Have you ever thought of growing your playerbase with rewarded referrals? Well, it apears to be a pretty good method to grow it to the next stage! Let’s find out how you can do it!
What are referrals, and why are they so important?
User acquisition costs increase every year and the marketing spends to grow your game can be huge. With this scnario, why not to shift our focus towards user-to-user marketing.
There is enormous social strength in getting a personal recommendation from someone you know and trust, particularly compared to how likely you might be to follow an ad’s call-to-action. A referral is just that: the mobile app equivalent of a friend telling you “hey, this is cool, you should check this out.”
You can encourage your players to give those referrals to their friends — that’s what’s known as rewarded referrals. In the simplest terms, your players receive a small incentive for recommending your game to others. However, there’s plenty of subtle ways you can optimize the return you get out of these referrals.
Make rewards enticing… but not too much
There are so many ways to reward your referring players! In-game coins or currency is obvious, although carries the risk that a player won’t care too much about the amount offered, or feel any tangible “gain” from having received the reward. Naturally, you don’t want to give too much away unless you impact the game’s economy. If you do decide to go with in-game currency, in our experience it’s best to keep it to a value of around a $2 IAP.
Other rewards could be special characters or items within your game, that only unlock once a referral target has been met. These could be exclusive items that your players can’t obtain in any other way. But be careful as if your game is multiplayer, this could annoy the rest of your playerbase ( if the items are powerful or give some significant gameplay advantages).
Personalize your game experience
Okay, not everyone loves a stream of invite messages clogging up your Facebook\Tweeter feed. The majority of players actually look to use messaging services when sharing, instead of social media. This means that instead of spamming five hundred friends, a player specifically chooses one (or a handful) who they think will enjoy the game too.
You can take this level of personalisation a step further, to make the experience as customised and engaging as possible for both the the referrer and the person they’re sending it to. Make sure the referral message includes the name of the person who’s sending the referral. “Hey, Ben doesn’t think you can beat his score in Crossy Road!” is likely to be far more engaging for the recipient than a generic-looking “Download this game now.”
Use gameplay GIFs to increase engagement
The branding of the game itself is a part of your personalized referral message!
Even better is if your referral comes with a GIF of gameplay to really get the message across and entice new players. Game studios consistently see that their best-performing UA creatives are those that make use of real gameplay, in a way that gives a taste of the game to new potential new players.
Below is an example from C.A.T.S. using Megacool’s SDK, showing how fast and easy it is for players to send a referral to a friend. That friend then receives not only a personalised message, but also a cool gameplay GIF designed to show them a snapshot of what the game’s about: this is likely to be much more appealing than a screenshot, image or simple line of text.
Clearly communicate the reward, and how to get it
Whatever reward you choose to offer, make sure it’s clearly communicated to your players! “Clear” means concise (your players might not have time for too much detail), but also give multiple opportunities for them to see the reward. Some players might be tap-happy when it comes to pop-ups and menus (guilty…) so might miss your referral campaign altogether unless it’s shown multiple times, or is easily discoverable in the app.
The same applies for the actual process that a player needs to follow in order to get their reward. Take a look at this example from C.A.T.S., which nails both what the reward is, and how do players get it.
Think about gamifying referrals
Rather than just giving a straight-up tit-for-tat reward for a referral, consider gamifying it by adding a target for the player. So instead of getting a reward for referring one player, they have to refer five. Or, build in different tiers of rewards for the amount of players that they refer to the game, with new and better rewards for every new tier that they reach.
Once again, clear communication is important: if you’re asking players to jump through hoops, they need to be able to see the hoops. A progress bar could fill up as friends join, showing progress towards the goal. If a player is just one or two friends away from filling the bar, this may even motivate them to go on another referral push to try and get to completion.
Referrals are one of the most effective ways to grow your game, leveraging your already-engaged players to tell their friends to jump on board. There are many optimization techniques you can use in order to get the most out of this marketing tool. It’s truly amazing!