How much does the success of the application

Today we offer to your attention the story of the costs to launch and related activities to promote the new application. We see these things solely from the consumer, and not even imagine what it is hell for the developer and publisher.

app Stores

Developer ZeptoLab UK mobile games prepared for all fans of Cut the Rope something big. The world saw Cut the Rope: Time Travel, and it was a really massive event. Cut the Rope: Time Travel at the same time was released in 125 countries. The product appeared in multiple app stores, including the «main» - Apple App Store, Google Play Store and Amazon App Store.

attributes

Together with the application access to the stores appeared themed paraphernalia, based on the brand Cut the Rope. T-shirts, key chains, stuffed animals - all of this is important for the success of the march of the game to millions of mobile devices, because it creates an additional channel gains, and yet satisfies the requirements particularly ardent fans.

cartoon

In this case do not stop: when the application starts and accessories animated series, tied at a game. On the creation of the animation took months.

Partners

Move easier and more efficient if you someone to help. During the last 6 weeks of the developer collaborated with Burger King - one of the world's largest fast food chains. The corresponding attributes included in children's lunches for the past month.

in total

ZeptoLab total expenditure on the promotion of Cut the Rope: Time Travel made $ 1 million.

It is worth noting that the developers do not invest in the popularization of the first part of his hit. Then they simply gave the product the publisher and waited.

Competition and Strategy

The current situation with the competition between developers of applications and games makes a very careful approach to the release of the product. Sink or swim, no middle ground. In the category of games the situation is even worse, because there are giants like Electronic Arts, and with them is incredibly difficult to compete. If earlier the developer could count on a situation where the users themselves to promote a product, telling about it to friends, friends, as well as posting links to social and other services, but now the success of this strategy can be extremely questionable.

For profit to invest in the product. Well put. Mobile gaming market is developing, and last year in the US users have in app stores $ 2 billion. This is a very serious money, and other developers are not averse to grab a piece of this cake: Velti, one of the major publishers, spends on promoting each new product $ 5 millionAlthough 3-4 years ago, the amount was 10 times lower.

Often, developers and publishers are turning to television and similar visual promotion. Buying airtime on major television channels comes at a price, as the representative of Rovio, for example, generally has refused to give any information on their advertising expenses.

Jack Kent, an analyst with the IHS, quite clearly described the situation:

"The launch of the application is certainly becoming more and more important issue, and a successful start is the key to getting the first wave of satisfied users."

ZeptoLab abandoned the strategy of attracting users through advertisements within third-party applications. Instead, they have chosen to expand the number of information channels used.

Om Nom - the most recognizable character in the game, and he also is its main character. Obviously, to increase awareness of the developer can not simply be removed or greatly change. Output was the concept of the game, where Om Nom dilute its variations from different time periods.

If the developer on hand already popular and successful brand, you should not be shy to brag about it in front of the "big" people. Last month, a representative ZeptoLab traveled to Silicon Valley, where the development was demonstrated directly Apple and Google. This strategy increases the chances that the game will be one of the recommended app store.

Price policy

Last, but very important point - the price of the app. Developers can not ignore the trends in app stores. Who paid games give way to the freemium model, when an application goes to free itself, but further access to certain features and content is already worth the money. ZeptoLab have chosen a mixed system. According to them, the key is to focus on the quality of the game and not on the amount of money that can pump out the user.