How can you monetize and market games across platforms and markets?

1 Choose a monetization model

There are many ways to generate revenue from your games, such as selling them upfront, offering in-app purchases, displaying ads, or creating subscriptions. Each model has its pros and cons, and you need to consider your game genre, design, target platform, and audience preferences. For example, casual games tend to work well with ads and in-app purchases, while premium games may appeal to hardcore gamers who value quality and content. You also need to balance your monetization strategy with your game experience, and avoid annoying or frustrating your players with intrusive or unfair methods.

2 Optimize your game for cross-platform compatibility

If you want to reach a wider and more diverse audience, you need to make your game compatible with different platforms, such as PC, mobile, console, or web. This means you need to optimize your game for various screen sizes, input methods, performance levels, and platform-specific features. You also need to test your game thoroughly on each platform, and fix any bugs or glitches that may affect your game quality or functionality. You can use tools and frameworks that support cross-platform development, such as Unity, Unreal Engine, or Phaser, to make your process easier and faster.

3 Research your target markets and audiences

Before you launch your game, you need to do some market research and understand your potential customers. You need to know who they are, what they like, what they expect, and what they are willing to pay for. You also need to know your competitors, and what makes your game unique or better than theirs. You can use tools and methods such as surveys, analytics, reviews, forums, or social media to gather and analyze data about your target markets and audiences. You can also segment your markets and audiences based on criteria such as location, language, age, gender, interests, or behavior.

4 Create a marketing plan and budget

Once you have a clear idea of your game value proposition and target markets and audiences, you need to create a marketing plan and budget. You need to define your marketing goals, strategies, tactics, and metrics. You also need to allocate your resources and time wisely, and prioritize the most effective and efficient marketing channels and activities. Some of the common marketing methods for games include creating a website, blog, or landing page, building an email list, launching a pre-order or crowdfunding campaign, releasing a demo or beta version, generating media coverage, creating trailers or gameplay videos, engaging with influencers or streamers, using social media platforms, advertising on search engines or networks, or participating in events or awards.

5 Localize your game for different regions and cultures

If you want to expand your game reach and appeal to different regions and cultures, you need to localize your game content and communication. Localization is more than just translating your game text or audio; it also involves adapting your game graphics, icons, symbols, colors, sounds, music, humor, references, or values to suit the preferences and expectations of your local audiences. You also need to consider the legal, technical, and cultural aspects of each region, such as ratings, regulations, payment methods, censorship, or sensitivities. You can use tools and services that specialize in game localization, such as Babble-on, LocalizeDirect, or Keywords Studios, to help you with your localization process.

6 Update and maintain your game regularly

After you launch your game, you need to keep your players engaged and satisfied with your game experience. You need to update and maintain your game regularly, and provide new content, features, or improvements. You also need to monitor your game performance, feedback, and metrics, and identify any issues or opportunities that may affect your game quality or revenue. You also need to communicate with your players, and listen to their suggestions, complaints, or praises. You can use tools and platforms that enable you to update and maintain your game easily, such as Steamworks, Google Play, or App Store Connect, to manage your game lifecycle.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?