Halloween, the spookiest time of the 12 months, is simply across the nook, and cellular recreation builders are moving into the spirit by including some pumpkin spice to their video games. As MobileAction‘s advertising and marketing staff, we perceive the significance of capitalizing on seasonal tendencies to spice up app success.
On this weblog, we’ll discover how cellular video games embrace Halloween-themed updates and methods to reinforce consumer acquisition, engagement, and retention throughout this hauntingly enjoyable season.
The Significance of Seasonality
Conserving app customers engaged year-round is a compelling problem, particularly in case your app is a cellular recreation. Cell video games should not static creations however residing, evolving experiences. Builders have acknowledged that even when they developed one of the best recreation ever made, players expertise fatigue after they’ve made some progress, accomplished a number of the achievements, or reached some ranges.
Nonetheless, the cellular app trade has realized that the potential of harnessing the altering seasons and holidays inject freshness and pleasure into cellular video games. Seasonal updates emerge as a robust resolution to fight cellular gamer fatigue and breathe new life into cellular video games. Seasonal updates, just like the arrival of Halloween, with its charming mix of spookiness and pleasure, are the right event to dive into this development.
The foremost advantage of seasonal updates is the flexibility to increase the lifespan of a cellular recreation. As gamers usually 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 could be a highly effective device for driving consumer engagement and boosting app success. Nonetheless, it’s essential to notice that not all apps are equally suited to seasonal advertising and marketing efforts. The efficacy of such campaigns depends upon the character of your app, its audience, and the precise seasonal context.
So, the query it’s best to ask is, “Does your app stand to realize from a seasonal advertising and marketing marketing campaign?” Let’s discover this in additional element from the cellular gaming perspective.
One other query to ask: “Does the present season align along with your audience’s pursuits and celebrations?” Extra particularly, “Do the players of your cellular recreation rejoice Halloween?”
One of the best observe to reply this query is to check out the geographical origins of your app’s downloads. Varied international locations have completely different vacation calendars and fluctuations in app obtain tendencies. Using this info can allow you to craft a personalised seasonal app advertising and marketing technique.
Subway Surfers is getting most of its downloads from the USA, the UK, and Australia. There are additionally Belgium, Canada, France, and Germany on the listing. These are all international locations that commemorate Halloween fairly closely.
Subsequently, because the visible content material of Subway Surfers has many types it could be simple to combine a Halloween-themed in-app occasion in these international locations.
Leveraging Seasonal ASO
Knowledge is the guiding mild for the cellular gaming trade. To profit from your seasonal campaigns and guarantee their success, you should be adept at ASO-related knowledge. Right here’s why it’s crucial:
ASO-related knowledge assist you to make knowledgeable choices. By monitoring the efficiency of your seasonal campaigns, you’ll be able to acquire invaluable ASO insights into what’s working and what’s not.
What are the best-performing key phrases for Halloween? Are customers participating extra along with your Halloween-themed in-app occasions? Are sure app icons and descriptions driving higher outcomes throughout this season? The info supplied by ASO Intelligence holds the solutions.
1) Key phrase Developments
Players are aware of the idea of encountering contemporary storylines, getting access to new characters, or exploring novel in-game environments crafted to seize the essence of assorted 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 is not any. For a profitable seasonal marketing campaign, you shouldn’t solely delight current gamers but additionally appeal to new ones who’re keen to affix within the festive enjoyable by concentrating on some key phrases well.
For instance, the key phrase “halloween” and a few Halloween-related key phrases akin to “pumpkin” and “spooky” see a drastic improve in search scores. Subsequently, as an alternative of competing for a specific key phrase whose search rating is excessive however the probability rating is low, you’ll be able to goal “pumpkin” and “spooky” to leverage seasonality and rank within the high ten for these seasonal key phrases.
2) In-app Occasions
In-app occasions may be tailor-made to seasons for various areas. Contemplate holding stay occasions, asserting important modifications, presenting new content material or storylines, premiering new facets, or organising limited-time occasions as methods to profit from in-app occasions.
Your cellular 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 observe for apps and video games to customise their options or introduce characters that tie in with specific holidays. Consequently, customers looking app shops are typically extra proactive of their seek for themed apps and video games in the course of the days or even weeks previous important holidays.
To take advantage of out of the Halloween season, cellular video games adapt their app icons and app descriptions to the season. For instance:
Right here you’ll be able to 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 tendencies efficiently.
Moreover, these apps replace their app descriptions in line with seasonal occasions as effectively. As an illustration:
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 assist you to grasp market calls for, enabling the combination of high-performing techniques into your cellular consumer acquisition technique.
Nonetheless, it’s value noting that if executed poorly, this course of may be each time-consuming and extremely costly. Fortunately, with the Advert Intelligence device developed by MobileAction, you’ll be able to analyze varied advert networks and uncover the inventive units of your rivals. On this means, it can save you invaluable money and time!
With its superior filters, Advert Intelligence allows you to choose your app class, search the title of the season within the media title, and choose another variables akin to platform, date vary, nation, and advert networks. You may as well type these creatives by their impression shares.
Past Halloween: The 12 months-Spherical Potential
Whereas Halloween affords limitless alternatives on 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 akin to Barbenheimer, the chances for seasonal updates are limitless, permitting builders to keep up pleasure and relevance.
So don’t let cellular 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 cellular gamer fatigue and prolong the lifespan of a recreation.
- Halloween updates add freshness and pleasure to cellular video games and improve consumer acquisition, engagement, and retention. These updates are a robust 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 cellular 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 cellular app visibility and conversions!
To find extra about seasonal app advertising and marketing, don’t forget to take a look at our earlier blogs:
