Each month, app publishers contact me asking if I’m interested in working with them. App publishers focus on distribution – maximizing an app’s profits in the marketplace. Publishers generally handle advertising and user acquisition, as well as app monetization.
Many app and game developers form partnerships with publishers so that they can focus on designing and programming apps, knowing that a business partner is overseeing business concerns.
I haven’t yet worked with an app publisher. However, I’ve started accepting meetings so I can learn more about what apps are profitable for publishers, what publishers can do to increase profits for app owners, and how publishers structure deals with app owners.
I’ll start this off with a summary of a call I had with App Central. I will add additional developers to this post as I speak with more publishers. If any clients report feedback on a publisher, I may note what I learn from their experiences.
App Central
Publisher Information
URL: app-central.com
Location: Tel Aviv
Contact: Yuval Barak (yuval@app-central.com)
Work the Publisher Performs
- manages advertising and user acquisition
- manages monetization
Advertising & User Acquisition Methods
App Central acquires users through Facebook, TikTok, and Snapchat.
For App Central, the key to acquisition is high-quality videos.
CPI (Cost per Install)
- Average app CPI: $2
- Casual games: $1-2
- Hyper casual games: $0.20-0.30
- Slots: $6-8
Monetization Methods
App Central can help you optimize subscriptions to maximize revenue.
They also set up iOS app bundles such that when a user subscribes to one app, they get subscribed to the others as well. This increases the profitability for all apps in the bundle.
Publishing Details
Apps the Publisher Prefers
App Central works with apps in any genre. They focus on iOS apps because iOS apps are easier to monetize with subscriptions.
Luck based games gross higher than skill based games, in their experience.
Right now App Central is finding that games, entertainment apps, and utility apps are doing well, while tourist apps and finance apps are not.
To Get Published
Send a link to one or more of your apps to the publisher along with user retention rate stats for each app.
Deal Structure
- The developer retains ownership of the app.
- The developer will need to integrate the AppsFlyer SDK and Facebook SDK.
- The developer will need to transfer the app to the publisher’s account. This allows the publisher to bundle the app with other apps to maximize profits.
- The developer will receive 50% of the app’s profits. Profits are the app’s gross revenue minus the media spend. To calculate a developer’s share of profits for an app sold as part of a bundle, the publisher will use AppsFlyer to divide the number of app entrances for a developer’s app by the number of app entrances for the other apps in the bundle.
- If an agreement is terminated, the developer will take back control over their app.
Funorama
Publisher Information
URL: funorama.games
Location: Herzliya, Israel
Contact: Annaelle Mamou (annaelle@funorama.games)
Work the Publisher Performs
- unspecified
Advertising & User Acquisition Methods
unspecified
CPI (Cost per Install)
- unspecified
Monetization Methods
unspecified
Publishing Details
Apps the Publisher Prefers
Owned by Liniad, Funorama focuses on hyper casual games.
To Get Published
Submit your app for review using the submission form. If Funorama likes the game, you’ll proceed to a call to discuss deal specifics. Usually Funorma will run a small test. If the results are good, they’ll proceed to a deal.
Deal Structure
- unspecified
Would your app or game publishing company like to be featured?
If you’d like me to add your publishing company to this article, please email brett@nexusmktg.com with subject “app publishing company” and include the following details.
- Location: What city are you based in, or what city does your founder live in?
- Contact: Who is the primary point of contact at your company? What is their full name and email address?
- Work the Publisher Performs: For example – “manages advertising and user acquisition”, “manages monetization”, etc.
- Apps the Publisher Prefers: What kind of apps are doing well for you? Please be as specific as possible.
- Advertising & User Acquisition Methods: Does your company use Facebook, TikTok, Snapchat, or something else? What’s your primary method of getting installs? What are the average CPIs you’re getting for different app genres. (Please be as specific with game genres as possible.)
- Monetization Methods: How do you help developers optimize their average revenue per user? Do you have any strategies, APIs, etc, that you provide developers to help them maximize earnings?
- To Get Published: What do you want developers to send you so you can decide whether to publish their app? For example, do you prefer for developers to launch their app on the App Store and then transfer the app to your publisher account? Or do you prefer for developers to send you a DIAWI test build and then launch their app on your publishing account once they’ve made all the changes you request?
- Deal Structure: Who maintains ownership of the app? Do you require developers to install any APIs? Do developers need to transfer their app to your publishing account? What percentage of profits will the developer receive and how is this calculated? How long does an agreement last? What is the process for terminating an agreement, and who takes control over the app after an agreement ends?
