Gone are the days of launching a game and then moving onto the next project. With the rise of Games as a Service (GaaS) models, developers are now focused on creating long-lasting experiences that keep players engaged for years to come. This has led to a major transformation in marketing campaigns — with a focus on ongoing engagement, community building, and data-driven optimization.
Let’s figure out how GaaS models are changing marketing campaigns and beyond.
First Off, Let’s Talk About How GaaS Models Are Changing Marketing Campaigns
Here’s how.
From Launch Day to Long-Term Play
Traditional game marketing used to revolve around a big launch — get people excited, get them to buy the game, and that’s it. But GaaS games are different. They’re like ongoing TV series instead of a single movie.
This means marketing needs to shift from a one-time burst to a steady stream of activities. Instead of just hyping the initial release, developers now need to keep players interested with a constant flow of new content, updates, and events.
Build a Loyal Fan Base
GaaS games grow in active and engaged communities. Players want to feel like they’re part of something bigger, connect with others, and have their voices heard. This means marketing needs to be more community-centric. Developers are using social media, forums, and streaming platforms to interact with players directly, respond to feedback, and build relationships – Bryan Dornan, Mortgage Lending Expert & Founder at RefiGuide.org.
They’re also tapping into the power of user-generated content and influencer marketing to spread the word and create a sense of belonging. It’s all about fostering a loyal fan base that will stick around for the long haul.
Data-Driven Decisions
GaaS games generate a wealth of data on player behavior, preferences, and spending habits. This data is a goldmine for marketers. By analyzing it, they can understand what makes players tick, what they enjoy, and what motivates them to spend money. This allows them to personalize marketing messages, tailor in-game events, and optimize content updates to keep players happy and engaged.
Marketing Throughout the GaaS Lifecycle
According to Jimi Gecelter, CEO of Tradeit explains, “Marketing for a GaaS game requires different strategies at different stages of the game’s lifecycle. In the pre-launch phase, it’s all about building hype and generating early access interest. During the early growth phase, the focus shifts to attracting new players and encouraging early adoption.”
Jimi added, “As the game matures, the goal is to maintain player engagement and encourage long-term retention. And even in the decline phase, there are opportunities to re-engage lapsed players and attract new audiences. It’s a continuous cycle of attracting, engaging, and retaining players.”
Marketing Strategies for the GaaS Lifecycle
Here’s how to market your game throughout its life.
Before Launch
Before your game is even released, you can start generating excitement and building a community of eager players. Here’s what you can do.
Early Access and Beta Testing
Don’t just keep your game under wraps until launch day. Offer early access to a select group of players through beta testing programs. This allows you to gather valuable feedback, identify and fix bugs, and fine-tune gameplay before the official release.
More importantly, it creates a core group of dedicated fans who feel invested in the game’s development and will become your early advocates, spreading the word through word-of-mouth and online communities. Consider offering exclusive rewards or recognition to beta testers to show your appreciation for their involvement.
Social Media Teasers
Social media platforms are your best during the pre-launch phase. Use them to share captivating visuals, like character designs, environment screenshots, and short gameplay clips.
Alex Begum, San Antonio Injury Lawyer at Villarreal & Begum Law Group says, “Offer behind-the-scenes glimpses of the development process to give players a sense of the passion and effort going into the game. Run contests and giveaways to generate excitement and encourage social sharing. Don’t forget to actively engage with comments and questions from your growing community.”
Connect with Streamers and YouTubers
Influencer marketing is a powerful tool for reaching a wider audience. Reach out to popular gaming streamers and YouTubers and offer them early access to your game – David Martinez, VP Enterprise & OEM Accounts at Cybernet Manufacturing.
Encourage them to stream gameplay, create videos, and share their experiences with their followers. This can generate buzz and introduce your game to a large and engaged audience.
Early Growth
Launch day is just the beginning. Now it’s time to roll out the red carpet and welcome new players into your game’s world.
Focus on User Acquisition
Cast a wide net to attract new players. Utilize a mix of online advertising, social media campaigns, and partnerships with other games or platforms. Clearly communicate your game’s unique selling points, whether it’s innovative gameplay mechanics, an engaging story, or a strong community focus. Offer free trials or demos to allow potential players to experience the game firsthand.
Make Onboarding Easy
First impressions matter. Ensure new players have a smooth and enjoyable onboarding experience. Provide clear and concise tutorials that guide them through the game’s mechanics and introduce them to the core gameplay loop. Create a welcoming and supportive community where new players can ask questions, connect with others, and feel like they belong.
Early Game Events
Keep the momentum going with exciting events and challenges in the early stages of the game. This encourages players to explore different aspects of the game, interact with other players, and invest more time in the game world. Offer rewards and recognition for participation and achievement to further motivate players, says Scott Odierno, Partner of Odierno Law Firm.
Maturity
As your game matures and builds a loyal player base, the focus shifts to maintaining engagement and budding long-term loyalty.
Regular Content Updates
Keep the game feeling fresh and exciting with a steady stream of new content. This could include new characters, maps, game modes, quests, or story expansions. Communicate clearly about upcoming updates and involve the community in the process by soliciting feedback and suggestions. Create a content roadmap to give players a sense of anticipation and transparency.
Community Events
Organize regular events and activities to foster a sense of community and keep players coming back for more. This could include in-game tournaments, contests, seasonal events, or even real-world meetups. Encourage player interaction and collaboration through guilds, clans, or other social features.
Listen to Feedback
Actively listen to player feedback and incorporate it into your development roadmap. Use surveys, forums, and social media to gather insights into player preferences and identify areas for improvement. Show players that you value their opinions and are committed to making the game the best it can be.
Decline
Even the most successful GaaS games eventually experience a decline in player activity. But this doesn’t have to be the end. With the right strategies, you can re-engage lapsed players, attract new audiences, and even breathe new life into the game.
Re-engage Lapsed Players
Reach out to players who haven’t played in a while with targeted messages and incentives. Offer special rewards, exclusive content, or reminders of the fun and social experiences they enjoyed in the game. Analyze player data to understand why they stopped playing and address those issues.
Attract New Audiences
Explore new marketing channels and platforms to reach a wider audience. Consider offering free trials, discounted versions of the game, or bundles with other popular titles. Partner with influencers who appeal to different demographics. Re-evaluate your marketing messages to ensure they fit with potential new players, says Khashayar Shahnazari, Chief Executive Officer at FinlyWealth.
Reinvent the Game
Sometimes, a major overhaul is needed to revitalize a declining GaaS game. Introduce significant updates that add new gameplay mechanics, story elements, or even entirely new game modes. Consider developing spin-offs or expansions that explore different aspects of the game’s universe. This can reignite interest from both old and new players.
The Future of GaaS Marketing
Here are four key trends that will shape the future of GaaS marketing.
The Metaverse and Virtual Worlds:\
Games are no longer just isolated experiences — they’re becoming interconnected worlds where players can socialize, create, and explore. Marketers need to think beyond traditional in-game events and consider how to leverage these virtual spaces to create unique and engaging experiences – Dan Close, Founder, and CEO at House Buyers.
This could involve hosting virtual concerts, creating interactive storylines that span multiple games, or even building virtual economies where players can buy, sell, and trade virtual goods.
Web3 and Blockchain Integration
Web3, with its decentralized technologies like blockchain and NFTs, is poised to revolutionize GaaS marketing. Imagine players owning unique in-game items, participating in decentralized governance models, and earning rewards for their contributions to the game’s ecosystem.
NFTs can represent anything from rare collectibles to in-game characters, giving players true ownership and creating new opportunities for monetization. Blockchain technology can also enhance transparency and security, building trust between developers and players. Marketers need to understand how to leverage these technologies to create new value for players and foster a sense of ownership and community – Sumeer Kaur, Founder of Anarkali.
AI-Powered Personalization
As GaaS games generate ever-increasing amounts of player data, artificial intelligence (AI) will play a crucial role in personalizing the gaming experience. This could lead to hyper-personalized gaming experiences where each player feels like the game is designed specifically for them.
AI can also help automate marketing tasks, such as creating personalized messages, recommending relevant content, and even predicting player churn. Marketers need to embrace AI as a powerful tool for understanding and engaging players on a deeper level – Martin Seeley, CEO of Mattress Next Day.
The Rise of User-Generated Content
Players are no longer just consumers of content — they’re creators too. User-generated content (UGC), such as in-game creations, fan art, and videos, is becoming increasingly important in GaaS marketing – Claire Mason, Content Specialist at WeedSeedsExpress.
This not only enhances player engagement but also provides a constant stream of fresh and diverse content. Marketers need to encourage and support UGC, providing players with the tools and platforms to express their creativity and share their creations with the community. This could involve hosting contests, showcasing player creations in-game, or even integrating UGC into the game’s official narrative.
Wrap Up
Marketing for Games as a Service is all about building a long-term experience for players. It’s like throwing a party that never stops, with new activities and surprises to keep everyone entertained.
By using the right strategies and keeping an eye on the future of gaming, you can create a game that people will love to play for years to come.