User acquisition is key to the success of your game and the first step to generating revenue. But with so many games out there, how can you acquire users without spending a fortune, and still achieve a good return on investment?
The answer is you need to develop the right user acquisition strategy, one that is customized to work well in all global markets.
Gamer behavior can vary widely due to cultural preferences and customs so focusing on the wrong markets or employing the wrong strategy can leave you with less than an optimal return.
In fact, the most important UA decision you can make is which markets to target, because if your game's features aren't popular in a particular market, you won't get satisfactory results no matter how much money you spend, and your return on investment will suffer.
LAI can help! We have the experience, the global network and the tools to determine the best global markets for your game. We can also help you pick the best test markets to soft launch your game, before committing significant funds to the broader market, thus honing your launch strategy and improving user acquisition and return on investment.
But that's only the start. You need to communicate your marketing message effectively to reach and acquire users in the target markets. With over 20 years of experience and our global network of gamers and gamer localizers, we can refine and polish your message to maximize its appeal to users across all global markets.
But we don't stop there. We also focus on ASO and optimizing your app store pages for each target market, so users can find your game easily, thus improving organic acquisition.
Social media needs to be used effectively to communicate your message and we have the resources and experience to do that effectively worldwide, especially in countries like China where the roadmap is significantly different from the rest of the world.
Finally, you need to consider nontraditional channels for acquiring users. Did you know, for example, that in Japan, gamers respond positively to physical ads they see in buses and trains? Nontraditional channels that are popular but not heavily used can give you a boost because of less competition.
LAI keeps track of current trends in major global game markets so you don't have to. We can help you develop and optimize your user acquisition strategy to improve ROI and the success of your game.
Monetizing your game across global markets requires careful thought because of variations in local payment practices and gamer preferences.
Even deciding price points of virtual items when converted to local currency needs to be part of your monetization strategy. U.S. developers know that $0.99 is a psychological barrier, but what are the corresponding barriers when that $0.99 is converted to a foreign currency? Being on the wrong side can mean the difference between completing or not completing a sale. You need to make sure that the price is right for a particular market.
It's an oversimplification to think that monetization is just free-to-play/in-app purchases/adverts. Did you know that depending on the genre, in some markets a paid app monetization strategy can actually be more effective than free-to-play? For example in China, the featured list of free apps is dominated by the big publishers and it is very hard (and expensive!) to get noticed, however, as a paid app you may get more visibility and your game might monetize more effectively.
Likewise, don't forget about subscriptions, particularly for online games, but even for iOS and Android. These also can vary by market according to local customs and payment methods. Couponing methods and promotions are important considerations as well, and their effectiveness also varies according to local preference.
In our experience, developing a customized monetization strategy for global markets on average gives an additional 20% revenue boost compared to selling only to the US market. For very little cost, this is a great return on investment!
LAI understands these issues and is ready to help. We can develop a customized user acquisition and monetization strategy for your game to maximize its success in global markets. Please contact us for more details.