In today’s world of advanced technology, there’s hardly a person around who doesn’t use mobile devices, whether it’s a smartphone, tablet, or laptop. Advances in technology have also enabled people to use these devices for a range of tasks, whether for shopping, booking a holiday, watching series on Netflix, or even gaming.
The ubiquity of mobile devices and the popularity of mobile gaming mean mobile game makers operate in a highly competitive market. Players are spoilt for choice, but that doesn’t mean game makers can’t succeed in the market. To do so, however, takes clever marketing. Below is a look at how mobile game developers and companies and developers in related gaming industries market their games.
Developers want players to find their app easily, which is why they optimize it for listings in mobile app stores. To do this, they research and identify relevant keywords players will be searching for when they’re looking for games, and then include them in the app title and description. They’ll also create engaging icons and screenshots to capture players’ attention as they scroll through the mobile app store and will also collect feedback to encourage players to leave reviews.
Social media is incredibly powerful and mobile game developers will make the most of its marketing potential. Internet users can be too lazy to go to a website and search around it for games and gaming information, so it’s easier and faster to reach them on social media with ads.
Social media advertising allows developers to target campaigns to specific demographics. They can monitor the campaigns, using analytics, and determine whether the campaigns are bearing fruit or need tweaking.
In the casino industry, especially for slot games, operators will run tantalizing promotions and offers to attract new players. Online casinos offering the best online slots for real money want to provide players with value and will credit a new player’s account with free spins for signing up to play. Existing players also receive free spins or other bonuses for their loyalty to the operator.
Social media influencers in the gaming community have a massive following. Companies will partner up with them to reach their target audience. For influencer marketing to work though, the influencer must resonate with the game genre and values. When working with influencers, the influencer will produce sponsored content, give game reviews, and even conduct a live stream.
Videos allow players to visualize the gameplay, which is powerful for the company and pleasurable for the player to watch. The purpose of advertising is to trigger emotions that compel players to download the game. Videos that show players making mistakes and losing are successful because they urge new players to download the game and do better.
Of course, mobile game makers aren’t the only game developers who promote their games. Here are some strategies from other companies in the gaming industry.
The harsh truth for companies is that consumers trust other consumers more than they trust a company, which is why social proof is so important. Social proof operates on the basis that people copy the actions of those they admire. To make the most of social proof, casino industry operators will display positive reviews online, monitor and respond to online reviews and feedback, record and post testimonials from players, and more.
Content marketing builds trust and encourages engagement, and supports search engine optimization (SEO), social media, and other marketing channels and strategies. Newsletters, blog posts, videos, podcasts, infographics, and playing guides are all approaches online casinos use to engage players. The casinos combine these approaches so that they meet the preferences and needs of their players as well as drive engagement with the brand and interests in the games.
Gamification has become game developers’ secret weapon in marketing and fueling engagement within gaming communities. In-game currency, exclusive gaming content, and even recognition within the gaming community are all methods developers use to tap into gamers’ motivations. These rewards encourage the players to improve their gaming skills, complete quests and master the game. They also build player loyalty and foster community and collaboration between players of the same game. Rewards systems are adaptive, catering to casual gamers and more dedicated ones and ensuring inclusivity across the system and the gaming spectrum.
Mobile game developers operate in a fiercely competitive industry, but that doesn’t mean they can’t or won’t succeed. Harnessing the power of app store optimization, influencer marketing, promotional videos, promotions and offers, and learning strategies such as social proof, content marketing, and rewards systems, is a powerful strategy to place success more firmly within their grasp.
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