5 Key Long-Termism Strategies for Mobile Game Marketing: Emphasizing Brand Power

As the mobile gaming industry transitions from its explosive growth phase and the dynamics of advertising platforms evolve, mobile game marketing strategies have had to adapt significantly. The accuracy of ads has diminished, and marketing costs have soared. We observe that numerous traditional small and medium-sized enterprises have undergone layoffs, with their products struggling in the marketplace. However, some vendors or studios have successfully maintained a low-profile presence with minimal marketing expenses.

Even fervent supporters of a particular branded shampoo are unlikely to boast about the manufacturer's sales as a mark of distinction or debate over which brand is more profitable. Yet, among China's new generation of consumers, such debates are commonplace. Mobile game developers that continue to depend solely on advertising platform traffic without adopting long-term strategies risk fading from public view or becoming excessively dependent on these platforms. Recognizing the importance of branding early can distinguish a company from fierce competition and alleviate the burden of high marketing costs.

The younger Chinese generation passionately discusses game developers' revenues and strategic moves on social media platforms, showcasing the significance of branding in the gaming industry. Similarly, the automotive sector has become a focal point of heated discussions among the youth. Although this consumer segment is often described as demanding yet frugal, they are the affluent consumers of tomorrow. Brands that have made a lasting impression and are ingrained in their minds are the ones poised to profit substantially in the future—much like vintage online games that continue to generate significant revenue for major companies.

1. Establish a Familiar Style in the User Experience

Game designs should aim for a cohesive and recognizable overall style, creating a distinct familial look. This not only enhances the perceived quality of the game but also fosters a sense of identity and belonging among players, thus boosting the game’s reputation and player retention. Products with a familial style are also naturally conducive to IP development. For instance, games by SUPERCELL not only captivate a large audience with their distinct graphic style but also leverage this recognizable imagery for efficient marketing both inside and outside the game.

2. Encourage Player-Led Promotion from Project Start

Right from the project's inception, plan for player-driven promotion. During game development, consider the players' needs and interests to create elements that are easily sharable. Design unique gameplay, characters, and narratives that evoke empathy and pride, encouraging players to actively spread the word. This approach is less visible in current Chinese games, where even the onslaught of poor advertisements has made playing certain games somewhat stigmatizing. In contrast, games like Proto-God clearly prepare players for self-promotion through various visual elements from the start.

3. Cultivate and Honor Your Player Base

Effective game marketing transcends the app itself and becomes a lifestyle, integrating the game into players’ daily lives. Developers should focus on building and maintaining a vibrant player community, organizing regular activities both online and offline to enhance engagement and loyalty. Additionally, responsive feedback mechanisms should be in place to continuously improve the gaming experience and make players proud to be associated with the game.

4. Leverage the Influence of Niche KOLs

In game marketing, the impact of small and medium-sized Key Opinion Leaders (KOLs) cannot be overstated. These influencers wield significant clout within specific niches. Collaborating with them can help reach more targeted audiences effectively through their endorsements and shared content.

5. Elevate Game Creators to Celebrity Status

Transforming game producers into celebrities can significantly enhance a game's visibility and engagement. Engaging producers in interviews and social interactions with players can strengthen the game's appeal. In Japan, for instance, not just game creators but also voice actors and musicians have cultivated vast fanbases and become integral to the brand’s identity. Similarly, Chinese game developers are increasingly gaining recognition and admiration for their creativity and dedication, although their interaction with fans and marketing strategies may not yet be as sophisticated as those in the U.S. and Japan.

Focusing on brand development, reducing reliance on advertising platforms, and avoiding the trap of treating products solely as revenue generators are crucial for a company's long-term success. These strategies are vital for survival and prosperity in the next decade.