Establishing a coherent and efficient advertising marketing campaign is a troublesome problem for any cell sport. Publishers must strike the precise steadiness between attracting customers to play their titles, whereas setting the precise expectations for the total expertise to stop churn. Google Play already empowers modern retailer asset methods, and now Apple is about to launch new instruments for iOS 15 enabling extra experimentation at an much more granular stage than earlier than. Our new report, Mobile Game Store Asset Optimization Trends 2021, makes use of Sensor Tower’s highly effective instruments similar to App Intelligence, Ad Intelligence, and Game Intelligence to investigate probably the most modern methods publishers are utilizing to transform customers into gamers, and finally generate extra income.
Golf Conflict Modifications with the Seasons
One in style technique deployed by publishers on their app retailer pages is to make common app icon modifications that spotlight the altering of the seasons and worldwide festivities. An instance of this in motion is Golf Clash from Playdemic, which recurrently makes alterations to its app icon, similar to Autumn leaves in November 2019, a 3 leaf clover in March 2021 for St. Patrick’s Day, and a jack-o’-lantern to characterize Halloween in October 2021.
Publishers additionally make the most of different methods for his or her app icons and retailer belongings, together with adapting an app icon to mark a launch anniversary, as seen in Animal Crossing: Pocket Camp from Nintendo and Genshin Impact from miHoYo, which might encourage gamers to entry these video games to see what’s new and to doubtlessly obtain celebratory rewards. Publishers together with King, in the meantime, use their emblem in app icons throughout their portfolios to determine model identification and convert gamers who might have loved their different titles, similar to Candy Crush Saga.
Archero’s Adaptive App Icons
Archero from Habby deploys one of the vital modern app icon methods on cell, recurrently updating the titie’s icon to showcase new updates, occasions, and sport options, usually altering the picture at a month-to-month cadence.
Following an replace to the sport in October 2021, Habby now additionally options its firm emblem on the icons for its breakout hit Archero and different titles in its portfolio, together with Pun Ball and Spin Rhythm, in what’s probably an effort to enhance model consciousness for its rising roster of titles.
Advertising Campaigns Affect Retailer Belongings
Throughout the second half of 2020, publishers similar to Playrix and Nexters started discovering success with “Pull the Pin” adverts for titles similar to Homescapes and Hero Wars, which have been unrelated to the core gameplay of the titles being marketed. These campaigns proved to be extremely efficient for attracting gamers and standing out from rivals in the identical style. Whereas sport design usually informs advertising, within the case of Pull the Pin adverts, the other was true. The success of those adverts led to publishers like Playrix updating retailer belongings, similar to screenshots and their app icons, to match these consumer acquisition campaigns and notify gamers that such options at the moment are accessible to play in-game.
This technique helps enhance the efficiency of selling campaigns by lowering friction between the shop touchdown web page and the efficient set up, thereby doubtlessly growing set up conversion charges.
For extra in-depth evaluation on cell sport retailer optimization methods and traits for iOS 15 and Google Play, obtain the entire report in PDF kind beneath: