Marketing Plan for Week #5
Last tuesday we published Archer Master 1.0.1 in the Android Market. From a marketing standpoint, this new version includes two worth mentioning characteristics:
- A bonus screen. Monetization has been one of our concerns from the very beginning because we think there were too few ad-clicks (~10/day) compared with the ad-requests (~10K/day). The new version integrates a component that monitors the number of times a level is played and failed. In doing so, we can find out if players have trouble passing the level and then offer up extra points, arrows, seconds in exchange for ad clicking. Of course, if the user is not interested in the ad or simply don’t want to click on it, there is an additional button to skip it over.
- Rate-It button. The upper right corner of the first screen is reserved for promotional links. With the intention of giving a boost to our Facebook page, the first version (1.0) included a button for this. It didn’t turn out as we expected, so in this new version (1.0.1) that button has been replaced with a “Rate-It” one which opens the market page of Archer Master. In doing so, we try to get more reviews because it improves visibility which produces more downloads. At least that's the theory. Of course, we also run the risk of getting bad reviews if the game doesn’t meet expectations.
1. Downloads. This split bar chart shows downloads per week.
- As a result of publishing the new version, we have experienced the second novelty effect with more than 1,500 downloads in 24 hours. Even though the numbers are quite good, that sudden rise of downloads may be partially explained by the fact that the Android Market does not distinguish between new downloads and updates. At the same time, Ad requests have rocketed from 7K/day to 70K/day with a peak of 80K on wednesday 10th. We'll see how long it lasts, but in the meantime the conclusion to be drawn from this data is that the third principle of Agile Manifesto seems to be a healthy habit when it comes to the mobile market.
- As far as revenue is concerned, there is also good news. The new approach seems to work out well and, as we may observe in figure 4, daily revenue has increased fivefold since tuesday. Anyway, we'll have to wait a couple of weeks to confirm this point.
- We have great expectations on the new Rate-It button. Over the last month, no more than 30 users had rated the 1.0 version of the game, but thanks to this minor change, we got 11 new reviews in just a couple of days.
That's all for now.