It’s always amazing to see how far people will go to find marketing advice when often the best way to get a feel for marketing strategies is to simply observe what’s popular. If the goal of marketing is to grow a brand or attract customer attention, it stands to reason that popular entities—be they websites, apps, businesses, or yes, games—will have done it the right way.
Keeping that in mind, I’ll point out three advertising and brand growth strategies you and your business can pick up on by keeping an eye on the immensely competitive video game market.
1. Tease Irresistible Content
This is not a strategy that applies only to gaming—it’s the whole foundation for subscription services and premium accounts—but it’s arguably been perfected by modern mobile games. Consider, for instance, the Clash Of Clans game that’s been among the most popular mobile apps for a few years now. A detailed analysis by Business Insider determined that the app was making about $1.5 million a day (back in the summer of 2015), despite being free to download. How? Well, it comes down to the “freemium” model so many apps now use: the game is free, but it includes in-app purchases that can enhance the experience. In a way, the free app is a preview, and paid content is the real deal.
No matter what kind of business you’re running, a similar strategy can help you not only to generate profits but to attract customers. By offering a “preview” or tease, you allow people to try your product or service, and thereby increase the likelihood that they’ll want more of it.
2. Tap Into Popular Themes
Before we get too far into this one, let’s be clear about one thing: in order to actually use pop culture themes or imagery in marketing for your business, you’ll need to secure a licensing agreement or permission to do so. Nevertheless, the general concept is worth keeping in mind, and it’s something that’s been perfected by a particular corner of the gaming industry: casino sites. Gala Bingo’s casino page demonstrates the full, attractive power of tapping into popular themes through its range of games based on films and television shows. From the 2000 film Gladiator through the modern superhero hits, there are all kinds of titles and images used to attract players to things they already like.
Again, you may not be able to do this so overtly with your business, but that doesn’t mean you can’t make an effort to accomplish something similar. For instance, you might decorate a store location for the summer Olympics, or send out newsletters about Olympic specials; you might announce a contest to offer discounts to the best-dressed superheroes during the release of a new film. These kinds of initiatives allow you to piggyback on existing popularity and expand your brand’s appeal.
3. Get Social
If there’s one sweeping change that’s been made in the gaming industry in recent years, it’s the implementation of social features in popular games. From multiplayer-heavy Call Of Duty titles to apps that allow you to compete with friends, family, and strangers, social interaction has significantly enhanced the appeal of games. In some games, social tools even provide a sort of customer-generated marketing, as people can invite others to play games.
Social elements to a business can’t work in quite the same way, but encouraging customers to engage with your brand and with each other is always wise. Consider offering services like customer reviews, the option for customers to contact each other if both parties are willing, and a public forum for feedback. These sorts of features can generate buzz and amplify the discussion about your business, which tends to be a good thing.
Again, sometimes the best marketing education comes from observing what works in existing industries. And with that in mind, these gaming-related tips can go a long way.