Promotion of mobile games
The success of a mobile game goes beyond development and release, even if it’s done by proven developers. Without a proper mobile game promotion strategy, the app will get lost among hundreds or even thousands of others.
Advancement is necessary:
- when a new game is released;
- in the restart process;
- to attract new players.
Appropriate design and ASO optimization will get motivated installs, boost ratings, and put the app on the radar of users looking for a new game.
Learn more about developing a profitable and simple mobile game here .
Proper promotion of a mobile game will help the development pay off quickly.
First steps in promoting mobile games
The gaming market is characterized by rapidly growing competition, so attracting new users requires a phased approach. Algorithm of actions performed before launching the game:
- The first step is to identify your audience: gender and age, hobbies, lifestyle, most visited sites, even time of visit. Targeted marketing campaigns are needed to promote online games. An accurate audience definition will not only increase the number of game downloads, but will also keep players interested in the story, incentivizing them to keep logging into the app time after time.
- To understand your audience, it’s worth looking at your competitors. By learning their strategies and challenges it is easier to improve your own processes and find new approaches to users.
- You can attract attention by announcing the game on Hacker News, Betapage. Product Hunt, Betalist and other resources.
- The last point, before you start actively promoting, is to create a creative and engaging landing page. When introducing the game, it is important to add a description of the basic elements, links to storas, screens and videos. A gaming landing seems optional, but such a business card by its very existence will attract users.
Spectacular branding promoted the mobile game Fortnite
Main methods of mobile games promotion
By applying proven App Store Optimization tactics, you’ll be able to achieve the right mobile game positioning, increased positioning and improved recognition.
Some of the main methods that are recommended include:
- Creating a semantic kernel. Selection of relevant keywords. The core should contain keywords of different frequencies to cover the largest number of search queries. When promoting a game on the App Store, requests are specified in a field provided in the cabinet, it accommodates up to 100 characters. Android games are indexed by title, description, and reviews.
- The exact title of the game. Application positions depend on the use of keywords in the title. Whenpromoting a game on Google Play, the title should be shorter than 50 characters, and when working with the App Store even less – 30. But the App Store offers a subheading option to improve the perception of the product. In Google Play, you can fill out a brief description.
- Optimal Icon. When selecting an application, it is this graphic element that the user sees. Therefore, the right icon is able to capture the attention of players at the selection stage of the game search.
Learn more about its role in promoting online games and the cost of creation here.
A relevant and recognizable icon is half the battle in promoting a game
- Selecting the appropriate category. Arcade and board games, card and casino games, music, racing, RPG, sports, strategy. The category of the app becomes the benchmark and influences all processes – from the moment of development, to promotion. That’s why it is important to make a selection of the appropriate category in online game promotion.
- Game photo and video. The main visual element in the app description. Photos demonstrate gameplay and turn into miniature advertising banners. And a short trailer in the style of a blockbuster movie will demonstrate the game’s capabilities.
Screenshots of Dr. Mario World perfectly captures the gameplay of the game
- Text description. The positioning and description of the game concept is revealed in the text. Google Play indexes it by keyword, while App Store search not only indexes the description but also shows users the first 125 characters.
- Positive feedback and evaluations. Statistics claim that 60% of players read reviews, with even more users considering the app’s rating. Proper promotion will keep it below 3.5 stars.
ASO is an ongoing process. Effective game promotion can be ordered in KOLORO company.
We will select apt keywords and phrases to reach more traffic and organize project support. After all, as trends and user tastes change, it’s worth refining the graphic material. Seasonality is also taken into account – before New Year’s Eve, Halloween, the arrival of spring or the beginning of the school year themed icons and the design of the game itself will attract the attention of many players.
Promoting mobile games: video or interactive format?
Increase the recognition of the app with interactive formats. If users are still not familiar with the game, you can attract attention with a trailer or show gameplay in a video.
Use of video in promotion
Even a short video, but with raucous action, will attract more players than a screenshot or a flashy description. It is impossible to promote online games without video trailers. They are optimally used in organic or paid advertising.
Video formats don’t matter, come in horizontal, vertical or even square. But more often smartphones are used with a vertically oriented screen. Therefore, full screen videos are sure to attract attention.
The job of the trailer is to showcase exciting moments of the game or demonstrate things that make the app unique, exciting, or just different. We’ll create a couple videos with different durations to investigate viewer conversion. Thirty seconds, a minute or two is considered the optimal length of clips. There’s no point in making the trailers longer, as users are unlikely to spend that much time.
Successful promotion of the game in Google Play or App Store is possible only with consideration of the store’s video requirements. KOLORO specialists will adapt the videos to the requirements and provide high-quality voice-overs in the required language.
Advantages of the interactive format
Letting players test the app or game can attract a wide audience. This utilizes the Playable Ads ad format. These ads allow you to showcase gameplay on social media newsfeeds or when promoting through apps.
The interactive format captures the audience from the first seconds. It is sure to have buttons that call to action “Try Play”, “Click Here” or similar. Once the demo is over, a button appears to go to the game’s page on the App Store or Google Play. Playable Ads will attract the most interested and relevant audience.
Influencer Marketing to promote games
The number of streamers with thousands or even millions of subscribers is constantly growing. This is the second breath of influencer marketing. You can stream games from your phone on Twich, YouTube, or even Instagram.
Influencer gamers have an audience that is passionate about toys, which makes them a tool to promote games on Instagram or YouTube. Opinion leaders often have a release schedule for new videos, increasing views and keeping users interested. This is also a point we take into account when launching the game and promoting it.
The base of Influencers that generate entertainment content is constantly growing. With it, the possibilities ofattracting new users increase. In the world of millennials and Z’s, an app promotion strategy using Influencers will increase the number of players in no time.
Reviews from gamers and media coverage
Game materials are published on GameSpot, Polygon and IGN, in Ukraine games are also promoted in NV Techno, ITC and other publications. Mentioning a new game on such publications will improve the search engine optimization of the landing page and raise ASO.
Among the methods of promoting mobile games through media:
- gameplay previews;
- game reviews;
- articles describing the plot of the game.
We can even set up interviews to talk about the making of the game if needed. Our marketers will carefully select content, taking into account the time of publication, trends in the world of games and the specifics of the site.
Read also: How to create a profitable app: the best startup ideas in 2019-2020
Order mobile game promotion
The KOLORO team offers:
- Attracting new audiences. We use only effective and proven tools in campaigns to build audiences.
- User Content. Building loyalty through reputation marketing.
- Оптимизацию. Visual and textual optimization of the app in the Stores.
- Аналитику. We’ll research user behavior, segment them, and then identify installation sources.
- Охват. Marketing activities and digital advertising will increase awareness of the game. We work with influenceramas and social media.
We provide:
- A comprehensive approach. Having formed a unified promotion strategy, prioritizing each stage, we control traffic channels and set up the work of tools.
- Quality traffic. We attract the target audience exclusively by means of proven ways, using optimal promotion methods.
- Transparent reports. Approve in advance growth targets, key metrics, counting regularity and reporting frequency.
In KOLORO you can order the development and promotion of mobile games. We will help your project to take a leading position in the TOP.
