To begin we want to remember that: mobile games or laptops have been among us much earlier than smartphones. Do you remember the first consoles of the 80s? They allowed us to play Donkey Kong, Mario Bros and Pac Man. So it is not strange that games were much more popular than mobile phones. Based on our experience as game developers (We launched our first game more than 3 years ago) and mobile user acquisition, we want to share with you some ideas that can help your brands in terms of interaction, campaign action, acquisition of users, conversions, etc ...
The first game session = Gold opportunity to generate engagement
Due to the amount of games that are launched in Google and Apple stores every day (at the moment more than 500 games a day only in IOS) there is no space for a second chance. In a game we have to hook the user from the first moment. In the games we do this by means of a tutorial that explains how it works and some tips to move forward. This allows us, as users, to interact from the first moment with the game. Many non-gaming applications make the mistake of letting the user install the app, open it and not know how to use it. An application should, at least, welcome the user, show him some basic features and make sure he does not feel overwhelmed by so much information.
Educate the user in purchases within the app
Many games (and more and more brands and apps) monetize their products thanks to sales within the platforms. This is a great way to give an application for free, and still make money without showing advertising in them. But how do you educate the user about these benefits? Games usually have a different currency in the system, virtual coins can be won by players making certain moves or reaching a certain level. Then you have those exclusive things that you have to pay with real money but they will never appear in the first levels. The game has to give the user some value and let him know that the application "gives him consent" by giving him extra things until he reaches a certain level. Brands can give part of their paid content for free, part of some payment items (if it is a magazine), stickers, emoticons, etc. In this way the user understands how to use purchases within the app and the purchase barrier is much lower.
Personalization for a deeper and more relevant interaction
As a user you want to have the feeling that an app or game is made for you and your needs. Games can do this by displaying notifications that are related to the level of the game and purchases made previously by the user. Brands can do this by giving exclusive content for users who interact frequently with the app, or by adding a loyalty program, which allows unlocking content of a certain range. The brands have had many problems in recent years to have to adjust their content and products from computer to mobile so apply some of these tips would not hurt to get closer to the user