Do you want to learn more about scaling customer acquisition for an online product? The lessons here will apply whether you are shipping a game, a metaverse experience or any type of mobile application.
Eric Seufert worked at legendary game publishers like Rovio, Wooga, and Digital Chocolate--where he literally wrote the book on Freemium Economics for games. Eric's concern for several years has been scaling games by optimizing unit economics and accessing scalable user acquisition channels. In this conversation, Jon and Eric talk about how the market for mobile user acquisition has changed; how the market for advertising networks has evolved; and even how the strategy for game marketing has shifted from the "Harry Crane" measurement paradigm to the "Don Draper" paradigm which is all about audience resonance. We cover the differences (or lack thereof) in performance vs. brand marketing; how new privacy rules such as ATT (App Tracking Transparency) have impacted the user acquisition markets; and how to staff a user acquisition team at your publisher.
If you're looking for an overview of how to gain access to the mass market of consumers on mobile--both the history, present and possible future--this is the conversation you'll want to hear!
Eric Seufert can be found:
At his blog: twitter: ideas can be found...
...at this blog, Building the Metaverse: Twitter:
...and at his live game services platform company, Beamable: sure you subscribe here if you'd like to keep learning from thought leaders in the metaverse industry.
0:00 Intro
2:13 The history of advertising to scale
9:52 Curating apps
14:23 The rise of ad networks
16:15 Ad brokers
19:25 Ad networks vs ad brokers
19:46 Facebook and the history of mobile gaming
23:34 Modes of reaching consumers
28:37 Apple’s recent ATT (App Tracking Transparency) changes
38:06 What’s next in advertising?
41:47 Niche marketing
42:27 Content fortresses
45:56 How to market small and niche games
49:14 The age of creativity
59:10 Understanding your audience
1:03:35 Community building, web3, and NFTs
1:06:45 Web3 and NFT marketplaces
1:10:34 Actionable takeaways
1:13:54 Learn more about Eric Seufert
#gamedevelopment #gamedev #advertising
Recommended Reading >> bit.ly/32kRpzw
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