Tag Archives: mobile games

5 ways to make your game feel like a service, not a product

16 July 2018 Liz Corney Leave a comment RevIQ

Do you have something to give to people that will delight them? Of course! You’ve made something that you are proud of, and it’s your baby. We applaud you! But have you designed an experience that people want and will keep them coming back? Are you able to delight them over and over? In 4 years will you still have customers who are excited and loyal to your cause? Producers, developers, entrepreneurs, designers, and dreamers like yourself must be willing to confront the data and be flexible if the answers move them in a different direction.

1-Use your data

In order to do that, you must collect the data, make sure you’re collecting the right data, parse through everything, and then USE the data! It’s all about asking the tough questions and making sure those questions are pointing to a better understanding of your players; this is what makes you stand out in a saturated market. Your players already know what they want and will look anywhere to get it. By understanding Elastic Revenue (the idea of knowing what people want before they ask for it), your game could be their answer to where and how they will spend their money. If you feel in over your head and have no idea how to use your data, please contact us! (I’m sure we’ve mentioned this before but, we LOVE data!)

2-Listen to your users

If you sat 10 people in front of your product who had never seen it before, what feedback would they give? By collecting that kind of information and listening to new and old players alike, you will be ahead of the conversation.

Ultimately, Elastic Revenue is about supporting your foundation and being willing to evolve. Don’t make the mistake of thinking your way is the only way to engage; because your customers might not think so. They don’t know what you’re thinking, or what it took to get your game to where it is now. You have to bridge those gaps for them, and bring them alongside of your dream! You made it for a reason: tell your customers your story and listen to (and watch) how they respond. But most importantly, listen!

3-Rework your Core User Experience Loop

The main loop that ties your customer experience together has to be airtight. These checkpoints are a great way to ensure the loop brings users on the journey you intended:

4-Hire a great Community Manager

This is a sure thing. Great community managers can move mountains. Community management is all about connecting, listening, engaging, and relating. Whether it’s on a chat forum, through social media, or via a customer support portal; your community manager is the first line of defense. They are also a customer’s direct interaction with your brand; they are telling your story. It is so important to make sure that your community managers understand your product vision and your comprehensive brand story. Since they are living, breathing, awesome people; they can make your story and product seem new and exciting at every point, even many years into a project.

 

5-Check back in!

So now your product is a couple years old. Most of your team has moved on to new projects. That doesn’t mean your first, second, or third successes have to die! Existing products, games, platforms, and experiences can be re-energized, reinvented, and repositioned at any time, with the right team. While looking ahead is definitely exciting and exhilarating; don’t be afraid to look back and check in with your first loves.

Ultimately, if you treat your portfolio like a service, not a product, your users will feel like engaged participants and not like customers or consumers. Your data will inform your decisions, user feedback will frame the conversation, your loop will continually bring people back, your community manager will manage the message, and revisiting your old projects will reinvigorate your confidence and inspire new initiatives.

 

*This is the third instalment of articles that will contribute to our first Ebook! Stay tuned for details!

About the author: Liz is RevIQ’s Manager of Strategic Marketing. She is an intensely positive social engagement and client strategy ninja. She loves being outside, singing, writing, and enjoys puns a little too much.

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What is RevIQ’s secret sauce?

7 May 2018 Liz Corney Leave a comment RevIQ

Elastic Revenue is our secret sauce. Oops, we weren’t supposed to jump right into the juicy part were we? Oh well, the secret’s out.

Elastic Revenue (a fancy term we’ve coined) is about giving people something they know they desire but aren’t willing to ask for explicitly – it’s making the sale by connecting the perfect offer with the perfect customer, at the perfect time. It’s the sale that wouldn’t have happened organically without those perfect circumstances.

When you’re talking about social media, online shopping, or even the music industry, it’s always been about engagement, engagement, engagement. Look at how successful the US broadcast television model was at bringing viewers back week after week, year over year, with serial content. For the gaming world, engagement is just as crucial. Games are successful when they engage with users and keep them coming back for more. And a big reason why free-to-play games are so popular right now is the enticing pull of that beautiful word; “free”. People always want to feel like they’re getting a deal and they are instantly getting that with no-obligation free-to-play games.

But there is so much opportunity beyond providing a free game. There is an audience of people now who are allocating their entire entertainment budget on digital content. They’ve decided to forgo the latest Hollywood blockbuster in theaters or box set of DVDs and instead put their money into the world of games and apps. When you have a market that is willing to commit fully to one portal and dedicate money to spend; the possibilities are endless for finding those users, positively engaging them, and putting something in front of them that they will love.

At a basic level, free-to-play games are successful because they can bring people in for free but have something so seductive to offer, that users are compelled to stay and spend. They spend because the game has given them something more; a value they believe is worthy. For so long, though, the free-to-play model has been derided as an unscrupulous way of squeezing nickels out of stingy players with artificial roadblocks. It is becoming harder and harder for players to trust that the deal they’re buying is one that’s worthwhile. And a bad sale at a bad time will turn players off and make them hate the process.

However, free-to-play games can immediately build trust by exceeding expectations and anticipating needs. Understanding your audience, their habits, and their desires by noticing the patterns and trends in their behaviour will give you the insight necessary to minimize the noise and put people in front of what they want. If you can know what they want – but are hesitant to buy – and provide them the value in justifying the purchase, that will increase conversion and engagement astronomically while eliminating buyer’s remorse. Done successfully over the long-term, you will gain and retain users that are faithful, happy, and eager to spend.

Think of this example: you are to checking into a hotel for a special honeymoon and were expecting the reasonably-priced room you had chosen online. What if the hotel staff put an upgrade in front of you that wouldn’t cost a thing? You’re thinking, “this is great, I wasn’t even expecting an upgrade!” Then they show you an even better upgrade – ocean view – that will cost a little more. You had been flagged a few years ago as someone who may be interested in a room with a view of the sea. The hotel knew this and were banking on the right opportunity. This offer connects with your immediate desire you wouldn’t have asked for, and gives you more than you expected. You simply can’t pass it up and as long as the price is reasonable, you’re 100% converted.

That’s the idea of Elastic Revenue – identifying a very specific target audience that is willing to spend a little more for a much better experience they didn’t know was available, and give them more of what they want, effortlessly.

 

 

*This is the first instalment of articles that will contribute to our first Ebook! Stay tuned for details!

About the author: Liz is RevIQ’s Manager of Strategic Marketing. She is an intensely positive social engagement and client strategy ninja. She loves being outside, singing, writing, and enjoys puns a little too much.

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