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Marketing Stories: Multiplayer Soft Launch and Playable Ads

Tim Shepherd (Creative Director, Playable Ads, Wooga)

Peter Fodor (Founder and CEO, AppAgent)

Location: Room 2016, West Hall

Date: Monday, March 18

Time: 5:30pm - 6:30pm

Pass Type: All Access, GDC Conference + Summits, GDC Summits - Get your pass now!

Topic: Mobile Summit

Format: Session

Vault Recording: Video

Mobile real-time multiplayer games are hot, but your blood will freeze when you realize the costs to support soft launch. Beyond the UA expense, you must manage servers, time zones, demands on bots intelligence and data analytics. Industry expert Peter Fodor presents a 3-stage process to a successful global launch, including 5 case studies from his work plus insights from top gaming publishers. Playable ads are becoming a powerful tool in F2P. Tim will share Wooga's learnings about the entire process of how to best design and produce playables plus technical implications for dealing with several platforms and evaluating performance.

Takeaway

Soft launch attendees learn how to budget # of DAUs, why to combine technical and retention stages, optimal countries, when to use bots, and how to avoid data skewed by analytics technical issues. Attendees learn the anatomy of playable ad production, including best design practices and how to evaluate ad performance.

Intended Audience

Both segments of this session address mobile game product managers and marketers, as well as other members of the team interested in learning about these topics.