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|Session Name:||Profitably Launching Jelly Splash to #1: A Marketing Postmortem|
|Track / Format:||Business, Marketing & Management|
|Overview:||This session will walk through the launch of Wooga's recent match 3 puzzle title, Jelly Splash, on iOS. The talk begins with the conclusion of Jelly Splash's soft launch in Canada. Rough lifetime customer value, k-factor and monetization metrics were available from soft launch data, so Wooga's marketing team devised a strategy to launch the game profitably (i.e. LTV > CPI) into the Top 10 downloaded charts in the U.S. App Store (among other countries). The talk outlines the market analysis undertaken to determine how many downloads would be needed and how much these downloads would cost, as well as the steps taken to minimize CPI prices. Jelly Splash eventually reached #1 in a number of app stores (including in the U.S.), and the talk ends with lessons learned about burst campaigns, the organic effect of chart placement, and the benefit of network diversification in large-scale user acquisition campaigns.|