The vacation season is imminent, and it’s one other marker in the 12 months the place retailers, service suppliers, and different industries tailor their choices to slot in with the seasonal holidays. But why precisely is seasonal content so necessary, particularly for cellular video games? In quick, it might increase session lengths, retention, and monetization as a result of it provides gamers new and enjoyable content for video games they’re already enjoying and it offers new methods to entice new gamers to your recreation. Here are some examples the place cellular gaming has used totally different holidays to their benefit.
Fresh content at all times works
Whether it’s Christmas, Valentine’s Day, Easter, or Halloween, builders can interact gamers and even purchase new ones for his or her video games by releasing seasonal content. This October throughout Halloween, Hooked Inc., added Halloween-themed objects and characters in addition to new seasonal challenges. These themed additions drove a 50% elevate in IAP income throughout their Halloween occasion.
Even easy modifications to replicate the time of 12 months could make a distinction and impression engagement. For instance, if in case you have an elf costume accessible for a participant’s avatar, spooky particular reductions for Halloween, or crimson, white, and blue decorations in your in-app retailer — gamers could have incentive to interact with the limited-edition content you’re providing.
Above: Hooked Inc.’s Halloween content was an enormous success
It’s not nearly what’s in the recreation, it might additionally present new methods in your recreation to get observed. Both Google Play and the App Store even have seasonal lists for apps the place video games are routinely featured, however you’ll have to verify to nail your app retailer optimization (ASO) to have an opportunity to be featured on any vacation checklist. Make positive you replace your recreation’s description and key phrases to verify your recreation seems in searches for vacation content.
Beyond nailing the text-based choices for ASO, you’ll wish to take into accounts the components like the most influential conversion rate factors from this year: icons and screenshots. While it might look like a no brainer, recreation devs want to recollect to replace these visuals to match holiday-themed content in order that first-time gamers don’t have a jarring expertise leaping into the recreation for the first time.
Remember, these modifications must be in earlier than you get too near the vacation season. This is particularly necessary as we head into the winter holidays as the Apple App Store closes for a number of days proper earlier than Christmas, so it’s important you get any updates (vacation or in any other case) submitted forward of this closure.
Obtain and retain
Mobile recreation builders also needs to make a much bigger push on their person acquisition technique throughout this time of 12 months as monetization from advertisements goes to be higher. Game devs might want to keep at tempo or forward of the recreation by upping funds for his or her advert spend. This can assist preserve them aggressive, throughout a time when buying customers is extra aggressive, climb the charts (and if which means getting a high chart spot when the Apple Store freeze, even higher), and infrequently lead to a pleasant seasonal bump in income.
In addition to acquiring new gamers throughout the vacation rush, vacation content in cellular video games can also be a good way to retain gamers and even carry gamers again to your recreation. Players who’ve downloaded and caught along with your recreation are probably craving or anticipating new content throughout this time of 12 months. By releasing vacation content, you get so as to add new mechanics and refresh visible belongings. In these methods, vacation content satisfies each your loyal gamers and might entice new ones to leap again in.
‘Tis the season for brand spanking new gadgets — and engaged customers
One of the main causes each cellular recreation wants seasonal end-of-year content is as a result of cellular gadgets are persistently one of the hottest presents yearly. For Apple the iPhone has been, and continues to be, the principal supply of income for the firm, with iPhone sales in the fourth quarter sitting at $33.7 billion. While Apple hasn’t specified how a lot iPhone 11 gross sales contributed to this quantity, there’s little doubt that it will likely be a serious income driver for this 12 months’s vacation season. Further to that, we all know vacation gross sales of smartphones and the apps that energy them go hand in hand with spending on cellular video games is estimated to hit $68.5 billion this 12 months.
Sure, customers may have already got their favourite apps downloaded on an current telephone, however there’s a degree of pleasure that comes with a brand new machine that will get customers to obtain new apps. eMarketer reports that this year, U.S. adults will spend a whopping three hours and 43 minutes a day on their cellular gadgets. With extra adults taking trip time to spend with household and youngsters out of college for the vacation, this quantity may very well be even larger at the finish of the 12 months.
While it might appear effortful for recreation builders to replace their video games for the vacation season, it stays a crucial time for them to degree up and probably drive their recreation to the high of the charts. Keeping content seasonally related advantages cellular recreation builders 12 months spherical, however it’s particularly necessary throughout the end-of-year vacation season when gamers could have extra free time, and extra new gadgets they’re enthusiastic about. More usually than not, it’s price the work as recent content is predicted from gamers and when finished nicely has the potential to assist purchase new gamers.
Carl Livie is Senior Director of Business Development, EMEA at AppLovin. Carl Livie is answerable for rising the AppLovin presence throughout Europe, the Middle East, and Asia.