Global games market gains momentum. While it is predicted to reach $108.9 billion in 2017, mobile gaming is expected to represent 42% of it and more than 50% by 2020. Alongside the growing trends, increases the importance of running a proper mobile game marketing strategy as a sure-fire approach to elbow the way through the mobile game crowd.
Mobile game marketing strategies
Landing page or any web presence It might sound like a commonplace idea, but loads of mobile game success stories stem from a unique and catchy web-based landing page. This creates a fair opportunity to promote your product by blogging about special game features, tricks, and tips as well as the whole gameplay. The landing page can also serve as customer support with Q&A forum-like options (please, have a look here to see what web-solutions we offer!). Clash of Clans is a beautiful example of a mobile game with a well-designed landing page. Upon its opening, users see a catchy image from the game, data on its evolution, humorous videos and multiple blog posts explaining the long way from an opportunity for gamers to simply build clans to wage war opportunities. Mobile gamers can also get player support here, file for any fraud-related issues or get guidelines. Thus, an effective landing page must include:
Promote your mobile game with video
It’s been a long while since video ads have become a weapon of choice for marketers. Such ads can be one of the means to either promote your another product and its update within the gameplay or earn some cash. In fact, if you want them seamlessly integrated, it’s essential to go with your vendor into details in advance in order to have fruitful results (please, visit r-stylelab.com to see how professionally crafted mobile apps look like). Having a promo video is another story. Illustrating the most thrilling parts of the gameplay as well as describing its uniqueness can boost profound interest to your product. It can either look like a movie trailer or be less than 30 seconds long. For example, the official Candy Crush Soda Saga promo video on YouTube is just 48 seconds long. Nevertheless, it has a little less than 50 thousand views and promotes various parts of the gameplay accompanied by multiple adjectives that describe delicacies, i.e. “sodalicious”, juicy, and tasty, just to make a few, while luring viewers into checking it out. Targeted ASO It might be needless to say, but ASO is crucial for mobile games as well. When professionally implemented, it increases chances to get your mobile game discovered, ramp up the ranking and consequently downloads. Development of an app store optimization strategy is a hard nut to crack. Nevertheless, it is highly recommended to keep track of the following metrics in order to break through:
Go social
Social media has gone big lately. According to Statista, the number of social networking users worldwide is expected to reach 2.95 billion by 2020. This effectively means that every third person on Earth has an account on any social media. If you still have doubts, Candy Crush Saga and its epic success proves the importance of going social. The game was initially launched on Facebook and an estimated 1 in every 23 Facebook users played it [1]. According to the recent Techcrunch report, the social giant has recently hit 2 billion users [2]. Having made some simple mathematical calculations, we get around 86 thousand people playing the game on Facebook. A great start for development of a user base, isn’t it! If you want to know, what are the nice-to-have social features for a mobile game, please have a look here. Game reviews, feedback and forums As pivotal as it might be, mobile game feedback (especially on the app stores) can either make your game go viral or decrease users’ interest and trust in the game. It has been proved that 84% of people trust online reviews as much as personal recommendations [3]. Besides that, this is a great source that lets you learn from your mistakes and fix bugs or any trouble areas accordingly. Users love when their opinion is valued (and who doesn’t?). The happier they are, the better rating you’ve got! You can also make use of review websites, where players often have a detailed discussion of a game. You’ll surely need to have your mobile game submitted to multiple websites in order to have it in the spotlight. Gameplanet and AppReviewcentral are just some of the examples. I’ve sneaked a nice list of review websites that was created by an indie developer. Check it out here. Affiliate marketing This is a strategy when webmasters are recruited to place banner ads or buttons with your mobile game adverts, for instance, on their own websites. These websites receive a referral fee or commission from sales [4]. Clickbank, Big Fish, R2Games, Playrix and FlyOrDie.com offer various affiliate programs. From 30 to 70% commissions for each game purchased through the affiliates are normally taken depending on the size and popularity of the service provider. Conclusion Crafting a mobile game marketing strategy is a heavy workload that doesn’t happen overnight. Careful market analysis and study of your target audience must become its indispensable prerequisites. This will ensure that the chosen strategy is just what your mobile game needs to perk up its user base and generate billions in revenue!
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