Hacking Video Game Brands Are Using To Build Player Loyalty | PocketGamer.biz


Hacking Video Game Brands Are Using To Build Player Loyalty |  PocketGamer.biz

User acquisition is important, but building a successful brand requires more than attracting users to your product – it requires maintaining their loyalty and retaining your business.

In this guest post, Idomoo Director and Game and Sales Account Manager Mike Pidgeon discusses how brands can successfully maintain player loyalty and increase their retention numbers through the use of personalized game summaries.

In the gaming industry, commitment is king. However, idle players pose a constant threat, especially as pandemic-related restrictions ease. In 2021 alone, brands saw a three point decrease in players. To make matters worse, the player acquisition cost is on the risemaking retention that much more essential.

So how can brands win players back? Reminding them of their love for the game. The challenge is that the approach must be scalable and exciting, as immersive and visual as the games people play.

Major game companies have found a solution: show gamers the biggest and best moments of the game, ranging from epic battles to the friends they’ve made along the way. And put it all in an attention-grabbing highlight reel that’s fun to watch and easy to share.

Many brands are already doing it: Hi-Rez, Ubisoft, Fortnite and Playdemic among others — and getting great results, driving deeper engagement with current players and even reaching new audiences.

Recapping the player experience

For the new generation of gamers, experience is everything. But who are they? Accent surveyed 4,000 gamers and found that the stereotypes gamers have long been associated with are a thing of the past.

This is what today’s players look like:

● They are more diverse. Nearly half (46%) identify as female, and nearly a third of new gamers identify as non-white.
● They are younger. 30% of new players are 25 years old or younger.
● Players put more emphasis on the social side of games. Three quarters say the majority of their social interactions take place on a gaming platform.

Increasingly, gaming is about community. However, along with personal achievements and real connections made online, gamers expect a next-level digital experience. Part of what works with these custom summaries is that they meet both needs.

Just as no two gameplay experiences are the same, no two recap videos are the same. By combining player stats with gaming visuals, game companies celebrate each player as the individual that they are.

Combining data with video is slow if you do it manually, but brands use Idomoo’s Next generation video platform to make it scalable: videos for millions of gamers around the world that can be ready to go live in a matter of days. This gaming video montage gives you an idea of ​​how it works.

Recap videos are often a year-long review, but can easily cover just one season or span multiple years. Ubisoft, for example, sent millions of gamers a personalized five-year summary to kick off Ubisoft Connect. But engaging downed players isn’t the only goal. Personalized videos can congratulate players when they reach a certain milestone or invite them to a new challenge.

But whatever the case may be, all of these videos have the same end goal: to extend the player experience beyond the game and keep it personal.

Custom Game Videos in Action

Really custom game summaries took off during the pandemic, but they are still strong. Brands will send videos to gamers who have lost interest after the pandemic, rekindling their love of the game. They show all the fun the player had on their journey when playing and then highlight everything that has been released since the player stayed. That’s another way each player’s video can be different: there’s different content to show depending on when they left the game.

This approach excites players and inspires them to come back for more. In a global campaign, the videos prompted a staggering 17 player re-enlistments.

One of the most recent campaigns was Plarium, which celebrates the third anniversary of this year’s Raid: Shadow Legends. Plarium saw an increase in daily active users in the days after launch, and they doubled their engagement rates on Twitter as fans posted about their video, tagging #3yearsRaid. Even better, players received a referral link along with their personalized video so they could share the game with friends. This led to 100% more referrals.

Check it out below, but remember this is just an example. Every video, like every player, is different.

Available in five languages, each video told its own story about the viewer’s journey within the game. He chronicled his legacy with high-quality footage, narration, and player stats, including over 150 data points. It even showed them how they stacked up against other players, unlocking insights into their performance.

“This year’s campaign exceeded our expectations in terms of player engagement, referrals and creating a buzz on social media,” said Sergey Bragilevsky, Plarium’s Chief Growth Officer. “We always strive to bring unique experiences to our fan base, and Idomoo helped us do just that.”

Similar game roundup results include:

● 10 times higher interaction
● 68% more sales
● 5 times more in social sharing

As expected in the gaming world, videos can also be interactive. Players can click to buy weapons and skins or download recommended games, all directly from the video. This leads to a direct ROI, such as an 88% conversion rate for an anniversary recap video.

Taking social media by storm

As you can see, a key part of every campaign is social media. In its survey, Accenture found that gamers spend about six hours a week interacting in online gaming communities, and that doesn’t include the eight hours they spend watching or participating in live game streams.

Social media is a huge part of how gamers connect, so every recap campaign should have a social media component, whether it’s a dedicated hashtag or video links to make it easy to share. Since the videos can be interactive, players can directly click on the video to share it with their favorite network.

Because the featured reels are customised, they are a fun way to let players brag (or sometimes laugh) about their performance.
Some brands are taking social sharing to the next level by leveraging user-generated content. Essentially, players can choose what they want to include in their showcase video and then click to render the video, all in real time.

CCP Games, for example, sent EVE Online players this customizable video.

By choosing the moments they are most proud of, players can easily create a video that they would like to share with friends and followers.

This type of word of mouth marketing is key to driving brand reach. Imagine you are scrolling through your news feed. You realize that a friend posted the video above. Is short. He is good looking. It is legit – 80% of consumers They say that UGC has a big impact on their buying decisions. After watching it, visit the site to see what all the fuss is about. For CCP Games, shareable videos like these have led to a 66% increase in visits to their recruitment page. Those visitors become loyal players. They eventually receive and share their own personalized videos. And the cycle continues.

The future of video for video game brands

Custom featured reels are just the beginning of advanced video technology in the gaming space. Today’s consumers, across demographics and industries, demand video and 62% of customers Now I want more brand videos.

Brands are already taking video to the next level with features like user personalization and advanced interactivity. But younger demographics, who make up a key part of today’s gaming audience, will continue to demand more. The latest research shows that Gen Z is 59% more likely to want video interactivity and 69% more likely to want video personalization than other generations.

If any industry is ready to take on advanced video technology, it’s gaming. And personalized, customizable, real-time video is one way brands can build loyalty in an increasingly competitive landscape and wow gamers by celebrating the games they love.

Edited by Lewis Rees