Product Marketing

Good fundamentals build a foundation for marketing success.

Traditional product and brand marketing is an area many mobile game companies neglect, leaving everything to direct marketing (UA) until they find that they are unable to acquire quality users at a reasonable CPI, or capitalize on audience loyalty when they launch a new product, or find the right message to reach their audience. Product marketing relies on the product itself to act as a ‘north star’ for marketing efforts, and creates learnings that are valuable to both marketing and development/product management teams.

How We Help With Product Marketing

1

Ad creative is the single most powerful lever most game companies have to affect their costs to acquire users. It presents a challenge that requires a mix of analytical and systematic thinking and ‘soft’ skills to do well, and so many mobile game companies neglect ad creative, or outsource it and forget about it. MGD can help lower your cost to acquire high quality users by helping to establish or refine creative testing processes, understand your audience and value propositions, and find great artists to work with.

2

Having strong marketing pillars and well developed personas and tools to regularly check in on both can be life or death for your marketing program. Without understanding your game’s value proposition and relationship with players a marketing program can be thrown completely off track when big changes, like the recent IDFA changes, hit. If you know your audience and your game you’ll be much more able to adapt.

3

Marketing provides a great toolkit for exploring ideas before investing heavily in them. Competitive research, surveys and focus testing, and test campaigns help answer questions about marketability, competition, likely user acquisition costs – and be a source of information about audiences to provide insights for developers, designers, and product managers. Marketing is often brought in too late to avoid costly mistakes, and our consultants can provide the expertise early on that will allow your team to anticipate and adjust.

We’ve had multiple projects with Mobile Game Doctor’s marketing team over the last few years as we’ve explored various strategies to expand our audience for well established games. We’re now working with a small team who have been helping us execute our soft launch. In addition to assistance running test campaigns our consultants have also found unexpected opportunities for us to run low-cost creative tests that have offset costs by lowering CPIs. We were so happy with the results that we decided to expand our engagement to include an existing product.

Chris, CEO of Blue Ox Family Games

How it Works

Many of our product marketing engagements begin as audits – particularly if clients are aware that they have a problem but haven’t yet identified it. Or, if you have a clear idea of your product marketing needs we can jump right in. Projects in the past have ranged from helping large teams create creative testing and iteration pipelines with one art team shared between multiple games, to pre-development test campaigns, and localized focus testing for developers entering new geos. Just contact us via our web form and we’ll get in touch within 2 business days.