Tag: mobile game marketing

Sleepy Giant mobile gaming studio changes strategy for mobile marketing

The firm is now converting itself into a smartphone and tablet based advertising automation firm, Adaptiv.io.

Sleepy Giant may have started off as an operations provider for mobile gaming, and then started to create its own titles, but this doesn’t mean that it has finished its evolution, as it has now announced that it is working its way into the marketing automation field with a focus on smartphones and tablets.

The expert in games is now undergoing a transformation that will make it a mobile marketing automation firm.

As it steps out of mobile gaming and into marketing over that channel, Sleepy Giant – which is based in Newport Beach, California – is also going to be changing its name to Adaptiv.io. The company has already developed an event automation engine. This makes it possible for marketing managers to be able to create definitions for their campaigns in order to make it possible to acquire a larger number of users for their mobile games.

Adaptiv.io isn’t unique in its move from mobile gaming into the marketing sphere over that channel.

mobile gaming - mobile marketing strategyThere is a growing amount of competition from companies that are working to assist the mobile game development companies in being able to target the ideal consumer and to encourage those players to spend a larger amount of time and money on their products.

According to the Adaptiv.io president and co-founder, David Lee, “We decided to pivot by taking the technology we have developed over seven years and to move into marketing automation. He also explained that the company doesn’t believe that the solutions that are currently available to mobile game developers are benefiting marketing managers. This is based on data that the company has analyzed from surveys that it has conducted. Lee explained that marketing managers “use multiple tools, they build in-house tools, and there are a lot that they don’t use anymore.”

Moving away from mobile gaming, Adaptiv.io now has a highly customizable engine. It gives marketers and app publishers the opportunity to boost their engagement and, therefore, their monetization from their cross-platform and even cross-channel marketing programs using a dynamic method.

Mobile marketing via word of mouth is critical to success

The social element is necessary for mobile gaming to be able to spread the word effectively.

According to the results of a recently conducted survey, the leading mobile marketing method to spread the word about smartphone games is word of mouth and that gamers often actively take part in this behavior.

In fact, the study showed that word of mouth is the leading method of discovering new game apps.

As much as companies and developers may spend on mobile marketing to make sure that the world will hear about their latest game apps, a study from Applifier has shown that old fashioned word of mouth is still the top method used for new discoveries. Fortunately, those social discussions often occur over smartphones and tablets, helping marketers to maintain their opportunity.

The key is for mobile marketing to encourage the social sharing of the favorite games and apps being used.

Word of Mouth Mobile MarketingAmong the 1,800 respondents to the Applifier survey, the top method of sharing news about the mobile gaming apps that were most enjoyed was word of mouth. In fact, the top three mobile marketing options were all linked to word of mouth in some way.

Of the leading three responses regarding mobile marketing for game apps, 43 percent said that they read the reviews that were left by other users. Another 36 percent said that they heard about new mobile games through friends or family members, including direct discussions, social media, and other forms of communication. Moreover, 25 percent of the respondents said that they actually watched a friend or family member play the game when they saw it for the first time.

Aside from word of mouth, video is also proving to be exceptionally popular and successful in mobile marketing for games on smartphones and tablets. Nearly three quarters (70 percent) of the respondents said that they had viewed an online video about mobile games within the preceding week. Furthermore, 45 percent said that after they viewed the video, they were more inclined to download it immediately afterward. Twenty percent of gamers are considered to be “sharers”, who download many games, play often and for long periods of time, who pay for their games, and who like to share the achievements that they have made, such as tips, scores, and screenshots.