We’ve all heard stories of mobile games that explode in popularity, only to become irrelevant and obscure months later. The key to ensuring your mobile game doesn’t become just another a “flash in the pan”, you have to think about longevity. How can you build a game that keeps people coming back for more?
A world of shrinking attention spans
Let’s face it: if your game gets stale and boring, users will leave—and fast.
It’s not enough to release a product, then sit back and watch what happens. Instead, you need frequent content updates to keep players engaged and coming back.
Smart developers today understand that the mobile games that ultimately succeed are those that continue to grow and evolve in meaningful ways—over time—with fresh content, new features, and exciting game play experiences. This can be delivered to users in the form of downloadable content, such as new game levels, or user-created content (think Minecraft worlds and Trivia Crack tidbits).
You can also update your game with promotional and seasonal content. This is an easy way to keep things fresh. For instance, changing your color scheme to reflect the “holiday du jour,” such as Christmas, Valentine’s Day, July Fourth, and Halloween, can be a fun way to bring some excitement to your game.
Another option is to deliver rewards your users will love, simply just for playing your game. Carefully choose strategic moments in your game’s experience to surprise users with these rewards—an approach that truly makes game users happy and coming back.
The bottom line
How does all of this extra work turn into revenue? In a study of the top 50 revenue-grossing freemium games in the Amazon Appstore, we found that players who stayed with a game past the 30-day mark were willing to spend 60 percent more per in-app purchase (IAP) item.
To further maximize the impact of content releases, you can also plan your IAP sales to align with these new releases. Playtika plans sales when aggregate hard currency balances are low and also plans new content releases to go live during sales to give the purchased hard currency somewhere to go.
For more insights on how to keep users engaged and boost revenue check out our free eBook, “In-App Purchasing Lessons from the Top 50 Game Developers”.
The Amazon Appstore is designed to make managing your IAP catalog easy. To learn more about integrating IAP into your game, check out these additional resources: