Best Multichannel Marketing Strategies for Mobile Games in 2021
A robust, multichannel marketing campaign is fundamental to any mobile game. Your strategy will have to start long before launch, and continue throughout the lifespan of your game. And in our highly digital, ultra-connected society, marketing is no longer solely a way of boosting awareness of your game. Marketing is the ongoing relationship you have with your community. Any communication, interaction, or LiveOps you have with users that improves UX of your game falls under the marketing umbrella. With that in mind, here are some creative ideas for marketing strategies you can deploy for your mobile game.
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Social media is a marketing powerhouse for so many reasons. Most people have at least one social media account, and any engagement with your ad (e.g. a “like,” a comment, or a share) means it will be seen by their followers. Get your name out there ahead of your launch with a targeted marketing campaign.
Before its launch in January 2020, Raid: Shadow Legends released a now-infamous YouTube ad campaign. Their ads were relentless. But they garnered so much talk that many YouTube celebrities took turns promoting the game. It also stirred up hype with its realistic graphics, which got many players excited to see if that carried through to actual gameplay.
Social media campaigns also have the added benefit of building your community for you. As most mobile games have some sort of a social element to them, a strong community moving forward is a must. YouTube is an especially important platform for reaching out to gamers, as it has the visual element for trailers, demos, podcasts, behind-the-scene footage, AMAs with the developing team, and more. TikTok is also a good platform for video content, and a great place to build a community of younger Millennials and Gen Z players.
Get a back and forth conversation going by inviting your community to post their own content that deals with your game. This could be fan art, videos of them playing the game, questions and theories about the game, and more… Get your fans engaged – and, more importantly, engaging each other! – and word about your game will spread organically.
A report by eMarketer states:
“In 2019, worldwide digital ad spending will rise by 17.6% to $333.25 billion. That means that, for the first time, digital will account for roughly half of the global ad market.”
Advertising is one of the oldest marketing strategies from the analogue age, and mobile advertising is huge for the game industry. Which makes sense, as for most of us, our mobile devices are our primary interface with the world. And one strength of running an ad campaign inside other mobile games is that you’re already targeting mobile game players. Someone who is already playing a mobile game is more likely to be interested in downloaded your mobile game. Plus, with access to user data, advertisers can use geo-targeting and behavioral analysis to send hyper-targeted ads. And they’re already using their mobile device, so all they have to do is click on your deep link that sends them to the app store.
Options of mobile advertising you have include:
- Banner ads – bars at the bottom of the device screen
- Video ads – can be useful as they show a demo of your game being played
- Interstitial ads – get high click percentages, but should only be deployed at intervals in the mobile game/app
- Native app-based advertising – is built into the app itself, similar to the rest of the interface
- Gameified mobile advertising – interactive video or rich media ads can draw especially high conversion rates, as they are great at holding users attention… and can also offer a taster for your game
Push notifications are the Mjolnir of mobile marketing tactics. When done right, they are versatile, contextually informed, and can be hyper-personalized to a user’s preferences, habits, and behaviors.
Of course, there are things to consider. You can only send push notifications to users who have already installed your mobile game on their device. To make that happen, you will have to go through another marketing channel first. But once your game is installed, push notifications are a necessity for player retention. 94% of players who install a mobile game churn within 28 days of downloading an F2P mobile app. Keep users engaged, and they tend to stick around for a lot longer. And if they do start to churn, a well-placed push notification, timed to deliver to the user’s device at a moment when they’re home from work, relaxing, and idly scrolling on their phone, can invite them to click into the app and start playing again.
Push notifications are also a pillar of UX and LiveOps as your game and its community grows. For any game with a social aspect, push notifications will be the driver of your chat function between players and their friends. And for games that involve live raids, battles or quests, such as Pokemon GO, push notifications are keep players informed in real-time of these events. You can use push notifications to request feedback, to suggest in-app purchases, and much more.
Push Notifications for Cross-App Installs
As mentioned above, one drawback of push notifications is you can only send them to devices that already have your app downloaded. However, OpenBack’s innovative cross-app install function lets you grow your mobile ecosystem by checking which apps are downloaded on any particular device. If a user has downloaded App A onto their iPhone, developers can use this function to check to see if App B, their sister app, is also on that device. Otherwise, they can send push notifications to the user to suggest they install it, complete with a deep link to its listing in the App Store.
If planning to use push notifications as one of your marketing strategies for a multichannel campaign for your mobile game – which you absolutely should! – OpenBack is the most advanced platform in the industry. Our patented hybrid model uses edge computing and machine learning to pinpoint when, where, and how to send notifications that users will engage with. Our click-through rates (CTR) consistently beat out our competitors’ highest numbers, and our platform is compliant with all data privacy regulations by default.
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