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May 24 2022
If your game app is able to get qualified users from an unconnected app, don't think of it as a coincidence, learn how they got into your game, and take advantage of their reasons for choosing your game. There's a brand new acronym called "RTP" (reason to play). If you can take advantage of your RTPs, it will attract more qualified users into your game.
There's been a lot of discussion lately around RTP (Reason to Play) - specifically, RTP stands for Game Player Research, research the reasons why your players choose your game, aka user motivation, you'll get more players to play your game.
We'll start by understanding what exactly RTP is and why it's important, then we'll show you how to utilize RTPs boosting your game's success.
No one wakes up every morning thinking: I need to download an app that allows me to balance my skis from the platform and avoid falling. Instead, they will have some inner needs or goals that may not be expressed, but they can achieve them through this game. This unexpressible reason is called "RTP", and for each category of games, there is a core set of RTPs. Unlike the usual classification, such as hyper-casual games, or simulated business games, etc., according to the classification of RTP, it is possible that different categories of games actually have overlapping RTPs.
If you are able to discover and take advantage of RTP classification, then you can get qualified users not from direct competitors, but from completely different channels, which will greatly broaden your user acquisition. Congratulations! You konw well of your target audience and find a new channel that your competitors don't know to attract high-quality users.
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Let's take this as an example about the process:
One RTP takes the user to the game section: Adrenaline Rush. Similarly, some people feel the need to jump out of the air plane, and some people want to release energy through games.
Adrenaline Rush is the core RTP of battle royale apps like PUBG and Fortnite. Of course, there's nothing faster than fighting. But Adrenaline Rush is also the heart of poker apps RTP.
Knowing RTP, in fact, the core point of RTP is user motivation. Your gamers will have some potential needs, and what you need to do for your game growth is to understand your player deeply by research, and better meet the various needs of your users and provide a variety of experiences.
The more your game fits the user's imagination and expectations of the game, the more players you can attract to your game.
We start our understanding of RTP from the most popular social apps, hyper-casual games, and strategy games on the market today.
Social apps - Exchange of real money for virtual goods or services; Emotional Interaction that breaks spatial limits
Sending virtual gifts to friends is a common practice in social gaming, and players, especially those with a large number of friends, are willing to spend money on in-game items for their friends. Gift-giving represents a user motivation to spend real money on virtual goods or services, allowing players to experience a new emotional interaction across spatial boundaries.
Hyper-casual games - Rich visual and exciting sound experience
Based on an analysis of the game features that casual gamers find most attractive, we hypothesize that positive feedback in the form of "juicy" graphics and stimulating sound effects, combined with a "free" marketing strategy, has gained traction among players and created new consumers.
It's an "experience that is "specifically linked to player behavioral feedback" and enhances "feeling competent or smart while playing the game", which can increase player enjoyment of the game, but the same functionality can also be used for further aggressive monetization strategies, Put "short-term profit" over "long-term player engagement."
Many casual games use "in-game mutual rewards" to facilitate the spread of the game from one person to another.
Strategy games & role playing games - high risk and competitive experience
Role-playing is a storytelling medium that allows players to deeply understand and experience the story that is shaped, allowing players to freely become their favorite character.
As a multi-player game, this type of game allows players to substitute characters and easily satisfy a thrilling and novel attempt and experience in the virtual world without having unbearable consequences in reality.
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Increase Discoverability - Your target users will be more likely to discover relevant apps through features, through similar and relevant apps, etc.
Industry and Competitor Research - Understand your opponents, what makes you different, and special classification methods help you isolate actual competitors.
Identify your audience – You understand why users love your app, and what they're looking for can be met by you.
Now, the advantage of RTPs is not only in determining where you should look for potential users (which in itself has had a huge impact on user acquisition), but it also guides the creativity and messaging you use to capture users. If you determine the RTP that your game app needs to capture, your app ads, icons, screenshots, videos, can accurately obtain the target user according to the user portrait. Then,your app can achieve more downloads and impreove conversion rate.
If you understand why users are playing, you can customize the onboarding process, create relevant in-app events, and even analyze which RTPs are associated with higher revenue. You can even use it to inform future game development to focus on genres that have complementary RTPs to existing games. Then continue to rule the app world!
In the whole process of finding and utilizing RTP, the core is to broaden your thinking, gain insight into user needs, and draw an accurate user portrait. Think carefully about the reason for these potiental customers to play.
It's time to put it into action. Some useful tools will help you with some of these surveys.
How do you know that other types of apps other than yours share the same RTPs as yours? The process of judging and making decisions on RTP classification requires a large amount of data as support and a series of keyword analysis and selection. Our ASOworld offers various ASO tools, with keyword selection and real-time monitoring, we can help you quickly identify other app types that can drive more traffic growth for your app.
You can create a free account and login in to the ASO World platform dashboard to try some helpful ASO tools as below.
This feature helps you easily distinguish the best performing apps in a category and across different countries. It allows you to benchmark your app in a given market, and you can also research and compare seasonal trends in different countries to ensure your app can take advantage of changes in market trends!
And the core things here about RTPs, to knowing your users by studying these top apps, their functional features, designs, even the visual element on the app product page.
And continue the competitor analysis, the your user portrait to get to know your players more deeply.
If you want to quickly learn about common RTPs similar to your app, you can consult our team of ASO experts to provide your app with a comprehensive ASO strategy to be able to get a better ranking in the app store.
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