Halloween, the spookiest time of the 12 months, is simply across the nook, and cell recreation builders are entering into the spirit by including some pumpkin spice to their video games. As MobileAction‘s advertising and marketing workforce, we perceive the significance of capitalizing on seasonal developments to spice up app success.
On this weblog, we’ll discover how cell video games embrace Halloween-themed updates and techniques to reinforce consumer acquisition, engagement, and retention throughout this hauntingly enjoyable season.
The Significance of Seasonality
Holding app customers engaged year-round is a compelling problem, particularly in case your app is a cell recreation. Cell video games usually are not static creations however dwelling, evolving experiences. Builders have acknowledged that even when they developed the most effective recreation ever made, avid gamers expertise fatigue after they’ve made some progress, accomplished a number of the achievements, or reached some ranges.
Nevertheless, the cell app business has realized that the potential of harnessing the altering seasons and holidays inject freshness and pleasure into cell video games. Seasonal updates emerge as a strong resolution to fight cell gamer fatigue and breathe new life into cell video games. Seasonal updates, just like the arrival of Halloween, with its charming mix of spookiness and pleasure, are the proper event to dive into this pattern.
The most important advantage of seasonal updates is the power to increase the lifespan of a cell recreation. As gamers typically search innovation and selection, introducing themed content material round holidays like Halloween can revive their curiosity. It’s like giving your recreation a second wind, guaranteeing that it stays related and interesting for each new and returning gamers.
The Applicability of Seasonality
Now we all know that seasonal advertising and marketing campaigns generally is a highly effective device for driving consumer engagement and boosting app success. Nevertheless, it’s necessary to notice that not all apps are equally fitted to seasonal advertising and marketing efforts. The efficacy of such campaigns is determined by the character of your app, its audience, and the precise seasonal context.
So, the query it is best to ask is, “Does your app stand to achieve from a seasonal advertising and marketing marketing campaign?” Let’s discover this in additional element from the cell gaming perspective.
One other query to ask: “Does the present season align together with your audience’s pursuits and celebrations?” Extra particularly, “Do the avid gamers of your cell recreation have fun Halloween?”
The perfect apply to reply this query is to check out the geographical origins of your app’s downloads. Numerous nations have totally different vacation calendars and fluctuations in app obtain developments. Using this data can allow you to craft a customized seasonal app advertising and marketing technique.
Subway Surfers is getting most of its downloads from america, the UK, and Australia. There are additionally Belgium, Canada, France, and Germany on the checklist. These are all nations that commemorate Halloween fairly closely.
Due to this fact, for the reason that visible content material of Subway Surfers has many types it could be simple to combine a Halloween-themed in-app occasion in these nations.
Leveraging Seasonal ASO
Information is the guiding mild for the cell gaming business. To profit from your seasonal campaigns and guarantee their success, you might want to be adept at ASO-related knowledge. Right here’s why it’s crucial:
ASO-related knowledge let you make knowledgeable selections. By monitoring the efficiency of your seasonal campaigns, you possibly can acquire helpful ASO insights into what’s working and what’s not.
What are the best-performing key phrases for Halloween? Are customers partaking extra together with your Halloween-themed in-app occasions? Are sure app icons and descriptions driving higher outcomes throughout this season? The info offered by ASO Intelligence holds the solutions.
1) Key phrase Developments
Players are accustomed to the idea of encountering contemporary storylines, getting access to new characters, or exploring novel in-game environments crafted to seize the essence of varied holidays.
Video games like Subway Surfers and Offended Birds have persistently launched Halloween-themed ranges, challenges, and rewards to align with the season. However is it sufficient to leverage a profitable seasonal ASO marketing campaign? The reply isn’t any. For a profitable seasonal marketing campaign, you shouldn’t solely delight present gamers but additionally entice new ones who’re keen to hitch within the festive enjoyable by concentrating on some key phrases neatly.
For instance, the key phrase “halloween” and a few Halloween-related key phrases similar to “pumpkin” and “spooky” see a drastic improve in search scores. Due to this fact, as an alternative of competing for a specific key phrase whose search rating is excessive however the probability rating is low, you possibly can goal “pumpkin” and “spooky” to leverage seasonality and rank within the prime ten for these seasonal key phrases.
2) In-app Occasions
In-app occasions could be tailor-made to seasons for various areas. Think about holding reside occasions, saying vital adjustments, presenting new content material or storylines, premiering new features, or establishing limited-time occasions as methods to profit from in-app occasions.
Your cell app can profit from leveraging in-app occasions by combining them with concentrating on particular key phrases and operating seasonal inventive adverts to extend conversion charges.
Roblox and Royal Match have already began their in-app occasions for Halloween 2023!
3) Metadata Optimization
It’s a prevalent apply for apps and video games to customise their options or introduce characters that tie in with specific holidays. Consequently, customers looking app shops are usually extra proactive of their seek for themed apps and video games in the course of the days or even weeks previous vital holidays.
To take advantage of out of the Halloween season, cell video games adapt their app icons and app descriptions to the season. For instance:
Right here you possibly can see the unique and Halloween-themed variations of the app icons of Subway Surfers, Offended Birds, and Two Dots. With solely minor tweaks, these video games are leveraging seasonal ASO developments efficiently.
Moreover, these apps replace their app descriptions in accordance with seasonal occasions as effectively. As an example:
The Optimization of Creatives for UA
Seasonal app advertising and marketing goes past simply seasonal ASO. To unlock most progress potential, it’s important to fuse each natural and paid advertising and marketing efforts.
Equally, as with ASO, cautious competitor evaluation and monitoring of their advert creatives let you grasp market calls for, enabling the mixing of high-performing ways into your cell consumer acquisition technique.
Nevertheless, it’s price noting that if executed poorly, this course of could be each time-consuming and extremely costly. Fortunately, with the Advert Intelligence device developed by MobileAction, you possibly can analyze varied advert networks and uncover the inventive units of your opponents. On this method, it can save you helpful money and time!
With its superior filters, Advert Intelligence lets you choose your app class, search the identify of the season within the media title, and choose another variables similar to platform, date vary, nation, and advert networks. It’s also possible to kind these creatives by their impression shares.
Past Halloween: The Yr-Spherical Potential
Whereas Halloween affords countless alternatives to your app progress, it’s simply the tip of the iceberg. Profitable video games are already tapping into varied holidays, occasions, and cultural moments all year long. Whether or not it’s Christmas, Ramadan, and even popular culture references similar to Barbenheimer, the probabilities for seasonal updates are countless, permitting builders to keep up pleasure and relevance.
So don’t let cell recreation advertising and marketing spook you, schedule a demo with our specialists to take advantage of out of Halloween!
Key Takeaways
- Seasonal updates can fight cell gamer fatigue and prolong the lifespan of a recreation.
- Halloween updates add freshness and pleasure to cell video games and improve consumer acquisition, engagement, and retention. These updates are a strong resolution for builders to maintain their video games related and interesting for each new and returning gamers.
- To make sure the success of seasonal campaigns, you will need to monitor their efficiency and acquire insights into what’s working and what’s not, utilizing ASO-related knowledge.
- The MobileAction platform affords a complete cell app advertising and marketing toolset, encompassing ASO, advert inventive optimization, paid consumer acquisition, and AI-generated instruments, offering you with full advertising and marketing capabilities.
- Let’s have a chat with our specialists and uncover extra about boosting your cell app visibility and conversions!
To find extra about seasonal app advertising and marketing, don’t forget to take a look at our earlier blogs:
