Launching and promoting a game with Facebook’s solutions

What the talk is about

Igor Pashchenko explains how to launch and promote a mobile game using Facebook's solutions, including Instagram. App stores are crowded, so a game without promotion tools gets lost. He walks through soft launch, global launch and the maturing phase. At soft launch the focus is creative (hooking viewers in the first seconds, working without sound, square and vertical video), targeting and measuring LTV by cohort. He then covers optimizing for in-game events via an SDK or measurement partner, broad worldwide targeting combined with purchase optimization, and value optimization. He shares game case studies and Instagram Stories results, and briefly touches on web, Steam, Game Room and games in Messenger. Useful for mobile marketers and user acquisition managers.