This is the second part to a multi-post blog on game/app marketing and is aimed at helping indies get to grips with some of the basics of what they need to be thinking about. In the last blog, we looked at the key elements of a product marketing strategy and what game/app developers need to think about in the first phase of a product life: Pre-launch. To continue, we now look at how things will be executed in the later phase: Post-launch in the context below.
A. Product development:
1. Localize your game/app and its listing on the stores
If you want to go big, localize your product. For some solo or small team developers, your main target is only nationwide. But if you want to attract more target audience and expand your market, localization is a impressive tool to spread your game internationally.
If you aim to scale, prepare your app to localization technically at an early stage, and also evaluate the potential market first. If people in some countries show interest in your game or category, you should launch your app with suitable localization mode.
First, you should make your app available in your nation language, and then translate it into English to make it become common and easier to go worldwide. Meanwhile you should modify store listing in the target language, which you have planned based on market research.
When you start getting installs from this country, you can evaluate the possibility to translate the game’s full content. It is best that you have a native friend who can help you translate reasonably. Along with that you can translate with Google Translate although some language may not be correct fully. If not, consider some translation tools below:
1. ICanLocalize
ICanLocalize specializes in translation for websites, iPhone and Android apps. The pricing is 0.09 USD per word.
2. OneSky
OneSky provides an interesting tool to audit the localization of your app: https://www.oneskyapp.com/appgrader in exchange of your email. The pricing is 0.10 USD per word.
3. Babble-on
Babble-on is based in San Francisco. They are specialized in localizing mobile apps for Apple App Store and Google Play. The pricing is 0.21 USD per word. They also propose copywriting for the app description and press release.
And so on. Lastly, make sure that you modify time and measurement unit, while also take care of your App Store Optimization process carefully.
2. Measure & Fix
Measure your game/app development (UI/UX, graphics, …) to avoid and fix any bugs that appeared. App Store Optimization process should also be noticed and constantly improved.
Ratios in Analytics DAU, no of download, retention rate,… should always be updated via Firebase or any other measurement tools.
Take care of your user ratings and reviews to attract more positive potential users.
User reviews and ratings take an significant places in the app stores’ algorithms (for determining ranking apps and games in search) as some keywords in their comment maybe used. Moreover, people’s minds are heavily influenced by other opinions, therefore users usually check feedback from others before download.
As a result, to increase conversion rate, you should pay maximum effort with minimum budget via these following ways:
a. Listen to your users – from their comments you can find interesting ideas to deploy in your product, fix bugs and provide them the magnificent customer support that will turn them into loyal users. App stores provide a reply functions for developers on users’ comments, and this makes it easier to solve the problem and change user feedback from negative to positive.
b. Encourage your users to leave feedback. It is important to find great time points to ask for a review – for example, after the user has passed a difficult level, unlocked an achievement or new character. Make sure you are not asking your new users to leave comments – they probably won’t leave a nice feedback as they haven’t yet had a chance to discover all the virtues of the game.
The best option in this case is to prompt the users to confirm whether they are happy with the game or not – if yes, take them to the store to leave their positive feedback, and if not, provide them with a support page where their problems can be resolved or bugs fixed before they write a negative review on the store.
B. Marketing:
1. Use social media channels like a ninja
Don’t underestimate the power of Facebook, Instagram, Tumblr, and so on; as it can boost the promotion process of your game. Don’t underestimate the audience you can get from these channels and collect their emails to directly promote your offers to them now and in the future. So, remember this guide carefully when posting on social media platform:
Create a community – you can publish achievements, checkpoints, run championships, organize contest and grow an audience of loyal users that are engaged with your game and become your fans on social media. Cat Gunner: Super Force – a Vietnamese-made mobile game has created a growing community on Facebook – take a look here.
By creating a community, you can publish your own content in a blog and transmit your news to your audience through social media. With a minimal budget you can try to increase the organic reach of your posts by publishing it a few times, once a week.
Communicate important news and listen to your users – just remember to announce news about update, accessories, missions to your users. After that, ask for their feedback to constantly improve the game and/or app of your own.
2. Use the power of word-of-mouth & influencers
Word-of-mouth method for zero budget
After inviting your loved ones to use your product for A/B testing, here comes the execution phase.
First, encourage your users to spread the word about your game! Include social buttons to provide users with an opportunity to share their achievements, and consider bonuses for doing so – like unlocking new levels or new utilities
Run a contest or giveaway of your premium content – Always attract your user with benefits, especially visible and product-related ones. For example, randomly choose a winner from those who have shared your content and give something as reward.
After that, one classic trick that we always use is encourage your users to share records and invite friends to the game, providing cool incentives in exchange like new game characters or new screen wallpapers.
The best rewards are unpredictable or random – this is why things like one-hand jack or fortune wheel are so addictive!
Lastly, if your game/app has a stable reputation, be sure to get featured by influencers.
Gamers and app users love reviews. However, this works most effectively in mobile game aspect. The quickest way to get them to know about you is to get endorsed by an influencer or get your game reviewed by an authoritative YouTuber.
Here we are, coming to the end of a product launch product. Both pre-launch and post-launch phases when marketing for product are based on certain crucial and creative steps. The success of your product is mainly varied by your own context and condition, therefore it is best that you improvise and get creative as much as possible. This is our guide of how to help mobile your product launch successfully, if you have any problem, just comment below. Thank you and stay tune!!
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