4 tactics mobile app makers can steal from game companies

Game marketers are always looking for ways to make their titles successful. One of the best ways is to look at what other game companies are doing, especially when it comes to free-to-play (F2P) games on Facebook and mobile devices. We took a visit out to North Carolina last week to speak with Ky Le, an entrepreneur and the former VP of business development for Kabam's European division. Le and his business partner, Matt Woomer, just launched a new company called Disruptor Beam out of Boston. I was able to sit down with Ky in North Carolina during our trip and hear about some ideas he had when it came to marketing F2P games on Facebook and mobile devices. Here are four tactics that game companies can steal from game companies: 1) Leverage existing fan bases to market your new titles When Disruptor Beam launched its first title, Star Trek: Fleet Captains , in December 2011, it wasn't like many other traditional video game launches where there is a big media buy and then the title goes live and everyone jumps on it. Instead, the company made use of its existing fan base to market its new title. "We were able to use our Star Trek fans as evangelists for the game," Ky said. "That gave us a leg up and we saw early traction." Ky noted that Disruptor Beam had an active following from its first Facebook game – Game of Thrones Ascent . The company has also been actively using other communities such as Reddit and G+ and Twitter and Pinterest too. Recent examples include: a) On April 17, Disruptor Beam announced via Twitter that there would be limited-time pricing to try out the beta version of Star Trek: Fleet Command . There was immediate interest in the tweet with 30 re-tweets and 35 likes. b) On April 25, the company announced via G+ that beta testing would begin soon for its second Facebook game based on the popular AMC show, The Walking Dead . That post generated 20 comments and more than 100 +1s in less than 24 hours. 2) Build a community to drive loyalty and retention Ky pointed out that at least 50 percent of their design process is about figuring out how to turn "one-time customers into repeat spenders." "We focus a lot on creative ways we can bring people back," Ky said. "When you look at the games industry as a whole, most players bounce off within seven days if don't pay something … we have to have a significant plan in place to get people coming back." One way Disruptor Beam encourages players to come back is through special events. These include: a) On April 19, the company announced on its blog that there was a new mission for its Star Trek fans called "Be Boldly Go" where players can earn extra rewards by playing missions from the original series TV show during the month of May. b) In January, based on popular demand from The Walking Dead fan community, Disruptor Beam added 400 additional slots for survivors into the closed beta testing of The Walking Dead Social Game . It also ran a contest giving away several prizes including a trip to San Diego's Comic-. Winners were selected using Google

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