3 Strategies to Use Mobile Advertising to Grab Gamers
Mobile game apps have come a long way over the years. Where there used to be a handful of games that dominated mobile game marketplaces, today there are hundreds—if not thousands—of games all vying for attention and downloads. And it’s probably no surprise, given that mobile games pulled in more than $215 billion in revenue in 2022. Like most mobile game developers, grabbing your slice of that growing pie is likely your top priority. But with so much competition, you might be wondering how you can grow your user base for your mobile game through mobile advertising.
If you’ve spent any time in the mobile game industry, in-game mobile advertising is probably not a new concept. That doesn’t make planning and executing a profitable mobile ad campaign any less complicated. In fact, today’s mobile advertising is becoming increasingly complex every year, with new targeting options, ad formats, and more.
To help you cut through the complexity, here are three ways to use mobile advertising to drive gamers to your app.
Strategy #1: Get Focused on Ideal Users
Mobile gamers are about as varied as any other type of user. Not only are there considerable age and demographic ranges, but not all gamers will play all types of games — some like puzzles, some like RTS, some like action/adventure platformers, etc.
When advertising a mobile game app, developing a core understanding of your ideal gamer is essential. Go beyond typical demographics (age, gender, household income, zip code, etc.) and figure out what types of games they play, what other interests they have, what days of the week they play games, and what time of day. Advertisers can also focus on users with specific technology, i.e., device type, operating system, etc.
Why is this important? Because you want your mobile ads to be as targeted as possible. Today’s technology allows advertisers to get their ads in front of highly specific groups of people that can be segmented in almost any way you can think of. For example, you may want to target adult gamers aged 25 – 35 who live in New York City. That’s a good start, but if you can get a little deeper information, such as when they play games, you might find that they only play games while they’re commuting to and from work.
Ultimately, the more you can hone in on your target audiences, the more efficient your ad spend will be. You will waste significantly less money on advertising to people who will never play your game while spending more on gamers who are more likely to download and play it.
Strategy #2: Leverage Social Influencers
One of the unique aspects of contemporary digital marketing is the rise of social influencers. These people become experts in niche topics and develop content regularly about that topic. They typically share their content on social media networks and often have highly dedicated audiences. Influencers with large, dedicated followings can help games tap into specific, highly engaged audiences that they may have difficulty reaching on their own.
Influencer marketing has become a go-to strategy for many mobile game developers looking to drive downloads and grow their user base. Gaming influencers on platforms like YouTube and Twitch command huge, passionate followings who look to them for game opinions and recommendations. Tapping into these influencers provides mobile developers with valuable exposure and promotion.
What’s more, influencer content is typically far more authentic than average mobile advertising. Their content is driven by their own opinions (don’t worry; they won’t pan a paying advertiser), providing validation that can help games stand out among the competitors. Including fun gameplay footage, positive commentary on the game, and a recommendation to download can spur an influencer’s followers to give the game a shot.
Strategy #3: Go Beyond Game Apps
Mobile games will often spend a lot of time, energy, and budget buying ads on other mobile games. And while that’s an essential component of any mobile advertising campaign, advertisers shouldn’t rule out advertising on other apps and websites. Some ad networks focus only on mobile games, but if you have a clear understanding of your ideal user, you can expand your opportunities by advertising on other platforms they use.
For example, let’s say you have a game with a gardening theme. Sure, they might have their interest piqued by seeing an ad on another game, but why not try to reach them through gardening websites or apps? What’s more, you can use these non-game ad networks to retarget ads to people who may have visited your website but haven’t yet downloaded your game.
If you’re looking to take the next step in marketing your mobile app, Aragon Premium may be the agency partner you are looking for. We are a trusted partner for many mobile brands and have mobile marketing expertise to expand your user base. We’d be happy to collaborate with you and help your app succeed.
