by Jhaymesisviphotography
Big mobile game developers such as EA and ActivisionBlizzard are able to follow tried and true marketing programs that cost many thousands of dollars. These expensive mobile game marketing programs create enough of a buzz to capture the interest of their target buyers in order to sell thousands of their mobile game apps. James Kaye explains in his pocketgamer.biz article that smaller mobile game developers are failing to incorporate marketing costs to promote the new games they are launching. It appears that these developers are interested in producing quick game apps that can be developed rather cheaply, tested and then launched. After launch, most of these game developers anticipate immediate sales and quick dollars. They don't take the huge sea of available mobile game apps that are available on iOS and Android platforms. Typically, their cute, quick, fun game is either completely ignored or enjoys a handful of downloads, regardless of the game being offered as a free to play or a paid app. This short-sighted view is costing smaller game developers a great deal of money and many mobile game developers are quickly closing their doors permanently as a result.
Mobile game marketing is broken ... and here's why
Something is rotten in the world of mobile games marketing.
I've been marketing mobile games for several years now, and have felt increasingly uneasy as more and more of the companies that approach us for help with launching their games have developed a skewed view of what app marketing is about.
At a recent event in London I chatted candidly to the owners of two large US-based review sites. Asking them about their own sources of revenue, it became clear that they are simply not seeing the same level of investment today from developers and publishers than before.
Scratch the surface and you get the clear sense that the industry's singular obsession with performance-based advertising is at the expense of what should be at the heart of effective marketing - building an emotional engagement with a brand via brand advertising.
Read more here: http://www.pocketgamer.biz/feature/58394/mobile-game-marketing-is-broken-and-heres-why/
Mobile game marketing is broken ... and here's why
Something is rotten in the world of mobile games marketing.
I've been marketing mobile games for several years now, and have felt increasingly uneasy as more and more of the companies that approach us for help with launching their games have developed a skewed view of what app marketing is about.
At a recent event in London I chatted candidly to the owners of two large US-based review sites. Asking them about their own sources of revenue, it became clear that they are simply not seeing the same level of investment today from developers and publishers than before.
Scratch the surface and you get the clear sense that the industry's singular obsession with performance-based advertising is at the expense of what should be at the heart of effective marketing - building an emotional engagement with a brand via brand advertising.
Read more here: http://www.pocketgamer.biz/feature/58394/mobile-game-marketing-is-broken-and-heres-why/
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