As COVID-19 comes to an end, many companies and individuals begin to work normally, and the leisure time for playing games at home is greatly reduced. At present, the macro-economy of all countries and regions is in a downturn. In addition, the adjustment of the privacy policies of Apple Store and Google Play has forced many games to make new adjustments, which has hit the gaming industry a lot. Recently, many gaming industry research institutions have lowered their expectations of the gaming market.
Recently, the well-known industry analysis blog Deconstructor of Fun released a new blog, which analyzed the impact on the major mobile game categories and mobile game market in the post epidemic era, and gave relevant suggestions.
DOF believes that despite the overall impact, the time for mobile game products to enter the top 100 in total revenue is shortening, and some categories are bucking the trend. In addition, the mobile game market will remain attractive, but under the influence of the new privacy rules, all game developers need to actively challenge the launch policy and attach importance to opening up overseas and Android markets to meet new industrial challenges.
However, although we can see from the big data that the whole market is not very prosperous, there are also some games going against the current. Moreover, these games have a very large market share, and the game revenue is also increasing, especially the Android emulator on the cloud. By analyzing the experience of some players in the game industry, we provide three strategies.
Method 1: Give Full Play to Creativity
All these measures require publishers to analyze and master the characteristics of players. At the same time, advertising materials need to be tested through the existing marketing platform to increase the number of installations per 1000 people through advertising.
Method 2: Leverage IP
In the past, IP was not as useful as effective marketing. However, the situation has changed: in game development and marketing, IP suitable for game playing can bring great impetus to publishers and promote games to attract more players.
Method 3: Focus not only on the US market and iOS platform
Our mentality is that western countries like the United States have the greatest market potential. However, the cost of attracting users through advertising seems high. In advertising, publishers should seek solutions to ensure that high investment can bring higher returns and try to find a balance. Mobile game publishers should not focus on the U.S. market and iOS platform, but should consider the international market as other countries/regions. In fact, with their excellent localization capabilities, some publishers have successfully entered other markets and achieved great success.