The holidays are the perfect time to hook new players for your game as people have free time, shiny new devices as gifts, and tend to be in the spending spirit. But along with the rising excitement for a wave of new players, the CPIs also rise. This places a logical question in your mind (as with many game developers who come to us for advice) – should we invest in user acquisition during the holidays or not?
Every situation is different and there’s no uniform answer, but we hope these tips from our experience will help you make the right decision.
HAVE A SOLID STRATEGY
As with any other campaign, you need to have a strategy in place with clear goals. What do you expect from these campaigns? With higher acquisition cost, you’d be focusing on ROI; consequently, you need every player to be profitable. Do you know what players to reach and where to reach them? What media platforms will work best for you? The campaign will only be effective if it is aligned with your goals.
BE REALISTIC AND STAY SMART ABOUT YOUR AD SPEND
There are massive opportunities to capture loyal new players. And while app store activity is the highest in winter months, your loyal players might cost you more. Make sure you make the most out of every player you onboard, eliminating risk of losing them. Track your top-performing segments and allocate bigger spends for them. Plan ahead for the peak dates which are Thanksgiving, Christmas Eve, and Christmas.
INNOVATE, INNOVATE, INNOVATE. AND TEST!
Be different and innovate. Holidays are a time for joy, cheer, and anticipation – anticipation for something magical to happen. So make your holiday campaigns truly magical! This year, we’re helping our clients maximize the direct response with highly engaging video creatives. But keep in mind that video takes time, and you will need several variations to test which one performs best. For Instagram ads focus on festive visuals and copy. So be different, be faster, and be creative with your creatives!
MEET THE EXPECTATIONS
When making your holiday campaigns absolutely magical, make sure your game or its seasonal update meets the promise you’re giving in your promotions. Otherwise you risk losing the players you have just acquired. Anticipate your players’ expectations that inspire them to download. Will they get the magical experience you promised?
BE WHEREVER YOUR PLAYERS ARE
Discovery is going to be quite challenging with so many advertisers competing for the same attention. So don’t limit yourself with just one or two channels. With Facebook remaining the most effective channel to acquire users, don’t overlook the other social media platforms like Instagram and Twitter. Google is a great channel to win great users at lower CPIs. And there are many other channels which together will get you the coverage you need to see the revenues these days. Last holiday season, our clients achieved great success with blanket media coverage, when we made sure that we reached players on every channel. And with creatives uniquely personalized for each media, you can poach your competitor’s players and substantially grow your user base.
NEVER STOP OPTIMIZING
Your holiday advertising needs incredible attention and 24/7 optimization. Pinpoint what performs best and focus on the channels where you can earn the most. Or partner with an experienced gamer acquisition company to take handle this so that you can take care of your business.
Also if you’re not planning to invest in UA once the holidays are gone, you’re leaving money on the table. January presents a great opportunity for developers to capitalize on the increased demand for new app discovery to occupy the space of the brand new smartphone or tablet. In fact, from our experience, download activity in January can be much higher than in December.
Need help to profit from the holidays? It’s not too late. Get in touch with me today and see those new players sliding towards your game: email@example.com