Brand Advertising Tips from the Game Marketers


Every developer of a game has one primary goal – to get more and more people playing it. But accomplishing that goal usually takes time, work, knowing your audience and out-of-the-box thinking.

Whether there are only few players paying to play your game or you have thousands playing for free, the process of getting players interested in your game and retaining them is very important.

Here are some things that you can do to improve your chances:

First of all, you need to have a plan. Having a sensible player acquisition strategy is the most essential part of targeting and attracting players who will love your game. This can include defining your target audience, identifying their locations and interests, researching the areas where they can be reached, and designing the best approach for reaching them and making them interested in your game. Having a plan does not only mean devising a go-to-market strategy, it also covers preparation, analyzing the existing situation and optimizing to reach more people.

Knowing your targeted player-group can help you easily estimate the cost of player acquisition. In this phase, it is extremely important not to underestimate the consequences of jumping the gun and kick- starting your player acquisition before your game is fully ready to be launched.

Presenting your game in a unique way is what will turn the attention of the audience towards your game. Even then, you will need to be careful to select the right platforms for working with, depending on the niche you want to target.

Finally comes designing the branding strategy for your game. The development and execution of your game’s brand strategy should be precisely tied to specific phases of its release schedule to optimize your results and LTV. The role of branding advertising in your strategy, on the other hand, should be based on scaling input, reach and events. Though it can be costly, branding advertising is most effective for producing results in terms of PA and building awareness for your game.

Developing and implementing a branding strategy for a game usually requires you to select the tools that will best target specific parts of a very segmented market. That means that you need to do a lot of planning, delivering and reporting, while automatically optimizing your campaigns, to get the best results.

Most successful game developers have been tracking their ROI in games advertising for a long time. In their marketing strategies they set out clear targets for cost of acquisition (CPA) and ROI (CPAU). Tracking these is a key element in the launch of a successful game.

Post-click and post-install metrics are also helpful for determining the true value of a user acquired through paid media.


Great game developers rely on a long list of resources to hook players. Here are some of the items at the top of it:

Facebook – has been the decisive tool for advertising almost any kind of brand over the last few years, and games are no different. A lot of thriving game developers have chosen this platform as a key advertising partner.

Everywhere else – But Facebook’s prices rise every day and vary depending on the market and audience being targeted. That fact has driven plenty of brands and game developers to other modes of advertising to reach their players. For ex. Forums, Gaming news websites, PPC advertising, Media buying etc.

Creative assets – Every developer needs to put eye-catching visual elements at the center of their promotional efforts. The time has long passed when a banner ad was enough. Nowadays game developers need to design a mix of ad creatives that drive high-quality acquisition. This should include rich media, which has proven to be very effective in driving successful acquisition and is highly recommended for any performance campaign.


  • Optimizing is the KEY – Today there are multiple tools and services that help game developers and online marketers test and boost their game ad campaigns. Successful advertisers are those that constantly enhance their results based on creative assets, inventory partner’s, calls to action and a myriad of other variables that can be optimized with these tools.


2016 has been an exciting year for both mobile and online games advertising, full of amazing branding campaigns created by game developers and publishers.

Implementing these tips and this know-how in your campaigns and marketing can boost your PA strategy, bringing you the players that you need when you launch your game.

If you need more assistance, iQU can help you. We directly manage advertising placements on games websites via our branding service, taking your game through advertising planning, delivering and reporting while automatically optimizing your campaign to get maximum exposure and the best results for your game.

You decide the objectives, budgets and targeting. We do the rest.

Learn more