PocketGamer.biz doesn’t want to specific how very important consumer acquisition is to the cellular video games trade. With IAPs driving lower than 50 per cent of income, and privateness adjustments from Apple and Google disrupting the advert monetisation panorama, bringing extra gamers onboard is simply changing into extra very important.
This implies pondering creatively, strategically, and generally even misleadingly. Claire Rozain, UA workforce lead at Rovio, casts her skilled lens on the newest consumer acquisition methods in her new weekly column, UA Eye.
On the journey
It was solely a quick eight months in the past after I joined Rovio and an extremely gifted advertising workforce, though I’ve been following greatest advert practices for some time, as you possibly can see within the video beneath! The groups at Rovio craft pleasure, as is the corporate tagline, however I imagine we additionally create the most effective adverts and recreation experiences in the marketplace.
The method is all the time accountable, and game- and data-driven oriented. Rovio video games usually are not merely a few recreation mechanic, however are infused by experiences round a preferred IP with advertising and product core synergy. Indignant Birds Journey, in my humble opinion, interprets how one can get a wise advert combine mannequin that’s efficiency and brand-oriented but in addition aligned together with your recreation expertise to construct long run sustainable model and efficiency.
The breakdown
1. FTUE linked to the adverts seen by the customers: Customers see an advert that resonates with the first-time consumer expertise (FTUE) you’ve gotten in your recreation. Numerous gaming gamers are doing it in the marketplace with minigames, equivalent to Royal Match and Homescape, as we lately mentioned on this very column, however only a few totally capitalise on the leisure attraction of influencers to personalize the FTUE and the splashscreen. Doing this permits us to get product/advertising core loops that aren’t disruptive for the customers.
2. Person-generated content material: UGC is greatest follow in model and efficiency advertising. These days, the content material must possess a local feel and appear with a purpose to keep away from being a disruptive advert expertise. That is additionally a chance to place a ‘actual’ perspective in your recreation and produce it into your client life. A number of gamers, equivalent to Plarium, usually use UGC to assist the customers to see themselves within the skins they promote.
3. Depictions of consumer pursuits: Puzzle video games are a bit completely different that RPG video games, the distinctive promoting level is extra associated to the satisfaction of the participant. Right here within the advert, we’ve got excellent UGC content material linked to meditation and yoga, that are ASMR themes that outperform in adverts in each informal and hypercasual video games, and is a theme puzzle gamers additionally relate to.
4. Social and personalisation: The PVP component brings social vibes, with added emphasis within the ‘VS’ greatest follow within the puzzle style; Match Masters is without doubt one of the most persistent proponents of this.
Right here, this component is used with influencers to offer the impression of connection: gamers will not wish to miss a chance to workforce up with them! Every influencer additionally will get its personal illustration as a hen – it is a great strategy to carry some narrative within the recreation and draw gamers into the universe as properly. Who wouldn’t wish to be represented in an Indignant Birds recreation?
5. Robust use of textual content: Textual content shouldn’t be solely a MUST as a subtitle but in addition to specific content material on the go. It’s now one thing allowed and even really helpful on Tiktok, Fb, and different platforms.
So, I am bias however I believe Rovio is main by instance right here to all of the gaming trade to get extra product advertising core loop In brief, go and set up Indignant Birds Journey, and let me know your ideas as properly, I might be curious to have your tackle this 🙂
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You could find each weekly installment of Claire Rozain’s UA Eye via this hyperlink, and for extra from Rozain and supply suggestions on her column, take a look at the Puzzle Society.
