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Speaking at today’s London Games Confernece, Google’s developer relations expert Rupert Whitehead gave some advice on how mobile devs can improve the discoverability and install rate of their game.
While many of these tips were given in relation to the Google Play store, they could be used on other mobile platforms.
Firstly, Whitehead encouraged devs to put more effort into their store listings. Users "want to make a snap decision", he said, and everything on that page should help them do so.
Videos on your landing page will show how the game looks and works, helping gamers instantly understand whether or not your title is right for them. Similarly, clear screenshots should be an accurate representation of your game.
"If you haven’t spent time on good graphics for your landing page, they’ll reaosn you’ve probably not spent time making a good game," he said.
He also encouraged studios to use the official Google Play badge to link to the landing page from websites and ads. This looks more professional and Google research suggests users are 47 per cent more likely to trust and download the game if using this official label.
User reviews have a big impact on whether others will purchase or download your game. Rather than ignoring negative ones, engage: ask what the problem was, reassure them about upcoming features and fixes. Some users will change their negative review.
Whitehead also encouraged devs to work with opinion leaders to help promote the game, providing you ensure they are relevant and of value and interest to your target audience. However, you need to think about how your approach them: present them with a story, or involve them in your Alpha and Beta tests.
Finally, devs were advised to think globally when releasing their game. This means more than simply localising the text on their landing page, but also redesigning the artwork and altering the price to match the expectations of their target market.
