Revitalizing Mobile Game Marketing: 3 Innovative Strategies Beyond Hollywood Talent

The mobile gaming industry, despite its remarkable growth, is still in its formative years. Following a post-Covid market adjustment and stricter privacy regulations, some have questioned the industry's potential for growth, even suggesting that mobile game marketing has become obsolete. However, this skepticism is unfounded, as the industry is still in its early teens and has much to offer. Legislative changes and player feedback necessitate a new approach from game developers and marketers. Here are three ways the mobile gaming industry can adapt to this new environment: Firstly, game studios have traditionally focused on product development, often prioritizing their personal preferences over market needs. This approach is uncommon in other consumer-facing industries, where product development begins with understanding the target audience's needs. For instance, Netflix's shift from DVD rentals to streaming in 2007 was a response to its audience's changing needs. Game developers should adopt a similar approach, forming and validating hypotheses about their audience during the early stages of game development. Secondly, the mobile game marketing landscape has changed significantly, rendering hyper-targeted campaigns less effective. Instead, game companies should emphasize narrative and creative storytelling to reach their target audiences. A significant portion of the $62 billion spent on mobile game ads last year could have been allocated to creative, focusing on how the game's story is conveyed across different channels. Lastly, mobile games face intense competition for screen time, making it essential to create something that extends beyond the game itself, sparking conversations and creating a lasting impact. Effective game marketing and branding are crucial in achieving this. The Star Wars franchise, for example, has become a cultural phenomenon, transcending its origins as a book or film series. Similarly, Merge Mansion's marketing strategy has been successful in creating a broader narrative, with multiple facets that appeal to different audiences. The key principles of this approach include understanding the audience, aligning marketing with the product, building ads that evoke strong emotions, and focusing on what sets the game apart. By adopting these strategies, game developers can create successful UA campaigns and brand marketing initiatives that resonate with broad audiences and drive engagement beyond the game itself.