Today’s leading brands and startups with mobile traffic are using gaming strategies within their development initiatives to drive higher app download and engagement rates, by creating app development for gaming.
Chances are high that your executive team has already talked about a mobile strategy with app design, but mobile app development discussions frequently lead to discussions without decisions, too many meetings and, ultimately, indecision and delay. According to a Deloitte UK study, “Smartphone adoption among UK adults rose to 85 percent as of mid-2017. Five years ago, adoption was at 52 percent.” The key to app development is to kick-start your app by following a proven gaming strategy that overcomes objections from key decision-makers and delivers true ROI.
Gaming: Online and Offline
Gaming appeals to all three factors of BJ Fogg’s behaviour model:
- Motivation
- Ability
- Trigger
For example, a retail brand wants to create a game that is easily shared on social media channels, attracts new audience members and engages past customers. When the brand works with an experienced mobile app development company, they can identify the specific three factors for their target audience and create an app that gives players a win at a variety of levels in the game. Prizes can range in size from discount coupons to loyalty reward bonus points to merchandise. Offering a grand prize with daily entry possibilities keeps people coming back day after day to engage with the brand.
In the retail space, many executives are worried about killing in-store traffic with online games and prizes. Many leading brands are using virtual and augmented reality games in-store to keep the foot traffic moving through. With VR and AR, you can offer customers a gaming experience in person as well as online.
Focus on Engagement First
Your app development project may go through several stages. Before you see returns on your investment or revenue from membership-only options, keep in mind that most top brands focus on engagement first. For example, the Nike brand built their app around the topic of running, and they now have over 28 million people using their app.
Create a Sense of Urgency
Launching games and contests with expiration dates leads to higher engagement rates and creates a sense of urgency. One of the biggest app marketing mistakes brands make is not giving users a reason to log in and use the app on a daily basis. When you launch a gaming strategy, be sure to come up with at least three or four different games and prizes and assign an end date to each one.
Encourage Membership
Converting mobile visitors to app users is a huge success for your brand. Don’t waste it by letting them slip away. Develop a gaming strategy that includes an upgraded membership option. Giving users access to your best games with your best prizes with a small membership fee keeps them coming back again and again to use your app and engage with your brand.
Define Monetisation Goals
Before you begin working with an app development company, identify the main monetisation goals. Is your team interested in earning revenue with the app or using it as an investment to build and maintain customer loyalty? An experienced app agency can help you weigh the pros and cons of each goal.
The First Step
Choosing a platform is the very first step toward a mobile gaming strategy. Both Android and iOS are great platforms, but each offers distinct pros and cons. Working with an app development team who has a portfolio full of wins will help you choose the right platform for your brand’s gaming strategy.
