My name is Mike and I’m responsible for promoting new games in my company. We had a one big hit that managed to bring us quite a significant income. We’ve been able to create a much bigger and complex game with the money we earned and it’s slowly getting close to release date. (Approximately 3-4 months)
Since my efforts brought great success in the past, I’ve been put in charge of creating a marketing plan again. Now I’ve been given a proper budget of up to 50k $. I have a really nice plan that worked well with our previous game, but the issue is that every action I took promoting the previous game was free or close to free.
I believe that the consensus here is that proper budget is important to app success and can bring good return, but I don’t want to spend it on not worthy services. (who wants to, huh?) I also believe that making a concentrated and big campaign in a short amount of time is more important that doing some stuff here, some stuff there a month apart, and I have not found any resources on the forum that deal with this matter.
Let me tell you slightly more about the game we’re working at. It’s a really big Hack and Slash RPG game set in a fantasy world, the graphics are not as beautiful as Infinity Blade II but it holds really really well. As all H&S it has hordes of monsters, dozens of spells, special skills, a proper multiplayer mode with co-op, PvP, PvM. The story is not our main focus, so it may not be very deep but it’s entertaining nevertheless. So I’m not worried about quality of the game. I believe that it will gain interest of the big review sites and I also believe that it will get great scores. Because if freaking awesome. What’s also cool is that it will be almost at the same time available on PCs/Macs/IOs/Android, do we get some synergy from being cross-platform. (User sees game on Android, tells his friend on iPhone etc.)
So after a significant amount of research I’ve came with these options of using our money. I think I should mention that we will sell it for at least 5$ probably more with no IAPs. I tried to push the freemium way but the lead designer is heavily opposed. This is what I got.
- Banner ads – siteskins on major sites (Touch Arcade, App Advice, 148Apps, etc.) That would cost about 20k$ for a week. Not sure how well they do with paid apps.
- PPI networks, technically we could pay 3,5 dollars for every install and still break even so we could dump much more money here, take some loans. Not sure about traffic they can bring though.
- Contests for users with small prizes on Facebook for sharing (Amazon or iTunes gift cards)
- Mobile ads on Facebook/admob/ other ad networks
- Getting initial reviews on sites like promoarrow or fiverr, may not be totally worth it but user will more likely buy an app that costs 5$ and has 50 good reviews than no reviews
This is what I came up with, I don’t write about obvious stuff like creating a webpage, fanpage, asking for reviews, offering exclusive content for biggest sites, writing and distributing press releases because it’s covered in the free stuff marketing plan.
If anyone had some experience on working with bigger budget, with any of the services I mentioned above and could share their insights I would be extremely grateful. Or maybe you know of some other services and ways to promote a game that are worth the dollar spend.
Thank you in advance for your insights! And sorry for the wall of text:)