From research and development to shelves: 5 stages to optimize app promotion

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Lead: After research and teamwork, optimization of icons and screenshots, uninterrupted test work, formal shelves and post maintenance, and updates, any product can increase the chance of being discovered by the player.

In the last five years, the whole game market center of gravity has gradually moved from PC, home computer games gradually to mobile games. Mobile game marketing is interesting because it does not have a unified and effective way to promote, and these years I learned in gree some of the experience may give us some basic help.

We have five stages that must be noted, and after these five stages of optimization, any product can effectively increase the probability of being discovered by the player.

First stage: Research and teamwork

To bring a game to market, its starting point is definitely not the moment of listing, before we have to go through constant research. We need to work closely with the product team to determine the theme and gameplay of the entire game, and by looking at competitor users, we can better identify which elements are more interesting to the player. Finding the right theme and play can really enlarge the player's interest in a game, and if you do it well in the early days, this will greatly reduce the cost of future publicity.

If you have a small team dedicated to doing these things, it would be great to have a small team of professionals assess which topics are more likely to attract attention and draw conclusions that will guide you in making the game. Once you've identified the theme, you should make sure that your game has an extraordinary idea, don't limit your thinking, or that new ideas may not be accepted by the player, just give your ideas to the test and they'll tell you if they're really going to be accepted by the player.

Phase two: Optimization of icons and screenshots

After we've identified the themes and the gameplay, we should be aware of the next step. Research has found that in the electronic market, game ratings, icons, and screenshots will have a huge impact on the amount of game downloads. When the game is not listed, we can not do any work on the game score, and the game icon and screenshots are we have control.

Icon

The icon for a mobile phone game is a very important thing, experience tells us, an improved icon may bring a doubling of the download volume.

In Gree, we will draw a large number of icons, whether online surveys, banners tests, AB tests. In terms of quantity, we usually prepare 20 game icons, select 5-10 in these tests, and the 5-10 icons will have to go through the same steps to finally select the best 3-5, and in the final game test phase, we'll pick the one that the user likes best.

Screenshot

Show the game screenshot is the player for a game the most intuitive way of understanding, in the screenshot, we must fully display the game content and what the unique play, otherwise the player sees and the competitor almost similar screenshots, who will be interested in downloading our game? In the test, you should always decide which screenshots will attract more attention.

Phase III: Continuous test work

Once the beta version of the game is released and your test work is officially started, we like to have the game first in North America, where the data is more general, and generally North America's test results can basically reflect the situation on the shelves around the world.

When testing, you need to not be decisive in your game's click Volume download, while another important point is that you have to pay attention to the performance of the competitor game.

For testing, we certainly want you to be at Google Store and Apple store at the same time, but one thing to note is that Google Store games can change the game name, icon, screenshots and application description, and in the Apple Store, want to change, it is necessary to apply.

In general, we need at least six weeks to get a game of the relevant test data, in this six weeks, you can focus on user conversion rate, you can focus on different icons and screenshots of the impact on users, etc., and these data for the game officially online is very helpful.

Phase IV: Official shelves

Many preliminary preparations have been completed, and this is the easiest step to submit the most appealing icons, screenshots and application descriptions.

Phase fifth: Post maintenance and updates

This stage is very easy to be overlooked by developers a stage. In fact, the game is not shelves even if finished, for the game has been on the shelves, we should continue to keep the update, replace the new icon and update the game content is a good way to stimulate the download.

The best reason to update the holiday, Halloween version, Christmas edition and so on because of a new layer of "coat" and bring us a very high download volume. In addition, if you have a better idea for this game, it is possible to recreate all the content.

As a game promoter, you can actually do a lot of things, regardless of the size, size or budget of your company. The beauty of mobile game promotion is that you can quickly develop your various activities, because the development of mobile phone games is not a long time, so for us, any way of promotion is possible.