Mobile gaming charts have become a graveyard of one-hit wonder games, and every new comer is behest with the nightmare of meeting the Marketing Reaper during their promotional efforts. However, one name has evaded the reaper over the years: Ketchapp Studios.
Following the Master
Anyone who has been following the app charts knows Ketchapp — the sole protégée to take up the mantle of simple, single-tap ‘super casual’ games from Flappy Birds. And it has continued to pay homage to that one-time wonder for more than a year with a complete set of addictive games, including ZigZag, Don’t Step on The White Tile, Stick Hero, Skyward, and of course 2048.
And each of these apps, when released, has stormed through the opportunity’s door, smiled, and introduced themselves to millions of downloads.
This begs the question: How?
The simple answer to that is: by using simple game play elements and employing highly intuitive cross promotional tactics to reach to millions of people.
This post unearths the highly intuitive and simple ways the gaming studio has used to continuously top the charts.
Learning from the Master — The Utterly Simplistic Promotional Methods of Ketchapp
Ketchapp Studios cross promotes by leveraging their existing user base by creating similar apps, dramatically reducing the learning curve, retaining focus on the gameplay. This makes it easier for the users to try the app fully and respond to their cross promotional links:
- Inviting and risk-averse buttons — Buttons that direct to their gallery/portofilo of apps they want their users to try. Their micro-copy is inviting e.g. “Free Apps”, “More Apps”, etc.
- Banners — used above and below the folds so that gameplay is not obstructed, alongside full screen banners for revenue generation.
- In app purchase of banners — ads obstruct their addictive gameplay, and they make sure to cash on that by giving the in app purchase option of removing banners for a onetime fee. This is similar to purchasing the app!
NOTE: Some developers cross promote apps that are not even close to what the user is using, e.g. would a photo app sell well, if Ketchapp promoted it on its ZigZag?
It is essential that your promotions bridge two apps, allowing the user to move from one experience to another. To cross promote, you must publish in the same niche.
Never sit to cash in on an opportunity. We’ve seen it countless times: an app hitting the #1 rank and then disappearing within weeks because the developers are busy counting their cash flow. Ketchapp Studios have continuously leveraged their apps fame to create newer apps and opportunities.
Ketchapp publishes weekly, and have partnered with others to publish games, extending the Ketchapp Studios name as a franchise with strict quality control. They were smart to realize that many publishers would be trying to imitate their games anyway, so why not take advantage of that?
Employ guerilla tactics and become a ninja at cross promoting your apps. Collaborate with peers in the same app niche (puzzle, racing, strategy, etc.) and use existing app promotional networks such as Tap for Tap, Taptica, Chartboost, Tapdaq, and others. Thoroughly understand their guidelines before using the network reources!
Various app marketing tools are also available which when effectively used can aid you in tracking and keeping abreast of your competition. Some of the most popular ones include: appbackr’s market place and appscore apps. It allows developers to easily track competitor apps and keep abreast of market conditions!
Understanding the Ways of the Master — Ketchapps Core Gameplay
It would be imprudent to claim that Ketchapps success is greatly based on its promotional activities and not on it app development philosophy. Promotion would only bring your app greater visibility in front of potential target market, the gameplay would substantiate the effort into downloads and raving reviews and word-of-mouth evangelism.
Ketchapps have consistently employed a five-tier game development philosophy:
- Casual Single Gesture Control — Every Ketchapp game can be played using a single gesture, making the gameplay casual and playable at the comfort of the user.
- A Short Gameplay Loop — Following the first, none of the apps are demanding on time. A user can kill time without having to worry about losing points and game accolades and achievements. The minimal time investment makes it perfect for the masses of casual gamers.
- Addictive Gameplay — Their game elements strike a balance between increasingly difficult but always short of impossible. This makes their games addictive.
- Endless Gameplay — Ketchapp games are not level based, allowing users to endlessly play the game by mastering enough skills, hooking them to master their top score.
- Built-in Virality — Every app encourages social sharing. Leadership boards allow them to compete with friends.
Have you been using other tactics to promote your app? Share your insights and engage with everyone through the comments below!
This blog post is based in the advice given by successful app entrepreneurs in the App Entrepreneurs and Marketers Group. Stay tuned for more informative and insightful posts from us!