Marketing for Mobile Games PDF

**Marketing for Mobile Games** For many studios, one of the main challenges is self-publishing in the current market. Marketing plays an essential role throughout the entire journey of mobile games. This journey begins with the testing phase, which is crucial for understanding the potential of the...

**Marketing for Mobile Games** For many studios, one of the main challenges is self-publishing in the current market. Marketing plays an essential role throughout the entire journey of mobile games. This journey begins with the testing phase, which is crucial for understanding the potential of the game and identifying the best sources to unlock this potential. Let's dive deeper into the testing process. Defining objectives and setting up data tools is the first important step of the testing phase. Before starting any tests, you must define which KPIs you will evaluate and set clear expectations. Correct data tracking is also critical. Typically, the first tests focus on technical issues through a retention test. This test evaluates whether the game\'s main mechanics work well and helps identify bugs or other technical issues. At this stage, the type of campaign and the target region are very important. For campaigns, based on the game's genre, companies can start with either an install campaign or an event-based campaign. Choosing the right network is also essential to minimize money burn and obtain reliable results. Each network has its own specialties, so identifying the best fit for your game is critical. Staying informed about market trends is beneficial for this reason, as network features and scale opportunities change over time. Once the game is optimized at this stage, studios can proceed with the monetization test. After ensuring good retention metrics, the team can implement monetization features such as in-app purchases (IAPs)**,** subscriptions, and ads, then test them. Here, the region and campaign type become even more important. The target region's user profile should align with the goal of proving monetization potential. Companies often use ROAS campaigns (blended, IAP-focused, or ROAS-based with specific day target and ROAS targets) to measure results. There are also various campaign types that offer scaling opportunities for monetization. Network choices play a vital role in this phase. Market implementations and deep knowledge of different networks are crucial. For example, in the current market, AppLovin has a significant share, while Facebook, Unity, and Google remain highly relevant. Additionally, rewarded networks provide additional scaling opportunities for developers. At this stage, based on the payback period, predictive analysis of cohorts is important. This is especially critical for games that achieve 100% ROAS over longer periods, as these models help justify continued marketing investment. It's also essential to have enough content in the game to ensure effective testing. In conclusion, a marketing team with strong knowledge of networks, the current market, predictive models, and strategies for various stages can be a key factor in creating success stories. A well-planned and structured marketing approach is essential. On the other hand, inexperienced marketing efforts can lead to missed opportunities and wasted resources