Chay Hunter

The goal of marketing your mobile game? Drive awareness and increase installs. It sounds simple when you narrow it down to that. But there’s a world of tools and techniques you’ll need to research to get it done right. The mobile games industry is a vast one, filled with thousands of games. And making yours stand out is just half the battle. So to give you a fighting chance, we’re rounded up the best articles and resources for you to get started. Let’s dig in. First off, understand your audience Before you even consider sorting your marketing strategy, you need to know who you’re selling to. Sure, you made the game – so you should have an idea of who your audience is. But you’ll need to understand exactly what your players’ motivations are and why they’ll want to play...

Line yourself up, recruit. You can now track ranking games across more types of charts than ever before; made up of an entire new division of 80+ sub-genres. Including everything from ‘Snipers’, ‘Tower Defense’ through to ‘Romance Games’. We have three main changes for you to get through today. In GameIntel, you can now: Filter the charts by over 80 sub-genres. Sort the ranks by specific metrics, like highest retention or longest playtime. Unlock this with our new Starter tier (only $99 a month). There’s a lot to explain here. So gear up and let’s get started. What’s new in GameIntel 1. Filter the charts by over 80 sub-genres In addition to the standard App Store categories (such as hyper-casual, RPG, and Sports), you can now explore aggregated GameIntel charts for more than 80 additional sub-genres (like Tower Defense, Snipers,...

Idle games don’t involve much in the way of thinking from the player. And they don’t have an end goal – you just continue to play them, earning more in-game currency and upgrading as you go. They’re usually free to play, relying on in-app purchases and currency passes to make money. But how can you make sure that your players want to keep coming back? In this blog we’re going to tell you how to do just that, and also share some stats on engagement metrics. Why idle games appeal to both players and developers On paper, idle games sound a bit ridiculous. Why would anyone want to play a game that involves hardly any, well, playing? The numbers say different though – idle games have really high retention rates, and users keep coming back, even when they’ve been playing...

The match 3 genre has given us some of the most successful, long-running games of all time. With Benchmarks+ we can see what metrics make the best match 3 games successful. We recently updated our Benchmarks+ tool to include 25 sub-genres – one of which is ‘match 3 puzzle’. So now that we can see this classic, much-loved sub-genre in all its multi-metric magnificence, let’s take a look at what a successful match 3 game looks like. To start with: what is a match 3 game? Pretty much any game that challenges you to put matching objects together can be classified as a match 3 game. They started back in the eighties, with games like Tetris, Chain Shot! and Puzznic. In the 2000s, there was Candy Crush and Bejeweled Blitz. And more recently, there are popular titles like Ticket to...

Product update: Benchmarks+ is now a part of GameIntel (25th May 2021) We’ve launched GameIntel, a new and improved mobile intelligence offering which from today will be the new home for Benchmarks+. There’s a ton of new features, functions, and capabilities you can dig into here. You can find all of the details about it here. And if you missed it, we now have trending games in our tool.  ************************************************** Update from 9th Dec 2020:  Clear the runway, as we’ve just rolled out an exciting new bundle of sub-genres to Benchmarks+. In our last update, we added new filtering options and more shooter genres. But for this one, the hyper-casual (HC) genre takes the stage with seven new mechanic-focused options now available. Read on to find out just what they are. Hyper-casual games are simple and often rely on just...

If you’ve been keeping up with the latest Benchmarks+ buzz, then you’ll know that we recently added a huge batch of sub-genres into our tool just a few weeks ago. Now, following popular demand, we’re pleased to announce that we’ve included more shooter genres to this growing roster: ‘snipers’ and ‘tactical shooters’ (and we’re not stopping there). More details on this below 👇 A few of our users also asked for insights on Southeast Asia, which we’ve slipped in with this release, too. (The data is available from the beginning of the month, for the App Store genres only.) Again more details below. But if you’re a paying user, you can dive straight in and check the data here: This is just the start of many changes to come (with a big update coming soon). But for now, here are...

As Voodoo has put it, the key to a successful hyper-casual game is making sure it’s short, simple and satisfying. When working towards this, there are a lot of different mechanics you can use and combine for your gameplay, so we thought we’d explore which ones do the best, and why. These mechanics are the building blocks of game design. The more you know, and the more you experiment with them, the more engaging your games will become. Please, use this list as a base for inspiration, but don’t be afraid to combine multiple mechanics. We’ve seen that many fusion games with a fresh twist often perform best. Do your research Researching similar games can help you find what works and what doesn’t (as well as discovering your own niche). We’ve launched GameIntel, a new and improved mobile intelligence offering...

If you haven’t seen the news, then let me be the first to tell you that we’ve recently released our latest — and biggest to date — mobile benchmarks report. Now covering 1.2 billion monthly active players across nearly 100k games, we’ve highlighted the key trends and insights from H1 2019, so that you can see how your title truly compares to the rest of the industry. Short on time? Not a problem. In this post, we’ve summarised the key takeaways from this study, and what this means for mobile game developers around the globe. Don’t forget to download yourself a free copy here for later 👇 How to read our graphs We’re packing a whole lot of data into one report, with analysis that covers both seasonal trends and breakdowns by genre. So, to keep things simple, we presented...

“I’m sorry Dave. I’m afraid I can’t do that.” If you’re a sci-fi film fan or (ahem) of a certain age, that quote from HAL 9000, the sentient computer and antagonist of ‘2001: A Space Odyssey’, will likely have sent a small shiver down your spine. Artificial intelligence, or AI, has long been a go-to Hollywood villain – think Skynet, Ultron and, arguably the most evil of them all, Proteus IV from ‘Demon Seed’. Luckily, though, science fact hasn’t mirrored fiction (not yet, at least) and “friendly AI” is now in almost all our homes in the form of Siri, Cortana, Alexa and the like. It’s also used in more mundane processes like search engines, email filtering, and chatbots. However, AI in game design needs to catch up. Chances are you’ve heard lots about AI playing games – famous examples...

Why study social casino games? There’s a huge amount that any developer can learn from social casino games. The casino genre has some of the most avid and engaged types of players, and developers have therefore built many sophisticated meta game features in order to support the success of these types of titles This means you can find a much greater array of unique rewards, challenges or even enhanced purchasing options that provide an important distinction and added value to the players that dedicate a lot of their time to these types of games. People don’t play for real money here, so these features are crucial in order to keep them engaged. So, that’s why we’ve written this post – to showcase some of the most innovative ways to complement your core game and keep your players engaged. We look...

In an increasingly competitive mobile games market, developers and studios vying for greater user traffic to their titles must pay closer attention to their User Acquisition (UA) strategies. We’re seeing that even tried and tested processes that have gathered impressive numbers of new users in the past are now at risk of becoming ineffective. This is just as much due to overall market competition as it is to the increased automation and machine learning potential of platforms like Google and Facebook. Essentially, automatic optimization of mobile ad creatives has made it harder for titles to differentiate themselves from competitors. And there now remains only a few ways to truly stand out from the crowd. From recognising the importance of original concepts to testing different ad formats, we dig deep into what the best creative strategies are for advertising your mobile...

If you’ve read our helpful guide to launching mobile games in China, you’ll know that there are a number of stylistic and cultural differences between the kinds of games that Chinese and Western gamers choose to play. But how about the differences in when and how they play the games themselves? With that in mind, we’ve picked out five insights that we think will help Western game developers better understand and appeal to audiences in the East. 1. Fewer Chinese gamers spend money… Just as in the West, Chinese mobile gamers mostly play titles that are free to download, but which monetize through IAP or advertising. When we compared the proportion of free-to-play gamers that converted to paying players, Chinese players were around 20% less likely to convert than players in the rest of the world. However, the big swings...