Acquiring new users requires a lot of time and budget. However, it doesn\u2019t always equate to revenue for gaming apps. Long-term engagement and retention are what unlock a steady stream of profits. Mobile gaming apps depend upon IAPs (in-app purchases) to meet budget goals. As we learned in <\/span>Q3 2022<\/span>, gaming app revenue declined significantly. As a result, gaming mobile app marketers need to shift priority to app retention.\u00a0<\/span><\/p>\n In this article, we\u2019ll look at data, techniques, and strategies you\u2019ll want to review for the year ahead.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n In 2022, the mobile game segment had <\/span>fewer new games launched<\/span>. It\u2019s been trending down since 2018. <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n This is of note because it decreases market saturation. It\u2019s likely a response to disruptions still reverberating from the pandemic. Also, some game developers spent more time improving games that captured the most spending. So, what does this mean in terms of retention?\u00a0<\/span><\/p>\n Ideally, you should follow this lead and focus on improving existing mobile app games where IAPs and engagement continue to trend upward. With upgrades, you\u2019ll want to launch <\/span>CPE (cost per engagement) campaigns<\/span> that drive users to these with IAP offers aligned with the new features. If the functionality and offer are appealing, you should see gains in the retention of players and revenue.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n Within the ecosystem of gaming, you have subgroups, including RPG (role-play games), casual, hypercasual, and casino. Each has a niche and an audience. A mobile game user profile has many dimensions, so you need to align the type of game with a specific retention strategy:<\/span><\/p>\n Gaming retention strategies aren’t one size fits all, so lean into personalizing the marketing funnel for each genre.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n How well do you know your audience? It consists of many types of gamers, but they likely have similar attributes. The data you collect, if permissible, can tell you about their demographics and interactions within the app. In response to what you learn, your creative relating to CPEs, or other monetization should echo their traits. If it does, you have a greater chance of keeping them long-term.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\nFewer New Games Launch, Reducing the Market Size<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n
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Understanding Your Audience and Deploying Campaigns that Resonate<\/h2>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n
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