- Mobile developers should adapt to the increasing screen time competition from social media
- Developers gain brand recognition by building games around popular franchises
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Mobile game developers are facing tough competition in the market with the release of numerous new games and the continued popularity of long-standing games. In addition to competing with other video games, developers now need to compete for the attention of users who spend over two hours daily on social media platforms.
We spoke with Proxima AI’s CEO, Alex Song, who shared insights on how mobile game studios can engage audiences and adjust to the increasing amount of time users spend on social media.
PocketGamer.biz: How has player outreach evolved in recent years? What strategies are losing effectiveness and which ones are gaining prominence?
Alex Song: The iOS privacy changes by Apple in March 2021 have impacted marketing directly to users on social channels, particularly Facebook and Instagram. While Google Adwords remains successful due to stronger tracking, TikTok has emerged as a promising platform post-iOS changes.
“Since the Apple iOS privacy changes in March 2021, marketing directly to users through social channels, particularly Facebook and Instagram, has suffered.”
Alex Song
To stand out in the competitive market, developers should focus on building a strong brand presence and engaging users on multiple channels. Creating a social concept, like challenges or quests, that users can participate in with friends can boost engagement and in-app purchases.
How can data be effectively utilized considering recent data regulations? How can developers tackle these changes?
Data can provide valuable insights into customer behavior and spending patterns. Understanding customer preferences can help developers optimize their ad spend and improve targeting strategies across different platforms.
“Data will give you a stronger read on who your customers are, where they’re spending their time, and what they’re buying.”
Alex Song
Proxima uses data-driven solutions to assist mobile game companies in enhancing their audience targeting strategies and reducing acquisition costs. By leveraging real-time transactional data, Proxima offers a competitive edge in customer acquisition.
For the full interview and more insights into AI’s impact on the gaming industry, subscribe to the AI Gamechangers newsletter.
