Gamer motivations are making a powerful comeback in app advertising and marketing, particularly for cellular video games. However how are you going to make the most of them whereas constructing your advertising and marketing technique? We’ll present you the way, one gamer motivation at a time!
What are gamer motivations?
Gamer motivations is a advertising and marketing device that classifies customers’ gaming intentions to higher goal them whereas establishing a advertising and marketing technique. They assist section your consumer base in accordance with what they’re on the lookout for.
Realizing what drives them to obtain cellular video games is an effective way to enhance concentrating on, particularly with the rise of ATT. It’s turning into more durable and more durable to focus on customers, with entry to third-party knowledge being tougher. It’s extra environment friendly to focus on customers by their wants and present them that what they’re on the lookout for is offered in your app or recreation.
Gamer motivations can assist you refine concentrating on, however to make the most of them it’s necessary to determine what they’re and find out how to use them.
There are lots of totally different choices to categorize gamer motivations, Meta has 8 gamer motivations, Liftoff and Quantic Foundry have 6. Normally, these motivations are fairly related however there isn’t any set record. You possibly can even make up your personal motivations in accordance with your viewers.
Gamer motivation generally is a recreation changer, in accordance with Meta’s analysis, they “drive increased consumer worth and better advertisements high quality scores”. In addition they assist enhance conversion price and cut back churn by concentrating on the best viewers in your recreation.
It’s a brand new method to section your viewers with out counting on demographic knowledge, and you’ll make the most of this segmenting with instruments resembling Product Web page Customization within the App Retailer and Personalised Itemizing Pages within the Google Play Retailer. Tailor your creatives to your viewers’s particular wants and motivations.
About self-expression & customization
Meta calls it self-expression, Liftoff calls it customization & ornament and Quantic Foundry calls it creativity. This gamer motivation is all about personalization and connection to the sport. Customers who’re on the lookout for self-expression are motivated by expressing their individuality and persona in recreation.
Aesthetic management is essential for these customers, with the ability to curate their expertise and gameplay to suit their wants and needs. AppLovin came upon that customization helps enhance cellular recreation engagement, as a result of customers search the power to go away their mark, they are going to be extra concerned within the recreation if they’ll push boundaries and discover all the probabilities at their fingertips.
These customers wish to personalize their expertise, both by constructing one thing, customizing a personality or adorning a home, having to make selections each aesthetics but in addition strategic. The expertise must really feel private and to vow customization, to make it distinctive as nicely.
Avid gamers searching for customization don’t wish to have a daily gaming expertise, they need the cellular recreation they’re contemplating downloading to convey them one thing particular that’s simply theirs, they wish to depart their mark. They’re normally additionally focused on discovery and exploration.
The best way to showcase it in creatives
The principle aspect to indicate is the potential for selections. However relying in your recreation style, these selections might be totally different. You’ve got a battle recreation? You possibly can present customizable weapons, outfits, characters and even battle formation! Present range in your gameplay, that the customers’ selections really present up within the recreation.
Customization is usually about creativity and visible impression, from renovation to character makeover, customers wish to make aesthetic selections and prepare the sport’s universe to suit their id.
Addressing them instantly along with your copy is an effective way to start out. Assist them visualize the expertise and the customization they might arrange. Let’s check out Stardew Valley, there’s rather a lot occurring on this recreation however their first App Retailer screenshot is concerning the gamer constructing the farm of their goals, not any farm thoughts you, the one they all the time dreamed of, one that may be simply theirs, precisely how they prefer it.
And sure, as with every farming recreation, you’ll be able to develop crops and handle animals in Stardew Valley, however you can even design the farm nevertheless you want. This screenshot reveals a number of kind of selections like animals (you’ll be able to see a cow, a goat, a duck, a horse and chickens) but in addition totally different homes, partitions and flooring. Even should you don’t see somebody selecting these items, it’s sufficient to see the variety of choices attainable to know that you are able to do something you need and arrange the farm simply as you’d like.
For survivor.io, a zombie survival recreation, exhibiting customization is about weapons and abilities combo. On the high of one in every of their Play Retailer screenshots you’ll be able to see Ability Choice in addition to obtainable selections for weapons. It additionally implies that there are various methods of combating the sport’s zombies and that gameplay is a novel expertise. By specializing in attainable combos, it reveals the consumer that regardless of the restricted quantity of weapons obtainable, they’ll design their very own expertise and make it private. It’s an effective way to indicate them that even when they don’t assume so, particularly inside sure recreation genres, they’ll nonetheless discover parts of customization to profit from their gaming expertise.
You too can tackle the participant instantly in your visible property. It really works nice for screenshots, with simple CTAs however it’s additionally related for video advertisements. This cellular Mario recreation reveals totally different coloured Toads in addition to totally different kingdoms. It’s straight to the purpose, and reveals customers that they may have the ability to personalize their expertise.
However there are lots of choices to showcase customization choices, each with static and video property. Some key phrases like “distinctive”, “your personal”, “select”, “customise”, “your dream….”, and many others. will go a great distance in direction of that objective. Be at liberty to adapt it to your product and present the distinctiveness of your gaming expertise. There’s all the time a method of constructing it really feel particular and customized, and will probably be useful that will help you convert customers searching for a personalized expertise.
These customers need to make their expertise as private as will be, you simply want to indicate them how it will work in your app or cellular video games. Customization is not only about creating a personality that appears such as you, it’s about having a novel gameplay expertise and the liberty of constructing selections to impression your gaming.
That is in all probability why Campfire Cat Cafe selected to spotlight the phrase select for its first screenshot, as a result of that’s what customization is all about: making the selection to have a novel expertise. You simply want to indicate customers the way in which.
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video advertisements, app retailer movies, and many others.).
