How to successfully grow mobile game revenue? Look at NetMarvel's marketing strategies!

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According to the "2023 Global Mobile Game Market Competitiveness Report" released by Gamma Data, the global mobile game market is projected to rebound in 2023, with a 2.0% year-on-year growth to 606.27 billion yuan. This highlights the growing intensity of market competition, with mobile game developers increasingly focused on exploring suitable opportunities and adjusting business strategies to navigate challenging times.

Sensor Tower's January 2024 ranking of revenue for Chinese mobile game products in overseas markets revealed that NetMarvel identified three high-performing games: "Whiteout Survival," "Mushroom Hero Legend," and "Last War: Survival Game." These games have excelled in user acquisition and mobile game marketing, providing valuable insights for the industry.

Drawing on years of experience in marketing services for global app growth, NetMarvel has noted several standout strategies in these games, particularly in user acquisition and mobile game marketing, which could serve as useful references for the market.

01《Whiteout Survival》(Whiteout Survival)

Diversified RPG gameplay to increase user retention

●Achievements

"Whiteout Survival" maintained a high frequency of content and activities output, setting new records in January for daily revenue, monthly income, active users, and download volume. The game not only maintained its position as the best-selling SLG mobile game globally but also increased its revenue share in this category to 12%.

●Marketing methods

1. Unique game theme design

The game features a unique ice and snow theme, attracting early adopters in the market. It also incorporates RPG elements similar to COK, emphasizing map exploration benefits and character development to ensure players have enough depth in character building.

2. Departure from traditional SLG gameplay

Unlike traditional SLG mobile games that tend to be monotonous during the early stages, "Whiteout Survival" introduces simulation management gameplay elements, providing a more engaging experience for players. This design not only enhances player experience but also encourages long-term retention for those who enjoy simulation management games.

02 "Mushroom Hero Legend"

Top casual game with a pre-launch user acquisition strategy

●Achievements

As a rising star in the RPG genre, "Mushroom Hero Legend" has surpassed local RPG giants like "Revelation M" and "Odin: God Rebellion" to become a frequent presence on the global iOS bestseller list, leading to increased revenue for its developer 4399.

● Marketing methods

1. Precise user acquisition strategies to surprise users

"Mushroom Hero Legend" created a theme song "Mushrooms are Heroes", which went viral on platforms like YouTube and TikTok, attracting a large audience. The game leveraged marketing strategies tailored to specific regions, such as introducing product icons and character designs inspired by a popular Korean IP "MapleStory" for the Korean market. For the Hong Kong, Macau, and Taiwan markets, the game hosted numerous lottery and recharge reward events, invited gaming streamers for gameplay demonstrations, and successfully connected with the target audience.

2. Pre-launch user acquisition strategy

"Mushroom Hero Legend" adopted a pre-launch user acquisition model, gradually increasing user acquisition efforts during the product's pre-launch phase and ramping up marketing activities upon official release. This approach aims to establish a stable user base gradually and avoid excessive spending on user acquisition, providing a scientific approach to user acquisition strategies.

03 "Last War: Survival Game"

Elevating user experience with a super casual style and user acquisition campaign

●Achievements

Projected revenue for December 2023 exceeded 110 million yuan, with downloads nearing 5 million.

●Marketing methods

1.Emphasizing creative social media advertisements for traffic

"Last War" achieved rapid growth through massive user acquisition and unique promotions. The game gained attention through ads on platforms like Facebook, YouTube, and TikTok, leveraging a community-centered approach. Unlike traditional SLG games, "Last War" focuses on casual gameplay. Realistic user-generated content marketing on YouTube emphasizes gameplay elements to provide an unfiltered gaming experience. The game's arcade-style appeal and ability to customize gameplay features like doubling troop strength or obtaining weapons have attracted users.

2.Breaking the traditional SLG gameplay norms

From the outset, the game adopted a card gacha mechanism allowing players to draw heroes with different attributes, abilities, and skills. These heroes enhance player efficiency in the early stages and improve combat capabilities in the mid to late game. By blending arcade and card gameplay elements, the game has seamlessly transitioned from casual gaming to traditional SLG building and war strategies. This design not only maintains consistency in user acquisition, game design, and gameplay but also adds a significant level of creativity and appeal to its advertising campaigns.

In conclusion, whether it’s SLG, RPG, or any other type of mobile game in the global market, marketing strategies depend on delivering an exceptional user experience through innovative gameplay design. NetMarvel’s experienced team excels in creativity and international vision, crafting high-quality, high-ROI creative materials tailored for your brand. By investing in effective mobile game advertising and paying for engaging, quality content, you can easily capture user attention and enhance customer acquisition efficiency.

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