Marketing PC Games is so 2005, Gross.

  • PC and console game publishers leverage advertising, but campaigns usually take the shape of brand ads that lack measurement on a per unit basis.
  • One reason is that Steam and the consoles don’t provide API access to the conversion data needed by marketers to build a data supported funnel with attribution. Marketers are blind.
  • As a result most sales on PC and Console are driven by platform features, discounts and influencers. None of those things are nearly as predictable or repeatable as UA.
  • PC is an environment where the ability to scale is less in the hands of the developer or publisher and more in the hands of the platforms (PC and Consoles) and streaming ecosystem (influencers).
  • Platform features and influencers as marketing levers aren’t predictable, consistent or repeatable and often rely on the good graces of a human.
  • This makes establishing predictable unit economics more inconsistent, nondeterministic and unscientific.
  1. Avoid marketing to PCs and Consoles.
  2. Optimize towards marketing to people on their smartphones.
  3. Don’t break the chain by expecting the user to switch devices.
  • Tap the ad
  • Tap the get button
  • FaceID or passcode
  • Click the ad
  • Enter birthdate
  • Scroll to find purchase button
  • Click to purchase
  • Self or gift?
  • login (more than a click)
  • Enter verification code (more than a click)
  • Press proceed to Steam button if code accepted
  • Enter cc # or at least the security code (more than a click, get wallet!)
  • Agree to terms
  • Press purchase
  1. Significantly reduce conversion points in the funnel and therefore friction.
  2. Improve sales page layout dramatically
  3. Don’t make consumers go get their credit card.
  1. Conversion Event Tracking.
  2. UID for unique sale/customer/user identification.
  1. Avoid marketing to PCs and consoles.
  2. Optimize towards marketing to people on their smartphones.
  3. Don’t break the chain by expecting the user to switch devices.
  4. Significantly reduce conversion points in the funnel and therefore resistance.
  5. Improve sales page layout dramatically
  6. Don’t make consumers go get their credit card.
  7. Event tracking.
  8. UID for unique sale identification
  • Tap the ad
  • Tap the checkout button
  • Tap pay
  • Face id or passcode
Forget the laptop, just buy it on your phone

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Tobias Batton

Tobias Batton

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Entrepreneurship | Publishing | Advertising | Games | CogSci | Information Theory | Cybernetics