The gaming industry is dominated by several well-known giants who get the biggest piece of the pie. The most important question for the rest of the industry is: How large is the remainder? This informative talk by Tal Jacobson, Cheif Revenue Officer at Similar Web, dove deep into the mobile app economy, looking past download rankings to truly understand usage, engagement and retention trends. During his talk at Casual Connect Tel Aviv, Tal expressed, “Getting featured has nothing to do with luck. You really need to build a relationship with the guys that choose the games that get featured. Ask them, ‘What do I need to do to get featured?’. There are companies that are built on this.”
Traditionally, game studios don’t fit the same profile and growth horizon as other technology companies seeking external funding such as venture capital. In a talk given at Casual Connect USA, Shelley Lau, managing partner of IPC Ventures, covered the nuts and bolts of building the next “ventures” in the mobile gaming space that, in turn, will be on par with other tech startups to take advantage of the ecosystem of venture capital and startups and hit the critical mass. “Think from the perspective of your investor. It’s not easy to be in the business. It’s not easy for them and it’s not easy for you. Just try to be collaborative. Try to think of a win win situation for both of you.”
App Store Monetization is a must but it is not always approached in the right way. In this talk from Casual Connect Tel Aviv, given by Yonatan Dotan, he covered the many things a company may be doing wrong and how to overcome them. “For those who aren’t believers yet, 63% all of users find applications through search. Despite that, 83% of apps are virtually invisible in search.” One way to address this is to eliminate keywords that no one would actually use to search for your game.” Get a qualified overview of the channel and process, hear best practices, and get answers to questions about optimization of the app store. Tune in to the talk below to get some worthwhile tips from the Vice President of inbound marketing at yellowHEAD.
During a joint session Shemer Katz, General Manager of SafeCharge Israel discussed and gave insight into trends in payment strategies. Shemer was joined by client Leopold Maurel, cofounder and Head of Marketing for GGCorp. When seeking a payment solution, Shemer advises, “One of the things you have to consider is the global coverage, the proper risk management solution in order to minimize fraud . . . There are plenty of considerations from the game itself, what your targets are, what your target markets are and so on.”
During at Casual Connect USA, art director for XMG Studio Lyndsey Gallant shared her role in the studio transforming from an unfocused and financially inefficient company to the innovative and sustainable studio that it is today. In fact, “concentrating on art as the main component of our games completely changed our company strategy”, confirmed Lyndsey. XMG Studio has transformed from a large licensing-focused studio with 50 employees to a much smaller six people team that now makes original IPs and art-driven projects. Join Lyndsey as she describes the best practices and insights on this transition.
As the CEO and founder of Pollen VC, Martin Macmillan is working to give indie developers a way to get off the ground and into the market. There is “hope and the naive belief that you are going to launch and it is just going to take and the rest is going to be history. It does happen but it happens so infrequently that you wouldn’t want to bet the farm on it”, Martin expressed during his talk at Casual Connect USA. The App Economy has exploded, being predicted to be worth $143 billion by 2016. But there is a serious credit bottleneck for Indie developers, which prevents them accessing credit or the high levels of funding needed to adequately support paid advertising. Without being promoted effectively, many apps and games never make it off the starting blocks. But there is a solution. If developers could access their app store revenues faster, they could reinvest into user acquisition earlier, which would both accelerate and sustain growth earlier. Revenue recycling doesn’t just benefit the developer; everyone in the App Economy benefits from additional revenue streams.
In his talk delivered at Casual Connect Tel Aviv, join Gil Dudkiewicz, CEO of StartApp, as he explained what the future holds for us in terms of mobile advertising. He remarked that at StartApp, “We do believe that you need to take into account all the mobile capabilities in terms of data as well as take into account the look and feel and user experience. We call it Brains and Beauty . . . Combining the look and feel with the data makes a big difference in both conversion and user experience.”
It’s clear that Israel is growing up from startup nation to scale-up nation, growing huge global companies instead of incubating cool products in small startups. But this comes with its own set of problems: as companies grow, so does demand for a bigger hyper-talented workforce; retaining the agility and disruptive innovation that made these companies great is also a challenge as they grow into larger corporate entities; and managing offices around the world can be hard if headquarters remain in Israel. ironSource’s Omer Kaplan addressed these questions and more in his talk about the new Scale Up Nation. During his talk at Casual Connect Tel Aviv, Omer stressed, “The first lesson in the art of global expansion is humility and modesty . . . The second one is patience.”
Delivered at Casual Connect Tel Aviv, this session with Oren Todoros, Mobile Marketing Specialist at Plarium, dove into 10 Out of the Box Game PR Tactics that would help game studios generate exposure for their game launches while increasing their brand’s visibility, utilizing services such as Fiverr, Reddit, Product Hunt, YouTube and more. Additionally, Oren talked about how to find and spark relationships with influencers as well as track the outcome of social and PR initiatives. He expressed that PR is very important when it comes to games. The reason for that is, “content and creation is constantly changing. The way people consume content is constantly changing. You want to make sure that your story stands out above the rest.” For more great tips and examples, tune in to Oren’s lecture below.
Join Mihai Pohontu, Vice President at Samsung, as he talks about the advantages of working with Samsung. He does admit that it can be challenging to get things moving due to the size and complexity of the organization. In this talk at Casual Connect Tel Aviv, Mihai worked to demystify Samsung’s software ecosystem initiatives. He reviewed the product launch programs, the developer support programs and the evolution of Samsung’s app store. The Galaxy Apps offers selected game studios a new discovery mechanism for their games and a reliable means of promotion, especially relevant to indie or self-publishing developers. “For most small developers, the prospect of featuring is actually pretty remote . . . an indie developer would find that more difficult. Not so with our store. We are not an open store (like Googleplay) but are more selective . . . if you have great content, we will find it, we will take the time to identify it and to promote it”, he explained about the Samsung App Store.