The relevance of holiday marketing in mobile gaming goes beyond mere festive decorations and Santa hats propped up on characters. It’s a key player in driving engagement, boosting in-app purchases, and creating a community spirit that resonates long after the last snowflake falls. Let’s explore why holiday marketing is not just a seasonal strategy but a game-changer for mobile gaming enthusiasts and developers alike. And why it’s still so relevant in 2023.
The Holiday Gaming Boom
The Holiday season is not just about eating turkey and meeting up with friends and family. A lot of people are spending more time in apps and especially in mobile games. Christmas Day and New Year’s are the biggest gaming app sessions of the Holiday season. So why not take advantage of it and dress up your game for the Holiday season?
Source: Adjust
Not only are they spending more time playing games on their phone, but they’re also downloading more. This makes the holiday season (and especially december) the perfect time to strongly advertise your mobile game to potential users.
With a rise in both gaming sessions and installs, you cannot miss this window of opportunity. Players will be looking for more games to try out, it’s the perfect time to introduce your game to them.
Source: Adjust
This may be the perfect opportunity to convert new users and then work to reduce churn so they can become long-term players.
Capitalizing on the Holiday mood
The holiday season is a lucrative period for mobile game developers looking to boost their revenue streams. One of the primary contributors to this surge in profitability is the notable correlation between holidays and increased in-app purchases.
As festivities ensue and players immerse themselves in the holiday spirit, there’s a natural inclination to enhance their gaming experience. This heightened engagement translates into a greater willingness to make in-app purchases, whether it’s for special power-ups, unique characters, or limited-time offers. The sense of celebration and generosity often prompts players to indulge in these purchases, making the holiday season a golden opportunity for developers to capitalize on this consumer mindset.
To complement this trend, game developers strategically leverage special events and updates during the holiday season. Introducing holiday-themed content breathes fresh life into games, captivating players with festive aesthetics and immersive experiences. From winter wonderlands to virtual gift exchanges, these events not only keep players engaged but also act as a powerful marketing tool. The anticipation of exclusive holiday content encourages players to stay active, ensuring a steady flow of engagement throughout the season.
Further heightening the allure of holiday gaming, developers offer exclusive in-game rewards during festive promotions. These rewards serve as a token of appreciation for player loyalty and act as a compelling incentive for continued engagement. Whether it’s unlocking rare items, exclusive characters, or limited edition virtual goods, these rewards create a sense of exclusivity that resonates with players, fostering a deeper connection with the game.
Because players are more keen to spend their money in the holiday season, a carefully crafted holiday marketing campaign can really make a difference and take advantage of that situation.
Player Engagement and Community Building during the Holiday Season
Player engagement and community building form the bedrock of a game’s success, especially during the holiday season. As digital realms transform into virtual social spaces, developers harness the power of social features to amplify the holiday gaming experience.
Social features within games not only facilitate connection but also enhance the overall player experience. During the holidays, the impact of these features is magnified as friends and communities come together to celebrate virtually. Whether it’s collaborative challenges, multiplayer competitions, or shared in-game achievements, social features provide a platform for players to interact, collaborate, and share the joy of the season within the confines of their favorite games.
Building on this sense of community, mobile games strategically leverage holidays to forge stronger player connections. The festive season serves as an opportune time to introduce community-focused events, where players can come together for shared celebrations, exclusive in-game gatherings, or friendly competitions. By fostering a sense of belonging and shared experience, developers create a vibrant player community that extends beyond the digital realm.
This means marketing in-app events directly in the app stores (or even outside of them) to attract more users. Show them that you’re listening, that you have what they need and are looking for. Your game is the answer to their desires.
How to set up a successful holiday marketing strategy
The first step is to plan ahead. You will need time to prepare and this is not something you can pull off last minute. You should mark your calendars, set timelines, and establish a comprehensive roadmap for your holiday campaigns. You need to set goals beforehand and decide how to reach them so the production will go smoothly.
You then need to collect enough data to ensure that your holiday campaign will be the most efficient it can be. Utilizing data-driven insights allows for personalized campaigns, ensuring that the right message reaches the right players at the right time. This approach not only enhances the effectiveness of the holiday marketing strategy but also sets the stage for a deeper understanding of player dynamics beyond the festive season.
Now you just have to let your creativity loose and have some fun with your creatives!
Conclusion
the power of holiday marketing stands as a testament to the industry’s adaptability and creativity. It transforms a season of joy into a season of engagement, where players don’t just play games but actively contribute to the success and vitality of the virtual worlds they inhabit. As the next holiday season approaches, game developers find themselves armed with the knowledge that beyond the tinsel and ornaments, lies a world of opportunities to boost engagement, foster community, and unlock the full potential of their mobile games.
Hi there, I’m Marine (she/her), I’m a Content Manager at Apptamin. Apptamin is a creative agency specialized in app videos (video ads, app store videos, etc.).
