Pre-registration campaigns for mobile games are more and more common. They rely on generating hype in communities connected with the game to drive interest and expectations about the game. Pre-registration campaigns connect with influencer marketing and social media user-generated content to expand the campaign’s reach further and show the community already built around it.
Why pre-registration and influencer marketing
Mobile games significantly benefit from pre-registration since it is an excellent way to stand out and incentivize potential players to get involved with the game from the beginning. Particularly in the case of games with prominent multiplayer features having a community involved right off the bat is going to be an essential part of the success of your project.
Influencer marketing uses influencers with online followings in relevant communities to promote your products or services less invasively than traditional publicity. Because influencer marketing relies on people who are organically followed and have built their reputation in a field, it can target particular niches and allow us to engage with them.
You can check out other ideas on combining gaming and influencer marketing here for the best results.
Define the right audience
Targeting the right audience should be one of the prime concerns of any marketer. And this includes the proper age group, interests, and even the right countries. A good target audience definition can create a successful marketing campaign. Defining the right target audience is especially important in a pre-registration campaign since it entirely relies on involving people with something that still needs to be released.
Pre-registration campaigns for mobile games are more and more common. They rely on generating hype in communities connected with gaming to drive interest and expectations about the upcoming release of a game.
However pre-registration campaigns are most effective when they’re not organized by themselves. By flanking it with the involvement of relevant influences is going to be possible to obtain a much greater audience involvement and reach.
Why pre-registration and influencer marketing
Mobile games benefit from pre-registration as a way to generate early interest in the launch, establish a community, and incentivize participation and interactions with other marketing initiatives. Particularly in the case of games with prominent multiplayer features a community involved right off the bat is going to be a huge help to the success of the project.
Influencer marketing uses influencers in relevant communities to promote products or services less invasively than other marketing channels. Because influencer marketing relies on people who are organically followed for their content and have built their reputation in a field, it can target particular niches and allow them to access these audiences and engage with them.
Combining a pre-registration campaign with influencers’ involvement is going to provide the best of both worlds and boost the success of the game launch.
But in order to do it right, there are a few things that need to be taken into consideration, in the following paragraphs we will illustrate step-by-step how to ace it.
You can check out other ideas on combining gaming and influencer marketing here for the best results.
Define the right audience
Targeting the right audience should be one of the prime concerns of any marketer. And this includes the proper age group, interests, and even the right countries. A good target audience definition can create a successful marketing campaign.
Both pre-registration and influencer marketing campaigns have a heavy emphasis on the audience. While pre-registration campaigns need to be finely tuned to speak to the right people, influencers are able to access highly segmented audiences allowing them to precisely target the campaign aim audience.
Once identified a target audience, it is time to go ahead and understand what will motivate them. Not all communities reply the same way to the same stimulus. For example, European gamers are more likely to pre-register for a game if a discount is involved, while APAC players may do so just to obtain exclusive in-game items. Giving your audience the right incentive is vital to engage the communities.
Once you have the target audience figured out, you can start working on finding influencers that will be able to effectively access it. Using services like CreatorDB will make it easy to individuate the right influencers for your campaign by browsing a large influencer database and being able to perform searches using advanced filtering options and parameters.
How to use influencers for boosting pre-registrations
As for the target audience is essential to have well-established the goals of your marketing campaign. In the case of a campaign aimed toward game pre-registration, it would mostly be done by setting a quota of users to pre-register. When picking influencers, there is a considerable debate about whether it is better to go with prominent names that hold accounts with millions of followers, small influencers with a few thousand followers, or something in the middle.
There are good reasons on both sides: more prominent creators bring your message in front of many more people at once but obtain a lower engagement rate on average, and small creators have fewer but much more dedicated followers.
Another significant difference is how smaller creators often cater toward more specialized niches while larger ones tend to attract much broader, less focused demographics. It is essential to consider that, especially if your marketing strategy wants to break through specific groups.
Learn everything you need to know about micro-influencers here.
But much of the decision should come down to which influencers are going to be able to better target your desired audience and achieve your goals.
Once chosen the influencers, think about your messaging strategy. Unlike other forms of advertising, influencer marketing is often discouraged from having a script set in stone that each creator should follow.
Many campaigns still want to keep a unified approach to their messaging and that is going to be important to ensure that everyone can easily recognize every piece of content as a part of the same campaign.
The messaging strategy should be able to create a connection between the influencers’ styles with the game branding and content.
By leaving the influencers enough creative freedom, they are able to craft messages that resonate with their fanbase better than any other message could.
How to launch a pre-registration campaign
Google Play allows games to be searchable in the app store and in pre-registration for up to 90 days, even if many large studios seem to be given extensions.
In general, a pre-registration campaign should be started 1 to 2 months before the launch of the game to be able to maintain the hype and excitement around the project.
Since the pre-registration campaign is a prolonged effort, it is important to be able to have a sustained push when it comes to marketing. Activating many relevant small content creators throughout the duration of the campaign is a perfect way to keep the target audience engaged with the game and aware of the launch.
Generate buzz through influencers to improve pre-registration
Pre-registration campaigns are proven to lead to higher daily installs and improved day-one to day-seven retention.
By promoting pre-registration through relevant influencers is possible to mobilize and engage with online communities. Doing so the marketing message would be amplified and have a great chance to gain traction.
In order to better attract interest and registrations is helpful to offer exclusive content or discounts for the ones that participate in the pre-registration. This approach can be taken a step further by including content tailored around the influencers’ likings or signature traits.
Including and encouraging user-generated content in your campaign is another good approach to extend the buzz around the campaign and boost audience involvement and community-building efforts.
Sharing early access or game demos with the influencers is another crucial way to generate hype around your game and drive in pre-registering users.
Showing off parts of your game can give your audience a sense of what will be and create excitement and anticipation.
Conclusion
In conclusion, a pre-registration marketing campaign can be an excellent tool for mobile game launch since it enhances the game’s visibility and works towards establishing a community around the game even before it has been found. They can be boosted by collaborating with influencers, which is especially important since they can work towards mobilizing online communities and groups to participate in your game or marketing campaign actively.
That’s why we at CreatorDB offer a series of services that can accommodate your needs: our proprietary software will help you identify the right influencers in no time. But if you are looking for a more hands-off approach, our agency team can deliver end-to-end influencer marketing campaigns across the globe. They flaunt expertise in 10 of the most spoken languages and are used to individuate contact and manage content creators for our clients. Contact us to learn more about what influencer marketing can do for you.