Gamer motivations are making a powerful comeback in app advertising, particularly for cell video games. However how will you benefit from them whereas constructing your advertising technique? We’ll present you ways, one gamer motivation at a time!
What are gamer motivations?
Gamer motivations is a advertising device that classifies customers’ gaming intentions to raised goal them whereas organising a advertising technique. They assist phase your consumer base based on what they’re on the lookout for.
Realizing what drives them to obtain cell video games is an effective way to enhance concentrating on, particularly with the rise of ATT. It’s turning into tougher and tougher to focus on customers, with entry to third-party information being tougher. It’s extra environment friendly to focus on customers by means of their wants and present them that what they’re on the lookout for is out there in your app or sport.
Gamer motivations may also help you refine concentrating on, however to benefit from them it’s essential to determine what they’re and how you can use them.
There are lots of totally different choices to categorize gamer motivations, Meta has 8 gamer motivations, Liftoff and Quantic Foundry have 6. Often, these motivations are fairly related however there isn’t any set record. You may even make up your individual motivations based on your viewers.
Gamer motivation could be a sport changer, based on Meta’s analysis, they “drive greater consumer worth and better adverts high quality scores”. In addition they assist enhance conversion charge and scale back churn by concentrating on the precise viewers to your sport.
It’s a brand new strategy to phase your viewers with out counting on demographic information, and you may benefit from this segmenting with instruments similar to Product Web page Customization within the App Retailer and Personalised Itemizing Pages within the Google Play Retailer. Tailor your creatives to your viewers’s particular wants and motivations.
About self-expression & customization
Meta calls it self-expression, Liftoff calls it customization & ornament and Quantic Foundry calls it creativity. This gamer motivation is all about personalization and connection to the sport. Customers who’re on the lookout for self-expression are motivated by expressing their individuality and persona in sport.
Aesthetic management is essential for these customers, having the ability to curate their expertise and gameplay to suit their wants and wishes. AppLovin discovered that customization helps enhance cell sport engagement, as a result of customers search the power to go away their mark, they are going to be extra concerned within the sport if they will push boundaries and discover all the probabilities at their fingertips.
These customers wish to personalize their expertise, both by constructing one thing, customizing a personality or adorning a home, having to make decisions each aesthetics but in addition strategic. The expertise must really feel private and to vow customization, to make it distinctive as properly.
Players searching for customization don’t need to have a daily gaming expertise, they need the cell sport they’re contemplating downloading to carry them one thing particular that’s simply theirs, they need to go away their mark. They’re often additionally inquisitive about discovery and exploration.
The best way to showcase it in creatives
The principle factor to point out is the potential for decisions. However relying in your sport style, these decisions will probably be totally different. You could have a battle sport? You may present customizable weapons, outfits, characters and even battle formation! Present variety in your gameplay, that the customers’ selections really present up within the sport.
Customization is usually about creativity and visible affect, from renovation to character makeover, customers need to make aesthetic decisions and organize the sport’s universe to suit their identification.
Addressing them immediately along with your copy is an effective way to start out. Assist them visualize the expertise and the customization they may arrange. Let’s check out Stardew Valley, there’s quite a bit taking place on this sport however their first App Retailer screenshot is in regards to the gamer constructing the farm of their goals, not any farm thoughts you, the one they all the time dreamed of, one that might be simply theirs, precisely how they prefer it.
And sure, as with every farming sport, you’ll be able to develop crops and deal with animals in Stardew Valley, however you may also design the farm nevertheless you want. This screenshot reveals a number of kind of decisions like animals (you’ll be able to see a cow, a goat, a duck, a horse and chickens) but in addition totally different homes, partitions and flooring. Even for those who don’t see somebody selecting this stuff, it’s sufficient to see the variety of choices doable to know that you are able to do something you need and arrange the farm simply as you’d like.
For survivor.io, a zombie survival sport, displaying customization is about weapons and abilities combo. On the prime of one in every of their Play Retailer screenshots you’ll be able to see Talent Choice in addition to obtainable decisions for weapons. It additionally implies that there are lots of methods of combating the sport’s zombies and that gameplay is a novel expertise. By specializing in doable combos, it reveals the consumer that regardless of the restricted quantity of weapons obtainable, they will design their very own expertise and make it private. It’s an effective way to point out them that even when they don’t assume so, particularly inside sure sport genres, they will nonetheless discover parts of customization to take advantage of their gaming expertise.
It’s also possible to deal with the participant immediately in your visible belongings. It really works nice for screenshots, with easy CTAs however it’s additionally related for video adverts. This cell Mario sport reveals totally different coloured Toads in addition to totally different kingdoms. It’s straight to the purpose, and reveals customers that they may be capable to personalize their expertise.
However there are numerous choices to showcase customization choices, each with static and video belongings. Some key phrases like “distinctive”, “your individual”, “select”, “customise”, “your dream….”, and many others. will go a good distance in the direction of that objective. Be happy to adapt it to your product and present the distinctiveness of your gaming expertise. There’s all the time a approach of creating it really feel particular and personalised, and it is going to be useful that can assist you convert customers searching for a personalized expertise.
These customers want to make their expertise as private as will be, you simply want to point out them how it might work in your app or cell video games. Customization is not only about creating a personality that appears such as you, it’s about having a novel gameplay expertise and the liberty of creating decisions to affect your gaming.
That is most likely why Campfire Cat Cafe selected to focus on the phrase select for its first screenshot, as a result of that’s what customization is all about: making the selection to have a novel expertise. You simply want to point out customers the way in which.
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video adverts, app retailer movies, and many others.).
