Advertising tips for game publishers during the COVID-19 pandemic (part 1)
Currently, countries are still implementing social distancing: safety first! While COVID-19 is unpredictable and consumer behavior changes, this is a golden opportunity for a number of industries. Especially the game industry, with the main target is game publishers.
Many people spend time connecting through games. It becomes a place to connect, relax with friends. New data from global app marketing platform Adjust shows that the number of games in COVID-19 doubled (up 132%) the number of installations in the last week of March compared to last year, because of quarantine at home around the globe. In total, gaming applications have increased 47% of game time and 75% of installs in Q1 2020 compared to Q1 2019. These are ideal numbers for game publishers to come up with strategies. Promote and match in the future.
The growth of the gaming industry is expected to increase by about 11% next year. However, the current situation during the COVID-19 season predicts the industry will increase by 31%. With the economy plummeting, nearly all brands have paused to reevaluate their strategies next year. Most brands have seen a sudden drop in demand, which has led to a drop in digital campaign spending. Typically Snapchat with CPM reduced by about 20-25%. Here are some ways that game publishers can confront the current world situation.
- Invest in campaigns
Planning and creating campaigns to increase brand retention and identity. Focus on long-term campaigns and suspend new game releases. The plan needs to address the current change in consumer behavior after the COVID-19 pandemic. This is a great time to get users’ attention and turn them into regular users. This is also the time to increase the budget to find new users.
Game publishers should analyze users by active, passive and upside down audience. This will help companies create buyer groups, target new customers and reach higher product value. Deeplink and repeat advertising for passive users to encourage them to play more, thereby making them active users during the COVID-19 season.