1. Overreliance on Influencer Marketing
One common mistake that mobile game developers make when advertising their games is relying too heavily on influencer marketing.
While influencers can certainly help drive traffic and downloads, they are not a guarantee of success. In fact, many influencers may not even be genuinely interested in the game they’re promoting, which can lead to a lackluster campaign. Additionally, influencers often charge high fees for their services, which may not be feasible for smaller developers with limited budgets.
2. Poor Targeting
Another reason why mobile game advertisements fail is poor targeting. Developers may spend hours and hours crafting the perfect ad, but if it’s not being shown to the right people, it’s unlikely to be effective.
For example, an ad for a puzzle game may be shown to someone who only plays action-packed shooter games, which could lead to low click-through rates and even fewer downloads. To avoid this, developers should use targeting options provided by advertising platforms to ensure their ads are being shown to the most relevant audience.
3. Lack of Creativity
Mobile game advertisements that simply repeat the same old phrases and cliches are unlikely to capture players’ attention. In order to be effective, advertisements should be creative and stand out from the crowd.
For example, instead of using the phrase “Get ready for the ultimate gaming experience,” consider something more unique and memorable. By thinking outside the box, developers can create ads that are more likely to be shared and talked about, leading to increased downloads and revenue.
4. Inadequate Ad Copy
The copy of a mobile game advertisement is just as important as the visuals. However, many developers overlook this aspect of their advertising strategy.
In order for an ad to be effective, it should clearly convey what the game is about, why players should care, and how they can get started. Without this information, players may not even understand what the game is all about, which could lead to a lack of interest and low click-through rates.
5. Lack of User Reviews
Finally, mobile game advertisements that fail to mention user reviews are likely to be less effective than those that do. Positive reviews from other players can be a powerful persuasion tool, as they provide social proof that the game is worth playing.
By including user reviews in their advertisements, developers can build trust with potential players and encourage them to download the game.
Case Studies: Real-Life Examples of Successful Mobile Game Advertising
While there are certainly many factors that can contribute to the failure of mobile game advertisements, there are also plenty of examples of successful campaigns. Here are a few real-life examples that demonstrate what works and what doesn’t:
Example 1: “Pokémon GO”
When it was first released in 2016, “Pokémon GO” took the world by storm. The game quickly became a cultural phenomenon, with millions of players downloading it and spending hours catching virtual creatures in real-world environments.
One of the reasons for the game’s success was its innovative advertising strategy. Instead of simply showing off the game’s features, “Pokémon GO” created an interactive ad that encouraged players to explore their surroundings and see what they could find.
