You’ve developed a mobile game that’s total win – now what?
Launching a new mobile game is both an exciting and daunting experience, and it is only natural to have the highest expectations upon its launch.
But the highly competitive environment of today’s mobile gaming industry can quickly induce a harsh reality check!
Luckily, there’s a lot that you can do to boost your project’s chances of success. Start with the tips below – and don’t forget that Rovio launched its multi-billion Angry Birds after 51 failed attempts!
Research the market and tap into gaps
With a global current valuation of $131.2 billion and hundreds of games being submitted to the app stores each day, there is no doubt that the mobile gaming industry is booming. But, while this fertile environment does provide plenty of opportunities for game developers, success does not come easily.
And, simply releasing a good game into the market is certainly not enough to reel in the expected results.
Before launching your game, you should research current market trends and gaps, as well as identify user behaviors and preferences by region. For example, while US users prefer casual games, some Asian countries prefer role-playing games (RPG).
However, if you have already launched your game, you’ll have the unmissable opportunity to run surveys and polls, to understand how to twist your offer to meet the market demand.
Focus on app store optimization
So, if good graphics and great gameplay aren’t enough to make a successful game, what is?
While there might not be a magic formula to make your mobile game the next Clash of Clans or Subway Surfers, App Store Optimization can help. According to recent ASO statistics, optimizing our app store profile can boost significant metrics such as Impression to App Page Views, Time on Page, and App Page View To Install ratios.
As an ongoing process, ASO focuses on keyword research, game titles, localization, reviews, and description optimization. However, if you have noticed that your game does not receive as much organic traffic as expected, consider changing the game title to include your targeted keywords, trying motivated search strategies, and tweaking your game’s icon to a more enticing one.
Think outside of the box when it comes to monetization
Monetization is always a sore point for most mobile game developers – and for more than one reason. Of course, you’ll want to make some cash out of your project, but spamming your gameplay with ads can have a catastrophic effect on UX.
Achieving a balance can be challenging, but there are strategies to leverage to monetize your indie game. For example, consider creating an in-game currency, marketing your project on social media, or leveraging rewarded ads.
Partner with a game publisher
If you had a million-dollar idea for a game and you are confident that your project can truly take off but you lack funds for your marketing campaign, you might consider pitching your concept to a suitable game publisher.
Here is what you need to know before pitching your game to a publisher:
- Pitching to the right publisher is very difficult, and being accepted is even more so
- Publishers will take a cut out of your revenue, which can vary between 20% and 40% (but can be higher)
- Publishers might gain control of one or more aspects of your game, often changing the title, components, and some of the mechanics.
- Creating a pitch deck takes time, effort, and insights into the industry
- The greenlight evaluation process can take weeks or months
Working with a publisher can also offer incredible benefits, including the ability for developers to tap into premium distribution and promotion channels and save time to focus on creating new games.
Work with a specialized marketing agency
A solid marketing strategy is critical to your game’s success. But what if marketing isn’t your forte? That’s exactly where a specialized marketing agency can help.
For example, a quick look at Upptic’s website will tell you that you can access an entire team of web3 and mobile games marketing experts while sticking to your current marketing budget.
While this strategy might mean that you’ll have to outsource your marketing, it also means that you can automate your promotion strategy, gain valuable insights, and leverage professional marketing tools and expertise.
Adjust your game to reflect market demand – and don’t give up!
Not seeing the results you had expected for your game after its launch can truly be demoralizing. However, if your project is still in its infancy and developed by a nimble team of developers, you are still in time to take in the advice above and pivot into a more profitable market or idea.