Mobile Game Developers – AreYou Targetting the Rght Audience?
When developing a mobile game, it may not be un-common for developers to assume that their key demographics are going to be 3-18yr old teen boys that will naturally consume their games to their fulest. Interestingly, a new study by EEDAR has shown that adult women now represent 30% of the gaming population. This exceeds that of the aforementioned teen boy demographic.
Much of the rise in growth for older female women gamers is said to have come from the rise in smartphone availability/ usability. Also, 60% of people who play mobile games claim to do so, “just to pass the time”. Geoffrey Zatkin EEDAR research said,
“We basically have a gaming device in every single pocket,”
“It’s now social acceptable to play games anywhere.”
Taking a look at ‘reviews’ EEDar’s study also found that games in the 90-100 review score have proven to sell far more games than those who scored at any other levels of reviews. Grossing an average of 1,123,000 units solid in the initial 3 months VS games that average reviewed lower than the 90-100 bracket which only sold 449,000 in their first 3 months.
EEDAR’s study was taken from 3 different groups of gamers playing PopCap’s casual game, “Plants vs Zombies” They distributed $10 to each respondent, and asked one group to read good reviews, and one to read bad reviews, and the 3rd to read a mix of good and bad. The results were as expected, all who observed good reviews also gave positive reviews, vs the 1 group who read the ‘bad reviews’ who also gave bad reviews.
Despite the need to make a remarkable game, your marketing budget and timing of your game’s release are also vital factors. There are several methods of generating buzz for your game prior to its actual release, marketing in general is something developers should be looking into as something that’s just as important as the development of their application.
Whether paid advertising, PR, or content marketing – all are good methods in generating traffic and inevitably downloads for your game. Clearly, some are more effective than others for the $, which is where this comes in.
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
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