Recently, the Driving Games Growth summit hosted online by GamesBeat and Facebook has gathered leaders of the gaming industry from all over the world. Overgear, a global gaming platform, took part in the summit and got inspired by the hot topics that have been discussed during the three-day event. As a result, Overgear’s CMO Anatoly Gil prepared an insightful overview of the summit topics related to marketing in gaming, aiming to share Overgear’s experience which just confirms the top players’ insights. Let’s take a look at what are the key points.
Adapting to international audiences
No question, geographic and cultural diversity is what all international gaming companies must take into account when developing their services. Understanding the cultural differences and how local markets work gives a key to better marketing and building stronger communications with your customers. This in turn affects the success of your service.
First of all, let’s address the customer feedback. Simply keeping in mind cultural aspects when communicating with customers can save you a lot of time and help avoid awkwardness. Consider this example: British people tend to be more restrained and formal when communicating with technical support, in contrast with Italians who are less formal and demand a more personal approach. Thus, adjusting your tone of voice with regard to where your clients come from can help you to build a strong connection with your customers and thereby improve customer experience.
The next insight implies that cultural aspects need to be considered when talking about customer perception of changes made in your service. The truth is that there is no way a product can work the same way in different countries and regions while maintaining the same level of efficiency, so the best solution would be to carefully analyze your audience.
Moreover, it is worth considering cultural diversity when trying to adapt your product to a new local market. Here’s a list of things that would be a good start for such research:
- Paying capacity;
- Buying habits and patterns;
- Size of the market that is hit by your service;
- Local competitors and their efficiency;
- Specificities of customer perception.
In order to support this idea, Overgear has presented a brilliant example of adapting their service to local audiences in several regions which demonstrated abnormal customer behavior. The result speaks for itself: the team managed to boost their sales and make a lot of money with little effort. These findings clearly demonstrate that offering a localized service adapted to the local audience can become the dealbreaker for your income.
And more
Overviewing the summit and presenting Overger experience, Anatoly went ever further and provided some more insights which are less obvious yet they seem to never lose their actuality.
The first thing to mention is detailed tutorials aimed at explaining every little step taken by the customers during their journey around your service. Various experiments demonstrate that even if made in a simple and effortless way, tutorials have a great effect on sales, customer engagement, and conversion.
Another useful insight is related to the gaming community. Whether you promote fan art, start hot public discussions or create viral content, the more you invest into it, the more your brand becomes recognizable among the audience. This in turn will allow you to increase your conversion and thereby income.
Last but not least important: test! Overgear team strongly believes that every little hypothesis must be tested, as simple and as soon as possible. Thus, even if it turns out to be wrong, you won’t regret spending a lot of time and effort on the experiment. The advice of keeping it simple also applies to your service in general, so don’t overcomplicate and think of your clients!
