Although action games such as Space Invaders and Pac-Man are no longer the name of the game on people's lips today, arcade games still exist in abundance. As the world continues to go global, arcade games are taking on new forms in cell phones. Now, you don't need a bulky arcade to play your favorite arcade games. Using your mobile device, you can now play arcade games anywhere, anytime.
Mobile arcade games are a way for many older game enthusiasts to return to their childhood and enjoy the simple yet challenging experience that arcade games best offer. They are also games for the younger generation. If designed well, everyone can play it and be drawn to it. This is a good reason to take a chance on creating an arcade game app, but you need marketing to reap the benefits of publishing great arcade games.
Market research of your mobile arcade players
The key to a successful user acquisition strategy is to identify the types of players who are interested in your action game.
Because mobile action games vary in style and difficulty, they can appeal to different types of mobile gamers. For example, easy-to-play action games are more appealing to casual gamers, while hardcore gamers are most likely to be attracted to more challenging action games.
Use this player group memo list to better define your target audience:
- Casual gamers - pass the time, want to be entertained, don't care about the game genre.
- Hardcore gamers - take the game seriously, play every day, are skilled, follow news and updates.
- Social Gamers - enjoy multiplayer games, love the social aspect of gaming, highly competitive.
- Midcore Gamers - skilled gamers, play occasionally, usually have a favorite genre, often former hardcore gamers.
When determining your target audience, you should also consider demographics such as location and age. This will give you a full picture of who you are trying to reach with your user acquisition campaign, thus increasing its effectiveness.
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Keep your arcade game simple and identical
One of the most important elements in creating a successful arcade game is the look and feel. Your arcade game should have beautiful art, a simple layout, nice colors, and fonts that are easy to see and read. To create a visually appealing arcade game, you need to look at the UI design of other arcade games. You must also choose your color scheme wisely. Colors should relate well to the user interface and the feel of the game.
Whenever possible, avoid choosing overly abstract designs or overly fashionable font styles. Stylish fonts usually require more space, and most of the time, they are not very clear. You must do your best to create visually appealing arcade games, so if you can't do something, hire a professional. Also, don't get stuck adding sound effects and music to arcade games.
Something else that falls into this category is the simplicity of the game. You must understand that life itself is tough. Therefore, arcade game lovers will choose arcade games to enjoy their simplicity and ease of use. This in no way implies that arcade games are not challenging or that your game should not be challenging. It means that you should keep a certain level of complexity in your arcade games without being frustrating.
Often, arcade games, no matter what game you choose to play, have very simple rules. The learning curve for these games is not as engaging as it is for other categories of games. Even beginners should be able to score a few minutes into the game. Arcade games may have their difficulties, but this difficulty is gradual and you will start to feel it after playing the game for a long time. The fun thing about arcade games is that anyone, regardless of age, can play them without serious orientation.
ASO strategy for your mobile arcade game
App store optimization can never really be taken out of the equation of mobile game marketing success. It's safe to say that it's time to up the ante in 2022 because everyone and most of the gaming population is still staying at home.
As you prepare to launch a mobile game, there are a few things to consider. First is research. To build your game's ASO strategy, you need to understand its categories, the keywords users are searching for, conversion trends, and more.
Before launching your app, you need to research which keywords are relevant and highly searched for your app, and then integrate those keywords into the mobile game's metadata. algorithms in the App Store and Google Play Store use targeted keywords to determine how mobile games rank in search results and where they rank. Metadata fields that directly affect natural search and indexing include title, subtitle, and keyword libraries on the Apple App Store, and title, short description, and detailed description on Google Play.
Applying best practices, such as adding title tags and building metadata correctly, mobile games can rank for keywords much faster than when launched unoptimized.
Keyword targeting can generate more visibility, but improving conversion rates for these keywords is critical to success. the App Stores algorithm looks at the click-through rates of mobile games compared to other apps on the same keyword to determine if they should rank higher or lower. In addition to this, you should also keep an eye on keyword trends to gain insight into the behavior of your audience segments. Respond positively to their changes and any new pain points and soft signals they may be sending.
App preview video optimization
There is no better way to promote an arcade mobile game than by using video ads. It's a real and proven method of user acquisition.
The reason is simple - video ads allow you to showcase the game experience and let users experience the gameplay. Video ads showcase all the major game features, characters and game content. It allows the viewer to get to experience the game. You can also take different moments from pop culture and viral content and use them in your ads.
When writing promotional text for your game video ads, consider your Unique Selling Point (USP) - what makes your arcade game different and better than others? And finish the video with a strong call to action.
Promote it on social media
Social media pages and accounts are the "official voice" of your mobile application or game. The benefits are obvious - two-way communication in which you can create a conversation that takes into account the behavior and opinions of each participant. A fan page is a full-fledged community where you can set your own rules of communication. It is located in the user's "natural habitat" and constantly reminds them of your application or game. When you set rules, the page can function in the way that is most useful to you. For example, it can take one of the following forms.
- News community: announcements of updates and their discussions, new features - and generally, all new information about your product. This communication isn't always a two-way street - it's more about the number of users who see the news. Essentially, you should create this type of content even before you publish it to pique the interest of your users.
- Support community: Publish guides, FAQs and various technical help for users. In this case, 100% of the conversation will be gained. If your app or game is popular, the discussion can last 24/7. however, there is a downside: if your product is incomplete and has a lot of bugs and problems, be prepared for a lot of negative comments.
- Entertainment community: Drive user engagement. It can be contests, giveaways, sales, promotions, polls, etc. Its main task is to stimulate users to take any action - share, comment, like, vote, follow links, etc. Excellent example pages of this type are product pages of Rovio, King, Supercell and other major developers.