As the mobile gaming industry has grown in popularity since the epidemic, marketers have had to contend with a flooded market and fierce competition. It is anticipated that mobile gaming will break the $100 billion mark by 2023, having already surpassed the milestone of accounting for more than half of the total revenue generated by gaming across the globe in 2020.
As a result of the skyrocketing growth of the worldwide mobile game market, selecting the appropriate gaming branding marketing approach is more critical than it has ever been.
Because of the current state of the industry, mobile game companies are under intense pressure to design the most efficient mobile game marketing tactics conceivable, but there is no silver bullet that will solve all of their problems.
It is essential to use mobile game marketing methods that are effective for your company and that are in line with the particular characteristics of the game you are trying to promote or improve your visibility.
With this post, we’ll take a look at five of the most successful marketing approaches for mobile games, which may be used by mobile studios to bring in huge bucks.
Table Of Contents
- 1 Improve the Performance of Organic Channels
- 2 Master Channel Distribution
- 3 Employ Targeting Specifically To The Context
- 4 Explore a Variety of Advertisement Formats
- 5 Measure, Then Repeat As Necessary
Improve the Performance of Organic Channels
Establishing a solid foundation for future expansion is an essential component of any successful mobile game marketing strategy. No matter how many people become aware of your mobile game, it won’t matter if they don’t become players if your strategy is not geared at converting those people into actual players.
Your listings in app stores, as well as those on your website, demand further attention because they act as potential buyers’ points of decision. In addition, because these digital connections are the bedrock upon which growth is built through word-of-mouth, marketers should prioritize the optimization of these free channels.
To increase sales, focus on these two areas when developing your mobile game:
Optimization of the App Store
It is important to create an appealing app store listing in order to increase the likelihood that new customers will download your mobile phone game once they become aware of it. The title of the game, its icon, description, keywords, pictures, and promotional video are all important components that will assist convert interest into downloads and enhance the return on your investment in advertising spend.
The title of the game, its icon, description, keywords, pictures, and promotional video are all important components that will assist convert interest into downloads and enhance the return on your investment in advertising spend.
SEO (Optimization for Search Engines)
One of the most critical tactics in organic user acquisition is optimizing on owned channels, such as your website and blog. If you want people who aren’t using the app store to find your software, like gamers, then you need to make sure your website has download links and uses search engine optimization best practices to emphasize its most engaging content.
Master Channel Distribution
Another essential component of mobile game marketing is developing a method for optimizing the distribution of your revenue across numerous channels. According to a survey published by Statista, the most important portion of most advertising budgets is allocated to digital advertising (13.5%). However, properly allocating that budget throughout the several channels that are available to marketers in the modern era is a difficult balancing act. When establishing the marketing plan for your mobile game, here are some questions to consider regarding the various channels of distribution:
Choices of Social Media
Facebook has a massive user base, Instagram has a community that is extremely active, Twitter gives priority to postings that contain rich media, and Instagram and TikTok cater to a younger demographic of users. If you have a clear idea of the type of player you are trying to attract with your mobile game, you will have a better idea of where your advertising dollars should be directed.
Evergreen vs. One-off
Since evergreen tactics emphasize a long-term, always-on approach, the majority of marketing funds are typically allocated to implementing these types of initiatives. Considering the prospect of one-off advertising tactics that concentrate on specific placements rather than regular engagements is a good idea now that the foundation has been established. Advertisements that run only once can assist in the acquisition of users in particular areas and pave the way for more active cooperation in the future.
Predictable vs. Experimental
The allocation of marketing budgets ought to include funds for both conventional and creative marketing channels. With a rock-solid 70% of your budget allocated to tried-and-true approaches, that gives another 30% of your budget free for spending on innovative strategies. Testing and trial campaigns carry with them a larger possibility for success; yet, they also carry with them a greater risk.
Employ Targeting Specifically To The Context
Many of the tactics that marketers have traditionally relied on are no longer effective as a result of technological platforms’ increasing efforts to preserve the privacy of consumers. Mobile game marketing tactics will need to make use of contextual targeting approaches in order to make up for the loss of user-specific identifiers in a future where IDFA does not exist.
Contextual targeting actually predates user-level tactics, which have been increasingly prevalent over the past few years. Contextual targeting is a marketing strategy that focuses on relevant ad placements rather than having in-depth knowledge of the individual user who will ultimately view the advertisement.
The strategy’s name gives away its most important component, which is to consciously choose the setting in which your advertisement will appear. Before the rise of the internet, television was the primary medium for marketing products.
A company selling an outdoor grill may choose to air commercials during food-related programming or sporting events. Advertisements for puzzle games may be placed within other strategy games, while those for makeover games could be placed on the website of a beauty business, both examples of mobile game marketers using contextual targeting.
A report conducted by Global Industry Analysts indicates that by the year 2026, the global market for contextual advertising is anticipated to reach a value of more than $335 billion.
Explore a Variety of Advertisement Formats
When it comes to the promotion of mobile games, there are some types of advertisements that are more successful than others. At the same time, cutting-edge new advertisements are appearing to better serve the consumers’ ever-evolving mobile gaming preferences. While classic ad formats provide the comfort of tried and proven options, some of the most successful ad formats, particularly for mobile games, fall into the category of innovation:
The usage of video in mobile game advertisements makes sense since it provides prospective customers with a more personal idea of what the gameplay would be like than can be conveyed by static graphics alone. Playable Advertisement
Playable advertisements were ranked as the most effective type of ad format by professional marketers. A potential user’s likelihood of becoming an active player in a mobile game increases once they have tried out an interactive demo of the game.
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Rewarded Video Ads
Customers are more receptive to commercials that they voluntarily view as opposed to those that are thrust upon them. Because rewarded video advertisements combine the finest features of mobile game commercials with an opt-in agreement, using them results in less friction and more conversions; therefore, you should direct your advertising budget toward networks that support it.
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Measure, Then Repeat As Necessary
Tracking your success is a vital component of any mobile game marketing plan. This is due to the fact that having an understanding of your outcomes will enable you to modify and enhance your strategy over the course of time. Be sure to establish metrics that are in line with the precise goals you have established for yourself, and monitor the progress of these key performance indicators at frequent intervals as the process unfolds. Among the most popular key performance indicators in mobile game marketing are:
Return on advertising spend (ROAS)
ROAS is a number that cuts through the noise to indicate just how productive your marketing efforts are at producing money. It is arguable that ROAS is the most crucial indicator for modern mobile game developers to comprehend. ROAS, as opposed to cost-per-install, which does not necessarily take into consideration the quality of the user, is often a more accurate indicator of the success of mobile marketing.
The Rate Of Conversion
How many app downloads actually result in purchases within the app? When calculating the most effective use of your spending budget, it is quite helpful to have an accurate estimate of the number of paying players your campaigns are likely to bring in.
The Rate Of Retention
After the initial download of your mobile game, with what frequency do customers come back to continue playing it? This key performance indicator (KPI) is essential due to the fact that it shows the level of consumer happiness as well as the general appeal of the game.
Customer Acquisition Cost
How much an initial investment is required in order to gain a new customer? If you are running numerous campaigns at the same time, you will be able to more efficiently direct resources if you have a good understanding of CAC and can determine which techniques have the highest conversion rates.
The Average Income Per User
How much revenue does each user contribute each month to the total? This measure should be compared to your CAC to see if your approach to advertising your mobile game is lucrative.
Lifetime User Value
How much money does an average user bring in for your mobile game over the course of their entire time spent playing it? This metric gives you the ability to compare the overall monetary worth of your videogame to the value that is expected to be associated with each individual user.