In marketing, there is often an effective marketing strategy that proves to be effective in other areas of marketing as well. Before marketing your app then, try to get inspiration for your own marketing strategy by looking for effective marketing strategies for different types of other apps.

Usually we take a holistic approach when considering marketing and as our scope starts to narrow down, we can see that starting with Apple's Apple Store and Google play marketplace, the app market has been split into two sections, games and non-games, and data analysts have been busy comparing the revenue from these two sections, generating the number of downloads. In this article, we will show you how mobile games are growing, while other types of applications in the non-game segment can also reach growth through effective means.

Fast-growing handicap genre

It has been five years since the success of mobile games, so for now, which game categories have been growing in terms of applications? Which games stand out the most in the mobile gaming sector?

Mobile devices have seen a lot of growth in recent years on both the Apple Store and Google Play platforms, and the categories that have stood out and seen huge growth are clearly the ultra-casual and casual games. To be precise, ultra-casual gaming companies occupy a very important position in this sector. It is easy to see that in the current environment, users prefer these light games, meaning that they prefer to play games that are easy to play.

Another way of looking at it is why gaming apps specifically make up a large part of both app shops, like the largest category we see on mobile apps. It's because gaming apps have probably the highest number of views and in-app engagement.

In a way, we can use the success of mobile games to learn something from these gaming apps. So, what content can actually be applied to non-gaming apps?

Capturing the core of gaming app marketing is equally applicable to non-gaming apps

With the gradual changes that have been happening in the ecosystem in recent years, we are seeing a huge increase in user spend on non-gaming apps and a huge increase in in-app subscription revenue.

When we think about marketing and growth we think mostly just about what else the app itself can be optimised for, so when at the end of each day, each month, each quarter, if mobile marketers understand their end goal and their end users, naturally they will know how to grow and improve their business.

The core of mobile marketing is clearly similar and we believe that one of the key pillars is to start with marketing analytics and data measurement, when the data collected during the marketing process, actionable user and marketing data, whether it be gaming or non-gaming based apps can be obtained and marketers can take action, this is the right step to reflect the metrics they want to grow their business.

Another important thing is the ability to iterate and innovate ideas because ultimately at the top of the funnel people see your ideas and you get the initial number inside the funnel, which is the first thing and the first thing that users interact with, so the ability to iterate ideas gets intelligence about how to build ideas that are consistently effective and make them part of that.



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Of course not all purchases of users happen based on some modelling, it also depends on the company. It can be a very simple approach that relies only on historical averages of all applications and these values are used to acquire users, or it can be a more sophisticated approach when using user level cohort data and using regression analysis to get a more granular and accurate model of users.

We think the most important thing is predictive analytics and data science, where you can actually know what's the lifetime value of your users that you can bid on through accurate and sensible data. This is something that both gaming and non-gaming applications can rely on. We live in a dynamic and changing world, and the industry reflects its rapidity.

The mobile gaming we see driving the industry is like a big lab, the people trying out ideas are sometimes crazier than those in the non-gaming space and actually have the courage to try it first. It looks like new ad formats, new approaches, new ways to engage with the audience. In the process of engaging with users and getting them to respond to your marketing, making that experiment, those ideas are shown.

How to market effectively according to the game app

Data collection and user analysis is something that every type of app needs to do, another important thing is the ability to iterate and innovate creatively, gaming apps update much faster than non-gaming apps, not only is this a feature of gaming apps, this is also their means of retaining users.

When there's a new marketing strategy to engage users, when it's about mobile games, see if you can set up a test for your app. Because just like user acquisition in general, it's a framework for testing things, it's a framework for testing specific exposures that you can relate to that you can afford and do with some speed and consistency, and marketing for gaming apps certainly paves the way for that.

When we look at the longer term, models are built through predictive analytics and data science. Constant innovation and trial and error are all necessary paths to a successful application.

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