Milan Strba, Head of Development at SuperScale shares his suggestions for a superb progress technique, what he thinks would be the future developments of the app advertising and marketing trade and whether or not you need to put money into UA or natural progress first.
Beneath is the total transcript of the video above.
My identify is Milan Strba. I’m the Head of Development Advertising and marketing at SuperScale and SuperScale is principally a full funnel sport progress platform for cellular video games and blockchain apps.
What are the specificities of establishing a progress technique for a cellular sport?
What we do at SuperScale is like analyze, optimize and scale however when you look solely on the scale half you undoubtedly want to know your sport. There are two methods and two foremost issues on perceive a sport. One is the retention, it’s a vital metric. And the second factor is monetization, is it advert pushed? Is it hybrid? Is it in-app pushed? That is just like the constructing block, you need to know this. Then you want to even have, within the fashionable period, have your MMP arrange so you’re assured along with your knowledge. And the third factor is knowing your group. What drives them to play the sport, why they selected your sport and what would they prefer to see sooner or later. There are all the time some communities both Discord, Reddit or no matter. And even evaluations are sufficient within the shops. So figuring out the monetization, retention, have your MMP arrange and perceive your group.
Which one ought to come first: natural progress or paid UA?
Natural progress. Don’t try for perfection once I say natural progress. There are limits clearly, don’t attempt to have your sport localized in fifty languages or one thing or, you recognize, having these key phrase evaluation for six months and so forth. Evaluate your self to love a superb competitors that you recognize is like your sturdy competitor available on the market, some large enterprise or some very profitable one and in case you are a small indie developer attempt to have comparable retailer however clearly along with your design and your sport and you recognize this aura in your retailer that may suit your sport. And construct on that and likewise attempt to attain and perceive the communities which might be current. The ASO and the natural is all the time like a constructing block for supporting paid consumer acquisition. As a result of when you begin with paid consumer acquisition and your retailer is in very unhealthy form you’ll really feel it on the efficiency of paid consumer acquisition.
What do you suppose are gonna be the app advertising and marketing developments of the longer term?
I feel the entrepreneurs are gonna be extra happy with the post-IDFA however the pattern will likely be how they’re gonna be okay just like the indicators, it means like all people’s gonna diversify. No one’s going to depend on two or three advert channels Don’t take a look at Fb solely, diversify Make a mixture of socials, advert channels, after which we’ve Apple Search Adverts and Google Adverts. So make a mixture of these 4 and discover out what works. Don’t be scared. And tied to that, I imagine we’ll see increased high quality creatives and payables.
I feel now’s the time for playable adverts. They’ve been within the trade for a while however many firms had been scuffling with having profitable playable adverts that would work and produce revenue. Now the advert networks, a minimum of those that I discuss with the key ones they stated that they prioritize you want to have playable adverts in any other case you’re going to get unhealthy visitors or worse visitors. So having these increased high quality creatives and playables is gonna pattern.