Marketing your mobile game to great success
Marketing your mobile game is essential for its success. A marketing strategy is your road map to help ensure you don’t get burned by the highly competitive, and often highly expensive, mobile game marketing landscape (or buried among the nearly 900 apps released in the App Store each day).
Of course, marketing is easier said than done—especially if you’ve never tackled mobile marketing before. We receive a lot of the same questions from developers around the world: What do I need to consider when writing a mobile game marketing strategy? How do I ensure it’s as comprehensive as possible, even on a small budget? How do I know if my plan is actually working?
And while every game is different, these basic steps provide a great starting place for any mobile game developer.
Set objectives when marketing your mobile game
When it comes to creating a mobile game marketing strategy, you should have a clear understanding of your objectives. You should consider what your business is hoping to achieve for example, player retention or specific number of user sessions. You should also translate these objectives into KPI e.g. time in game at 30 days and 90 days to give yourself a strong foundation.
Build a strong timeline
It’s really important to create a timeline for the campaign that includes clear dates and deliverables. A timeline will help make your long-term objective more achievable. It will also help you focus on the bigger picture when the day-to-day marketing work feels overwhelming.
Here are a few potential dates around which to run marketing campaigns:
- Soft launch
- Hard launch
- Updates to your game
- Drum beats of the calendar year (e.g. holiday season).
Select the right tools and services for you
You will need to invest in the right tools and services to analyse your progress against the performance goals you’ve established.
Here are four major pillars of an analytics structure that you will need:
- Attribution analytics: This tool measures where users are coming from, how they are getting to your game and who is sending them your way.
- App store analytics: This measures what happens when users enter the app store and how well your game performs within each app store (e.g. search ranking).
- In-app analytics: This examines what your users do in your game, when they pay for something, when they leave the app, etc.
- Business analytics: This looks at everything else in the business, from how games are performing to how competitors are doing.
Be clear in your marketing plan which services you want to use to address these pillars. To help you measure the popularity of your game, we use App Annie, but there are others out there like Sensor Tower that are also good.
Having the right assets are important
Marketing asset creation is all too often left to the last minute. A great mobile game marketing strategy considers (and creates) assets early on in the game.
Here are some very basic assets your game will need:
It’s also important to make sure your marketing timeline includes time for uploading and updating your assets. For example, asset uploading in Apple’s App Store can take up to a day for international game launches.
Keep a close eye on the results
Once you’ve put your plan into action, it’s important to keep a close eye on the results. One of the best ways to evaluate success is by tracking the source of your most engaged users. For example do you have a high level of activity in your game from one acquisition channel e.g. YouTube, Facebook or Twitter. By being able to pinpoint what channels your users come from can help you target your future marketing efforts.
By putting each stage of your plan into practice, analysing performance and adjusting for the next round, you’ll be able to continue reaching new users and growing revenue for your mobile game for years to come.