In the world of mobile apps, if there’s one industry that’s truly aced the art of personalization, it has to be eCommerce.
And it seems straightforward, doesn’t it?
Recently viewed products, cart items, wishlist items, etc., are all rich data points that can be used for precise retargeting. Over time, eCommerce apps have pioneered product feed-driven personalization and the results are remarkable: unmatched engagement, conversions, and revenue.
In this blog, we explore how mobile gaming can take notes from eCommerce and step up their personalization game.
Like eCommerce, like gaming: Bridging the personalization gap
At first glance, eCommerce and mobile gaming might seem worlds apart, but beneath the surface, they share some striking similarities.
- Both industries are highly competitive, constantly vying for users’ attention.
- Both rely heavily on creating addictive experiences.
- And both have exceptionally talented marketing teams armed with effective tools and strategies.
So, why is it that only eCommerce has been using its deep understanding of shopper journeys for sophisticated personalization of ad experiences? More importantly, why haven’t gaming apps stepped up their personalization game?
A surprising majority of gaming apps, ranging from action to hyper-casual, still deliver generic ad content. While these ads could be based on individual player preferences and in-game behaviors, they are NOT.
Yes, what you’re hearing is the sound of money being left on the table! And of course, missed opportunities to engage players more effectively and boost lifetime value.
Think like a host, act like a marketer: The power of recommendation
Ever so often, it’s worth revisiting one crucial question: what incentive does the player have to stay back and spend more time on your game?
As a gaming marketer, no one knows the peak joys of the game better than you. You know every twist, turn, and hidden gem within your game, while your players are still getting used to the game.
Yet, this is how most gaming ads look like:
The Desert Storm creative I
Whereas it could look like:
The Desert Storm creative II
See yourself not just as a marketer, but as a host who can create unique gaming experiences for different segments. Your ads could act as personalized recommendation engines, guiding each player on a unique journey through your gaming universe.
In eCommerce, personalized ads recommend products based on user preferences and past behavior. DCO (Dynamic Creative Optimization) Ads, for example, analyze vast amounts of user data and product feed data, to smartly recommend the right products to users.
Similarly, in mobile gaming, ads can recommend specific in-game items, power-ups, and strategy, offers based on the player’s gaming history and preferences.
Mobile gaming ads need to break free from the ordinary. Most are generic, missing the chance to deeply engage their players.
What it means for you is a major first-mover advantage! You can establish hyper-personalized ad experiences as your game’s differentiator.
We share practical insights on where to start. Read the full blog here!