In the recent third quarter, the global mobile gaming market witnessed a remarkable growth against the odds. Key metrics like user acquisition, revenue, and downloads excelled, particularly in the casual gaming sector. With a dominating 23.76% share, casual games became the forefront of advertising, constituting 17.62% of ad materials—a true representation of the "advertising elite." This is just one branch of casual mobile gaming, which also includes puzzle-solving, simulation, card games, and more.
Due to the short development cycle and quick returns of casual mobile games, developers are increasingly favoring them, intensifying the competition. To assist developers in understanding the user acquisition strategies and creative directions for casual games, NetMarvel unveils the hottest incremental gaming approaches.
- Casual Game User Acquisition Strategies
- Early-Stage Low-Cost User Acquisition with Strong Investment
In the initial phase of marketing, it's crucial to open the market during the testing stage. Developers can utilize overseas social media and gaming forums for content marketing to attract target users and build market presence. Platforms like TikTok and YouTube are especially suitable for early-stage game exposure. After the game launch, increasing user acquisition requires leveraging advertising to enhance visibility.
Developers should focus on market and product considerations, explore various creative themes, and refine the advertising strategy through multiple rounds of testing. In addition to popular platforms like Facebook and Google Ads, covering niche product traffic channels is essential for comprehensive coverage.
NetMarvel offers a reliable programmatic advertising service, aggregating global high-quality ad resources through a lightweight and efficient SDK to avoid issues like false traffic, ensuring transparent and effective advertising results.
- Mid-Term Growth Breakthrough
When user numbers reach a certain level, expanding the user base becomes essential. Adjusting user acquisition efforts based on region and target audience age range is crucial. For example, the target audience for casual games is mostly young people aged 18-25, but gender ratios may vary in different countries and regions.
- Late-Stage Optimization of ROI Metrics to Increase Conversion Rates
Once the user base meets the target, the focus shifts to maximizing ad revenue. Product optimization, gameplay updates, and overall ROI metrics become critical. Using a programmatic advertising platform for data interoperability between different stages ensures efficient user acquisition.
However, the challenges faced by advertisers, such as scattered channel resources and difficulty in attributing data, can be overcome with a programmatic advertising platform that combines user acquisition, monetization, and data optimization capabilities. Integrating NetMarvel's programmatic advertising platform enables advertisers to set budgets and goals as needed, automatically bid, and purchase required traffic efficiently.
- Casual Game Creative Guidelines
The challenge for casual games lies in low user retention and short active user duration. Developers need to integrate various game elements, such as cards, puzzle-solving, simulation, and social features, to enhance gameplay and user retention, ultimately strengthening ad monetization capabilities.
In the creative material production process, it is crucial to highlight the game's playability, create captivating storylines for quick user engagement, and incorporate elements that resonate with user psychological appeals. Creative materials should evoke emotional resonance to enhance user emotional involvement. Such comprehensive consideration of user experience and psychological needs in creative materials not only attracts more players but also contributes to increased game retention and user loyalty, laying a solid foundation for successful monetization.
NetMarvel possesses a professional creative material production team, providing inspiration and guidance to casual game developers, facilitating new breakthroughs in growth.
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