Surviving and Succeeding in an Overwhelmingly Cluttered Mobile Gaming Market
While “the more the merrier” might make for a great dinner party, when it comes to competition and market saturation — it’s not exactly the best situation. Such is the case with mobile gaming. There’s an ever-increasing number of games released on a daily basis (with some reports claiming the number being as high as a mind-numbing 500 mobile games per day), and the market gross from mobile and tablet-based games is now reaching $46,1 billion. These numbers speak well for innovation and opportunity; however, it’s no surprise that with the clutter, there are bound to be victims and quality inevitably suffers. With that said, it isn’t all just black and white.
People actually like “Bad” Games
The definition of “bad” really depends on the person defining it. There are thousands of reasons why people play games. And let’s be honest, nobody would make crappy games in such quantities if there wasn’t a demand for them in the first place. To put it simply, people actually play and enjoy these presumably bad games. In fact, this is where a distinction between “bad” and “simple” should be drawn. Bad is something that’s broken enough to be borderline unplayable, is a rip-off of an existing piece, or simply does not offer any substantial gameplay experience at all. If your digital alter ego refuses to move, or your vehicle dives head first through the map into the no man’s land of an undeveloped void, you might be in for a “rough ride” indeed.
Simple, on the other hand, does not exclude the possibility of enjoyment. Straightforward design and gameplay mechanics do not automatically deem a game to be unworthy. After all, it’s the simple things that make our lives enjoyable, and the joy provided by humble mobile games can be just as fulfilling as the joy you find when finally giving up to that delicious donut you resisted on previous local store visits.
Consequently, these simple “time killers” frequently end up in the top downloads lists, as thousands of people prefer this undemanding entertainment over complicated, complete attention-requiring masterpieces with complex gameplay mechanics and narratives. Easy to develop and distribute, it’s no wonder that these kinds of simple pleasures fill the better part of the stock.
As an on-point comment posted on Reddit sums it up –
“Personally, I don’t expect or want Witcher 3 when I download an app, I want something I can pick up and play when I’m on the train or waiting for the bus, it’s all a matter of perspective and opinion.”
That, however, does not solve the issue of your game disappearing in a line of objectively weaker products. Thousands of half-baked and, shall we say, ?simple” products are more than able to cast a shadow on your hidden jewel. So — how to unhide it?
How to not disappear in a Sea of Mediocrity
One’s laziness and quick-buck greed shouldn’t be an issue for somebody who invested a genuine effort to create a quality game. However, it can get slightly irritating in a crowded market increasingly filled with low-quality stink pieces (not ‘’simple” games) that make it hard for a real quality craft to shine.
There are several general guidelines to help you avoid this descent into nothingness and provide your game with a solid platform for success. Some of them are well-known general truths regarding work ethic, while others involve skills and knowledge one must develop over time.
Things to Keep in Mind
Work hard. All-nighters are pretty much inevitable. Sort out your priorities and be honest to yourself — is this game a real dream-come-true journey or just a last minute jump to earn some greenbacks? If the latter is the case, you might want to reconsider. Both your attitude and profession in general.
Learn how to code. It’s important to know the basics (if not more) to have a better understanding of what is and what’s not possible. Be ambitious, yet considerate regarding the expectations. By setting the bar reasonably high, you’ll avoid a truckload of disappointments. Embrace the process — the more you learn, the better your game quality will be. And take advantage of newer, innovative technologies. Blockchain creates an enormous opportunity for mobile gaming — study, learn, ask, and stand out in an increasingly crowded market.
Become a multi-faceted professional. In 2017, surface-level knowledge isn’t enough. You’ll be wearing multiple hats — marketing, code, design, social, and more — to be successful. And with unlimited resources available today, you have to make it a priority to become an expert.
Understand the expense commitment. And this does not apply exclusively to social media advertising. Beautiful website templates to promote your game on, talented up-and-coming designers, and delicious pizza to celebrate your first 10 downloads all should be counted when theorizing about future expenses. Plan accordingly.
And yet — don’t over complicate it. Think outside the box, yet within the boundaries of the format and learn from the greats. For example, games that successfully utilize monumental minimalist aesthetic have been all the rage for the last couple of years and thus far the trend doesn’t seem to have lost any of its former appeals. Simplicity can be a beautiful thing.
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