Join the Gold Rush – In The Global Gaming Apps Market!

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When it comes to playing games, people can get very serious. Who would like to lose after all?

Consider this: Activision Blizzard, one of the most established, yes: players, in the gaming industry acquires the mobile gaming experts King games for 5.9 billion US Dollars. A new entertainment giant is arising, the clear global leader of interactive entertainment.

Do you have any doubts about the power of mobile gaming and smartphone gaming apps? Just digest this one number: King, the inventor of Candy Crush (and the guys responsible for all those folks on subways staring at their small screens while there’s someone getting undressed next to them without noticing it) reported 474 million active monthly users on their mobile games in the third quarter of 2015.

And King is just one provider of successful gaming apps, albeit one of the biggest ones.

There’s plenty of evidence to suggest that the market we work in, mobile apps (and especially: mobile gaming apps), is guaranteed to provide a lot of fun for years to come. We at Spyke Media have long decided to play our part, helping app distributors reach sizeable audiences that actually do care about the products. We also believe that our publishers will have great numbers to look forward to if they focus on mobile gaming apps distribution.

Look at this:

SuperData forecast the global mobile gaming market to reach a revenue of 25.3 billion USD this year, and growing to 28.2 billion USD next year (up 11 per cent). Games, according to TalkingData, are by far the most engaging app category as measured in China – with twice as much time spent on them than on chat apps.

Note that growth is not happening easily. There’s consolidation in the market, and the big leaders are finding it harder to grow. But the overall market has vast potential, and a lot of new companies are currently mapping out strategies to massively push their games into those parts of the market not taken by King, Zynga etc.

The culminating point of all this is the Top charts on the app stores, be it Apple’s or Google’s Play or even the many alternative outlets for gaming apps on Android. Competition is strong, and providers are looking for the right strategy to get up on that stage and be noticed by users. We can help them achieve this position.

Gaming app providers will need to keep focusing on download volumes, but also need to intelligently focus target audiences and receive more meaningful feedback from the marketing data in order to fine-tune not only campaigns, but even their product. It’s a good time for mobile publishers if they have the audience – and most do – that features people who like to play mobile games.

Spyke Media’s portfolio features all sorts of gaming apps: We have arcade, puzzle, slots, social, strategy and more, they target all kinds of countries from global campaigns to such places as France, Korea and the United States, and we have Android as well as iOS gaming apps to distribute.

We’re really looking forward to every next day – because the mobile gaming industry offers us so many opportunities to show how we can help achieve brilliant app promotion results.

 

 

To incentivize or not to incentivize – that is the question

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No worries, we are not going to be as sophisticated on our topic today as the headline might indicate to you. But we thought that it would be a great idea to touch on a subject which is being brought up to us very often, for example during our even visits such as the one to Casual Connect in Tel Aviv last week. The question, for example, is often raised by gaming companies who try to generate users for their respective mobile apps. They try to figure out if they should rely on incentivized or non-incentivized traffic for their app promotion.

Although the binary choice of answers seems to simplify the question, the actual answer is not that simple. We don’t think that there is one single answer. It always depends on your specific goals and other conditions such as budget, markets and many more. Therefore we’d like to outline some pros and cons on incent as well as on non-incent traffic.

What incentivized traffic means

To start with, we give a short explanation on what incent traffic means. As the term suggests, incent traffic is traffic where the users receive something in return for an interaction with the app which is being promoted. For example: A user who is playing a mobile game wants to get some in-app goodies to ramp up his high score. In order to get these goodies he has to install and open another app. That means he is getting incentivized for his app download and he did not come up with the app download out of his own search on the web or from other sources.

Incentivized installs – cost-efficient, traffic-driving factor

The best thing about these recompensed downloads is that the visibility of your app will surely grow. This results in a rapid boost of your install numbers promoting your app into the top rankings within the app stores. While people have to open the app in order to trigger their incentives, they will also always have a brief look at your mobile product. If your app is attractive enough, they might end up as engaged users. Another advantage of incent traffic comes with the CPAs which are paid for incentivized downloads. These downloads are often way cheaper than non-incent installs because people are more likely to download an app if they get something in return.

Non-incentivized installs – highly-engaged users generated

On the other hand, less open-minded people will download your app and once they get their incentive, they will never come back to it and might even delete it right away. That is why non-incent traffic features higher payouts but will also result in more quality of the user audience. So the biggest advantage of organic downloads – which is the term for downloads where users get nothing in return – is that people are actually interested in your app right from the beginning and are more likely to become users over a longer period of time. There’s a smaller group of these people, naturally, which means the market price for a transaction is higher.

To sum it up, we’d always suggest you use a mix of both possibilities in order to gain users for your app. One scenario which has worked quite successfully in the past is to start with incentivized downloads in order to boost your app in the rankings. Once you have established a certain awareness for your app, you might cut off the rewarded downloads because people will see your app through rankings and will come by themselves. It will result in quality users with a higher retention rate.

So if you still not sure whether you can answer our almost philosophical question from the headline, feel free to send us your questions to info@spykemedia.com.

 

Casual Connecting in Tel Aviv

CASUAL CONNECTING IN TEL AVIV

This week our team member Ben went on a trip to Tel Aviv. Part of it is that he’s enjoying a vacation in his home country, but that is not what this blogpost should be about. By the way, enjoy your vacation, Ben!

Business before pleasure.

Ben went to visit the Casual Connect event in Tel Aviv, which is a great event bringing together the best people in the gaming industry with all kinds of tech-driven specialists. Companies who can help game publishers with their app distribution are also a big part of this event, so that’s why we decided to send Ben to Israel’s mediterranean metropolis.

Besides meeting some of our best partners, Ben enjoyed panels and sessions learning about the direction where the gaming industry is heading. Well, there were round about 1,500 gaming experts, over 700 companies, 30 nationalities, 100 speakers set to take part in one of the biggest gaming conferences in the world, so he had to learn something new, right? Some interesting new facts Ben shared with us are that YouTube users are 15 per cent more valuable than any other video platform users, and that in 2014 gaming companies from Israel garnered $300 million in funding and acquisitions.

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Spread the word

In the meetings, Ben had the chance to tell some of our international partners who had not attended dmexco what had been the the talk of the town a month ago in Cologne. He also spread the word that we are still growing and have welcomed two new team members recently who soon will visit industry events as well.

All in all, Ben met so many people and promoted Spyke Media so well that we decided to give him a week off. Well, not exactly, because he already had filed for his vacation, but we thought it would be a good way to vindicate that he will enjoy some days full of beautiful sunshine whereas the rest of the team has to admit that winter is coming pretty fast here in Germany.
Next year – and we will definitely be there next year – we might need to take the whole team to Tel Aviv. However, we are already looking forward to coming back and meet all the great people we met this year and also many more.

 

HOW SPYKE MEDIA ASSISTED DEUTSCHE WELLE DRIVE APP MARKETING AND GAIN MEANINGFUL INSTALLS FOR NEWS APP IN INDIA

APP PROMOTION CASE STUDY

• Personal meeting crucial for Spyke Media and Deutsche Welle cooperation

• Spyke Media scrutinized app’s marketing plans and achieved analysis based on test campaign

• Results: Deutsche Welle app climbed in app store charts, yet team also received important feedback for future app marketing and also gathered insights to limits of campaigning

download your PDF here - German version below

download your PDF here – German version below

“Working with Spyke Media has been very constructive because the team helped us implement our international app marketing strategy, and understood what could be achieved and what couldn’t. This personal level of cooperation is very valuable in today’s highly segmented mobile marketing market.“ JÖRG BREDENBECK, Marketing Manager, Deutsche Welle

HOW DEUTSCHE WELLE AND SPYKE MEDIA CAME TOGETHER

The first contact between Deutsche Welle and Spyke Media came after Jörg Bredenbeck, Marketing Manager of Deutsche Welle, had done specific research on app promoters and came across the website of Spyke. After initial talks, both parties agreed on meeting personally, because that is always a key factor when it comes to providing a custom-fit consultation. So in February 2015 the two companies met in Spyke’s office in Cologne. At the meeting, Bredenbeck introduced the Deutsche Welle news app to Spyke’s team and learned about ways in which Spyke Media could help fine-tune the mobile marketing campaigns and the success of the app. As a result of this meeting, they agreed on a cooperation and decided to start the promotion when the app was ready to be put to a sizeable campaign. As India is one of the focus markets for the German news provider, Spyke and Deutsche Welle agreed on testing their app marketing in that country. Thanks to the global partnerships of Spyke, India is a market Spyke could easily campaign in for their new Bonn-based partner.

THE RAMP-UP PHASE OF A CHART-BOOST CAMPAIGN

After agreeing on the country, Spyke reviewed the market and put the marketing materials to scrutiny in order to optimize the chances to improve installs. During a two-month long phase of intensive consultation, Spyke Media’s team provided market insights to Deutsche Welle and thus prepared for important changes in the way the app was promoted. In the process, Spyke Media provided suggestions for alternative versions of marketing materials to attain better results. Furthermore, both sides defined and reviewed detailed tracking information including all relevant events tracked in the app. This led to even more detailed insights which helped Spyke to optimize the initial campaign.

CAMPAIGN RESULTS AND ADDITIONAL OUTCOMES

At the beginning of June, Spyke Media drove a 3-day test campaign to optimize the way the app would be promoted on a large scale. Afterwards, the actual campaigns ran from June 22 to July 15. During this phase, the DW app rose from below rank 500 to 65 among the news apps offered for Android devices in India. On the iOS, the app rose from 450 to 7th position in the news section in the country. As agreed with Deutsche Welle, Spyke did not concentrate on ‘boosting’ the campaign to the limit, although they would have had the chance to get the app into an Android top ten ranking at that time. “We decided to focus on quality installs instead of a voluminous amount of reach, because Deutsche Welle relies on long term engagement when it comes to their app”, says Heike Burr, General Manager of Spyke Media. Across both platforms, the user retention values improved markedly as a result of the effort. Although these are positive results, Spyke Media also took care that Deutsche Welle would clearly understand the limitations of this campaign type. Spyke Media argued that it was unadvisable to continue the iOS campaign since, according to analysis, the results would be unsustainable and the risks of the campaign too high. With this differentiated feedback as a result of the cooperation, Deutsche Welle and their marketing department could complement their own specific app promotion strategy and consider this detailed information in its upcoming app promotion campaigns.

SUMMARY

As a result of Spyke Media’s intensive consultation and app promotion efforts, the DW news app jumped to a top 10 position on iOS in India. Yet the team also outlined that chart success should not come at all costs and advised against continuing campaigning to maintain the balance between app visibility and sustainability of the installs. These were differentiated results that help understand market potentials much better than simple promises of success that abound in the market. A crucial part in this successful campaign had been the information provided by Deutsche Welle coming from their detailed tracking results. Advertisers who are willing to share this information with Spyke will get more detailed advice on their campaign optimization.

“In our view it is important to not only take a digital campaign and put it on the networks, but to meet in person, provide individual consultation, react flexibly to the actual results and be as close as possible to mobile app providers and advertisers. We believe that even in the digital age it is important to shake hands, sit down together and identify and review realistic objectives“ HEIKE BURR, General Manager & Co-Founder, Spyke Media

 

German PDF of Case Study

Download German PDF here – English at the top

App Focus Propels Growth of Spyke Media

Mobile agency Spyke Media has grown significantly over the past two years. Thanks to a constant development of their app promotion business the Cologne-based startup has increased revenues by per cent while being profitable for the 3rd straight year after their initial founding. Compared with early 2013, when the company was founded, Spyke Media achieved a revenue growth of 453 per cent. Over the recent 12-month-period, the start-up has reached more than doubled its earnings.

Timed to coincide with this year’s dmexco, Spyke expands its team by adding seasoned digital and mobile marketing experts in order to keep pace with their increasing demand of consultation by advertisers. Trying to catch up with the acceleration of mobile usage, app marketing campaigns more and more become the focus of attention. This has led to a higher amount of advertisers who like to complement their marketing portfolio using mobile promotion.

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Spyke Media specializes in campaign consultation from a sustainable market entry strategy to performance-based app promotion. Showcasing at the most influential digital marketing trade show, Spyke still is looking for motivated and experienced mobile marketers joining their international team.

“We are in the midst of diversifying our services, trying to offer all crucial parts needed along the value chain of mobile marketing”, says Heike Burr, General Manager and co-founder of Spyke. “Therefore, we are in search of mobile enthusiasts who help us to maintain our course of strategic growth.” Besides of adding senior marketers, Spyke is also looking for young professionals seeking a foothold in the mobile industry while being passionate about marketing.

During the show on 16th and 17th September 2015, Spyke Media will be present at the Medienland NRW booth in hall 6 in place E020.

Meet us in our hometown Cologne – at dmexco 2015!

The summer in Germany is coming to an end in a stylish mode. But September has started and that means that the holiday season at Spyke Media is over and we have all recharged our batteries in order to drive our customers‘ mobile performance. As we did last year, we will be showcasing our work at dmexco 2015 in our hometown Cologne. Meet us at booth E-020 in hall 6.1 at the Cologne trade fair on 16 and 17 September. Since this is a hometown show, we will feature a strong team: Frank, our Managing Director; Heike, our General Manager; Alina, who takes care of CPI; Octavio for our Incent traffic partners; Issabel who will take care of CPA; and many others. Book your meeting here 

Spyke at dmexco

Again Spyke will join the joint booth of Medienland NRW, being one of the featured tech startups in this region. Our international team is looking forward to meeting all our existing partners as well as interesting marketing people from all over the world. Sharing ideas and talking about upcoming trends is what we really enjoyed last year. We’re also pleased to meet YouGov, Web de Cologne, ad.cologne and appmatics, who will all be our neighbors at the Medienland NRW exhibition area.

Spyke Media at dmexco 2015 booth information

In case you have not been following us so closely, Spyke has pursued a strong year of growth since dmexco 2014. We have not only increased the size of our team, but achieved a new level of performance in app promotion. Spyke media is a partner of trust for partners that seek to efficiently distribute their mobile apps internationally. We know how to find and convince the mobile audicence.

If you’d like to pay our booth a visit you, will find us at demxco, hall 6.1, at E-020.

Talk, learn and play – Spyke Media visits Gamescom 2015

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Talk, learn and play – Spyke Media visits Gamescom 2015

Yesterday, we took some time and went over to Gamescom here in our hometown of Cologne. As this trade show is one of the biggest events in the video gaming industry, we thought it would be a great opportunity to meet mobile gaming innovators from all over the world and talk about monetization, advertising and user acquisition. Of course, we also had to prove our talents as gamers and tried out some new games and some other interesting innovations. Well, that wasn’t the most successful part of the day. But back to the important news.

The first thing that always came across as a topic during many conversations was that mobile gaming is still growing rapidly. A recent study published by Deloitte indicates that the worldwide market volume of mobile gaming will surpass console and classic pc games for the first time ever in 2015. For us at Spyke that means that there will be more game developers in search for engaged users as well as more publishers who’d like to monetize their mobile games with us. That is why we put on an additional focus on games traffic and on a more detailed consultation for games publishers on mobile. We understand that this market potential leads to a growing need for advertising.

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What we also learned is that the German mobile gaming market develops in line with the global market. 37 per cent of Germans at least play a mobile game once a week whereas 14 per cent noted that they play on a daily basis using their smartphone or tablet. Interesting: Mobile gaming is not something only for teenagers or gadget nerds anymore. 25 per cent of the respondents aging between 55 and 64 years said that they play mobile games once a week. Maybe we should think on how to reach out and engage these users to your app in the future?

Altogether we had some interesting meetings and learned a lot about future gaming trends as well as about our inability to play video games.

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CPA over CPI – Actual Actions Create User Engagement

As we all know, apps on our mobiles come and go. Sometimes you might delete an app right after first opening it, because it just doesn’t get you or it looks different than the description promised. We want to feel comfortable about usability and design right from the start. Otherwise, we might directly get rid of the app or we’ll just never open it again until our device urges us to free up some space. In some cases, we feel good about the downloaded app and might involve it in our daily smartphone routine. If we just go back to it frequently, the app developers have done a great job, because they were able to create an engagement on our side.

The question is: Why do I bring this up? And what does this have to do with the upcoming Appsworld event? I think the issue addressed above is an important topic for the modern business of app promotion. Yes, we have come a long way from cost per click-basis to the more efficient and effective way of the CPI-Model. The CPI-model, which means the advertiser has to pay after the installation of an app, is the most common subset of the CPA-based models. That means the first opening of an app triggers the transaction. Paying per install is clever compared to paying merely based on the number of consumers that see your app advertised or the number of people that click on a banner. But what we keep disregarding with this is all the things that happen after the installation. We still don’t seem to want to know if our marketing brought a valuable user for the app. I think this isn’t healthy in the long run.

Therefore, we often tell our customers to drive their app marketing through CPA promotion even further by setting an action that requires much more engagement than an installation. We are strong believers in a tiered, sustainable CPA approach. For a mobile game that could mean rewarding the publisher if a user reaches the second level or achieves a defined high score. This would trigger the payment of yet another CPA by the advertising company. For other apps it could be something like a defined time of usage or a registration. By using these parameters, you can be sure about the interaction of your users, which is what app promotion today should be all about. To conclude this blogpost, I’d like to encourage more app developers to use these forms of cost-per-action models or at least provide us with some necessary data about their KPIs in their future mobile marketing campaigns. In my opinion, the actions mentioned above are the most-efficient ways to drive growth of your app user base in a meaningful, sustainable way.

Meet us at Apps World Berlin 2015

Spyke Media is happy to welcome you at Apps World Berlin 2015.

Apps World 2015 Banner

Meet us on 22 and 23 April at booth 42. We’re excited to be at this great event. Check out the keynote speakers. Steve Wozniak will open the show.

This is from the Apps World homepage:

Developer Event, Berlin, Germany: Apps World; the leading global event series in its 6th year that has grown to be the leading set of events in the app industry is launching a new show in Berlin – the city fast being recognised as a thriving hub for technology and start-ups, this April. Apps World Germany will be bringing together over 150+ exhibitors, 200+ speakers and thousands of attendees from across the app ecosystem in Germany, Eastern Europe and beyond. The event will attract developers, mobile marketers, mobile operators, device manufacturers, platform owners and industry professionals for two days of high level insight and discussion. The exhibition floor will be buzzing with some of the most innovative new start-ups showcasing alongside industry giants, live hackathons and interactive workshop sessions. Don’t miss your chance to be a part of it – secure your pass today!

Find out more about the event from the official website.