Gamer motivations are making a robust comeback in app advertising and marketing, particularly for cellular video games. However how will you benefit from 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 instrument that classifies customers’ gaming intentions to raised goal them whereas establishing a advertising and marketing technique. They assist phase your consumer base based on what they’re on the lookout for.
Figuring out what drives them to obtain cellular video games is a good way to enhance focusing on, particularly with the rise of ATT. It’s changing into tougher and tougher 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 focusing on, however to benefit from them it’s essential to determine what they’re and the best way to use them.
There are various totally different choices to categorize gamer motivations, Meta has 8 gamer motivations, Liftoff and Quantic Foundry have 6. Normally, these motivations are fairly comparable however there isn’t a set listing. You possibly can even make up your individual motivations based on your viewers.
Gamer motivation generally is a recreation changer, based on Meta’s analysis, they “drive increased consumer worth and better advertisements high quality scores”. Additionally they assist enhance conversion fee and cut back churn by focusing on the appropriate viewers to your recreation.
It’s a brand new method to phase your viewers with out counting on demographic knowledge, and you may benefit from this segmenting with instruments similar to 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 character 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 depart 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 decisions each aesthetics but additionally strategic. The expertise must really feel private and to vow customization, to make it distinctive as effectively.
Avid gamers in quest of customization don’t wish to have an everyday gaming expertise, they need the cellular recreation they’re contemplating downloading to deliver them one thing particular that’s simply theirs, they wish to depart their mark. They’re often additionally fascinated by discovery and exploration.
Easy methods to showcase it in creatives
The principle component to point out is the potential for decisions. However relying in your recreation style, these decisions might be totally different. You may have a battle recreation? You possibly can present customizable weapons, outfits, characters and even battle formation! Present range in your gameplay, that the customers’ selections truly present up within the recreation.
Customization is usually about creativity and visible impression, from renovation to character makeover, customers wish to make aesthetic decisions and organize the sport’s universe to suit their identification.
Addressing them instantly together with your copy is a good way to begin. Assist them visualize the expertise and the customization they may arrange. Let’s check out Stardew Valley, there’s lots occurring on this recreation however their first App Retailer screenshot is concerning the gamer constructing the farm of their desires, not any farm thoughts you, the one they all the time dreamed of, one that will be simply theirs, precisely how they prefer it.
And sure, as with all farming recreation, you possibly can develop crops and handle animals in Stardew Valley, however you may as well design the farm nevertheless you want. This screenshot exhibits a number of kind of decisions like animals (you possibly can see a cow, a goat, a duck, a horse and chickens) but additionally totally different homes, partitions and flooring. Even if you happen to don’t see somebody choosing this stuff, it’s sufficient to see the variety of choices doable 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 expertise combo. On the high of one in all their Play Retailer screenshots you possibly can see Talent Choice in addition to obtainable decisions for weapons. It additionally implies that there are numerous methods of preventing the sport’s zombies and that gameplay is a novel expertise. By specializing in doable combos, it exhibits the consumer that irrespective of the restricted quantity of weapons obtainable, they’ll design their very own expertise and make it private. It’s a good way to point out them that even when they don’t assume so, particularly inside sure recreation genres, they’ll nonetheless discover components of customization to benefit from their gaming expertise.
You too can handle the participant instantly in your visible property. It really works nice for screenshots, with simple CTAs nevertheless it’s additionally related for video advertisements. This cellular Mario recreation exhibits totally different coloured Toads in addition to totally different kingdoms. It’s straight to the purpose, and exhibits customers that they’ll be capable of personalize their expertise.
However there are a variety of choices to showcase customization choices, each with static and video property. Some key phrases like “distinctive”, “your individual”, “select”, “customise”, “your dream….”, and so forth. will go a great distance in the direction of that objective. Be happy to adapt it to your product and present the distinctiveness of your gaming expertise. There’s all the time a means of creating it really feel particular and customized, and it is going to be useful that can assist you convert customers in quest of a custom-made expertise.
These customers wish to make their expertise as private as may be, you simply want to point out them how it might work in your app or cellular video games. Customization isn’t just about creating a personality that appears such as you, it’s about having a novel gameplay expertise and the liberty of creating decisions to impression your gaming.
That is in all probability why Campfire Cat Cafe selected to focus on 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 point out customers the best way.
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 so forth.).
