The Big Guide to Marketing Mobile Games

The mobile game marketplace is very competitive. If you want to increase gaming app installs and increase profit through in-app purchases, you need to make marketing a top priority.

It’s more important than ever for app publishers and developers to have a savvy marketer on staff.

According to market research by SensorTower, the Apple App Store alone will reach more than five million apps by 2020. Mobile games, unsurprisingly, are leading the way in this explosion of newly launched apps.

In fact, the number of games added to the Apple App Store in May 2016 was the highest at 20,958.

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That is just in one month!

This may seem daunting, but marketing your mobile game can be less challenging than you think. With a powerful marketing strategy, your mobile game can generate the installs and daily active users you want and need.

This big guide to marketing your mobile game will give you the tools to make your mobile app a success.

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1. Create a Pre-Launch Checklist

If you haven’t already launched your stellar mobile game, it is a good idea to make a pre-launch checklist to ensure your marketing is successful. Sometimes app developers and publishers get too caught up in the development stages to do this.

However, having a pre-launch marketing plan is vital!

First thing’s first, decide what your marketing budget will be. If you don’t have one, it is time to start pulling together funding, or look to investors for a little assistance. After determining a budget, you can begin allocating funds for the different marketing strategies you plan to implement.

Your mobile game pre-launch checklist might look like this:

  • Budget (Total Amount)
  • Target Audience Research
  • Website or Landing Page
  • Social Media Accounts (Including YouTube)
  • Mixed Creatives (Videos, Gifs, Carousels)
  • Mobile Game Reviews

You also need to develop a working narrative to use for marketing. Who are the characters? What is the storyline? What benefits does it have for the user? What makes people excited about the game? With the above pre-launch checklist, you simply can’t go wrong.

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2. Get to Know Your Target Audience

You can’t market anything without getting to know your target audience first. Knowing your target audience will also help you make the most of your marketing budget. Instead of pushing your game on the wrong audience, you can keep your efforts focused.

The best way to do this is to look at games similar to yours, as well as your competitors’ demographics.

A few questions to ask are:

  • What are they posting on social media?
  • What sites and influencers are reviewing their mobile games?
  • Who is reviewing their game in app stores?
  • Are they using video posts and mobile ads?
  • How about rewarded videos?

Knowing more about competing games will help you replicate what works and avoid what doesn’t.

If you have a website already in place for your mobile game, you can pull key demographics to help your marketing efforts along as well. Google Analytics provides key insights such as age, location, sex, device, and operating system.

You can also implement Google Analytics for your gaming app to get a clearer picture of who is interacting with your game to segment your marketing efforts toward like-minded users.

3. Develop a Landing Page or Website

To increase online visibility, you should develop a simple, one-page website or landing page. Let’s face it, the app store has limited space to promote your game effectively, and having a separate page can have ranking benefits as well.

Farm Away by Futureplay keeps it simple:

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Spend some time choosing the right keywords for your landing page. This helps ensure that gamers searching for similar games land on your website page. From there, you can direct them to your app store page.

To find keywords for your mobile game’s landing page or website, you can use Moz Keyword Explorer, Google Keyword Planner, or Infinite Suggest. You want to identify keywords with a good number of monthly searches with a smaller “difficulty” ranking factor.

Your website or landing page should have your game’s creative narrative, a detailed description, and plenty of multimedia elements such as videos and screenshots. You can even have your game’s character profiles listed as well.

4. Make Your Mobile Game Social

Social media marketing is absolutely necessary for the growth and success of your mobile game. At minimum, you should have Facebook, Twitter, and YouTube accounts set up for your game.

By making your game social, you can raise awareness organically, as well as through social ads. You also give excited users a built-in channel to share your gaming app with friends and followers.

Since Facebook has been emphasizing video posts, taking advantage of Facebook Live Videos for your game can prove very beneficial. Post short videos of gameplay, as well as people playing your game.

The Sims does Facebook video right:

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Influencers are an essential tool for promoting your new game because they have a built-in following of people that are interested in gaming apps like yours.

You can find a number of influencers on FameBit or TapInfluence, or try contacting influencers your industry to see if they would like to talk about your game.

5. Use Mixed Creatives

There is no denying that the world is visual, and online consumers want eye-popping images and videos over text. This makes using mixed creatives important. By mixing up your media assets, you are appealing to your target audience with engaging material.

Use your game’s trailer to your advantage, as one of your biggest assets. You can pull short video snippets, gifs, and HD screenshots from it to use across all your marketing channels.

The Angry Birds Evolution game trailer is a great example:

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Music and your game’s soundtrack is important for your bag of mixed creatives. And let’s not completely stray away from text and image creatives, either. You should compliment your mixed media with powerful engaging text to drive more installs.

6. Crave Game Reviews

Game reviews have become an important aspect of increasing installs. Gamers don’t want to download a game without many reviews, and they trust other gamers to pre-qualify games.

Now, there are two types of reviews you should focus on: reviews on your app store page, and blogger/gamer reviews.

To get more reviews on your app store page, you will need to get creative. You can offer an incentive on social media for users that leave a game review, or enlist your friends and family to try out your gaming app and leave a favorable review. The more reviews the better.

Here’s what your reviews should look like in the App Store:

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For blogger/gamer reviews, there are a number of sites that are of value. Here are a few you can submit your mobile game to for a review:

Once you get some reviews, both on your app store page and by third-party review sites, you will have a well-rounded list of reviews that gamers can check out while deciding whether to install your app.

You can also use these reviews for marketing on social media, your landing page, and your website.

Track Your Marketing Efforts

Marketing your mobile game is an ongoing process. It will be important to track your marketing efforts by employing analytics services for your app, such as Google Analytics for Firebase or Unity.

Implementing these third-party app services is easy with Enhance mobile SDK solutions. By using Enhance, app publishers and developers can integrate any number of services into their apps in minutes, and without coding.

Enhance’s ZeroCode solution makes the implementation process easy.

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Mobile game developers also use Enhance’s update process to ensure all services are updated regularly. This allows you to have a one-click solution via update alerts. Within minutes your in-app analytics, crash reporting, and monetization services are updated and serving up an exceptional user experience.

With so many options, how will you market your mobile game?

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