Marketing Basics for Casual Game Developers

Game Developers

Casual games have gained a lot of popularity in recent years, thanks to their easy accessibility, simple gameplay mechanics, and wide range of platforms on which they can be played. As a result, many developers are focusing exclusively on creating casual games to satisfy the ever-increasing hunger of the players. However, the casual gaming market is huge, with many already established publishers dominating the market. With this kind of competition, it’s essential to have a solid marketing strategy in place to ensure your game stands out in a crowded marketplace. 

Here are some marketing best practices for casual game developers:

Find a target audience

Finding your target audience should be the first step of the game’s development process. First and foremost, you need to know what type of gamer you want to attract. You can target specific demographics from the start, different age groups, backgrounds, and tastes. 

For example, “Iron Maiden: Legacy of the Beast” is a casual game clearly aimed at those with a taste for rock music and fantasy violence, while “Cut the Rope” is aimed at a much wider audience – kids, their parents, and grandparents – with its funny protagonist and playful theme.

By having a well-defined target audience from the very beginning you can start working on your advertising and social media strategy before you even release the game.

Once released, advertise

As we mentioned above, the casual gaming market is insanely competitive. A new game has to compete with both the old hits still going strong and the tens or even hundreds of other games being released. Advertising will make your game stand out from the crowd and reach a larger potential audience.

At the same time, you should build social media buzz around your game with the help of influencers that can generate interest in your game. This way you can create anticipation for your game before its release, and attract players once it is released.

Build a community around your game

Creating a community around your game is one of the best ways to generate buzz and keep your players engaged. You can create a community on various social channels where you can share updates, answer questions, and get feedback from your players in an instant. Regularly engaging with your community can also help you build brand loyalty and increase word-of-mouth marketing.

Also, don’t forget about the reviews. Honest and impartial reviews of your game will most likely attract more players to it, and help you build a loyal player base. Reviews like the ones you’ll find at help your potential players familiarize themselves with your game, see the potential benefits of playing it, and the other players’ opinions of the game. 

Optimize your app store page

App store optimization (ASO) is the process of optimizing your game’s page in an app marketplace to improve its visibility and increase downloads. You would be surprised how many publishers ignore this aspect. A good description and relevant keywords accurately reflecting your game will help it appear in relevant search results. Additionally, you should use high-quality screenshots and videos to showcase your game’s features and gameplay mechanics. Take a look at this guide if you are interested in diving deeper into ASO: 

Focus on retention

Finally, your aim should not be to simply get players to download your game. Instead, you should focus on keeping them coming back for more. Players have a lot of choices when it comes to games, and if they don’t enjoy your game or don’t feel engaged, they will move on to something else without a second thought. Make sure to provide an enjoyable game experience from the very beginning. regular updates, challenges, and rewards. Additionally, you can use push notifications and in-game messaging to keep your players engaged and informed.


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