Tap, click, convert: Marketing lessons from idle game adventures

Written by: Dipshikha Giri , Senior Marketing and Communications Officer

Living in the vast universe of unskippable ads, I was forced into the addictive world of idle games. In my defense, some of these ads cunningly bait you in with seemingly “stupid” gameplay that makes you go “I should download it – clearly, I’m the gaming genius who can cross this level.”

The genre of idle games exploded into popularity circa 2013 with games like Cookie Clicker, Egg Inc, and later with AdVenture Capitalist and Idle Miner Tycoon. While in theory, there’s nothing to actually “play” in these games, it still feels good to see all the “achievements” we've made doing “nothing.” That’s oddly delightful.

And it's not just me—idle game downloads saw a staggering rise of 2050% from 2021 to 2022. Little did I know that amidst the mindless tapping and virtual empire-building, there were invaluable branding and marketing lessons waiting to be unraveled.

In this blog, I’ll decode the strategic game planning and uncover how these idle games turned into unexpected mentors for my branding strategies and marketing career.

Feed into the viewer’s ego

This is the most effective marketing strategy I’ve seen over the years. Idle game ads deliberately show ridiculous moves on easy-level games to frustrate the viewers. Many viewers end up downloading these games only to “prove a point” and “play the right way.”

It’s like the conventional marketing version of leaving an intentional typo to get more engagement in comments. I personally do not like this tactic but I mean, if it works, it works, right?

There’s a better way to do this: addressing viewer’s frustration and pain points.?

• ?? Tip: Highlight viewers’ pain points in a blend of frustration and humor. Then show how your business/service can effectively address them. A touch of playful frustration can lead to enthusiastic engagement.

Market-ception: Campaign within a campaign

Idle games have cracked the code: Target players while they're playing other idle games.

Since they already love the genre, it’s easier to reach the right target if you’re advertising within another idle game.

Usually, idle players switch through different games during key wait hours. So, while my cats are busy making soups and making money for me, I go on to build my ever-evolving burger empire, tapping fiercely to make some big bucks.?

When we’re organizing an event at Leapfrog, we indulge in a little bit of remarketing of other related initiatives like Leapfrog Student Partnership Program or LeapNetwork.?

See what I did here? ;)

• ?? Tip: Look for ways to reiterate other initiatives within a particular campaign. Even as I am writing this blog, I’m sneakily weaving in a bunch of other initiatives. Idle games taught me well. :D

Leveraging timed boosters?

Timed boosts in idle games maximize productivity for a limited period. And these boosts usually come with premium subscription or after watching an ad— again, a brilliant example of campaign within a campaign.?

In marketing, these “timed boosters” translate into the latest trends and making the right move at the right time.

Moment marketing has been a big moment this year as we saw big brands hop on AI trends with Maybelline’s bigger-than-life mascara and channeling the Barbenheimer craze.?

As Spotify released this year’s Wrapped in late November, we used a “timed booster” to level up our social media engagement. Enter: Leapfroggify Wrapped 2023.

• ?? Tip: Keep an eye out for real life “timed boosters” and capitalize on trends. Launch campaigns strategically and engage your audience when relevant.

Level up your brand identity

Brand identity doesn’t only mean a shiny new logo. It also reflects on your social media and the design trends you follow.

Templates for social media come in handy when you have deadlines and less time to explore new ideas. However, a stagnant social media filled with pre-made templates is like a character stuck at level one— it won’t capture attention nor will it add any value.

You can level up your brand identity on social media by updating your persona with the changing times. Explore and experiment with brand colors and ongoing design trends.

• ?? Tip: Regularly audit and update your visual elements to stay relevant in the ever-changing market. We constantly bug designers with fresh moodboards and latest trends almost every quarter.

Community building, one level at a time

Idle games often encourage players to join guilds or communities with enticing perks, prizes, and special accesses.

Incorporate this strategy into your marketing strategy by building an exclusive community where people feel like they are a part of something bigger. Also the perks. People love perks.

We’ve been indulging in the community with events throughout the year. When we don’t have anything planned, we send out monthly newsletters through LeapNetwork to keep that sense of community alive.?

If you want to be a part of our community, join the Discord channel.?

• ?? Tip: Establish a community online or on-site where people can come together to discuss ideas and explore what your brand stands for. The easiest way to do it is to build a forum or plan and organize on-site events.

Keeping your gamers engaged

The beauty of idle games is their ability to keep players engaged even when they're not actively playing.

Apply this to your marketing strategy— use social media, newsletters, and interactive content to maintain a consistent connection with your audience, even during "idle" periods. It can be as simple as sharing a poll on stories or a quick 10-second Reel hopping on the latest trend.

Marketing isn’t a one-time thing or waiting for that one post to go viral overnight. It evolves over time.

• ?? Tip: Develop a content calendar to ensure a consistent flow of engaging content that keeps your audience hooked between major marketing campaigns.

Patience is the true virtue

Lastly, idle games taught me the value of patience that cooking or gardening never could.

I’m not much of a green thumb in real life but I have a collection of 50+ plants in my virtual garden. Sowing seeds, watering them daily, and watching them grow in their cute little virtual greenhouse.?

Small updates in these idle games lead to significant progress over time. Similarly in branding, building a strong presence takes time. Marketing efforts bear fruits when given the necessary time to flourish.?

We did not garner 7k+ followers on TikTok overnight. It took months of chasing down engineers at the office, persuading them to bust out weird dance moves, and a hefty dose of editing.

When strategizing marketing campaigns for major events, we break them down into manageable chunks. Given the scale of the event, we prepare a roadmap spanning a week, a month, or beyond to prevent it from feeling too overwhelming.

Getting 200 event registrations every week sounds more reasonable than 800 registration in two days.?

• ?? Tip: Set achievable marketing milestones and celebrate them with your team to foster a positive working environment.

Game on, brand on! ??

In hindsight, what seemed like a mere distraction into the world of idle games unexpectedly unraveled a series of marketing insights. Maybe it’s my (alternate) version of Newton’s eureka moment of apples and gravity.?

So, with a playful tap, a strategic click, and the conversion of lessons learned, let’s declare: Game on, brand on!