Author Archive: Eric Seufert

I am a quantitative marketing and mobile user acquisition specialist. My specific interests include analytics, user acquisition, freemium economics, and programmatic statistical methods for prediction. ufert.se is where I discuss issues facing the freemium mobile industry as well as general trends in data science and analytics. Feel free to email me using the contact form on the About page.

rss feed

3 reasons why comparisons between Zynga and King are flawed
By September 30, 2013 Read More →

3 reasons why comparisons between Zynga and King are flawed

Freemium mobile gaming is a byzantine, poorly-understood vertical within the ecosystem of consumer technology. Few industry analysts or journalists possess the relevant knowledge to assess the health of companies operating under the freemium model  – not because they’re incompetent, but simply because freemium gaming only really became noteworthy from the perspective of large media outlets […]

Explaining Tinder's curiously viral growth
By September 23, 2013 Read More →

Explaining Tinder's curiously viral growth

Tinder is a dating app – some have called it a “hook up app” – that allows users to scroll through pictures of potential companions and select those of the greatest appeal with a favorite / like mechanic. When two users have mutually selected each other, they are given access to a chat medium and […]

Five characteristics of a viral product
By September 16, 2013 Read More →

Five characteristics of a viral product

Virality is a simple concept to grasp but is seldom implemented effectively. For one, very few products are conceived of as viral; this is often because marketing and product development are seen as being separated by a firewall and thus the marketing implications of a product’s chosen core use case are not considered. A marketing perspective (ie. […]

Freemium = Marketing
By September 9, 2013 Read More →

Freemium = Marketing

It’s easy to think of the freemium business model as merely a pricing strategy: by setting a product’s price point at $0, a developer ensures that as large an audience as possible is exposed to it by removing the most significant barrier to adoption – disposable income. But this line of thought is flawed. Disposable […]

Soft launch product development using the Minimum Viable Metrics
By September 2, 2013 Read More →

Soft launch product development using the Minimum Viable Metrics

Soft launching a mobile title, which is the process of releasing a game in a test market and iterating upon it based on user data, has become an integral part of development strategy for large and small developers alike. The reasons are numerous: Ratings have a significant impact on an app’s discoverability, perception, and, ultimately, […]

Dear indie mobile game developer
By August 26, 2013 Read More →

Dear indie mobile game developer

Dear indie mobile game developer, I interact with you on a regular basis, as a mentor in the Gamefounders incubator and when you email me via this blog, asking me to serve as a sounding board. I’m always happy to provide you with my opinions, but I’ve begun to notice repetition in the things you’re […]

Millennial Media's acquisition of Jumptap was all about data
By August 19, 2013 Read More →

Millennial Media's acquisition of Jumptap was all about data

On August 13th, Millennial Media, the mobile advertising platform operator, announced that it had acquired Jumptap, another advertising platform operating a specialized real-time bidding exchange for mobile. The transaction was an all-stock deal in which Millennial Media took control of Jumptap in exchange for 24.6MM new shares – or 22.5% of the combined, post-transaction company, […]

GungHo's stock price rollercoaster and hit-driven valuations
By August 12, 2013 Read More →

GungHo's stock price rollercoaster and hit-driven valuations

On July 29th, Japanese game developer GungHo Online Entertainment issued its financial report for the half year ended June 30th. The highlights are posted below: At first blush, GungHo’s results seem astonishing: Net Income for the half year was up 2,508% from the same period a year earlier, with gross sales having experienced a similarly […]

Quantitative Literacy: An interview with Wharton Professor Dr. Peter Fader
By August 8, 2013 Read More →

Quantitative Literacy: An interview with Wharton Professor Dr. Peter Fader

Chapter 5 of my upcoming book, Freemium Economics, is dedicated entirely to lifetime customer value. In researching this chapter, the work of two academics – Peter Fader of the Wharton School of Business at the University of Pennsylvania and Bruce Hardie of the London Business School – surfaced again and again. Fader and Hardie have […]

The role of LTV in freemium
By August 5, 2013 Read More →

The role of LTV in freemium

Lifetime Customer Value is probably the most fundamental conceptual struggle for freemium app developers. And while calculating LTV and integrating it into an organization’s decision-making apparatus are onerous tasks, these aren’t the root causes of firms’ anxieties over LTV. The root cause is user acquisition – specifically, its cost – and the inability of all […]