Game Growth Lab Issue #5: Marketing in 2024

Welcome back to Game Growth Lab!

In this newsletter, we share the latest mobile gaming industry trends, provide actionable tips for growing your games, and share the stories of developers who turned their games into hits—

Marketing is a crucial skill that can make or break your game. ASO, UA, influencer marketing, social media...it can all be quite overwhelming. Not only do you need to attract new players continuously, but you also need to delight your players and make sure they keep coming back.

??Enjoy our fifth issue, which focuses on sharing some of the best insights on how to take your game marketing to the next level.

Top 5 Mistakes to Avoid During Your ASO Metadata Optimization Process

In mobile gaming, standing out from the crowd starts with nailing your App Store Optimization (ASO). Anna Frangogianni ?? GDC from Yodo1 simplifies it to the essentials: avoid these five common pitfalls in your ASO strategy, and you’re already ahead of most. Here's what you need to steer clear of when optimizing your game’s metadata.

Top 5 Mistakes Game Developers Make in ASO:

1. Don’t Repeat Keywords: Using the same keywords repeatedly in your app’s title, subtitle, and keyword fields on the Apple App Store is ineffective. It’s a missed opportunity to expand your reach. Note that Google Play does appreciate smart repetition of keywords in your long description.
2. Use Every Character Wisely: Both the Apple App Store and Google Play offer limited space for your metadata. Make every character count by including important keywords that help players find your game.
3. Pick Your Keywords Carefully: Avoid overly generic or irrelevant keywords. The goal is to find popular keywords that are not so competitive that your game can't rank well.
4. Keep Your Visuals and Text Aligned: Ensure your game’s screenshots and other visuals match the search terms people use to find your game. Accurate visuals lead to more downloads, as players are more likely to install a game that meets their expectations.
5. Don’t Skip the Homework: Knowing your market and understanding what your competitors are doing is crucial. Use this insight to choose keywords that appeal to your target audience and differentiate your game.

Mastering ASO is crucial for making your game more visible and attracting more players without heavy spending on ads.

Click here to read the full article and see how to avoid these errors, with practical examples.

And if you want to get even deeper into ASO, check our FREE ASO Course and Game Marketing Course inside Yodo1's Game Creator academy.

FanCraft, The Easiest Way to Engage Your Players

Countless hours spent on App Store Optimization and marketing can certainly help your mobile game stand out, but without a deep understanding of your players' unique tastes, their needs, and regular engagement, retaining them becomes challenging. This can significantly reduce the long-term return on investment of your efforts.

This is why we're excited to introduce FanCraft, the easiest way to keep your players engaged. FanCraft uses AI to automatically respond to their feedback on the Google Play Store and Apple App Store. It also analyzes this feedback to help you make improvements that your players will love.

FanCraft is currently in beta, and we're offering it for FREE to developers willing to provide us with their feedback.

If you're interested in joining the beta, click here to find out more.

How to Defeat the Clone Army in Gaming and UA | ft. Gus Viegas

Check out the latest episode of "Behind the Game" where we chat with Gus Viegas , a marketing and monetization expert with ten years of experience in the mobile gaming industry. Gus's transition from creating board games in Portugal to succeeding in Finland's mobile gaming industry shows his true passion for gaming.

This episode is packed with insights for developers looking to sharpen their marketing skills and tackle the challenges of user acquisition and game promotion. Gus shares practical advice on using influencer marketing effectively, fighting off clone games, and finding your unique angle to develop games that really stand out.