The market for mobile app games is booming. App Annie reports that games will account for 55 percent of app store revenues by 2020.
To succeed in this fast-moving and highly competitive marketplace, growth marketers at mobile gaming companies must factor a host of industry challenges, including a growing list of competitors, fickle users, and skyrocketing acquisition costs.
In addition to these pervasive market challenges, fragmented data can prevent growth teams from moving as quickly as they’d like. With data spread across different platforms (think: iOS, Android, mobile web and more), running a targeted campaign requires pulling an engineer away from developing new core features to create a list of users to target. This both takes away from product evolution and will likely push your timeline for running an acquisition or retention campaign out by weeks or even months.
Using a mobile data platform like mParticle can help reduce acquisition costs and speed up campaign execution by enabling gaming apps to coordinate campaigns across different media platforms. By unifying data collection under one hood, marketers can quickly group users into unique audience segments using parameters such as installs, LTV and purchases, then instantly connect them to multiple paid media platforms like Fiksu, IronSource, Facebook, and Tapjoy, to target users.
Here’s a practical example of how mParticle’s gaming customers use the platform to quickly build audiences and execute campaigns across multiple services to acquire high value users.
Build an Audience Segment
With mParticle, this process is as simple as entering the audience name, selecting the platform(s) you would like to include (for this example we’ll use iOS and Android users), and then specifying criteria to build that audience. For example, create an audience of “lapsed” users who have not had an app session within the last 30 days. Once you activate the audience, mParticle will start to populate the audience with users that meet your criteria and will automatically update as users qualify into or out of that audience.
Connect to Multiple Media Platforms
With mParticle, you have the ability to send this list to more than 40 paid media platforms. You can connect the same list to one, two, or all services with just a few clicks. This dramatically improves efficiency for marketers targeting the same group of users across multiple vendors, in that they’re able to build a single audience once, and then connect that audience to multiple desired downstream media platforms.
Create a Lookalike Audience
The best basis for discovering new users is knowing your existing customer base inside and out. Media platforms such as Facebook, Snapchat, and Pinterest make it easy to find similar users to your best customers that are more likely to convert. With mParticle, you can connect your existing first-party data to these services to perform lookalike modeling. Simply create an audience based on your most valuable users (example: your highest LTV users) and then send downstream to build lookalikes.
Create a Suppression Audience Segment and Connect it to the Same Media Platforms
To ensure you don’t waste money targeting your current customers who have already converted, use mParticle to create a suppression list. Simply select the criteria of users who you do not wish to target, and send those users downstream to your targeting vendors for suppression campaigns. In addition to improving the efficiency of ad spend, you’re creating an improved user experience by guaranteeing that current customers won’t be targeted for acquisition campaigns.
Set Your Campaign and Watch mParticle Optimize in Real-Time
The best part about using mParticle to build and connect audiences is that once a user’s status changes, they can be automatically removed from, or added to, an audience list. This happens because mParticle processes all of your app and other integrated data in real time, and is subsequently constantly qualifying users in and out of audience segments based on their behavior. For example, if you build an audience of Cart Abandoners, a user will be removed from that audience across Facebook, Twitter, Pinterest and Tapjoy as soon as they revisit their cart and complete their purchase. This eliminates the possibility of paying for wasted impression, seeing duplicate conversions, and also creating a seamless user experience.
It really is just this easy for mobile gaming apps to create highly targeted user acquisition campaigns across multiple services. If you’re interested in learning how mParticle can help you acquire more high value users, contact us today!