Marketing Mobile Games
by Larry F

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There was a time when mobile devices were used mainly for communicating with other people and offered very few features. These days, more and more people are using their mobile phones or PDAs for entertainment purposes and looking for a wide variety of additional features on their mobile devices. Mobile games are among the most sought-after features. Some people even make a decision on which mobile phone to purchase based on the quality of gameplay they can expect, opting for devices with bigger screens or better graphics. However, despite their growing popularity, there are certain challenges associated with marketing these games.

Mobile games tend to have graphics with much lower quality than those of console or PC games. Also, playing these games on a small screen might seem much less appealing for those who are used to high-quality graphics and playing on a much larger TV or PC screen. Rather than trying to market games towards hardcore gamers with higher standards, game companies have instead focused on casual gamers. Even someone who rarely plays games is likely to be familiar with some classic videogames such as Pac-Man or Tetris. Designing mobile games based on these well-known classics allows these people to feel comfortable with what they’re getting when they download a game. Pointing out these comparisons when promoting a game can make it easy for people to decide whether or not they are likely to enjoy it.

Hardcore gamers haven’t been completely ignored. By following trends on the internet and in the gaming world, game companies can gain valuable insight into which types of games these people are most likely to purchase and play. Improvements in graphics and gameplay are constantly being developed, attracting more of these players. With the huge interest in multiplayer games, MMORPGs, and online gambling, these types of games have found a place in the mobile gaming world.

Another marketing strategy used to attract customers involves the brand names and licenses of these mobile games. Companies are willing to pay hefty fees in order to create games associated with a popular genre or name. For example, instead of developing a generic or completely original game, Hands-On Mobile opted to team up with Marvel in order to create an Iron Man mobile game. The advantage to this approach is that potential players are familiar with the game’s theme, and the publicity generated by the movie itself has encouraged people to give the game a try. They would rather spend their time and money on something they recognize instead of taking a chance on a game that they are completely unfamiliar with.

Despite the fierce competition from console and PC games, mobile games are holding their own in the gaming industry and continuing to generate interest. The use of 3D graphics and new forms of technology will allow these games to flourish among more seasoned players, while the familiarity of games based on classic videogames will continue to draw casual gamers. Those looking for more entertaining ways to pass the time instead of talking or texting can anticipate having an even greater variety of games to choose from in the near future.

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