Cross-promotion: a new promotion mode of mobile games

Editor's note "the author @ Shen Yu, serving on the Alliance Developer Service Platform, is not only a heavy game player, but also to the domestic and foreign game application market is very understanding, especially on how to promote the application of a more in-depth study." Recently, he from the point of view of his own players, combined with the game industry observation and thinking, wrote this article on how to better cross the mobile game to promote the content of detailed and detailed, illustrated, worthy of domestic mobile game practitioners to read for reference.

Recently, more and more game developers have been watching the benefits of cross-selling. Some games are simply recommended to each other, and there are many games spent a lot of energy and resources in the continuous optimization, grinding cross promotion experience and effect. Small mobile phone screen would not have space, but also to make room for special promotion, but also may affect product experience, in the end what is attracting these games to do so?

Let's talk about this model today and answer a few basic questions first.

What is cross promotion?

Cross-Promotion is a recent developer discussion of more topics, in fact, is the App between the recommended exposure, through the flow of exchange to obtain more of their own products can not be touched by independent users, referred to as cross promotion.

Why do cross promotion?

Paid advertising, restrictions, games Review sites, forums, social networking sites are the most common way to promote, but more or less the effect is not obvious and low cost, cross promotion as a relatively easy to access the resources, easier to operate, and exchange back the quality of the user is relatively higher a little, For an island-like APP model, it seems to be an effective way to reach more users.

What factors influence the effect of cross promotion?

Flow, daily active users in many places, such as users often stay in the interface content is high, suitable for the game recommended by the player or introduction

What should be paid attention to when doing cross promotion?

1, do not harm the user experience, and product style consistent. Experience friendly promotion, users will not be so disgusted, but forcibly inserted into the ads, affecting the game master process will be the user away.

2, and high-quality Partner Exchange volume, good product recommendations, users are acceptable, but the recommendation of poor products, users will not buy.

3, appropriate for a number of different products to promote, to maintain freshness, but also to reach a different user base.

4, the flow of small, does not mean that no use, and some of the larger products do cross promotion, can ask to help them push a period of time, accumulate flow, in your new version or new product on line, let them in a short time to help you focus on promotion, but also a good way, the effect is relatively good, and this resource, You can fight for it without spending money.

5, with partners talk about cross promotion, may spend some energy, such as talking about cooperation mode, product design, promotion time, location and so on, for medium, small team controllability is poor, but also usually no person to be responsible for, so some third party cross promotion platform will be preferred.

6, in addition, the intersection of the entry line, do not put it on the no matter, the need for continuous testing, according to statistical data to do analysis of the flow and conversion rate of the effect, but also essential means of operation.

Finish the theory, we look at foreign and domestic several products of the cross-promotion design case.

Glu-contact Killer Zombies

The first crossover promotion, the player launches the game interface, will eject a big picture the game recommendation.

Advantages: Players can easily notice this content, and the content of the push will be constantly changing, to maintain freshness. Disadvantage: This recommendation poster is pushed back in the background, there is a certain reading of the waiting time, will be easy to be impatient users directly off, there will be a little impact experience.

Second cross promotion, game store interface

Designed three promotional bits, more games and more gold,banner strips

more games is a cross promotion entrance more gold is Tapjoy's offer wall (advertising) Banner recommendation, screenshot of the game is a domestic team of well-known products (High Noon)

It is worth mentioning that these promotional portals are in the design of the game when taken into account, from the placement of the location (shop home) and display content are carefully considered, but not abrupt, players do not feel that the interface is everywhere advertising.

Click More Games entered, into a large picture recommended interface, such a design experience will be better, you can pass to the user more information, click Conversion rate will be higher.

Other points to note is that the display content has a lot of hints, free!, get it!, five-star, including very inconspicuous white bottom No to guide users attention to this game, do not prematurely close the screen.

Click to hide in the upper left corner of Skip into the game recommended list, show more games, you can put GLU yourself and others game.

Brief：

GLU has spent a lot of time in the cross promotion of his game, products in the design of a good use of each important recommended location, but also provides a better user experience, the promotion will be better than other games, from the game to open the process, a variety of recommendations, all kinds of guide users to see the new game, but do not feel disgusted, A textbook case.

Gameloft-bia 2

Note that the upper right corner of the "G" is Gameloft, is the intersection of the promotion of the entrance, after the opening is Gameloft to promote the content of the game, often play Gameloft players should also be aware that the other Gameloft game roughly have such an icon, They sometimes go to this little icon to find other Gameloft games.

Brief：

Gameloft Although added a cross promotion of the entrance, but simply used to push their own home game, there is no and other product exchange, from the user access point of view unavoidably some limitations, do a good job, nothing too prominent characteristics.

Pocketgems-pet Hotel

Pocketgems brand Logo G is a cross promotion of the entrance, after the point of the game can see their own cross promotion, because the Pocketgems production game type is very similar, user groups are very similar, through this method to the user from one game to another game, Also indirectly promote the game's life cycle, this method is also quite effective.

Brief：

Pocket Gems added play function, not only can recommend players to download the game, but also recommend players to switch to another game to play, so as to promote the number of active users, is also a cross promotion in an innovation.

Doodle Jump

Adopt the style design concise, practical, the player will easily notice news entrance design, click into the advertising style is also with Doodle jump maintained a high degree of consistency, experience is good, it is worth learning.

Brief：

Even if the ads, user experience consistency is their own game brand will have a positive publicity, foreign companies pay special attention to this point, Doodle jump not always to the user to push ads, but pushed over the content of users will be valuable.

Hign Noon

The design of Hign Noon is more interesting, in the game interface there is a selling mountain uncle, occasionally open the box, to the player Try other apps, standing next to the game, it is natural, players also feel interesting, the point opened the box after the new game of Zynga is recommended, This is definitely a textbook-style cross promotion design.

Brief：

As a team in the domestic production of the game, Happylatte true reputation, can be advertising and cross-promotion of the entrance design so interesting, presumably the players are also very happy to accept the product for the team, the United States top grossing list of regulars, recommended.

Little Bear pushing gold coins

Also is the domestic work, the small bear pushes the gold coin also through the very ingenious way in the game design cross promotion, after the game starts successfully, pops up a big picture, downloads the Cubs series The game, rewards the rare blue gold coins Oh, the effect how, you understand.

Game screen, the left has a few seconds to play the game icon, because the logo is relatively strong, the player is easier to identify the series of works, like the user will point in, you can jump to the App store to download.

Brief：

Bear Series is also the author of the game is very love to play, from painting the wind, people set to the game has a lot of innovation and fun, cross-promotion of the design also integrates the overall style of the games, lively, lovely, to the user's impressive. But the disadvantage is that there are too many elements in the entire UI, and sometimes it's confusing to look at and it's not easy to notice.

A Master of fish hunting

Fishing game is more familiar, fishing master this product is also in the product to join the intersection of the promotion of the entrance, design is also very human, you can pay attention to the interface to do the above mailbox, there is a letter, prompting users to open, in fact, is a push promotion message.

After the user opens, you can see a larger promotional poster. This custom design is very special, suitable for the display of the recommended content, but also can convey enough information to the user, only a recommendation can only recommend one content, but the conversion rate should be relatively high.

Brief：

This cross promotion of the design in the promotion of the content of some new breakthroughs, personalized, sophisticated content, large map, periodic push, from these small details can be seen, the user experience of the grasp is very well in place.

Conclusion

The game is a pioneer in the innovation of the cross promotion, and there will be a new appearance in the future. In fact, overseas game manufacturers, distribution channels in the use of cross promotion has been very systematic, such as GLU, EA, Gameloft, Pocket Gems, Chillingo, STORM8 have their own one set of cross promotion system, This also shows that the cross promotion is indeed a very high cost-performance promotion.

Cross-promotion of the design is very important, perhaps we all understand, but how to be as far as possible without disturbing the user to maximize the benefits, the need to weigh the user experience of the design, there are still many skills, I hope today's introduction can give developers some inspiration, Also hope that more developers in the future can make good use of cross promotion to get more users.

The drawing is from Flickr

Source: http://www.leiphone.com/shenzhao-ios-app.html