Halloween, the spookiest time of the 12 months, is simply across the nook, and cell sport builders are moving into the spirit by including some pumpkin spice to their video games. As MobileAction‘s advertising crew, we perceive the significance of capitalizing on seasonal developments to spice up app success.
On this weblog, we’ll discover how cell video games embrace Halloween-themed updates and techniques to reinforce consumer acquisition, engagement, and retention throughout this hauntingly enjoyable season.
The Significance of Seasonality
Holding app customers engaged year-round is a compelling problem, particularly in case your app is a cell sport. Cell video games will not be static creations however dwelling, evolving experiences. Builders have acknowledged that even when they developed the most effective sport ever made, avid gamers expertise fatigue after they’ve made some progress, accomplished a few of the achievements, or reached some ranges.
Nevertheless, the cell app trade has realized that the potential of harnessing the altering seasons and holidays inject freshness and pleasure into cell video games. Seasonal updates emerge as a robust resolution to fight cell gamer fatigue and breathe new life into cell video games. Seasonal updates, just like the arrival of Halloween, with its fascinating mix of spookiness and pleasure, are the right event to dive into this pattern.
The main advantage of seasonal updates is the power to increase the lifespan of a cell sport. As gamers typically search innovation and selection, introducing themed content material round holidays like Halloween can revive their curiosity. It’s like giving your sport a second wind, making certain that it stays related and interesting for each new and returning gamers.
The Applicability of Seasonality
Now we all know that seasonal advertising campaigns could be a highly effective instrument for driving consumer engagement and boosting app success. Nevertheless, it’s necessary to notice that not all apps are equally fitted to seasonal advertising efforts. The efficacy of such campaigns is determined by the character of your app, its target market, and the precise seasonal context.
So, the query it’s best to ask is, “Does your app stand to realize from a seasonal advertising marketing campaign?” Let’s discover this in additional element from the cell gaming perspective.
One other query to ask: “Does the present season align together with your target market’s pursuits and celebrations?” Extra particularly, “Do the avid gamers of your cell sport rejoice Halloween?”
The perfect follow to reply this query is to check out the geographical origins of your app’s downloads. Varied international locations have totally different vacation calendars and fluctuations in app obtain developments. Using this data can allow you to craft a customized seasonal app advertising technique.
Subway Surfers is getting most of its downloads from the USA, the UK, and Australia. There are additionally Belgium, Canada, France, and Germany on the record. These are all international locations that commemorate Halloween fairly closely.
Due to this fact, because the visible content material of Subway Surfers has many sorts it might be simple to combine a Halloween-themed in-app occasion in these international locations.
Leveraging Seasonal ASO
Information is the guiding mild for the cell gaming trade. To profit from your seasonal campaigns and guarantee their success, you should be adept at ASO-related knowledge. Right here’s why it’s essential:
ASO-related knowledge assist you to make knowledgeable choices. By monitoring the efficiency of your seasonal campaigns, you may achieve useful ASO insights into what’s working and what’s not.
What are the best-performing key phrases for Halloween? Are customers partaking extra together with your Halloween-themed in-app occasions? Are sure app icons and descriptions driving higher outcomes throughout this season? The information supplied by ASO Intelligence holds the solutions.
1) Key phrase Developments
Players are accustomed to the idea of encountering contemporary storylines, having access to new characters, or exploring novel in-game environments crafted to seize the essence of varied holidays.
Video games like Subway Surfers and Offended Birds have constantly launched Halloween-themed ranges, challenges, and rewards to align with the season. However is it sufficient to leverage a profitable seasonal ASO marketing campaign? The reply isn’t any. For a profitable seasonal marketing campaign, you shouldn’t solely delight current gamers but additionally entice new ones who’re keen to affix within the festive enjoyable by focusing on some key phrases neatly.
For instance, the key phrase “halloween” and a few Halloween-related key phrases resembling “pumpkin” and “spooky” see a drastic enhance in search scores. Due to this fact, as an alternative of competing for a specific key phrase whose search rating is excessive however the probability rating is low, you may goal “pumpkin” and “spooky” to leverage seasonality and rank within the high ten for these seasonal key phrases.
2) In-app Occasions
In-app occasions may be tailor-made to seasons for various areas. Contemplate holding stay occasions, asserting important adjustments, presenting new content material or storylines, premiering new facets, or organising limited-time occasions as methods to profit from in-app occasions.
Your cell app can profit from leveraging in-app occasions by combining them with focusing on particular key phrases and operating seasonal artistic advertisements to extend conversion charges.
Roblox and Royal Match have already began their in-app occasions for Halloween 2023!
3) Metadata Optimization
It’s a prevalent follow for apps and video games to customise their options or introduce characters that tie in with explicit holidays. Consequently, customers looking app shops are usually extra proactive of their seek for themed apps and video games through the days or even weeks previous important holidays.
To take advantage of out of the Halloween season, cell video games adapt their app icons and app descriptions to the season. For instance:
Right here you may see the unique and Halloween-themed variations of the app icons of Subway Surfers, Offended Birds, and Two Dots. With solely minor tweaks, these video games are leveraging seasonal ASO developments efficiently.
Moreover, these apps replace their app descriptions in response to seasonal occasions as properly. As an illustration:
The Optimization of Creatives for UA
Seasonal app advertising goes past simply seasonal ASO. To unlock most development potential, it’s important to fuse each natural and paid advertising efforts.
Equally, as with ASO, cautious competitor evaluation and monitoring of their advert creatives assist you to grasp market calls for, enabling the mixing of high-performing ways into your cell consumer acquisition technique.
Nevertheless, it’s price noting that if executed poorly, this course of may be each time-consuming and extremely costly. Fortunately, with the Advert Intelligence instrument developed by MobileAction, you may analyze varied advert networks and uncover the artistic units of your rivals. On this manner, it can save you useful money and time!
With its superior filters, Advert Intelligence lets you choose your app class, search the title of the season within the media title, and choose another variables resembling platform, date vary, nation, and advert networks. It’s also possible to type these creatives by their impression shares.
Past Halloween: The 12 months-Spherical Potential
Whereas Halloween provides infinite alternatives in your app development, it’s simply the tip of the iceberg. Profitable video games are already tapping into varied holidays, occasions, and cultural moments all year long. Whether or not it’s Christmas, Ramadan, and even popular culture references resembling Barbenheimer, the probabilities for seasonal updates are infinite, permitting builders to keep up pleasure and relevance.
So don’t let cell sport advertising spook you, schedule a demo with our specialists to take advantage of out of Halloween!
Key Takeaways
- Seasonal updates can fight cell gamer fatigue and prolong the lifespan of a sport.
- Halloween updates add freshness and pleasure to cell video games and improve consumer acquisition, engagement, and retention. These updates are a robust resolution for builders to maintain their video games related and interesting for each new and returning gamers.
- To make sure the success of seasonal campaigns, it is very important observe their efficiency and achieve insights into what’s working and what’s not, utilizing ASO-related knowledge.
- The MobileAction platform provides a complete cell app advertising toolset, encompassing ASO, advert artistic optimization, paid consumer acquisition, and AI-generated instruments, offering you with full advertising capabilities.
- Let’s have a chat with our specialists and uncover extra about boosting your cell app visibility and conversions!
To find extra about seasonal app advertising, don’t forget to take a look at our earlier blogs:
