The gaming industry is all about the number of ‘active users’ without whom the companies would come crumbling down. To prevent a mobile game from being a flop show, players are needed. So how does one acquire players for the game? A well-thought user acquisition strategy is the key to success.
Customer acquisition for mobile gamings can be achieved through two ways: Paid or Organic. Paid customer acquisition simply means converting users with the help of paid ads on various social media platforms as well as advertisement networks. These typically involve app installation ads that are prompted on the screens of users to insta;l the game. This strategy is quite effective in mobile ames as backed by data it helps gaming companies reach high-quality users. This also makes your game reach a wider audience. Reliant on data, campaign management is increasingly becoming automated and more efficient. Organic customer acquisition on the other hand involves discoverability of the game so that users can install it without the help of paid advertising. To do this one needs app store optimization, posting regularly on your own social media to increase awareness and make a community around your game.
Automating the customer acquisition campaigns got a long way in defining the success of your game. The Automated App Ads (AAA) option of Facebook demystifies the entire process of creating ads, especially if you are not a pro at media buying. Backed by machine learning, not much input is required in automated campaigns as compared to standard app install campaigns. They are also beneficial as they help in testing multiple creative combinations making it possible to reach out to more users.
Combining two strategies
A combination of paid and organic customer acquisition is ideal. When a company begins its ad campaign they opt for paid campaigns as this encourages more downloads and once that is achieved, the game shows up higher in search results, increasing the discoverability, post which the company opts for organic campaigns. Using a variety of channels helps your ad and thus reach out to more and more people.
Key Performance Indicators or KPIs are truly important in measuring the success of customer acquisition campaigns. The mobile game owner would definitely want to know the number of installs along with Cost Per Install (CPI), Cost per Acquisition (CPA), and Customer Acquisition Cost (CAC). In-app metrics too help in knowing a lot about the customers one has acquired. The end goal of customer acquisition is also acquiring quality customers who not only play the game on a regular basis but also spend on apps via purchases.
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