Case Study: A Complete Tutorial of How to Promote a IP Based Game at ASO World

This case study highlights the successful app marketing campaign for an IP-based mobile game. By utilizing effective App Store Optimization (ASO) strategies and leveraging the popularity of TV and movie intellectual properties (IPs), the game achieved remarkable results in terms of user acquisition, visibility, and revenue.

Takeaways:

• Capitalize on IP-based Games: Developing games based on popular IPs can provide a competitive edge and attract a dedicated fanbase. The existing fan community can be leveraged for promotional activities and word-of-mouth marketing.
• Optimize App Store Presence: Implementing effective ASO strategies is crucial to improve visibility, increase organic traffic, and drive downloads. Invest time in optimizing keywords, title, description, and creative assets.
• Strategic Partnerships: Collaborating with IP owners, show creators, or influencers can help generate awareness, reach a wider audience, and build credibility for the game.

Results

1. Increased Visibility: The ASO efforts led to improved search rankings, resulting in higher visibility on the app stores. This boosted organic downloads and exposure to a broader audience.
2. User Acquisition: Leveraging the TV show's fanbase and cross-promotion initiatives significantly contributed to a substantial increase in user acquisition. The game successfully attracted both existing fans and new players intrigued by the IP.
3. Revenue Growth: The combined effect of increased downloads and engagement resulted in a significant boost in revenue. In-app purchases and advertisements within the game monetized the growing user base effectively.
   
   

What we do for the IP based game growth?



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IP-based game industry trends and opportunity

The mobile gaming industry is witnessing a significant rise in IP-based games, capitalizing on the popularity of established TV shows and movies. According to industry reports, IP-based mobile games are experiencing substantial growth, attracting a large and engaged user base.

IP based mobile game user scale exceeds 150 million

"Recently, the "2020-2021 mobile game IP market development report", data show that: in 2020 IP adaptations of mobile game revenue for the first time more than $15 million USD, while the core users more than 150 million."

In the mobile game market, more and more developers are using IPs from the movie, anime and game sectors that are highly recognizable.

With Apple's new IDFA regulations, IPs are likely to become even more important than in the past, as they help handheld titles attract new players.

App Story

Our client developed an exciting mobile game based on a popular TV series, aiming to engage fans and attract new players. The game incorporated compelling characters, immersive gameplay, and elements inspired by the show's storyline.

Click "Learn More" to drive your apps & games business with ASO World app promotion service now.

Challenges

The main challenge was to differentiate the IP-based game from competitors and capture the attention of both existing fans and new players. The highly competitive mobile gaming market required strategic marketing tactics to maximize visibility and drive downloads.

The ASO team recognized the need to optimize the app's visibility within app store search results, enhance keyword rankings, and improve conversion rates. The challenges included competing against similar IP-based games and limited resources to dedicate to ASO efforts.

Solutions

• App Store Optimization (ASO): A comprehensive ASO strategy was implemented to optimize the app's metadata, including keywords, title, and descriptions. This ensured higher visibility in relevant searches and improved organic traffic.
• IP Integration: Leveraging the popularity of the TV series, strategic partnerships were formed with the show's creators to cross-promote the game through official channels, social media, and fan communities. This helped generate buzz and attract the target audience.
• Engaging Creative Assets: Eye-catching and captivating visuals, screenshots, and app preview videos were developed to showcase the game's features and highlight its connection to the IP. Emphasizing the authentic and immersive experience was key in driving user interest.

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Take the advantage of the IP to optimize your game

Many of the same type of IP based game on the market, its market performance is not the same, CP after all the hard work to get IP, how should the IP value to the maximum?

Industry insiders believe that under the premise of guaranteeing product quality, it is necessary to strengthen close cooperation with channels, refine the operation of IP products and enhance the value of IP, which is a problem that must be faced by any game product that wants to succeed in the future.

Deep cooperation with channels includes targeted promotion, data monitoring, thematic activities, offline activities, etc., to help IP and users deep links.

This three-dimensional promotion, marketing activities and location recommendation can stimulate and help the game to improve its overall performance.

Content innovation on the basis of paying attention to IP substance and improving game quality

Although the game relies on familiar content can win the participation of a large number of nostalgic elements, but filled with a variety of cool dumping technology, content-rich game army, only rely on sentiment is far from enough, not to mention the level of young players today aesthetic straight up, but on this point of technology, nostalgic elements are also practiced by rookies to a high level.

Therefore, it is necessary to do innovation on the basis of the original. To be innovate, first of all, we must deeply understand the essence of the game IP, an excellent game IP, is never a marketing tool that can be recklessly extracted value, but needs to be operated to incubate the value-added fine content.

Explosive game IP may be extremely popular for a while, but after a few years, months or even weeks, it will appear to be collectively forgotten.

Multi-Channel Promotion

It is because there is a major IP, so in marketing, channel paving is especially important.

On the one hand, when the game is launched, the only way to hit the players' hearts in one fell swoop is to build momentum on the platform with the most public opinion; on the other hand, multi-channel promotion can bring more discussions under information dispersion.

The most important thing is that in the communication, the audience should be screened according to their age, first of all, they should be the first to be close to the old players of that era, based on their existing payment ability as well as word-of-mouth communication, which can ensure both the game's sound volume and the realization.

Combined with movies and TV, through celebrities or influencers to promote

At present, many IPs are created and promoted through movies and TV, stars and internet celebrities bring their own traffic, through them, users' attention will be attracted to them.

Of course, there is also the video platform which is hot nowadays, through influencer to introduce or personally experience the game IP, which may be more direct than the stars, and the price is also suitable.

Conclusion

By utilizing a comprehensive marketing strategy, including ASO, IP integration, and engaging creative assets, the IP-based mobile game successfully stood out in a competitive market. The combination of increased visibility, user acquisition, and revenue growth led to the game's overall success, showcasing the power of effective app marketing techniques.