Skillz Blog

Key Tips For Mobile Game Marketing

Author: Scott Rosenfeld

As a mobile marketer, it’s extremely important to understand the way your customers are consuming content. Mobile usage has exceeded the use of all types of devices combined. And in the highly competitive mobile gaming industry, you’ll need a strong marketing strategy to drive users to your game. In this blog, we’ll share our key tips on mobile marketing for your game.

Identify Your Target Audience:

The first step in any successful marketing strategy is to identify the target audience that is most likely to purchase (and use) your product. When it comes to marketing a game, the goal is to define your audience to gain insight into how your game provides value and aligns with user motivations/interests. So, how can you effectively identify your audience?

First, do your research. Look into website and social media analytics to uncover who’s interacting with your accounts. Even if those people aren’t yet active users, you can get useful data on your follower demographics, other pages they follow, and what kinds of devices they use. It’s also beneficial to check out your competitors. Uncovering who’s engaging with the competition, whether through Facebook or other analytical tools, can help you answer some key questions: What market segments are my competitors targeting? Are they reaching audiences that you hadn’t considered? How are they positioning themselves?

Once you have done your research, you can begin formulating a value statement that communicates the demographics of your target audience, including their important behavior characteristics.  

Select Your Advertising Channel:

In choosing the network you want to market on, you’ll want to ensure you can optimize toward the behavior that suits your business model. There are many networks that support mobile app installs, but some will be much more effective at acquiring valuable users for you.

A key consideration is the gap between the network’s targeting capabilities and the behavior that drives your revenue. Does the majority of your revenue come from in-app purchases? If so, it may not be wise to utilize a network that optimizes towards ad clicks. The gap between the ad click and the in-app purchase is too wide for you to reliably find your most valuable audience. On the other hand, a network like Facebook offers a fairly sophisticated ad product that can optimize toward repeat purchase actions.

Also, keep in mind how much data you need to bolster performance. For example, many programmatic networks will share IDs of the publishers in their inventory that are yielding the strongest conversion for your app; you can use this information to blacklist the duds from your ad campaigns and home in on the top performers.

In making your decision, there are inevitably going to be tradeoffs between conversion, pricing, and levers of control. At the end of the day, though, it’s most important to find a channel that drives the results you’re looking for.

Develop the Ad Creative:

In developing marketing creative for a game, you’ll want to test a variety of aesthetics and messaging. Doing this will help you identify what works for your audience, what draws users to download your game. Video is king for mobile and it’s especially easy to produce the creative for videos if your gameplay is compelling. Static creative appeals to some audiences, so it may be worth testing as well.  

However, gameplay alone may not be enough to draw a user to your ad, let alone convince them to install the app and start playing the game. Consumers are overloaded with the thousands of ads they see on a daily basis. Furthermore, many ads are designed with gameplay at the forefront. As a result, potential users experience visual and mental fatigue, making it even more difficult to capture their attention. Therefore, it’s important to include other compelling messages and motivations in your creative to stand out from the crowd.

As you are testing the initial creative you designed with your target audiences in mind, collect and analyze data to determine which concept(s) are most effective. After identifying the highest-performing concepts, start developing iterations on them. Remember to frequently test new creative to get ahead of creative fatigue. When you’re ready, scale and ramp up spend on your ad campaigns.   

Refine Your ASO:

Ensure that you have a strategy in place for App Store Optimization (ASO). Marketing doesn’t end when the user clicks an ad, so you’ll want to ensure that your game’s page in the store is dynamic and reflects what makes your game fun. On your page, showcase important items and descriptions, stay consistent with your brand, and be succinct. The search terms associated with your app should be competitive and reflect what you think your target consumers will be searching. In establishing these search terms, use a limited amount of characters, don’t be repetitive, and focus on the highest-value words.

Remember that ASO is an iterative process, just like audience targeting and creative production. Make sure to update your game and optimize metadata on an ongoing basis to increase organic traffic over time. Though keyword optimization may be time-consuming, you’ll see how it pays off when your game secures a top ranking in the app store.  

One of the most powerful aspects of Skillz-powered games is that they’re optimized for gamers’ motivations and needs. Skillz-powered games are competitive, short in format and offer a meta-game via the Skillz SDK. If you are interested in learning more about Skillz, then check out our developer’s page.