The creators of Game of Thrones Ascent saved $14-$30 million on promotion
Thanks to the use of a loud IP and working with communities, Disruptor Beam studio has saved about $14-$30 million on attracting users,” they write on Gamasutra.
Of the 7 million downloads that Game of Thrones Ascent has gained so far, very few have been bought,” studio CEO John Radoff told our British colleagues: “paying for the acquisition of users is not our business model, in fact we depend on organic communities in terms of the distribution of our products rather than buying our place in the market.”
And the current total of 7 million (on iOS, Android, Kongregate and Facebook) John estimates just $14-$30 million.
Of course, the company pays for using the brand, but “if you think that their payment is what gives you access to the community of players, then the amounts we pay are much less than what you would pay for acquiring users through advertising,” John notes.
iPad players, as the CEO of Disruptor Beam also noted, pay twice as much as users on other devices and platforms. Retention on Apple tablets is also double that. Conversion to paying players on iPad per month is 4-5%. On iPhone, this parameter is about 3%, on Facebook – 2-3%. Within Android and Kongregate, the numbers are much smaller. But on Facebook, the 30-day retention of the paying audience is 17%.
“I believe that the success of the project in mobile is comparable to the success on Kickstarter. It’s not about how to optimize spending on user acquisition, it starts with the questions “who are my main players”, “who loves the project”, and then you figure out where you can directly attract this audience,” John concludes.
Recall that the mobile publisher of Game of Thrones Ascent is Kongregate.
- You can download the iOS version of the game from this link.
- You can download the Android version of the game from this link.
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- Disruptor Beam is a developer of social and mobile games from Massachusetts, USA.
Founded in 2010. It is known mainly thanks to the game of Thrones Ascent.
