From tabletop role-playing games (TRPGs) to massively multiplayer online role-playing games (MMORPGs) and everything in between, all of these genres appeal to players of all ages. But what features are more popular if you own an RPG? What can you do to improve your marketing strategy? Today we take a look at role-playing games to learn how the top apps in the category are optimizing their app store pages to generate more downloads.
Mobile role play game(RPG) market overview
The global role-playing games market is valued at nearly $15,793.3 million in 2019, growing at a compound annual growth rate (CAGR) of 6.84% since 2015, and is expected to grow at a CAGR of 9.22% to nearly $22,471.3 million by 2023.
Increasing gamer engagement due to COVID-19 is expected to have a positive impact on the role-playing game market. In countries such as the United Kingdom and the United States, where many employees have been laid off but still have a paycheck and nowhere to spend it, they are turning to online gaming for some form of escapism. According to Verizon, total traffic related to online games has increased by 75 percent since restrictions were imposed in the United States. Video game developer Bungie says average daily user engagement for their RPG "Destiny 2" is up 10 percent globally and 20 percent in the markets most affected by the coronavirus. This can be attributed to people staying at home more and more and finding online gaming an easy way to pass the time.
RPGs are an interesting category in the Apple App Store (otherwise we wouldn't be talking about it). The highest-grossing role-playing games are household names with huge fan bases and huge revenue numbers. If you've created a game in this genre and are looking for breakthrough success, the information in this article will help.
The following are the most important points.
- Promote your character: Your game character is crucial. Use your App Store page to show users the characters they will be playing, why these people (creatures?) are so cool, and what they need to overcome. so cool, and the bad opponents they need to overcome.
- Show actual gameplay: Killer characters don't mean much if they don't show gameplay. Include videos and screenshots that get potential players into immediate action. Show them what it's like to play your game and make it as exciting as possible.
- Highlight your game's story: At the end of the day, the best RPGs have rich storylines. Make sure your content is featured on your App Store page. Tease out different objectives, obstacles, and plot lines, then choose relevant icon colors, video clips, and screenshots.
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App Store Optimization to drive the mobile role play game(RPG) ranking
App Store optimization is an important strategy to increase the visibility of your game. Of course, it applies to all categories of apps and games, but we should mention it again here because if you create the perfect app store page, you will see great results.
Keywords research to begin your RPG promotion
Speaking of this, you should first look for relevant keywords for your creations. After that, add them to the app title and app description. When it comes to the number of characters allowed to display your game, pay attention to the rules set by both platforms. As Gummicube highlighted in an article, "RPG" is a high volume keyword that can help you rank higher in the app store. Just search for RPG games on Google Play and see what you get. Everyone's RPGs will appear first in your list. When choosing keywords, consider if they are relevant to your mobile RPG and are users searching for it? Also, note what other games are showing up for those keywords and whether the search volume is low or high.
It's also worth noting that many RPGs use "hero", "war" or "battle" or some related term in their titles and subtitles. This may be because the category is lucrative and many "copycat" games are springing up in hopes of profiting from them.
By avoiding these terms, you can differentiate your game from your competitors. Just make sure you create a title that is equally appealing to your target audience.
Basic ASO for RPG - Subtitles optimization
52% of the apps we analyzed use subtitles to clarify the game's content. For example, Kim Kardashian: Hollywood's subtitle is "Celebrity and story fashion game".
By telling potential players what to expect when they download your game, you'll generate more of the right type of users for your app - other users who really want what you have to offer and are willing to play, review, and share your game with them.
Three apps in this category - Fate/Grand Order, Rise of Empires: Fire and War and Genshin Impact - do not include subtitles at all. What a missed opportunity! If for no other reason than to target specific keywords and attract more traffic.
Creative ASO for RPG - icon design
Your app's icon is critical to your ASO efforts. After all, it is the only creative element that is always visible. Your audience will see it in your Facebook ads, search results in the iOS and Google Play stores, first impression screens, and more.
As a result, an optimized icon can increase conversion rates by as much as 30%. Want a piece of the action? Let's see how top RPGs perform in terms of icons ......
First of all, 80% of analyzed apps use character icons, i.e. icons that are clearly visible to the characters in the game. The Walking Dead and Kingdom Rising RPGs are good examples of this.
RPGs rely on a strong narrative - a narrative that players attach to the specific characters they use. So it makes sense to promote these characters from the start. In addition, many of the applications in this category have recognizable IP.
By including well-known characters in their icons, such as Spiderman from Marvel Strike Force and Mandalorian from Star Wars: Galaxy of Heroes, these RPGs give potential users an immediate reason to download their apps.
While the icons of the highest-grossing RPGs don't seem to have specific colors, each app uses colors that reflect its gameplay experience.
Again, State of Survival: Zombie Wars (The Walking Dead game) is a good example. Notice how the icons for this game use a lot of black and gray? These colors reflect the resilience of this RPG and put potential players in the same mindset.
Mobile RPG video ads to drive traffic and game growth
You probably only need one great video ad to get a million subscribers and top the charts.
Yes, video ads are that powerful.
If you look at any successful mobile RPG, you'll notice that their video ads are carefully crafted to attract new users and keep existing users playing. That's why it's worth your time to familiarize yourself with video ads from top RPGs and learn what makes them so effective.
AFK Arena's video ads use a formula that is common in many other game genres. Basically, it is both a strategy and a trend that can be noticed in many video ads. It features short puzzles and trippy type visuals included rather than regular gameplay. However, the in-game characters are included, so the user can still experience the game. The thing about this style of video advertising is that it is very effective and captures the user's attention. So, consider how you can translate this style into your RPG.
Marvel Strike Force is a free-to-play turn-based role-playing game filled with exciting combat and stunning visuals. The ads reflect this.
In Marvel Strike Force, users can form their own squads and battle other superheroes and villains - one of the game's main features. It is exactly what is portrayed in this video ad, which gives users a real taste of the gameplay.
The video ad focuses on showing the mighty Marvel superheroes in action - Deadpool, Captain Marvel, Wolverine and the Invisible Woman. Since these famous characters are one of the main reasons users are drawn to this RPG, it's smart to dedicate the video ad to showcasing all of them.
You can use the same strategy for your mobile RPG. Identify the main features and functions of the game and use them as a starting point for creating video ads.
As we said before, many role-playing games come at a cost. The challenge is to convince users to pay that money before trying the game. They will only do so if they receive a strong recommendation about the application. You know who has the power to get a lot of players to pay attention to a game? That's right, influencers! Of course, you can't really measure the results of such campaigns, but you'll see visible results and you'll notice an increase in app install rates.
For each of the game categories we discuss on this blog, it becomes clearer that the purpose of mobile gaming is to get users to interact with your creations and provide them with valuable assets while they enjoy the gameplay. There are many ways to increase their engagement and make them part of the action. You can run various campaigns and offer them special prizes. Many times, virtual bonuses bring players back to your game, which is a great retention strategy.