The success of a application de jeux based largely on a stratégie marketing efficace. However, some practices can not only affect the growth of your game, but also affect its long-term image. Here are the marketing strategies to avoid to promote a game application, as well as alternatives to better position your product.
1. Intrusive and excessive advertising
Why avoid it?
One of the main mistakes made by developers is to integrate too much publicités in the game, to the point of damaging the user experience. The non-skippable advertising, the frequent banners, and constant interruptions can frustrate players, pushing them to abandon the game.
Consequences:
- Loss of users : A player bombarded with ads will probably leave your application after a few sessions.
- Bad brand image Too many aggressive ads can give a mercantile picture of your game, moving potential players away.
- Low commitment : Advertisers will be less likely to interact with your content or recommend your game.
Alternative:
Limit ads and return them less intrusive. Choose more acceptable formats, such as publicités récompensées (where users choose to watch an advertisement for rewards), or insert ads after certain steps or at appropriate times, without abruptly interrupting the gameplay.
2. False promotion and false promises
Why avoid it?
Promising features or gaming experiences that do not reflect reality is a quick way to lose the confidence of players. Misleading ads or descriptions may encourage users to download the app, but their disappointment at a product that does not meet expectations will result in negative reviews.
Consequences:
- Negative opinions : Unfulfilled promises will lead to negative comments on the App Stores, damaging your reputation.
- High uninstallation rate : Users who feel wrong are more likely to uninstall the application quickly.
- Bad image : Once your application is perceived as misleading, it becomes difficult to regain user confidence.
Alternative:
Be transparent in your promotions. Use advertisements that show the real gameplay and the real features of the game. Consider including vidéos de gameplay authentic or captures d’écran in your marketing campaigns, so that players know what to expect.
3. Use only a paid acquisition strategy
Why avoid it?
Focus only on campagnes publicitaires payantes (Google Ads, Facebook Ads, etc.) to acquire users can be expensive and unsustainable. These campaigns can quickly exhaust your budget, and once the ads are stopped, the flow of new users is drying up.
Consequences:
- High costs : Acquisition of users via paid campaigns can become costly, especially in a saturated market where acquisition costs are rising.
- Lack of loyalty : Users acquired by paid ads may be less engaged or loyal than those who discover the application organically.
- Unsustainable growth : Without a strategy of croissance organique In addition, the growth of the game can collapse once the advertising campaigns are completed.
Alternative:
Adopt an approach balanced between acquisition and substantive strategies. Invest in techniques like ASO search engine (App Store Optimization), the réseaux sociaux, marketing d’influence, et la content creation to generate more sustainable and natural growth.
4. Ignore optimization for the App Store (ASO)
Why avoid it?
NeglectApp Store Optimization (ASO)It is depriving oneself of an important source of organic acquisition. ASO allows your application to be better referenced in App Stores through optimized keywords, des captions Attractive and engaging visuals. A lack of optimization can make your application invisible to many potential users.
Consequences:
- Reduced visibility : Without ASO, your app will be hard to find on App Stores, even for users looking for a similar game.
- Decrease in organic downloads : You will miss a large part of organic downloads, which will make you more dependent on paid advertisements.
- Lack of credibility : Poor optimization can give the impression that your game is not professional or lacks quality content.
Alternative:
Invest inOptimize your application sheets : use mots-clés pertinents, des quality screenshots, des vidéos de gameplay and engaging descriptions. Test different combinations to see what attracts the most clicks and downloads.
5. Do not engage a community of players
Why avoid it?
Ignore the importance of building a community around your game can curb loyalty and retention of players. A committed community can become a powerful promoter, while the lack of links between players can push them to seek a more social or interactive game.
Consequences:
- Low retention : Players who do not feel involved in a community or who do not have social ties with other players are more likely to quit the game quickly.
- Lack of feedback : Without an active community, you will lose valuable returns players on possible improvements and expectations.
- Missed promotional opportunities : A committed community can help promote the game by word of mouth and attract new users.
Alternative:
Create forums, focus groups on social media, or online events where players can exchange and share their experiences. Encourage players to train Guilds, des clans, or to participate in tournois to strengthen their commitment.
6. Do not track key performance metrics
Why avoid it?
Neglecting Key performance indicators (KPI) may cause Poor targeting or a bad evaluation of your marketing campaigns. Do not analyze taux de conversion, the taux de rétention ou les cost of acquiring users can make you miss opportunities for optimization and improvement.
Consequences:
- Inefficient expenditure : You may spend money in campaigns that are not effective if you do not follow the results and do not adjust your strategies accordingly.
- Poor growth management : Without an understanding of KPI as the taux de rétention ou la life of usersIt will be difficult to identify what works and what needs to be improved.
- Decisions not informed : Without accurate analysis, your marketing decisions will be based on assumptions, not real data.
Alternative:
Follow regularly your KPI using analytical tools such as Google Analytics, Adjust, ou Firebase. Analyze data such as the cost per acquisition (CPA), taux de rétention et la life value of the customer (LTV) to make factual decisions.
7. Lack of diversification of marketing channels
Why avoid it?
Focusing only on one promotion channel (e.g. Facebook Ads only) significantly limits the scope of your game. Do not diversify your marketing channels means you miss potential audiences on other platforms.
Consequences:
- Excessive dependence : If your main channel changes its algorithms or becomes more expensive, you may lose your main source of acquisition.
- Limited scope : You will reach only a fraction of your potential audience by staying on a single channel.
- Unstable growth : If a channel shuts down, your user acquisition may decrease considerably.
Alternative:
Diversify your marketing efforts using multiple channels, such as:
- Social media advertising (Facebook, Instagram, TikTok, Snapchat)
- Marketing d’influence with YouTubers or streamers
- App Store Optimization (ASO)
- Partnerships with other applications
- Email marketing campaigns for the retention of users
Conclusion
Avoiding strategic marketing errors is crucial to ensure your success application de jeux in the long term. The following is a summary of the strategies to be avoided:
| Strategy to be avoided | Why Avoid | Alternative |
|---|---|---|
| Intrusive advertising | Turns players around and harms the user experience | Use rewarded ads and non-intrusive formats |
| Deceptive promotions | Causes frustration of users and negative reviews | Be transparent and show real screenshots and authentic gameplay |
| Only paid acquisition | High and unsustainable cost | Combine paid acquisition with organic growth via ASO, influence marketing, etc. |
| Ignore ASO | Reduces visibility in App Stores | Optimize your application sheet with keywords, attractive visuals and real videos |
| Not engaging a community | Low retention and lack of loyalty | Create an active community through forums, social networks, and online events |
| Do not follow KPI | Leads to decisions based on assumptions rather than data | Follow KPIs like CPA, retention rate, and LTV to adjust your strategies |
| Lack of diversification of channels | Limited scope and excessive dependence on one channel | Diversify marketing channels: social networks, influence marketing, ASO, etc. |
By adopting transparent, balanced and market-based marketing practices data, you will not only increase the acquisition of users, but you will also ensure their Loyalty In the long term.
