Metaps Helps Launch Apps

Launching a new app or game on the market can always be a risky move, as there’s always a question with outreach — or how well it could do on a global scale. However, Katsuaki Sato is here to help.

A new company called Metaps, founded by Sato, can assist companies with maximizing app downloads and monetization, according to its official blog page. Tech In Asia managed to simplify the terms with its own blog entry.

Said Sato about the service, “We used a scientific, data-based approach in determining which paths to success are available for app developers looking to expand globally.”

So how’s it work? The team utilizes the Google Play top grossing charts of 12 primary app markets, and then checks similarity based on the number of shared titles. In addition, genres that make up the top grossing charts are verified, and then checks in terms of similarities between countries.

Sato explains that the site also uses certain logic when it comes to determining the degree of crossover with the top grossing app charts across two markets. “If no specific apps are shared on the top grossing charts for country A and country B, then the two markets are to be considered similar,” he explained, delving right into the second point. “If all apps are shared, then the two markets are to be considered very similar.”

Sato’s team also put together a chart that breaks down these markets, with dark red markers that show similarities between the apps on the Google Play Top 100 chart, and dark blue posting a dissimilarity. As you can see, both are clearly marked on the chart, making it a little easier to understand.

An additional chart was also put together, highlighting what would happen when the top 10 and top 50 apps were isolated, in order to point out notable differences in terms of tracking a pattern with similar apps.

Sato also noted at the conclusion of the report, “Finally, if you are looking to make a worldwide hit, there is one last point to keep in mind. Non-game apps do not tend to chart high on the Google Play top grossing chart, a trend shared amongst all markets considered here.”

To get more specific market data and learn more about what Metaps has to offer, check out this article here.

What Will Twitter And Google’s Deal Mean For Marketers?

When two social media giants team up, it provides enough impact for marketers to listen – and they probably won’t want to miss out on this.

Twitter CEO Dick Costolo confirmed that the social site has teamed up with Google in a “firehose deal,” which will allow the company’s tweets to be used in Google searches once again. As such, Twitter expects to drive in more traffic for the site.

Tweets disappeared from Google searches back in 2011, lessening the impact of looking up particular information posted on the social media site. Now, with this deal, they’ll be brought back into the spotlight, although Costolo stated that they won’t appear for “several months,” according to TechCrunch.

With the deal, Google will also benefit, as it’ll be able to use real-time content with its searches, along with traditional website searches. This, in turn, can benefit marketers in a number of ways. AdAge recently posted an article that explains five different tips that can be used to integrate these new search and social terms with the deal, and they’re briefly broken down below:

Search and intent-based optimization is now a critical factor. The right optimized content has to be used in search terms, or there’s a possibility that it can’t be seen at all. Brands need to revitalize with its search and social teams, having them work together to optimize tweets and social messages with high-value content.

Treat tweets like ads or landing pages. A tweet can be more than a simple message, as the Google results now allow it to have a large increase in organic reach. “Brands need to treat tweets like ads or landing pages,” the article reads. “Have a meaningful call to action in your tweets or have a link to the brand site with more information. A simple message is not going to get your user to take action.”

Monitor conversations and react. Interaction can be key for driving up a larger consumer base. Should someone leave a negative comment, ignoring it can be a problem. Companies will want to be proactive and engage or offer some form of remediation to fix the problem. In the past, brands may have just considered letting them pass; but with Google now being a factor, resolution becomes a necessity.

Words last forever. With Google and Twitter intertwined, tweets can still show up on Google, even after deletion, so brands will want to be careful with statements made on their sites, as well as security. (A recent breach on Chipotle’s Twitter page shows just how easily someone can go in and hack it with negative perception – consider it a lesson that brands should learn.)

Anticipate the search impact. With new content on a search results page comes a bigger impact on overall search traffic. A paid listing can have an effect with organic traffic, but posting tweets can improve that, along with paid traffic. They should still be monitored, though, with key terms and adjusted bidding for certain corporate outreach.

More information can be found in the report here.

Selling Emotion: The Secret Of ‘Heroes Charge’

There’s nothing quite like a Super Bowl commercial to put a little-known product on the map, and uCool has learned that very well indeed. Their game Heroes Charge was one of the three mobile games advertised during the Super Bowl, along with Clash of Clans and Game of War: Fire Age. Those two games have some serious advantages when it comes to getting attention — both games have been at the top of the Top-Grossing charts for both iOS and Android for months, and both have been running massive television ad campaigns for months. Both games also have star power — the Clash of Clans Super Bowl ad was a 60 second spot featuring actor Liam Neeson, while Game of War: Fire Age‘s 30 second spot featured supermodel Kate Upton. How can a game from a small studio compete with a 15 second spot with no celebrity power in it

The answer, it appears, is very well indeed. Heroes Charge has gotten a strong boost since the Super Bowl ad appeared, and their TV campaign continues. The game is currently at #2 in App Annie’s US Top Grossing chart for iOS roleplaying games, and at #10 for overall games. Heroes Charge is #2 in the US Google Play store for roleplaying games. The title is #11 overall Top Grossing for US iOS apps, and #29 Top Grossing for all US Google Play apps. That all translates to an exceptional performance that much larger publishers, with much greater budgets, have been unable to emulate. The game has over 12 million players worldwide, and it’s garnered over 250,000 player reviews on Google Play that give it 4.5 stars on average. What’s going on here

Jim Ngui

The [a]listdaily sat down with Heroes Charge producer Jim Ngui to find out some of the answers. How does the game’s design influence its marketing, and vice-versa Who is getting this game, and why

The game has several elements that help make it compelling. Heroes Charge is a mix of card battle games, old-style Japanese RPG combat, questing, and strategy. It’s all presented with attractive animations and sounds, and that helps attract a broad audience.

“We have a very small studio,” said Ngui. “We have about eight of us, sitting there daily looking at the game trying to see how we can improve it. We’re constantly talking about the game, and it helps.” The essence of uCool’s approach is an integrated one between functions. Product development isn’t separated from marketing — the two disciplines are intertwined. “Marketing sits next to me, and that makes me very happy,” said Ngui. That lets Ngui communicate about game elements with marketing and go back-and-forth quickly to make decisions. “This particular item, how is it positioned in the store What’s the call to action How does it fit into the user experience ” Ngui said, by way of example.

Like other game companies, Ngui said, uCool looks at the ARM — Acquisition, Retention, and Monetization. “Marketing is always concerned with the Acquisition part, I’m concerned with Retention, and together we have this nice cyclical relationship,” Ngui said. “We want to get quality people who we think would enjoy playing the game, we want to get them to the table but make sure they have a really nice setting. They’re offered everything that they’re expecting, but also more. We’re constantly doing things in the game.”

“Free-to-play has taught me you want to have a very large offering of features and content for people to stay within the game,” said Ngui. “I treat everyone the same — people who play for free and people who monetize are just as important to me. That’s the way we want the game mechanics to be set up. You don’t want to design a game that specifically monetizes — you want to design a game that everyone plays.”Â

That’s really a key point to remember. Many marketers and business people fear that designers are only concerned with the game, and aren’t interested in how it makes money — in fact, designers might be actively against the idea of asking for money or being pushy about getting paid. Designers, on the other hand, fear that letting marketers and business people into the design process will result in a worse play experience, turning the fun into a dreary shopping experience. Certainly, one can find examples of games out there where both of those fears have been realized.

Heroes Charge, and other successful free-to-play games, are good at keeping players around for the long term, where the opportunity to generate some revenue from those players becomes greater over time. “It’s true, that’s why everyone is looking at the Day 1 versus Day 7, Day 15 versus Day 30. I’m more concerned with Day 30 retention because I feel that’s where people have gone past the churning out,” said Ngui. “We are 24% retention at Day 30, and moving closer to 30%. Because that’s creeping up, I know people are finding enough to do.”

What’s the demographic “This surprised us,” admitted Ngui, ” because if I pitched you Heroes Charge as a high fantasy setting, and MOBA mechanics, multiplayer, these are traits that would skew male.” That’s normally what you’d expect, but Heroes Charge does not resemble other games in how it’s played. “Our play sessions are usually four times a day, and an hour and a half per session, which is superlong for a mobile game,” said Ngui. “Seeing that, you would definitely say it’s male-dominated, but our numbers are very close to fifty-fifty.”

The length of play sessions for Heroes Charge is amazing, and it resembles a typical console or PC game much more than a typical mobile game. The general idea among mobile game companies seems to be that mobile games need to be “snackable” — play sessions that last for a few minutes. Heroes Charge certainly has many things you can do that just take a few minutes, but obviously when you really get into it you can play for a long time. Other mobile games are starting to demonstrate some longer play times, too. That speaks to a depth of engagement and involvement with mobile games that may keep players around for a much longer time.

“Free-to-play is really about selling emotion, because if they don’t have an emotional attachment, there’s less chance for them to stick around because it becomes just another game,” Ngui said. Looking at how Heroes Charge is bringing in players and keeping them around, it looks like the company is doing a pretty good job of selling emotion.



CREATIVE: Honda Is At It Again On YouTube

Honda has really been showing off on YouTube lately. First, they had us absolutely enamoured with ‘The Other Side’ and then they got everyone a bit nostalgic for the Honda Oddysey with a bunch of videos featuring childhood toys. The car brand is proving it has a serious command of YouTube. So, it’s only appropriate that Honda challenge us all to a little game of… speed reading.

The ads reveal not one car, but three: The 2016 HR-V, Honda Jet and Honda Civic Type R, in a way that is subtle, elegant and makes a point. Moreover, the campaign is all about Honda’s company ethos: “a challenge to push themselves to improve while continuing to innovate.”

Can you ‘Keep Up’ Ready to go a little bit ‘Faster’ Or maybe that’s too small fry for you.