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Twitter Marketing - F2P Retention - Native Mobile Ads

Posted by Ninja Metrics | Blog

Oct 9, 2014 4:47:58 PM

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Marketing on Twitter for Game Developers

It can be overwhelming when choosing a social network to promote your game with, since there are so many options - including Facebook, Twitter, LinkedIn and Google+. Facebook is usually the first choice for many people, because of its huge 1+ billion user base, established advertising platform, and large focus on visual content.

But what about Twitter? Many businesses tend to overlook the platform, because of its somewhat niche business/tech-focused audience, butt in the case of a video game business, Twitter can be the perfect fit.

So how does a game developer start using Twitter as a marketing platform? Just as Facebook is focused on visual content, Twitter can be too, if used right. One way to take advantage of Twitter’s inline images is to post a 1024x512 pixel image along with your Tweet to help promote visual engagement. Include some text in the image, such as a link to your website, app store links, and other traffic-converting content.

Another thing you’ll want to focus on is Hashtags, which are Twitter’s bread and butter. A Hashtag is a great way to boost SEO - to create one in Twitter, just put # before the word you want to make into a Hashtag - such as #GameDevelopment. When someone clicks on that word, they’ll be redirected to a page full of tweets from around the world including that same Hashtag. Many people follow/subscribe to specific hashtags, so when you include a Hashtag in your tweet, try and choose something popular and relevant - such as #GameDev, #MobileDev or #IndieDev to help boost exposure, and try not to include more than 3 Hashtags per tweet.

There are many other important elements to using Twitter - check out this guide on Gamasutra created by game developer, Dave Toulouse, for some more tips.

Retention in F2P Games

While many game developers focus on day-1 player retention (players who return a day after install), day 7 retention is just as important. The problem with day 1 retention is that developers are going for a 50% churn rate,  but in reality the churn rate is closer to 70-80% - which means only a third or so of your gamers will return after the 1st day, and that can be bad if it costs you money to acquire a player.

Focusing on a 7-day retention may not be cost-effective in the short term, but it can help gain trust and extended interest among your players, eventually converting them into regular paying customers. See how you can create a 7-day player retention plan for your video game in this article on PocketGamer.

Native Ads in Mobile - Do they Work?

It’s getting tougher and tougher these days to make money from F2P games - a recent report by Swrve found that in September, an average of 1.35% of people spent money within a mobile game, a decline from 1.5% in July.

Surprisingly, traditional native in-game ads are steadily on the rise as an effective method for monetization - in-app ad revenue is expected to grow 60% this year. Take a look at this article on VentureBeat, to see how you can take advantage of native ads in mobile and why IAP’s are on the decline. Social Value White Paper Ninja Matrics

Topics: Game News, Game Industry, Mobile Game Industry

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