Mobile Marketing Implications for Social Gaming

Social Gaming Use Cases for mobile - Blog

Social gaming refers to online games that allow or require social interaction between players. They are based around social platforms, (like Facebook.) social gaming is typically populated by casual gamers who are interested in competing against each other. Some of the most famous examples include FarmVille & Age of War.

Mobile is a key channel in the social gaming sphere. It gives players immediate access to games and allows them to play instantly on the go. With the emphasis on the social side of this online gaming, mobile is an obvious match. Many players use their mobile devices to engage with family and friends, making mobile the number one channel for social gaming.

Mobile can boost your social gaming marketing in many diverse ways;

 

Onboarding:

Onboarding is a consistent challenge for gaming apps. Players don’t like the tedious sign-up experience. However, a simple sign-up linked to a social platform such as Facebook is an effective alternative. By requesting a social sign-up after install or first-game-completion marketers can build user profiles with the aim of pushing personal content to each gamer. Social gaming brands can see the effects of a call-to-action as simple as: “Sign up by adding your Facebook details & we can inform you when your friends are playing your favourite games”

Timing:

Mobile messaging send-time is crucial. It’s important not to send a push every two hours. Monitor peak times within the app and optimise to send a push notification at this time. Data gives timing even more relevance, especially in social gaming where usage patterns converge or diverge. For example, if the peak time is seven in the evening and Josh is not playing but their friend Adam is, an app notification delivered to Josh boosts engagement.

Example of push notification for gaming

 

Time zones need to be considered too. Sending a push notification in the middle of the night is not very valuable. Use behavioural data to send personalised and informative push notifications at a time when the player is most likely to respond.

In-app Purchasing:

77% of smartphone users are likely to uninstall an app if it repeatedly serves them with an irrelevant ad.” In-app purchases look more attractive if they look more native to the app and feel like part of the app experience. This refined UX leads to higher click through rates according to Venture Beat. Using your knowledge of player behaviour, you can incorporate native ads in a smart way, offering players a game you know they have an interest in. It is more important than ever in 2017 to pay close attention to these behaviours.

Data Analytics:

Use data analytics to gather information around the length of time a gamer plays a certain game. It might be 30 minutes everyday at 19:00 pm, you can use this information to send updates or a push notification encouraging more app engagement.

 

The above are just a few examples of how mobile automation can be used in social gaming to increase user experience and engagement leading to greater app loyalty and return on investment.

 

 

About Element Wave

Element Wave is the only Mobile Engagement Automation platform built specifically for the iGaming industry. Established in 2010 in Galway, Ireland, we are a next-generation technology & managed services company serving some of the biggest players in the industry. Our multi-award winning company specialises in mobile marketing to combat the growing problem of player churn. Contact us now for a demonstration to see how we can boost your mobile retention.

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