In a saturated mobile game market, it can be difficult to attract mobile gamers, but when you adopt player motivation marketing strategies, you can expand your audience, and find new players.
The mobile game advertising market is more competitive than ever, with more players playing on their mobile devices, with ease and accessibility no matter where they are. With over 82.98 billion mobile games downloaded in 2021, it is important to understand that generic ad strategies that you may have relied on in the past will no longer hold up. It is time to shift your marketing strategies toward player motivation marketing and diversify your ad formats.
What is player motivation marketing, and how does it work?
Player motivation marketing, or motivation led creatives is understanding why people play mobile games, and then taking those findings to create a more personalized ad strategy which essentially results in an increase in player retention and/or an increase in player engagement.
What are the key Player Motivations?
Facebook Gaming has identified that there are 8 primary motivations for why people play mobile games. It is important to understand that these motivations can be different across each genre and game, but by taking a closer look at your user data, we can find out what motivations work in your particular game.
Self-Expression: Players who are motivated by expressing creativity or identity.
Social Connection: Players who are motivated by social connection either with friends or players.
Progression: Players who are motivated by a sense of accomplishment either through building, creating or managing.
Expertise: Motivated by doing something well, and motivated to keep improving.
Discovery: Players who are motivated by discovering new things.
Power: These players are motivated by winning and beating other players.
Escapism: For some players, their motivation is to immerse themselves in another world.
Relaxation: These players are motivated by the desire to relax, pass time, or wind down.
Now that we understand what the primary player motivations are, you can now consider which player motivations are best suited for your game. From here you can create player motivation marketing strategies appealing to those motivations, with ad creative that best speaks to your player motivations.
You can do this by simply adding in the player's motivation to your ad copy, or highlighting a real section of the game that speaks to their desires. Complete your ad with a strong call to action that reinforces their motivation.
When you understand your players' motivations, and tailor them to those motivations you can keep your current players engaged, giving them the motivation they need to stay on the platform, while increasing their engagement, and increasing retention.
Our predictive analytics can help you gain a better understanding of your players, helping you uncover the player motivations you need to take your marketing strategies to the next level all while increasing player retention and engagement. Connect with us to learn more.