You are aware of the effectiveness of player message. It can strengthen competition and enhance the gaming experience. It can draw in new players and bring back players who have left.
Even though the potential advantages are enormous, there are also instances of communications channels that make playing games less enjoyable. As a result, many shrewd game developers pass up chances to employ messaging to improve the player experience because they are worried about the worst-case scenario.
It requires some finesse and consideration to execute mobile communications correctly. We compiled a list of seven typical message errors in the gaming business, along with advice from top mobile development teams, and explained how to prevent them.
Making an opt-in request first
Imagine you’re a commuter who is bored. You visit the App Store, go through the list of the best free games, and download the one that grabs your attention. You select the game’s icon, eager to begin. However, something later spoils the entire experience.
Before the main menu or tutorial, the first thing you see is a context-free request to opt-in to push notifications.
Some apps, including chat apps, can get away with this order of operations, as our CEO George Deglin demonstrates, but mobile games can’t.
Users are aware of why a messaging app would want to notify them, he says. They will want to know why a mobile game needs to send them notifications, though, if they are playing one. It’s a strange and perplexing experience.
The Answer
The reciprocity principle is something that should be used in games. The main idea is that you ought to provide something valuable before requesting something in return. In other words, give your players a chance to play and engage with your game before requesting that you send them updates.
This was something that Morgan Andre, a marketing executive at Flaregames, tried out a few years ago. He increased the opt-in rate from 25% to 50% by relocating opt-in requests to later in the game, notably when players earned their first chest.
Interfering with players’ ability to achieve flow
Flow state is the ultimate goal of game creation. When a player is totally absorbed in their game, they are said to be “in the zone.” The last thing you want to do is break a player’s focus with a promotional message if your game is succeeding in doing that.
The Answer
Changing your perspective on message is necessary to find a solution to this issue. Consider how your communication approach could improve the player experience rather than viewing message channels as exclusively promotional in nature. For instance, in-app messages are frequently used in puzzle games to give players tips when they get stuck. These extremely personalised, strategically placed messages maintain gamers’ engagement and motivation rather than breaking up their flow.
There are various ways to communicate effectively without interfering with gamers. For instance, you can set up messages to disappear after a predetermined amount of time, allowing players to read them without having to pause their game.
Offering all-or-nothing communication options .
The relevance of the message and the volume of the message are frequently cited as the top concerns by churned consumers when asked why they uninstalled a game. That makes sense because nobody wants to receive unwelcome messages all day long.
The truth is, messaging tastes are really individual. While one player might see some messages as a burden, another player might see the same messages as advantageous. The same idea applies to messaging platforms; some people prefer text messages, while others prefer push alerts. However, the majority of games don’t give users the option to limit notifications or set specific messaging settings. They typically offer an all-or-nothing choice: either you receive every kind of notification or you completely disable notifications.
The Answer
Instead of making your gamers abandon the game and change their phone’s system preferences, let them modify their notification preferences while still in the game. Offer additional specific alternatives as well if you send out different types of notifications. Give players the option to select the message type they desire to receive. Do they desire information on game updates? Do they wish to be informed when friends register? Do they want notifications for the main game? The game experience will be enhanced and your messaging strategy will be warmly received if you let players choose their messaging choices.
Neglecting the communication preferences of gamers
Contrary to popular belief, the gaming industry has a higher communication barrier than most other industries. It makes sense after you give it some thought. In order to provide a smooth experience, games with frequent interactions (such as wheel spins, item cooldowns, level unlocks, and so forth) need to develop a robust message strategy.
While a daily message from an e-commerce firm may frustrate an online shopper, mobile gamers frequently rely on consistent communication from games to know when to act and keep them updated on significant events.
The Answer
Effective communication is timely, individual, and practical. You should feel free to experiment with various forms of communication and message frequency as long as you’re providing value. You can always make adjustments and settle on a happy medium if average engagement declines.
Sending messages at random times is sin number five.
Mobile games are made to pass the time while we’re busy. You might fit in a short round of Candy Crush or Among Us while you’re waiting for a cab. When the sun goes down, you might play a challenging level of Angry Birds to try and earn a third star.
There are “snackable” mobile games. That’s fantastic for consumption, but it poses new communications difficulties. When should messages be sent if each person only participates intermittently at various times? when commuters are travelling at eight in the morning? around noon? when they are getting ready for bed later in the evening? It can be challenging to define seemingly broad criteria like “morning” and “lunchtime” when you take into account that customers reside in various time zones.
Start using Mok.one
Mok.one is made to assist you in managing alerts and user communication across all channels, including email, in-app chat, bulk SMS, and push notifications for mobile devices and the web. We provide turnkey integrations with Unity and other game platforms so you can have your app up and running right away with all the features you require. You can open a free Mok.one account right now and start sending push alerts to iOS, Android, and other devices if you don’t already have one. Don’t believe us? Create an account and check it out for yourself!