Lifetime Customer Value

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 […]

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 […]

Guide to Mobile App Analytics
By July 22, 2013 Read More →

Guide to Mobile App Analytics

Last Updated: July 29th, 2013 Presented here is a survey of some of the most popular mobile app analytics platforms currently on the market. The list is broken down into three categories: General Mobile Analytics Platforms, Gaming-specific Mobile Analytics Platforms, and App Store Analytics Platforms. For the purposes of this survey, analytics will be defined as […]

The logic and sorcery behind mobile game company valuations
By July 17, 2013 Read More →

The logic and sorcery behind mobile game company valuations

Two fairly significant events took place recently that have shed light on the byzantine process of valuing a gaming company. The first was the purchase by Hasbro of a 70% stake in Backflip Studios for $112MM, valuing the company at $160MM. Backflip is the developer behind DragonVale, which, nearly 2 years after launch, still frequently […]

King vs. Kabam on the road to IPO
By May 6, 2013 Read More →

King vs. Kabam on the road to IPO

The performance of Zynga’s stock in the almost two years since its IPO has chilled public markets ambitions for gaming companies. But two Western gaming developers, both of which have capably navigated a transition from Facebook (and other web-based platforms) to mobile, currently contend for the distinction of most likely to undertake the first post-Zynga […]

The economics of mobile game publishing
By April 15, 2013 Read More →

The economics of mobile game publishing

(The model referenced throughout this post can be downloaded here) Supercell’s recent $100mm secondary financing round raises some interesting questions about how mobile game developers capitalize on a hit game. A title in the Top 10 grossing chart for the US can, as evidenced by a number of recent high-profile examples, generate upwards of $500,000 […]

Mobile gaming revenues are shifting to tablets…and to Asia
By March 8, 2013 Read More →

Mobile gaming revenues are shifting to tablets…and to Asia

The macro trend playing out in mobile gaming over the past six months has been the shift away from casual gaming toward the mid-core experience: niche games driving high ARPU values through extended retention profiles and engagement metrics. You know a trend has breached the public consciousness when Forbes writes about it, which it did […]

Two misconceptions about paid user acquisition
By February 25, 2013 Read More →

Two misconceptions about paid user acquisition

The data-driven nature of the freemium model changes the way certain functional groups interact with each other during the product design and development process. Because analytics is a revenue driver and not a cost center in freemium, it isn’t implemented after a product launch as a means to reduce losses. Rather, the initialization of analytics […]

Emerging Strategies to User Acquisition: Video from Casual Connect Panel
By February 20, 2013 Read More →

Emerging Strategies to User Acquisition: Video from Casual Connect Panel

Last week I participated in a panel at Casual Connect called “Emerging Strategies to User Acquisition”. I was honored to share the stage with Jussi Laakkonen from Applifier, Stefan Bielau, Erlend Christoffersen from Supercell, Gilad Rotem from InGaming, and Billy Shipp from Iddiction. Below you’ll find a video of the entire panel, which clocks in at […]