets, and wrong budget allocation decisions. The rise of more traditional but less trackable channels - television adverts, for instance - further increases these difficulties. In his talk Jan Miczaika will present new models around evaluating mobile marketing budgets and how to improve the marketability of games. Jan Miczaika, COO of Berlin based games developer Wooga, will share the various lessons learned from moving the developer’s marketing activities away from numbers and to a more holistic approach. Experimenting with traditional marketing channels normally associated with consumer goods has shown that there’s still much more to learn when it comes to performance marketing than you might have thought.