For years, Social
Media and websites were the most common marketing platforms for Mobile Game
Apps. Supplemented with analytics and multimedia advertising, these platforms
became powerful marketing tools and continue
to remain so. But as 2017 bring new technologies, we analyze 5 new Mobile Game marketing trends that will dominate this
year.
Instant Mobile Apps or ‘App Streaming’
Google
has been working since 2015 towards App Streaming for users to access the
content of the app without installing the app itself. Instant Apps removes the
barrier of installation and can offer a platform for gamers to test the game
without installing the mobile game app. In January this year, Google play
launched few instant apps for testing and is expected to make available SDK to
create instant apps soon. Instant Apps will not replace existing apps as they
possess limited functionalities, but they will,
however, allow mobile game apps to expand their reach and bring more
prospects. Once fully released, Instant apps can be a powerful mobile game
marketing tool.
App Store Search ads
2015 and 2016
were the years when Google and Apple launched search ads in their respective
app stores. On April 17 this year, Apple expanded
search ad campaign coverage to UK, Australia and New Zealand. Search ads in app stores increase the
visibility of your mobile game app as it efficiently targets prospective
customers who are searching for mobile games apps to install. That’s why these ads will be increasingly adopted for mobile game
marketing.
Marketing Automation
Marketing
Automation refers to the use of software tools to automate repetitive tasks
like those concerning e-mail, social media or websites. Automated marketing is
a long-term marketing strategy and its success rate depends on the way it is utilized. The key is narrow targeting of prospective gamers and engaging them with personalized product information relevant to
them. Mobile game apps will increasingly adopt these mobile game marketing strategies
to increase their conversion rates.
Marketing Augmented Reality Games
As its
name suggests, Augmented Reality (AR) ‘augments’ the real world with
virtual objects as opposed to Virtual Reality (VR) which simulates pure virtual
world for gamers. Pokemon Go has brought Augmented Reality to the forefront in
the gaming world. The success of Pokemon Go will inspire more innovative AR
games and the chance is that AR games will be more successful than VR games
although the latter will continue to grow its niche market.
Chatbots
Chatbots are artificial
intelligence computer software designed to offer customer service by mimicking
human conversation. Chatbot is a versatile
promotion instrument and also provides marketers with useful analytics to optimize conversion rates. Chatbot is an effective Mobile Game Marketing
tool to provide their leads with personalized
services on two major platforms: Social Media and Messaging Apps. Messaging
apps being the most installed apps and with chatbot integration, the
opportunity to reach prospective gamers last mile has become easy like never
before.
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