With annual mobile gaming revenues of £26bn likely to pass console game revenues for the first time, the team behind OtherLevels’ mobile marketing platform has been reminding attendees at ICE 2015 and game developers of the need for a mobile-first mindset.
The most effective way to deepen player engagement, reduce churn and boost customer acquisition is by delivering relevant, meaningful mobile content that enhances the player journey and experience from the moment of download, according to Rupert Thorp, EMEA sales director, who is one of the OtherLevels’ team attending ICE this week.
Based on the firm’s experience with clients including SEGA, Betfred and Halfbrick Studios, OtherLevels advocates the use of app and game data to stimulate mobile conversations based on who players are, known CRM data about interests and preferences, and the level of recent game activity.
By deepening their understanding of mobile content and strategies, developers can deliver messages and conversations within the mobile gaming environment that support higher levels of activity, interest and engagement. OtherLevels suggest “going deep with loyal players.”
These players are high-value, already engaged members of the fan base, and should be considered top-priority customers. Instead of delivering more messages based solely on known loyalty and high levels of activity, developers should craft strategic, targeted, personalised messages that are designed to keep the mobile conversation – and the gameplay – going.
According to OtherLevels, developers should also design content that tells a story. Even within a game-based story, content must be stimulating and enticing enough to lure players into the game journey. Encourage players to stay and convince them to explore.
Finally, developers should “get personal” - data is critical to understand who players are, what their interests are, how actively they play or how recently they engaged. Developers who mine and use game-related data are ideally situated for enhancing and personalising the gaming experience.
