A 5-step strategy for mobile gaming user acquisition with influencer marketing

Influencer marketing can elevate mobile game user acquisition, but how?
influencer girl making a video on a topic with headphones laptop and microphone

Navigating the bustling world of mobile gaming can be a complex task for developers aiming to distinguish their creations from the mass of options available in app stores. One powerful strategy that has taken center stage in this challenging environment is influencer marketing, a highly effective tool for driving user acquisition.

Before diving into the nitty-gritty of using the power of influencers, it’s vital to understand who they are. An influencer is an individual who has established substantial online credibility within a specific niche. They can shape their followers’ opinions, interests, and purchasing decisions. 

Working with influencers – social media personalities with significant followings – can help you reach untapped user bases and accelerate game downloads, largely due to the trust and bond they have cultivated with their audiences. 

Here are five ways to enhance your mobile gaming user acquisition with influencer marketing.

  1. Defining your goal, target audience, and KPIs:

Before launching an influencer marketing campaign, it’s essential to identify your goals, target audience, and key performance indicators (KPIs).

Your goal might be increasing game downloads, boosting in-app purchases, or enhancing brand awareness. Your target audience should be a specific group of potential players you want to reach, such as casual gamers, strategy enthusiasts, or a particular age group.

KPIs, on the other hand, are the metrics you’ll use to measure success. They could include downloads, user engagement, or the lifetime value of acquired users. Identifying these elements upfront will help shape your influencer marketing strategy and ensure it’s aimed at achieving concrete outcomes.

  1. Choosing the right influencer:

It’s not just about working with influencers but working with the right influencers. The influencer’s audience demographics should align with your game’s target audience. or instance, if your game is a complex strategy game aimed at adults, partnering with an influencer popular among teens who favor casual games may not yield the best results.

Research potential influencers thoroughly. Look at their follower demographics, engagement rates, and the type of content they produce. Check if they have previously promoted games similar to yours and the response they received.

  1. Authentic promotion:

The magic of influencer marketing is its authenticity. People trust influencers because they feel they provide authentic opinions, so avoid scripting every detail of what the influencer should say about your game.

Offer them early access to your game and let them experience it firsthand. This approach allows influencers to endorse your game in their unique style, making the promotion more authentic and engaging to potential players.

  1. Creative collaboration:

Influencers are content creators. They understand their audience and know what content resonates best with them. Let them get creative with how they want to present your game. It could be through gameplay streams, challenges, contests, or even creating exclusive in-game content.

This not only results in more engaging promotion but also endears your game to the influencer’s audience, increasing the likelihood of conversions.

  1. Measuring the effectiveness of your marketing efforts:

A crucial step in any marketing strategy is to track its effectiveness. Employ trackable links or unique promo codes to monitor how many game installs each influencer’s promotion garners. Tracking such data will help you understand which influencers are driving the most users to your game, the type of content that’s most effective, and whether your influencer marketing campaign is achieving its predetermined KPIs.

To sum up, influencer marketing, if navigated correctly, can be a tremendous asset for boosting mobile gaming user acquisition. By defining clear goals, selecting the right influencers, ensuring authentic promotion, promoting creative collaboration, and meticulously measuring effectiveness, you can create a robust influencer marketing strategy that propels your game’s success.

Remember, influencer marketing isn’t solely about game promotion. It’s about building relationships with influential personalities who can become champions for your brand, ultimately driving your game to new heights of popularity. So instead of approaching influencer marketing as a one-off campaign, consider building long-term relationships with influencers. Long-term partnerships lead to multiple promotions over time, which increases exposure and reinforces your game’s presence to the influencer’s audience. Moreover, it can lead to collaborations on future game releases and updates, maintaining a steady stream of new users. So always treat them with respect, and value their input, and your mobile game can reap the rewards. 

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