Improve your creatives with gamer motivations: customization and self-expression


Gamer motivations are making a powerful comeback in app advertising and marketing, particularly for cell video games. However how will you benefit from them whereas constructing your advertising and marketing technique? We’ll present you ways, one gamer motivation at a time!

What are gamer motivations?

Gamer motivations is a advertising and marketing device that classifies customers’ gaming intentions to raised goal them whereas organising a advertising and marketing technique. They assist phase your consumer base in line with what they’re on the lookout for. 

Understanding what drives them to obtain cell video games is a good way to enhance concentrating on, particularly with the rise of ATT. It’s changing into tougher and tougher to focus on customers, with entry to third-party knowledge being tougher. It’s extra environment friendly to focus on customers by their wants and present them that what they’re on the lookout for is obtainable in your app or sport. 

Gamer motivations can assist you refine concentrating on, however to benefit from them it’s vital to determine what they’re and easy methods to use them.

supply: Fb’s The Massive Catch Playbook // supply: Liftoff

There are numerous totally different choices to categorize gamer motivations, Meta has 8 gamer motivations, Liftoff and Quantic Foundry have 6. Normally, these motivations are fairly comparable however there isn’t a set listing. You’ll be able to even make up your individual motivations in line with your viewers. 

Gamer motivation could be a sport changer, in line with Meta’s analysis, they “drive increased consumer worth and better advertisements high quality scores”. Additionally they assist enhance conversion fee and cut back churn by concentrating on the suitable viewers in your sport. 

It’s a brand new technique to phase your viewers with out counting on demographic knowledge, and you may benefit from this segmenting with instruments equivalent to Product Web page Customization within the App Retailer and Personalised Itemizing Pages within the Google Play Retailer. Tailor your creatives to your viewers’s particular wants and motivations. 

About self-expression & customization

Meta calls it self-expression, Liftoff calls it customization & ornament and Quantic Foundry calls it creativity. This gamer motivation is all about personalization and connection to the sport. Customers who’re on the lookout for self-expression are motivated by expressing their individuality and character in sport. 

Aesthetic management is essential for these customers, with the ability to curate their expertise and gameplay to suit their wants and wishes. AppLovin came upon that customization helps improve cell sport engagement, as a result of customers search the flexibility to go away their mark, they are going to be extra concerned within the sport if they’ll push boundaries and discover all the probabilities at their fingertips. 

These customers wish to personalize their expertise, both by constructing one thing, customizing a personality or adorning a home, having to make decisions each aesthetics but additionally strategic. The expertise must really feel private and to vow customization, to make it distinctive as nicely. 

Avid gamers seeking customization don’t wish to have a daily gaming expertise, they need the cell sport they’re contemplating downloading to deliver them one thing particular that’s simply theirs, they wish to go away their mark. They’re often additionally focused on discovery and exploration. 

Methods to showcase it in creatives

The principle aspect to indicate is the opportunity of decisions. However relying in your sport style, these decisions shall be totally different. You’ve got a battle sport? You’ll be able to present customizable weapons, outfits, characters and even battle formation! Present range in your gameplay, that the customers’ choices really present up within the sport. 

Customization is generally about creativity and visible impression, from renovation to character makeover, customers wish to make aesthetic decisions and prepare the sport’s universe to suit their id. 

Addressing them straight together with your copy is a good way to start out. Assist them visualize the expertise and the customization they might arrange. Let’s check out Stardew Valley, there’s rather a lot occurring on this sport however their first App Retailer screenshot is concerning the gamer constructing the farm of their goals, not any farm thoughts you, the one they at all times dreamed of, one that will be simply theirs, precisely how they prefer it.

And sure, as with all farming sport, you’ll be able to develop crops and care for animals in Stardew Valley, however you can even design the farm nevertheless you want. This screenshot exhibits a number of kind of decisions like animals (you’ll be able to see a cow, a goat, a duck, a horse and chickens) but additionally totally different homes, partitions and flooring. Even in the event you don’t see somebody selecting these items, it’s sufficient to see the range of choices potential to know that you are able to do something you need and arrange the farm simply as you’d like.

For, a zombie survival sport, exhibiting customization is about weapons and abilities combo. On the prime of considered one of their Play Retailer screenshots you’ll be able to see Ability Choice in addition to obtainable decisions for weapons. It additionally implies that there are numerous methods of preventing the sport’s zombies and that gameplay is a novel expertise. By specializing in potential combos, it exhibits the consumer that irrespective of the restricted quantity of weapons obtainable, they’ll design their very own expertise and make it private. It’s a good way to indicate them that even when they don’t assume so, particularly inside sure sport genres, they’ll nonetheless discover parts of customization to profit from their gaming expertise.

It’s also possible to tackle the participant straight in your visible property. It really works nice for screenshots, with simple CTAs nevertheless it’s additionally related for video advertisements. This cell Mario sport exhibits totally different coloured Toads in addition to totally different kingdoms. It’s straight to the purpose, and exhibits customers that they are going to be capable to personalize their expertise.

However there are a number of choices to showcase customization choices, each with static and video property. Some key phrases like “distinctive”, “your individual”, “select”, “customise”, “your dream….”, and many others. will go a great distance in the direction of that objective. Be at liberty to adapt it to your product and present the individuality of your gaming expertise. There’s at all times a means of creating it really feel particular and customized, and will probably be useful that will help you convert customers seeking a personalized expertise.

These customers wish to make their expertise as private as will be, you simply want to indicate them how it will work in your app or cell video games. Customization is not only about creating a personality that appears such as you, it’s about having a novel gameplay expertise and the liberty of creating decisions to impression your gaming.

That is in all probability why Campfire Cat Cafe selected to focus on the phrase select for its first screenshot, as a result of that’s what customization is all about: making the selection to have a novel expertise. You simply want to indicate customers the way in which.

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