Unlocking the power of social and community in mobile game growth

In the fast-evolving landscape of mobile gaming, publishers are constantly seeking new ways to drive sustainable growth. While traditional strategies like product development, LiveOps, and user acquisition (UA) have been pivotal, there’s a growing recognition of an often-underutilized lever: the power of social and community engagement.

The Role of Community in Organic Growth

Community engagement has proven to be a critical driver of organic growth for mobile games. A strong community sentiment can significantly enhance word-of-mouth referrals, which are invaluable for attracting new players. As gamers share their positive experiences and recommendations within their networks, new users are organically introduced to the game, reducing the reliance on paid advertising.

Enhancing Player Engagement

Active and meaningful community engagement is not just about attracting new players; it’s also about retaining existing ones. Communities provide a platform for players to connect, share tips and tricks, participate in contests, and enjoy exclusive deals. This engagement fosters long-term retention and increases in-app purchases (IAP), as players feel more invested in a game where they are part of a thriving community.

Leveraging Social Proof

Social proof, derived from positive community interactions, plays a vital role in enhancing paid marketing efforts. When potential players see positive reviews and active community participation, it builds trust and credibility, leading to better performance of marketing campaigns. Publishers can leverage this earned social proof to create compelling marketing content that resonates with new and existing players alike.

Survey Insights: Community Impact

A recent survey of over 2,000 mobile gamers across North America shed light on how social and community factors influence gaming behaviors. Key insights include:

• Pre-Install Research: Community sentiment is a leading factor, with nearly half of the players researching reviews and ratings before installing a game.
• Spender Behavior: One in five spenders consider a game’s online community when deciding to install a new game. Moreover, 27% of these spenders actively participate in these communities, and 15% are willing to spend more if they are engaged within the community.
• Content Engagement: Players are highly responsive to value-driven social content. Tips and tricks, contests, and deals on IAP are top drivers for deeper in-app engagement.
• Game Discovery: Active communities are pivotal in game discovery, with 42% of players finding new games through community interactions and social media channels.

Building a Strong Community

For mobile game publishers, investing in community-building strategies is essential. This involves not only creating and nurturing official game communities but also engaging with fan-run groups and influencers. Providing excellent customer support is equally important, as positive interactions can lead to increased recommendations and higher retention rates.

The power of social and community engagement in mobile gaming cannot be overstated. By fostering a vibrant community, publishers can drive organic growth, enhance player engagement, and ultimately build a loyal and active player base that supports sustainable growth.