Maybe you are looking for a way to promote your existing puzzle game. There are so many mobile puzzle games that users have a hard time deciding what they should play. Developers don't know how their games will stand out in such a crowded market, and new games keep popping up every day.
If you are facing these problems too ......
Well, read on because this blog post will teach you how to market your own puzzle game.
Who is your target audience for puzzle games?
Before we dive into the details of solving puzzle mobile games, it's important to understand what mobile game genres mean to players.
The mobile game genre is the top factor influencing players to try new games (49%). For 40% of gamers, recommendations from family and friends are important. game store reviews are a factor that influences 35% of players.
Puzzle game market overview
In the US and UK, puzzle games are the most popular genre, with over 60% of players in these markets. In South Korea, it is the second most popular genre with 45% of players. In Japan, 38% of gamers play puzzle games.
Most of the people who play puzzle games are women over 35 years old. More specifically, 66% of puzzle players in Japan are female, compared to 73% in Korea. In the US, 75% of matching puzzle and word/brain/board players are female. In the UK, 74% of puzzle players are female.
In the US and UK, puzzle players play an average of 3 games. In Japan and South Korea, they play an average of 2 games.
Across all markets, most puzzle players say they prefer short games, i.e. games designed to be played in shorter increments.
Unlike strategy or RPG players, puzzle players do not see themselves as "gamers". They also prefer to play alone rather than with others.
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What motivates people to play puzzle games?
Let's look deeper into the motivations of puzzle players.
Here are the main motivations of U.S. players across all subgenres (matching puzzles, physics puzzles, words, brains, and boards).
- To relieve stress
- To kill time
- Feeling a sense of accomplishment from completing something challenging
- Immerse themselves in another character/world
- Learning something that can benefit them outside of the game
- Beating others in a tournament
- Being captivated by something unique
They tend to gravitate toward games that are easy to learn, but hard to master that can be played anywhere, anytime. In short, something to kill the time. If you want to appeal to a general audience, this is how you should present your game.
What do puzzle players want from developers?
While puzzle players are not as interested in social interaction as other gamers, they are willing to receive messages from developers (up to 80% in the US and UK).
The following are the types of messages they want to hear.
- Tips, tricks and strategies
- Upcoming in-game events
- Questions and answers
- Upcoming content updates
- Ability to provide feedback on the game
- Customer service/product support
- Upcoming sales or promotions
Since hints, tips and strategies are the most important pieces of the information puzzle players want to hear across all markets and sub-genres, developers should pay special attention to it. Like any other gamer, puzzle players want to get better at the game they are playing.
ASO strategy you need to know for puzzle games
ASO is an effective way to increase the visibility of your game and get more downloads. It works in a variety of ways, such as search engine optimization, but focuses on improving the quality of the content of the game rather than the website or blog.
A big part of ASO is market research - you first need to see what your competitors are doing, find relevant keywords and pay attention to current puzzle game trends. Large game studios will analyze every detail - from game icon trends to the best keywords to use.
Organic discovery starts with keywords. While there are other ways to find them, such as getting featured, keyword optimization is the only way you can really have full control. That's why it's so important to get more downloads.
Jigsaw Puzzles seems to know this and is currently ranking well for several relevant and popular keywords: Jigsaw Puzzles ranks very well, which means in the top 5 results for various keywords related to puzzles, including those for direct keywords, misspellings, and even words in different languages.
The first thing the algorithm looks at is the name of the game and a short description. By combining them and looking at individual words and their combinations, it turns these two into a list of keywords. These fields have a low character limit and are only useful when optimized correctly.
Together, these produce quite a combination of keywords. The following are keyword sets that combine the name and short description of Jigsaw Puzzles.game, puzzle, jigsaw puzzle, puzzles, jigsaw puzzles, free game, jigsaw, puzzle game, free puzzles, daily puzzles, relaxing game, free puzzle
Remember that the names are combined with short descriptions, so it is important to always think of them as a collection. Because the short descriptions are quite long, it is possible to keep the game name focused and short, and add variety to the short descriptions.
Create ads to convert puzzle game audience
Puzzle mobile game advertising is all about great advertising creative - it's what gets users to install the game. If you want people to discover your games when they open the game store, you need a great discovery strategy. This means making sure they can immediately find all the best features and the most important parts so that anything else in between no longer matters.
The key is to let the user experience the game and explain how it works. Is this a twist on the triple elimination game? A math puzzle? A detective mystery that requires finding clues to solve the case? Whatever it is, you need to make it clear in your video ads. The easiest way to do this is to include gameplay in your ads.
The user profile of a puzzle gamer is unique and well understood. Keep in mind that these users don't usually read game magazines or may not surf through the game store to find new games. For most of them, the main goal is to kill time; it's not about building skills or even collecting items.
Also, highlight your USP, which is what makes your puzzle game different and better than other games. This gives people a reason to download and install the game. Of course, you need to make the ad compelling and engaging. There are many ways to achieve this - make the video colorful, add interesting music, play with different layouts, include something unexpected, etc.
How do you bring players back?
No matter how many users you get, some of them will inevitably stop playing. mobile games with 100% user retention do not exist.
If your goal is to promote your game to an entire lost user base, keep the following ideas in mind.
Promote the game's new features
If your game users have uninstalled your game or haven't used it in a while, they definitely don't know about new features and updates. Focusing your ad creative on the game's new features will help make them more prominent, which will generate interest and increase retention.
Show undeveloped game components
If you have exciting game components in the store, but users may not be able to explore them because they were abandoned too soon, use them. Show users that the most interesting parts of your game are yet to come.
Appeal to the player's emotions
Show that your audience is important to you by using "we miss you, come back" type messaging. Make them feel your loyalty.