Marketing Your Game to Increase Conversions

When it comes to driving conversions and developing a better understanding of how individuals perceive your brand, there is only one company that can help: Adaptive Insights.  

Unlike most other companies in the mobile data analytics space, Adaptive Insights doesn’t just offer up reports and figures.  

They also offer insights into how individuals interact with your brand as well as how those interactions drive conversion rates.    

“Video game blogs are often news-based, similar to any other blog. However, due to special issues (such as software piracy) of the video game industry, many video gaming blog cover more general topics. Others simply focus on more of a lifestyle approach.”

While these reports might not be useful for every single developer, they can still give you an idea of what direction you should take when it comes to marketing your game or app.  By using the most up-to-date data, you can better distinguish your app from others and achieve an increase in engagement.  

If you do find that some of the data isn’t relevant to what you’re trying to do, then Adaptive Insights will be able to help you filter out the irrelevant numbers and focus on those that can be used to help increase engagement.  This will give you the information you need to start increasing conversions.

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Understanding your player base 

When it comes to marketing, the most important thing is to make sure that your players understand who you are, what your brand stands for, and why they should pick it over another option. 

One of the best ways to make sure that your players understand is by using Adaptive Insights’ reports which will tell you how they view you based on their goals, demographics, and values.  

The values report in particular gives you a good idea of how your players perceive themselves when they are processing information around their goals.  

This data can be used to show them how they can choose your brand instead of another one, which will help you become more effective at marketing your game.

Knowing what types of games people are running

Using the reports provided by Adaptive Insights, you can learn more about how people are using your app or game.  Adaptive Insights tracks which apps are being tapped the most, whether it’s because of their graphics or gameplay.  

By making sure that these reports are plugged into your marketing approach, you’ll be able to make better decisions about your app or game and increase engagement.  

Similarly, you can use the game data to find out some interesting facts about your game. 

By doing so, you can focus on making improvements in your game instead of guessing at what will get people to engage with it.

While the player data provided by Adaptive Insights isn’t the only way that games are marketed, it is one of the most effective ways to help developers increase conversions. 

By using this data, you’ll be able to focus on your players in a more effective way, which will lead to more engagement, which in turn will lead to more conversions.  

Many marketers have been learning from the success of games like Candy Crush and Clash of Clans, which use a freemium business model. In this model, users can download the app for free but need to make purchases on in-app content to progress through levels. 

This business model is currently driving an average revenue of $3 million per day for SuperCell, the maker of Clash of Clans.

The freemium business model is not suitable for all apps; however, it has proven to be an effective way to monetize apps with large audiences. 

According to a Flurry Analytics study, freemium games accounted for 75% of the revenue and 90% of the downloads in 2012. It’s clear that making users pay is becoming increasingly difficult: there’s an app for just about anything and users know that they don’t have to pay for basic features.

How do we successfully convince users that spending $0.99 on an app is worth their time? 

As marketers, we need to understand our target audiences and behavior in order to promote this idea. 

Here are some simple tips you can use to increase your conversions:

1) Match expectations

Make sure your app can provide its generative value before asking for a purchase (use screenshots and videos).

2) Use comparisons

Show users what other apps and games they can “beat” or “be better than.”

3) Utilize social proof

Show how many other users have made a purchase. If your app is popular, funnel users through a timed release of new updates to increase the level of social proof.

4) Use urgency

Tell users that they only have a limited time to make a purchase. This will improve conversions as long as you’re not lying!

5) Embrace the freemium model

This means you may also need to provide a free version of your app and consider ways to upsell users to other paid terms.

6) Consider the cost of other apps 

If other competitive games or apps are charging money for similar features, you should do the same. But make sure your app is also something users are willing to pay for, too!

It has proven tactics to improve your app’s conversion rate, including tips on precisely targeting your offers, boosting retention and delivering a personalized experience to users.

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