Mobile Game Marketing: Teeny tiny platform… Astronomical success! |EyestormProductions
Mobile Game Marketing: Teeny tiny platform… Astronomical success!
Did you know one of the earliest forms of mobile gaming was on a graphing calculator? October 1980, Darth Vader’s Force Battle (Cannot find this game anywhere. Where did you find out about it?) was born (We love Star Wars!); published by BYTE for the TI-59 model. Who knew a little arithmetic distraction would become one of the largest global revenue successes of our time? What has been only an advertising niche, may now become an integral part of advertising income, as mobile game marketing and advertising needs are tightly woven to the ride on the wave of gaming success.
Proof is in the pudding. 2014 mobile gaming pulled in $24.5Bn. It’s projected to reach $30.1Bn by year’s end and $40Bn by 2017, according to video game researchers, NewZoo. This industry’s exponential growth is proving long-term sustainability in what has been a volatile economy worldwide. Mobile game marketing is as crucial as it’s ever been.
Predicted back in 2014, Applift assessed guidelines that will continue mobile gaming’s success, and continue to expand it. More than halfway through the year, it’s safe to say… nailed it! So, we recapped a couple of our favorites.
- Video reigns supreme
First impressions count. Videos are the strongest method of capturing attention; visual enticement that brings games to life. The iOS 8 App Store now has video previews and subscription video on-demand services like Netflix, Hulu, HBO Now, ABC Go and YouTube are booming in mobile video advertising. The need is growing and videos, whether Live-Action or game capture, are the fastest growing category in mobile advertising. Video eCPMs (effective cost per thousand impressions) are eclipsing banner ads by 8 times over.
- Virality through social features and media
Social features will continue to be added to games, like King’s new Candy Crush Soda Saga. “Word of mouth” is at the core of social media. This gives users the power and caters to their desires, increasing supply and bettering ROI for mobile game marketing.
- Western publishers go global
Japan and China have always topped the leader boards in mobile gaming. As Latin America and the Middle East gain ground, more publishers may look to team with local firms, but agencies like Eyestorm have the ability to localize. To help widen reach we localized our creative assets for ten different regions and languages. The creative process required all graphics to be re-designed and re-rendered for each language, but the result was 170 different successful versions localized based on language and platform of interest.
- Need To Compete With App Store Chart Position Inflation
Facebook and Google apps occupy a few spots in the top 20, not to mention companies like Spotify and Pinterest who brought their massive user bases to mobile. The difficult top 20 spot, just got harder. The amount of downloads required for a #1 position will only allow an app to reach #2 these days. Mobile game marketing is crucial not only for standard growth and success in the mobile game world, but amongst apps in general. Time and cellphone memory space play just as big of a purchasing deciding factor as money.
Mobile games have proven they are more than just a trend; they’re primed to take over. Mobile game marketing is as crucial as ever for publishers to gain traction and thrive. As long as you keep your thumb on the pulse, willing to think in new directions and harness future trends, the sky is the limit for your mobile marketing campaigns.