Advertising & promotional banners for social networks and web shops
Why promo materials are essential for promoting a mobile game
Promotional Materials for Mobile Games
The Invisible Engine of Success
In the crowded catalogs of mobile marketplaces, where hundreds of new games appear every day, the battle for user attention feels like a clash of titans. In such conditions, even the most brilliant game can get lost. The key to winning this battle lies in effective promo materials — not just “pictures,” but a strategic asset that can determine up to 80% of your success in user acquisition.
What Are Promo Materials and Why Are They Needed?
Promo materials are visual and textual assets that a user sees before installing the game. They include:
Their main goal is to capture the user’s interest in 5–10 seconds and answer three key questions:
In the crowded catalogs of mobile marketplaces, where hundreds of new games appear every day, the battle for user attention feels like a clash of titans. In such conditions, even the most brilliant game can get lost. The key to winning this battle lies in effective promo materials — not just “pictures,” but a strategic asset that can determine up to 80% of your success in user acquisition.
What Are Promo Materials and Why Are They Needed?
Promo materials are visual and textual assets that a user sees before installing the game. They include:
- App Icon: Your primary visual identifier in the store.
- Screenshots and Videos: Show gameplay, graphics, and key features.
- Preview Video: A pinned clip that auto-plays in the store.
- Description Text: A short, persuasive explanation of the game’s benefits.
Their main goal is to capture the user’s interest in 5–10 seconds and answer three key questions:
- What is this game about? (Genre, setting)
- Why is it worth my time? (Unique selling point, stunning visuals, engaging story)
- What will I do in it? (Core gameplay loop)
The Evolution of Promo Materials
From Packaging to a Monetization Tool
In the past, promo materials were seen as just a “cover.” Today, their role has changed dramatically:
- Primary channel of communication with a cold audience. Users know nothing about your game. Promo is their first — and possibly last — impression. It must grab attention and spark curiosity.
- Key factor in conversion to installs (CR). A high CTR (Click-Through Rate) for your icon and screenshots directly affects your ranking in the App Store and Google Play. Store algorithms promote what users are most likely to download.
- Tool for managing LTV (Lifetime Value). High-quality promo materials attract not just “clickers,” but a relevant audience that is more likely to stay, make purchases, and become loyal players. Poor promo, on the other hand, may drive high installs but instant churn, which kills monetization.
- Foundation for ad campaigns. The best promo assets become the basis for creatives in targeted, video, and display advertising. Investment in their creation pays off multiple times across all marketing channels.
Key Elements of Successful Promo Materials
Icon — the brand’s business card
- Recognition: Must be unique and readable even at a tiny size.
- Essence: Clearly communicate the genre (e.g., swords for RPGs, puzzles for casual games).
- A/B Testing: Always test several options to find the most clickable version.
Screenshots — tell a story
- First screenshot is crucial: It should be as impactful as a blockbuster movie poster.
- Show progression: Early frames — exciting action or core feature; later frames — UI, customization, social features.
- Overlay text: Short captions (“Epic Battles!”, “Build Your City!”) help convey the message.
Preview Video — hook the player
- First 3 seconds matter most: Show the most exciting moment.
- Gameplay over CGI: Users want to see actual gameplay.
- End with a strong CTA (Call to Action): “Download Now!”
Description Text — argue and persuade
- Structure: Engaging headline → list of key benefits → social proof (awards, ratings) → call to action.
- Focus on benefits, not features: Not “100 levels,” but “Challenge yourself with 100 unique puzzles!”
Trends in 2024
- UGC content in promos: Use screenshots and videos from real players to build trust.
- Interactivity: Interactive previews in Google Play let users “try” gameplay before installing.
- Hyper-casual visual style: Even for complex projects, promos are brighter, simpler, and more understandable for a mass audience.
- Data-driven approach: Create dozens of creative variants and continuously test them using AI tools to predict performance.
Conclusion
Promo materials are not expenses — they are investments. They are the bridge between your creative vision and the player. In a world where attention is the most valuable currency, proper packaging is not just marketing — it’s a matter of survival and success in the hyper-competitive mobile game market.
Invest in their creation, test constantly, and remember: your game deserves to be noticed.
