One week Game challenge GWG D3 check in !
One week Game challenge D3 check in !
First thing first — the Game idea needed to be scoped.
In order to do so — I highly recommend Miro for quick board insight for the market insight.
As a reminder :
1 — Market insight
At this stage — you understand the market and try to read with customer marketing, trends and player motivation what would make the most sense to invest time in. This stage is the coolest one as you do not aim to invent the wheel but get inspiration from the best ;) What’s hard is to keep the focus and make choice to only choose one direction.
Tool : Miro, Google playstore, appmagic your creativity to connect dots
Market insight : You need to know what you are doing, for who and why?
Market insight step- by step :
I have splitted my miro board in several categories :
Tobi is coming from xx and is playing fussball since xx he is the prince of the streets and play everywhere fussball — he never goes out without his ball he is the VTT of fussball on his way to premium championship on the continent
After a quick analysis from appmagic I noticed either top download and revenue are also into Latam and MENA — I decided this would be my focus on an audience M- 18+ and go really slightly on the monopoly go vibe as the audience does not match. If we add Nielsen source Brazil seem to be a really strong opportunity with 65% interest in the population with 216,422,446 people.
ARPI monopoly go is 9,6$ in US when the top ARPI of Mini Football — Mobile Soccer for instance is 0,99$ I will match more likely the second one with hybrid monetization and upselling feature and personalization RV items.
The strategy will be to use limited offer via IAPS and engage in the upsell via RV.
Then you can move forward with your Personas. Personas are fictional characters, who are created based on research in order to represent the different user types that might play your game in a similar way.
They help you to get goals, motivations, expectations and frustrations of your players, in order to help guide decisions about the game such as features, interactions, and even visual design.
Personas need to be used in your development but also marketing in order to be effective.
Now you know your pricing and market — just fill a little persona map — persona tend to stereotype so I advice to do several so you expand your reflection — this was a tip I learnt in inclusive game design. Don’t forget there is no one gamer but several — Source Newzoo below :
In order to do so — I just built quickly my logo on Adobe spark — it takes two clic :
To decide about my brand name I did a quick search on answer the public, keyword planner and keyword trend:
I then just connected on Yougov , smartclip, clairfield international to get basic info about the user persona and did a quick search about my audience.
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2 — Conception
At this stage, you focus on your guesses and execute your perspective— you get the knowledge of your player so now you want to begin to materialize via fast prototyping your ideas and begin to cluster your adience and get a sense of the market pricing.
In order to do so — I just create a 3D environment to record my videos. This game is not playable yet — I use it only for market testing.
Conception : You managed to have 1–3 days of content, basic mechanic and loop. KPIs : CPI < 1$
Here you do not need from the start a build or a game — you need video ; you can connect the node how you would like — the game does not have to work.
Tools : Buildbox, quicktime recording, Free 3D website, Mixamo , Tiktok trend, Adobe express.
So I am currently far from the CPI — conception takes a lot of time — not because you do a game as this is not the goal at this stage but because you begin to build your marketability video.
Those video need to be think ahead and tested prior any game is released in order to assess the marketability. To validate your concept you can play on the cosmetics to reach your CTR, CVR, CPI target. It is useless to even publish or have a build if you don’t reach this CPI.
Usually this would be +2% CTR on feed, +50% CVR on google and 1$ CPI.
Cosmetics example :
To reach your CPI target and maximize your investment my advice is to experiment on Tikok lead generation campaign — so you get info on your audience and can begin to own data and do audience clustering additionally to getting upper funnel KPIs to validate your concept.
Tiktok get a limited offer — Spend 100$ get 100$ which you can find here for each new buisiness account
It helps a lot as well that tiktok has a lot of creative tools embeded in the platform :
First test setup:
Type : Web test
Each video redirect to a subscription form where you take the user email:
1/ this email can be re-used when you have the build.
2/ each video help you to bucket a different audience and you begin to build your audience cluster and benchmark pricing
At this stage — you need a lot of creativity to test and experiment several crucial costmetics which will make your game user centric and best tailored for the people you want to reach.
You can start your campaign at 10 $ per day — even if you do not get big volume of lead — you will have all upper funnel metrics which are the most important (CTR, Impression, who is your audience ? etc. ) . Aim for at least 10k Impression prior making conclusion.
Connect your Tiktok social to your account — your video will automatically be selected for your campaign. It helps to first get an audience on social prior starting your user lead campaign. This should help the algorithm which will read your organic social account and this will decrease your price.
Create a form in tiktok ; one per audience cluster to get your most engage user email:
Let’s start !