Acquiring users for free-to-play mobile game is hard, but keeping them engaged is even harder. A mobile game need to have an active and loyal user base in order to be succesful and profitable.
How can you get your game discovered and bring it to a new level? The trick lies in finding a balance between acquisition and retention, tracking in-app analytics and using additional marketing methods.
We share 5 smart steps for growing mobile game user base on Appsflyer blog.
In a saturated market, mobile game has to fight for every player. There are several reasons for that:
- high cost of install and cost per loyal user
- competition with similar apps on app store
- retention rate and the fact that users leave most apps after first 24 hours of using them
- the struggle of building active user base
- the small percentage of paying users
- and many more.
How can mobile game owner efficiently market an app and stay profitable? We have helped lots of game developers to get their app discovered and build an active user base; now we share practical tips and tricks in our guest post on TestNest blog.
Bad interface creates one of the biggest barrier between the mobile app and its potential users. Users don’t like to find out how app works. Most apps fail, when it comes to UX design, because they are developed by small teams, who don’t have resources for good in-house designers.
However, it is possible to avoid common pitfalls, if you know about them. Our Head of Design, Vadym Shcherbakov, tells about typical mistakes in designing user interface. Read in our Medium blog.4
According to Eric Seufert of Mobile Dev Memo, there are three megatrends to be shaping the mobile game landscape in 2015. In his presentation he outlined how developers can capitalize on these shifts in regards to UA and brand building.
What are these opportunities that smaller developers can capitalize on?
Big budget game developer companies are changing their strategy from offense to defense, with the possibility of buy up inventory ahead of big releases to keep marketing costs high for other companies and deter competition. This also plays into the increased importance in cross-promotion for big releases, like King used cross-promotional tactics in collaboration with Candy Crush Soda Saga to boost the user bases of its lesser-known titles.
Alternative UA channels are coming to encourage smaller developers to not try and compete directly with these big budgets and titles and instead exploit new UA channels like product ProductHunt, Pinterest, Instagram, Vine and PewDiePie.
Brand advertising comes to mobile. The final megatrend relates to an increase in app advertising by big brands and non-gaming apps. According to Seufert, this will lead to a sudden change in mobile ad formats, which were recently more influenced by games and had more game-oriented ad formats.
Among the other trends growing throughout 2015, we can mention the consolidation of the mobile marketing industry and video becoming the next big channel for mobile marketing.
For more information on trends for mobile games developers, check out Eric’s full presentation on Slideshare.
Branded Content Manager at ComboApp