. MOBILE MARKETING: In-app Event Planning
You need to plan an event for the upcoming week (weekend). Assume these is no games or major features being introduced. You can however come up with an event based on any of the game element. The aim of the event should be to increase the play habits of players who normally play the minimum bet amount. Assume there are no technical limitations to what you can do.
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Marketing channels available:
– CRM (“in-game pop-ups”, both FB and MB)
– Email
– Community (FB fan pages)
– Media Buying (FB and MB advertisements)
– Push notifications (FB and MB)
– VIP (direct FB chat with top payers)
– Others – what ideas do you have?
All channels can be targeted to individual segments (excluding Community) and CRM’s can respond to in-game actions (e.g. low on coins).
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i. What event would you execute? How would you promote the event?
ii. What are your goals and KPIs? How would you measure the success of this campaign?
iii. What would be the risks of running this event? How would you solve them?
2. PROMOTION — SALES STRATEGY
This is the Coin Shop inside Heart of Vegas. The shop is static and does not change from user to user. Therefore, you want to come up with a sales strategy to be able to offer discounted offers to your players.
3. IDENTIFY AND PRIORITIZE STRATEGIC GOALS
Below you’ll find sample KPIs from a Competitive Benchmark report provided by a 3rd party. Imagine the application you’re in charge of is labeled as Primary. Average summarizes the average KPIs of the top 10 competitors and Highest is the highest KPI seen among the competitors.
Using the data provided:
i. Identify 3 key areas for improvement. Briefly explain why.
ii. Rank the projects in terms of priority. Briefly explain why.
There is no right or wrong order but we will be asking why and how you came up with each priority.
Project/ Priority 1:_______________
Project/Priority 2:_______________
Project/Priority 3:_______________
