Remind “Acquisition — Retention — Monetization”! Now lets discuss Acquisition.
Acquisition strategy is the 1st step after development of a game. One should plan acquisition strategy according to market trends and users psychology. Targeting right audience,optimize your screenshots and graphics, target markets, and publishing the game at the right time and other aspects comes under user acquisition strategy. (Para from article, ASO is Magic?)
The 1st step is how to acquire users, users going to stores, search, choose and Install. During this whole process users are making some decisions which we should notice thoroughly if we want UA (User Acquisition). Lets check it step by step how users are making decisions that ends in the install of an app.
Ranking in Search Keywords:
You must have heard a very famous quote “The best place to hide a dead body is second page of google”. Now lets discuss about user acquisition through search in app store.
First the user type a phrase or single word in app store search bar, he gets results for that search term that also includes search ads or Adwords sponsored apps. After that users scroll down and looking for apps, the next decision is based on two things, ICON and RATINGS. (We will discuss ICON and ratings in coming articles InshaAllah). After clicking on an icon, there are a lot of things that users notice before installing an app and that are screenshots, description (starting lines), top reviews, short description and feature graphic in Google Play store.
This was about organic downloads. Now lets discuss other factors briefly.
Localization has a great impact on user acquisition, you should translate your meta data/store listings for targeted users. People love to see it in their native/own language.
In Apple’s app store gamers challenge each other for challenges in the game and also search for games which includes Game Center, so one should see it an opportunity where users come often, and can be a great source of acquisition.
Promote you new app in your existing apps, thats what cross promotion means. You cn use chartboost, heyzap, admob or any other network to specify the percentage of ads you want to serve for your own apps. The quality of your ad graphic ensures a CTR percentage.
In Game Ads:
This is a free source of advertisement, no cost and also effective. You can ask users to play your next game through a graphic pop up or a banner. You can also ask him on game transition points or on exit menu.
Social Media Advertisements:
This is one of the best and long lasting source for your acquisition but a very tough one too. Making your fans known to eachother so they can discuss features of the game or app and give you a feedback. Facebook, Twitter, Instagram, Quora etc are some great source of user acquisition, if you develop your social media first.
Last one that I suggest is going for paid advertisements, paying for installs. Its rates varies from country to country. You should strongly check your ROI before going for paid advertisement or you will face some very bad results.