What types of content work best to promote your games? This article will help you choose content marketing types to maximize player engagement.
Just like your target audience has a certain level of engagement with your game, they also have a limit to how much they’re, on average, willing to engage with the content you’re putting out there online.
In other words, casual game players don’t typically pore over geography or draft strategies in spreadsheets.
Hardcore gamers do that.
As a rule of thumb, match your content strategy to the types of games you make — casual, midcore or hardcore.
Here’s an image that shows 40 types of content marketing you could create separated by game type…
Again, this is a rule of thumb. There’s obviously some overlap and should be. Overlapping content types can be an opportunity to generate content that competing games might not be.
Casual game players love high levels of achievement in short game sessions. The type of content that immediately comes to mind is that being produced by media outlets such as Buzzfeed.
1. Photos – This is any and every type of photo including screenshots.
2. Memes – You know those photos or GIFs with big, ugly text on them? Those.
3. Viral Video – This type of video is short in nature, intended to be consumed in very short sessions.
4. Comics – This includes comic strips, very similar to memes.
5. Infographics – These are graphics packed full of concise bits of information.
6. Giveaways – No explanation needed. People like free stuff.
7. Status Updates – Simple, to the point, text updates. Think tweets and Facebook statuses. Use hashtags.
8. Trivia – Everyone’s a know-it-all, use that to your advantage.
9. Polls – People love to give their quick opinion. Which game should I play next, Clash Of Clans or Boom Beach?
10. Listacles – These are super short blog posts based on lists. The top 5 most lovable mobile game characters of all time, things like that.
11. Quizzes – Getting a bit heavier now, these are basically long polls.
12. Media Downloads – Desktop and mobile wallpaper packs, social profile themes and other icons.
13. Newsletters – The promise of news and updates in exchange for an email address.
Midcore and hardcore games can benefit from this type of content as well, however casual games shouldn’t go much beyond this.
Let’s step it up a notch.
Midcore players are middle ground gamers with casual and hardcore tendencies, if you will. I’m a midcore player. I tend to play casual games more seriously than they’re intended, and I dream about the time to really invest in hardcore games.
14. Branded Video – These are videos that are produced largely about your brand, company culture or how you make your games.
15. Game News – News about your games whether it be hitting milestones or what even you’re holding.
16. Visual Data – Charts, graphs and other spreadsheets visualized with graphics.
17. Microsite Experiences – These are interactive website experiences, not to be confused with your official game website or company websites.
18. Contests – Where players enter for a chance to win prizes and other swag.
19. Surveys – This is where you ask players for their opinion of their experience with your games.
20. Tutorials – Showing players how to do something in your game.
21. Strategy Guides – The official strategy guide for your game written by the people who made it.
22. Articles – Any type of article that sits around 1,000 words.
23. Interviews – Featuring the people behind your games with an article, video or otherwise.
24. Podcasts – If you don’t know what a podcast is then forget it.
25. Social Activities – Not to be confused with social media posts, these are activities such as getting a large group of people to tweet a certain hashtag to reveal a new trailer (or something like that).
26. Forums – Websites with software dedicated to fostering a community of players.
27. Live Streaming – Where you play your game LIVE on Twitch, YouTube Gaming or Mobcrush, and your fans watch.
28. Press Releases – Super boring white paper things made my publicists.
29. User Generated Content – Content that your users willingly create and submit to your company.
30. Products – Clothing, merchandise, stickers, posters, plush dolls or apps to assist in the playing of your game.
There’s some overlap here. For example, I could see King’s audience enjoying the occasional video. But definitely not a development tutorial. So you can see just how middle ground midcore is.
Alright, get ready. Let’s turn it up to 11 now.
Hardcore games are the most in-depth of gameplay experiences. They can be hobbies, or lifestyles, for their players. Think games such as Infinity Blade, Final Fantasy and Shattered Planet. These games provide a unique opportunity in that players will stick around to indulge in content that casual players would never, and most midcore players won’t.
31. Mini Games – These are little games about your game that exist outside your game in online channels (so meta).
32. Development Articles – Super nerdy articles about how you made your games.
33. Featurettes – These are long videos, over 20 minutes, to feature a certain aspect of your game or company.
34. Ebooks – They’re electronic books, get it?
35. Webinars – When you invite a bunch of your fans to join you on Ustream or Google Hangout, at a certain time, to announce a new feature and show how to use it, or other things such as that.
36. Apps – These are free or paid counterparts for your game. For example, pretend World Of Warcraft had an auction house app.
37. Wikies – Giant, exhaustive repositories about everything that has to do with your game.
38. Company News – When people invest their lives in your games, they care about your company more than most players.
39. Reports – Exhaustive explanations about game or company data.
40. Events – Blizzcon, Clashcon, you get the picture. It doesn’t have to be that big though, but it’s anything like that, typically in the real world.
Again, hardcore games can take advantage of all types of content under the sun. However, it behoves the hardcore mobile game developer to take the time to create these larger types of content simply because they can be leveraged as selling tools.
The rule of thumb is that your game type guides your content marketing strategy. Although there is some overlap, and hardcore games can get away with everything, that’s a generally successful way to approach it.
If you want your players to follow and engage you online, you can’t treat them like something they’re not.
All players, no matter the type of games you make, want to be entertained. That’s your job, to entertain. But do so in a way that makes sense for your audience, and you’ll be rewarded accordingly.