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by Erin Johnson | May 20, 2020
Did anyone see that Assassins’ Creed Valhalla announcement trailer? Of course you did. Chances are you did not discover it on your own, but instead, it appeared on your social media channels, most likely shared by a fan of the franchise or an influencer. At least that is how it happened to me. Game marketing truly has changed in the era of digital, community, and influencers.
It got me thinking. There are studios and publishers out there that can rely on a massive marketing machine for discoverability, fuelled almost solely by their community of engaged fans. It saves on large User Acquisition (UA) costs associated with advertising on top-of-the-funnel channels (TV, events, billboards) or the ever-increasing price on Cost-per-Install (CPI) for mobile games.
But what other reasons are there why developers should invest in building communities for their games and brands?
Attracting new users is 5 times more expensive than retaining existing users according to Forbes. That cost will continue to increase. Appsflyer predicts that global app install ad spend will double by 2022. The reasons for this are the rise in demand for high-quality users, fierce competition on discoverability, and the rapid expansion to emerging markets. Using loyal fans and brand ambassadors to refer new users to a game is almost free User Acquisition. Did you know that 65% of all downloads on Apple devices come straight from the App Store search?
Organic and engaged users retain much better compared to those acquired via paid campaigns. According to another study by Appsflyer the difference shows best in the 30 Day Retention Rate, with Apple app users showing a whopping 133% higher retention rate for organic over paid. For Android, it is even higher: 156% higher!
Users who retain for a longer time positively impact Lifetime Value (LTV) which results in an increased Return of Investment (ROI). Engaged users who play with friends or feel they are part of a bigger community, generally retain better and thus boost the LTV of those around them.
With a community of loyal fans, you also gain a lot of valuable data on user behavior. The feedback you gain via community and player support channels provides context to your metrics, which allows you to improve on existing features or create new ones that enhance the player experience (and thus retention).
Need those Quality-of-Life improvements tested? Select a group of fans from your community; they’ll be more than eager to test and provide you with more feedback.
Players seek connections and a sense of belonging. Adding a place for your players to congregate and exchange feedback or ideas, creates engagement, higher retention and increases user spend. This can take form in many ways, such as in-game chat or even progress-tracking, depending on the motivations of your audience.
It’s simply smart for developers to bet on their communities and be able to bank on the added benefits, wouldn’t you agree?
As parting words, I still wanted to share the yearly blog of Supercell’s Ilkka Paananen. You may notice the love for their community, and it’s no coincidence.
Account Manager, Mobile Gaming CX Solutions
Yes…. Another thought piece on how COVID-19 is re-shaping life as we know it and what can we learn from it going forward.
With people stuck at home and shops closed, several industries, such as e-commerce, streaming entertainment, and gaming, are experiencing hyperactivity. The influx is driving revenues but also customer support needs.
Did anyone see that Assassins’ Creed Valhalla announcement trailer? Of course you did. Chances are you did not discover it on your own, but instead it appeared on your social media channels, most likely shared by a fan of the franchise or an influencer. At least that is how it happened to me. Game marketing truly has changed in the era of digital, community, and influencers.
In BPO, we often talk about how we deliver the best possible customer experience. We focus on training knowledgeable and empathetic agents, we run and rerun staffing simulations to ensure minimal wait times. These things are important, but, for the most part, once a customer is reaching out to us, it’s already a ding to the overall customer experience. Customers want an easy experience that works as it should and is intuitive.
Last month, Vice ran an interesting article by Jess Morrissette on how games marketing invented toxic gaming culture by promoting toxicity and harassment as value propositions for gaming. While considered perfectly reasonable at the time, games marketing has luckily taken a turn for the better.
One of the most interesting things about the gaming industry is that gamers don’t behave like customers. Sure, they have no problem spending like customers, but their devotion and passion makes them more like super-fans.
With more and more companies providing work-from-home possibilities, and children spending more time at home during school breaks, many tend to fill the time previously spent commuting or at after-school activities on picking up new or old hobbies. It comes as no surprise that playing video games is one of those favored hobbies.
The World Health Organization and almost every national government has encouraged everyone in non-essential roles to stay at home. With millions of people in self-isolation, there is a real need to ensure these people have something to do.
In this new day and age where no one spends more than 67 seconds away from a screen without at least a hint of anxiety, recruiting and engaging this new wave of job seekers is no less complicated than swiping right, get a match and then not really knowing how to open a conversation anymore (sound familiar?).
In today's business world, you’d be hard-pressed to find someone who does not agree that Customer Experience is an essential aspect when building and maintaining a profitable business.
We’ve probably all heard of quality assessment (QA) before, where a quality specialist goes over agent interactions and checks to see if there are any possible areas of improvement or development...
The most successful companies make listening and understanding their customers a vital part of their business strategy. Sounds simple, doesn’t it?
In this article, I’ll provide you with five tips to shape your customer service organization in such a way that you can prevent your customers from experiencing exactly this.
When you think about Customer Experience I’m willing to bet you’ll typically think about the experiences customers have when evaluating a product or service, choosing and buying it, and then actually using it.