Agenda

8th edition of GameCamp: Growth and Data Science in mobile gaming

Time
Title
Description
Speakers
9.30 - 10.00
Registration + coffee
10.10 - 10.50
Growth trends based on the data
What Growth trends can we see in different gaming genres and in different countries? How Organic and Paid is behaving in Growth? Based on the Google and industry data.
10.50 - 11.30
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.
To have a sustainable, repeatable and balanced Acquisition Strategy you’ll need to think of it as system of compounding loops. And although the Paid Acquisition loop (UA) is crucial part of it, ignoring the Organic Acquisition loop (ASO) might mean the difference between a game that generates 7-figures or 8-figures revenue per year. Presentation based on examples and case studies.
11.30 - 12.00
Coffee break
12.00 - 12.30
Enabling the growth of the game through performance marketing in 2020
Every year performance marketing is changing and with it, growth strategies. We will cover in this topic, at the beginning some of the general rules in today's market and how to grow a game profitably through performance marketing channels and what are the most important metrics to keep in mind. In the next part, we will connect those growth metrics with signals which can be given to the Product/Game teams to help make good decisions. Presentation will be based on activities that we are doing at Nordeus to achieve such goals.
12.30 - 13.10
Driving profitability of Google App Campaigns in scale. What is easy, what is difficult? Strategic and operational approach. Learnings taken from Huuuge Games campaigns.
Strategic and operational approach. Learnings taken from Huuuge Games campaigns. Which best practices I saw especially important, which ones can be skipped?
13.10 - 13.40
Scaling UA activity - the challenges of growth
What to look out for when trying to scale up the user acquisition. What metrics to choose, how to approach this topic, what to measure and how to decide if we are successful or not.
13.40 - 14.40
Lunch
14.40 - 15.20
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ASO techniques
This session we will talk about our experience in A/B testing game creatives on Google Play with our mobile title ZooCraft: Animal Family. Optimization Tips and Tricks for Early 2020 and ASO loop as we see it in our company.
15.20 - 16.00
Fake ads have taken over UA. The content of more and more ads are not closely related to the apps they promote. Why is this happening, and does it actually work?
Traditionally, promoting an app focuses on showcasing the features of the app or creating a need to use any given product. The recent trend has shifted instead to telling an interesting story, less related to the underlying game. Often, these stories are made to look as though they are real gameplay, where the mechanics are in reality completely nonexistent in the app, and they focus on characters performing seemingly senseless actions. Another trend of fake ads touches upon creating a frustration for users, showing failed scenarios, perhaps leading the user to think they can do better. Now, at Miri, we've been able to explore this trend and have tested many fake ads in order to understand whether they could be effective in UA for the range apps and games we work with. Our findings are varied. Fake ads sometimes helped us improve ROAS, in other times, a high CTR and low CPI didn't translate into a better ROAS for our clients.
16.00 - 16.25
Coffee break
16.25 - 17.00
Facebook's and Social Creative Best Practice that worked for Huuuge
Practical learnings from Huuuge Games' experience at Facebook creatives. What worked for us what did not. How Facebook creatives should be different than Google creatives?
17.00 - 17.40
Creativity & Performance: Best buddies in mobile marketing
In this talk you will find out how the process of making creatives in mobile games works from A/B testing to choosing the final creatives. How many people are included in this process? How much time does it take to create ad for a mobile game? What mistakes should be avoided?
17.40 - 17.50
Closing
17:50 - 23.00
GameCamp After Party at Google for Startups Campus (you can just stay after conference): http://bit.ly/GameCampAfterParty
After a full-day of focus GameCamp invites you to some nice mingling in a different setting. Stay just a little bit longer and join us for a drink and pizza in hippie atmosphere of Syreni Śpiew. See details at GameCamp website at : Party and networking section. Details: http://bit.ly/GameCampAfterParty
Time
Title
Description
Speakers
9.30 - 10.00
Registration
10.00 - 10.10
Opening
10.10 - 10.40
Art or data science?
Art or data science? What is more important in driving user' satisfaction in gaming? How to combine it together?
10.40 - 11.20
In-app offers monetization from basics to advanced technics based on Crazy Panda experience.
From simple user segmentation to a complex interconnected system, we will follow Crazy Panda`s progress in developing personalized monetization. The key message of the session is not only about when or who to show those offers to, but also about how to make them truly personal.
11.20 - 11.50
Coffee break
11.50 - 12.30
Customizing video rewards using spender predictions
Personalized playing experience is an important driver for engagement and monetization, and AI offers great tools to achieve this. This session will share our learnings from offering additional video rewards to predicted non-spenders.
12.30 -13.00
How do we do ad-hoc tasks in our Data Scientist team?
Different types of ad hoc analyses that we are doing at Outfit7. How do we work on them? What tasks are we trying to automate, which ones staying manual?
13.00 - 13.30
Learnings and insights from Benchmarks+ | Performance Insights for 1.2bn Monthly Players from 2019
GameAnalytics shares global gaming trends surfaced from the Benchmarks+ platform. Their analysis spans more than 88,000 games, 150 million transactions, 1.2 billion players and 16 billion sessions on average each month - with performance insights dating back to 2016. Expect to learn the latest industry trends for core engagement and monetization KPIs like retention, session length, ARPPU and conversion across all major genres and sub-genres, now including aggregated insights for the top 5%, 10%, and 20% of market performance. This is one of the most detailed pieces of gaming analysis currently available for developers, studios and publishers of all shapes and sizes. If you’ve ever asked yourself ‘how is my mobile game or studio performing compared to others in the same genre?’, then this talk is for you.
13.30 - 14.30
Lunch
14.30 - 15.05
Data Science behind UA
How to create good BI for UA activities? How we did it at Pixel Federation? How we structure our systems and our teams? What we can say based on our experience?
15.05 - 15.40
Using Data Science for Behavioural Game Design
In this talk, the speaker will show how data science and behavioral science can help to design better games, increase retention, and in-app purchases, and achieve viral growth.
15.40 - 16.10
Coffee break
16.10 - 16.40
Building cost-effective mobile product & marketing app analytics based on GCP. Case study
Ever wondered whether it makes sense for your company to build your own app analytics stack? This session will feature a case study about us doing just that, using tools like Google Firebase, BigQuery, and Data Studio. I'll guide the audience through the whole process, including the initial decision making (why we chose to build, what tools to use), execution (events and metrics definitions, implementation and testing, cost control), and a final evaluation of pros and cons of such an approach & our learnings.
16.40 - 17.10
Best Mobile Engagement Practice in 2020
The blueprint for how to engage players in mobile games is getting more detailed as time goes on. In this talk, using evidence from the thousands of games that have integrated deltaDNA technology through the years, Franco will go through the key best practices for engagement across live ops, ads, targeted offers and more. By looking at the KPIs and lifespans of high-performing games, he will demonstrate the anatomy of a game that engages its players effectively and efficiently.
17.10 - 17.40
State of Mobile Gaming Marketing in 2019 based on data.
Deeper looking into AppsFlyer benchmarks and data from 2019. What trends in Paid and Organic we can see.
17.40- 17.45
Closing
19.30 - 24.00
GameCamp Data Day After Party
After a full-day of focus GameCamp and AppsFlyer invites you to some nice mingling in a different setting. Stay just a little bit longer and join us for a drink and good in amazing atmosphere of SEN Warsaw. See details at GameCamp website at : Party and networking section. Details: http://bit.ly/DataDayAfterParty

GameCamp speakers

Get info about our speakers.

Elif Buyukcan
Elif Buyukcan

BI Director, Rovio

RJ Mical

Director of Games, Google

Andrej Kugonic
Andrej Kugonič

User Acquisition Lead, Nordeus

Sara Krk
Sara Krk

Senior Data Scientist, Outfit7

Łukasz Kwiecień
Łukasz Kwiecień

Head of Marketing, Gamesture

Mor Stone
Mor Stone

Senior Social Media Buyer, Huuuge Games

javier-castro-giganto
Javier Castro Giganto

Head of EMEA Apps Gaming, Google

Itay-Milstein
Itay Milstein

Head of Search, Huuuge Games

Eric Hegely
Erik Hegely

Head of Growth, Pixel Federation

Ivan Kozyev
Ivan Kozyev

Head of Analytics, Crazy Panda

Rudradeb-Mitra
Rudradeb Mitra

Founder, Omdena

Nikolaj Pedersen
Nikolaj Ahlberg-Pedersen

VP of Product, GameAnalytics

Martin Luther
Martin Luther

Creative team leader, SuperScale

Milan Strba
Milan Štrba

Hyper-Casual Specialist/UA Manager, SuperScale

Denis Larionov
Denis Larionov

Creative Manager, Creative Mobile

Franco Spina
Franco Spina

Lead Game Design Consultant, Unity/ deltaDNA

Jacek Małyska
Jacek Małyska

Head of BI, Gamesture

Martin Jelinek
Martin Jelinek

Head of Marketing, AppAgent

Igal Frid
Igal Frid

Mobile Insights Specialist, AppsFlyer

Matej Nosal at Geewa
Matej Nosal

Mobile Marketing & UA Manager, Geewa

Serg Kharchenko
Serg Kharchenko

Evangelist, Creative Mobile

Adam Turowski

Co-Founder, Miri Growth

Michal Grno
Michal Grno

Head of Marketing Analytics, Pixel Federation

Mariusz Gąsiewski

CEE Mobile Gaming Lead, Google