Digital Marketing and Its Impact on Small Time Game and Mobile Application Developers

Stephen DiMarco has hit a very valid point in his post about how online marketing needs to start to assess some of the more qualitative side of marketing in terms of a brand rather than just Google Analytics or PPC, etc. In a world that’s primarily driven by unique page views, PPC campaign numbers, CTR rates, and other hard facts, it’s an interesting thought. As a gaming company, we offer post-marketing services which includes this marketing and it’s driven by numbers. We’ve yet to see how this affects us a brand, and Stephen’s got us thinking.

There are a whole slew of developers that are online at the App Store, but there’s an inherent problem with trusting a single developer. Many developers have delivered a product that’s a stand-alone app that is basically a flash-in-the-pan while others have consistently turned out mediocre but reliable apps. Who do you trust; the company that turns out one stellar app after a long hiatus or a developer that just needs some new direction or energy in their creative processes? There’s no real concept of a brand, there’s no Unilever or P&G for the App Store and therein lies the problem for marketers for iPhone development.

Although many people would argue that apps are products that have a repeat purchase cycle, etc, there’s yet to be a single developer that’s built a very successful brand using just their apps. People view apps like a utility and look to promote them as such. Very rarely does anyone ever hear about the developer but rather the app itself. This is a problem in an industry where the first firm to truly brand itself will gain a massive first-mover advantage. Indeed it will be difficult, but if a firm is able to do so, they’d easily take over the App Store.

The problem, to a certain extent, lies in the tools that are geared towards quantitative metrics rather than qualitative metrics. For example, Twitter following dictates whether you are a thought leader or follower, a PPC campaign shows how well SEO or ad placement is working. Yes, they do provide numbers which can help translate into potential leads, but there’s no concept of a brand.

Resultantly, firms are looking to use their marketing dollars to build a brand. For us, as game developers, there’s an added challenge. Although it may be easy to build one stellar app and continue to tweak it over time, such an effort doesn’t build a brand in the long run. At this point, firms need to realize how their marketing channels are being used besides the metrics they provide. Do you use your Twitter account to talk with customers? What type of a Twitter following do you have? Does your website show how committed you are to your vision? These questions begin to emphasize how qualitative metrics become important. It’s great having numbers, but as companies grow there’s a need to build a relationship with customers outside of the traditional client-vendor concept.

For example, in the case of gaming studios, a loyal group of customers translates into many benefits. Beta testers are easily found from your Twitter following or customers that have written great reviews for your titles. Ultimately these are the people that will promote you for free. They don’t show up in the metrics, you find them by talking to them. This is a brand building activity that many firms ignore. Again, for small startups it’s difficult to find the right people, but most of the time they’re hiding right under your radar. Yet many firms ignore the potential of these testers and continue to push out apps without sufficient testing. There’s no reason when there’s a small group of dedicated followers that you need to deliver a game without proper testing. These people will be the life line for your game as you need the critical honest feedback about gameplay, controls, graphics, user interfaces, etc. Without these people, you’d never get the proper feedback which helps develop a truly outstanding title.

Nonetheless, many firms do use these techniques but need to realize that there’s a brand to be built using these types of activities. Reward your beta-testers with promo codes for free games so that they spread the word about you, their recommendation to other gamers will go a long way in making your company stand out amongst the army of developers on the App Store. As mentioned by Stephen, there’s a need to change from the quantitative towards the qualitative side of marketing to build brands similar to IBM, Apple, or Microsoft for app development companies. Firms need to get away from the purely numerical side of marketing and start to see where they want to be in 10 years time.

Flight Simulation Game

It just got to the point where the programs on the TV in the evening where deadly boring. You can only jog so much without losing your sanity and I needed some sort of diversion from the pressures at work; an escape of some sort, or excitement that did not involve huge expenditures of money or a huge investment of my time.

That was when my son suggested I try some of his games attached to his computer. Shooting the characters over different terrains was not my thing. Then I went online and looked around and found what I had been looking for.

I came across Flight Simulation games. I had messed around with one of these games about ten years ago and had good fun with it back then, but boy have things moved on since then. There was an accurate terrain, to fly over (or into), a big selection of aircraft, (in the old days I had a choice of three) planetary alignment and detailed features such as car headlights etc. It makes a big change to be able to be involved with a program and not feel you are too slow or not quick enough on the uptake to know the little tricks required to get you to the next ‘level’.

One thing I did not take into account was the family involvement. We ended up having ‘family competitions’ with typical ‘bendy’ family rules and a good time was had for us as a group and as individuals.

The layout of the instruments impressed my wife and she now has a pretty good idea of how things have been when we have taken trips abroad. The cloud presence is also realistic and of course the thrill of flying over well known landmarks or even your own house is awesome.

Of course the big thrill is to take from a particular airport and fly off to a new destination, there are hundreds of airports to choose from in these games. There are no restrictions to types of aircraft. Jet, propeller, old, new, helicopters and just about anything you could wish for. Shame I could not play with this in the office.

The real thing about it is the escape into a world of adventure right in your own house at minimal cost and time investment. The World of Flight Simulation has opened new doors for me and decreased my stress levels I hope it could do the same for you. If your circumstances were similar to mine.

Java Mobile Games – Experience Playing Entertaining Games

Java Mobile Games are used to entertain people with the latest in games. These technologically superior games are used for entertainment purposes. The Java games belong to every category that includes action, adventure, arcade, card, simulation, racing, puzzle and lots more.

The java games can be installed in a computer, mobile phone or a gaming console. The compatibility of playing games increases the efficiency of such gadgets. These games can be easily downloaded from the internet once the devices are connected to the net. People can easily surf the net and visit several websites to download files from the internet. The java mobile games are high definition ones and can be played on mobile phones. Such games can easily be installed on mobiles. These games can also be transferred from one mobile to another or downloaded directly from the net.

The icons displayed while playing the games have absolutely reasonable resolution and they get displayed as shadows and bright icons. Moreover, the games are supported by unique and informative content and that allows the users to keep track of every phase of the game that is being played. Moreover, the games are given attractive tiles that allows the users to search for their favourite games very easily.

These games can also be installed in devices that do not have large memory support. This makes the java mobile games more compatible to be used for entertainment purposes. Laptops, desktop computers and other gadgets can be utilised for playing the java games. However, a good resolution screen enhances the gaming experience.

Such games are available free of cost and are offered by several websites. It is a good source of entertainment and people can make use of it in their leisure time for entertainment reasons. The user finds joy in their lives and can get rid of tensions by playing these games. They actually serve as a stress buster. When it is to be downloaded from the internet, the user finds the option to visit several websites and choose the best games.