- “If your studio has $2-3 million to spend on marketing it’s worth hiring an analyst to calculate the key metrics you should be targeting”
- “If you have a small budget you can and should try to mimic the audience for tests this allows you to quickly get results and then move on to more structured purchasing strategies”
Developing an amazing game is just the first step in achieving success. Proper marketing is essential to ensure that players discover and engage with your game. Each studio operates within its own budget constraints, so how can you maximize the impact of your marketing efforts while staying within your financial limits?
In this article, AppQuantum’s head of UA, Artem Sprygin, shares valuable insights on marketing strategies for developers, from budget allocation to choosing the right platforms for your campaigns.
Launching a game successfully involves selecting the most suitable traffic sources before the actual launch. Making this decision is dependent on factors like the game budget, payback period, and the monthly marketing budget allocated by the developer.
Let’s explore various scenarios and analyze them in a Q&A format to gain a better understanding of how to optimize your marketing efforts.
Marketing Strategy with a $2-3 Million Budget:
Often, you may not know which market to choose initially or which one will become the primary market.
To start, connect an attribution system to identify the user acquisition channels, such as Facebook, Google, or organic traffic. Established tools like Appsflyer, Adjust, and Singular can help with this. Next, identify the best sources for your target markets and rely on intuition and data from mobile measurement partners.
Consider starting with top markets like the USA, followed by Tier-1 English-speaking countries and Tier-1 Asian countries. Initial data from MMPs can guide your decisions on where to focus your marketing efforts.
Choosing Advertising Platforms for Campaigns in the USA:
For Android, consider platforms like Google, Facebook, and AppLovin/Unity. For iOS, if your project involves both in-app purchases and in-app advertising, AppLovin with mediation capabilities like AppLovin Max can be beneficial for maximizing ad revenue.
Implementing data collection on payers is crucial for optimizing ROAS campaigns, with a minimum threshold of ten unique payers on day zero. Adapt your strategy based on the revenue model of your project.
Purchase a minimum number of installs to obtain primary metrics. Always watch for anomalies in your geos.
Planning New Traffic Sources and Target Geos:
After identifying main markets and key advertising platforms, allocate your budget accordingly. Conduct design tests to optimize geographies and creative strategies. Ensure to monitor anomalies in specific regions for potential market opportunities.
Starting with install campaigns is essential to gather primary metrics. Analyze trends and metrics to determine the effectiveness of your campaigns for scaling up.
Remember, marketing is ever-evolving. Continuously test and adapt your strategies to stay ahead in the dynamic landscape of game marketing.
Edited by Paige Cook
