Reviews Are the Biggest Missed Opportunity for Game Growth–It’s Time to Change That

Downloads and retention. If a game is going to be successful over the long term, it all comes down to downloads and retention. The next obvious conclusion for any game developer is to do whatever you can to increase downloads, and maximize retention.

But of course, it’s easier said than done…

Reviews play a key role in both. Good reviews make more players decide to download a game. On the other hand, bad reviews scare away potential players. Reviews are a very important factor in both the discoverability of your game in the app stores and the conversion rate. That’s a fact.

With retention, players often leave reviews because they want to be heard. One reason they may leave the game is that…well, they don’t feel the developer is listening, or cares. That is why responding to reviews is so important. It can have a big impact on retention, and turn bad reviews into good reviews.

The problem is that responding to reviews and engaging with players takes a lot of work. Community managers do it as a full-time job, after all!

At Yodo1, we get it. We live it every day with the games we publish. And with over 10 years of experience engaging over 3 billion players, we have become very good at it. But one day, we asked ourselves if there was a way to make responding to reviews and engaging with players less time-consuming, more scalable, and more efficient.

We decided that, yes, there was a way. We built it for our games, tested it extensively, and have now released it to the world. We call it FanCraft.

Reviews Made Easy

Knowing how important it is to respond to reviews, how does it feel to see them piling up because you have so many things on your plate and you just can’t fully catch up? It’s probably not a good feeling.

But remember, reviews can make or break the long-term success of your game. Responding to them can mean the difference between a highly profitable game, and a game that becomes a total flop. Discoverability. Downloads. Retention. These depend on you responding to reviews and engaging with your players!

This is where FanCraft comes in. FanCraft is a groundbreaking product developed in-house by Yodo1 and uses generative AI to make responding to reviews easy. FanCraft streamlines the management process, allowing developers and community managers to maintain a genuine connection with their players—effortlessly. Oh, and there is no SDK to download.

What You Can Do with FanCraft

Automate review replies: FanCraft analyzes reviews across various app stores and generates personalized replies that take seconds to approve. It allows you to stay connected with your players while saving work hours and ensuring no feedback goes unnoticed.

Turn 1-star reviews into 5-star reviews: Negative reviews are inevitable but they don't have to hurt your game. FanCraft recommends the best way to handle an unhappy player, giving you peace of mind at the push of a button.

Monitor player sentiment: FanCraft empowers you to find key areas for improvement across your community, then recommends steps based on Yodo1’s 10+ years of experience publishing hit games for billions of players. It means you can monitor your whole community in real time.

https://www.yodo1.com/wp-content/uploads/2024/03/Answer-Reviews-Quickly-FanCraft.mp4

On top of the main features, FanCraft:

• Provides valuable insights into player behavior, preferences, and demographics that can help inform future development decisions.
• Allows you to tailor replies to align with your game's tone and style, ensuring a consistent brand voice across all communication channels.
• Notifies you when new players leave new reviews, allowing you to engage in real-time.

Engage Your Community in Minutes, Not Hours

If you are feeling overwhelmed with all the reviews you haven’t responded to, knowing how critical it is to the long-term success of your game, it’s time to do something about it.

Your game’s reviews could be the biggest untapped resource you have. It’s time to give them the importance they deserve without all the blood, sweat, and tears.

Gain back countless hours of your precious time and join leading developers already leveraging cutting-edge AI to make deeper connections with their players and grow their games. Experience FanCraft today with a free trial.

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Grumpyface Studios announces Castle Doombad: Free to Slay is available now on iOS and Android devices

AI is Changing the Game

While still in its early days, generative AI has already begun to change the gaming landscape. Today, that means early implementations of AI NPCs, procedural content generation, and a new era of tools for building and managing games and player communities, among other things. But this is only the first flush of a gaming future that's hard to fully wrap our heads around.

Yet, as exciting as limitless possibilities sound, they also present a whole new set of challenges to tackle. Let’s explore both edges of this particular sword.

The Future is Near

As generative AI capabilities accelerate, the frontiers of what's possible in gaming will expand exponentially. We're not just talking about dynamic narratives that adapt to player actions – the core gameplay mechanics and rules themselves could fluidly adapt and evolve based on player behaviors, and AI characters may soon improvise tactics and decisions that surprise even the developers. An early indication of this is AI NPC mods for games like Skyrim. Streamers CodeMiko and GingasVR make full use of such mods for their streams.

https://www.youtube.com/embed/cmCVyEgbp6o?si=Kjv0IVcIL6kUV1UV

Developers are using today’s AI tools to build assets and in-game experiences. While this must be recognized as a fraught issue in many creative communities, for justifiable reasons, the trend toward AI-generated games is difficult to deny, potentially moving gaming into a very different world where game developers set parameters, build narratives, and become curators for a nearly infinite set of player-driven experiences, much like the holodeck from Star Trek. As AI systems advance to become true creative collaborators with human designers, the meeting of machine intelligence and human creativity may bring about entirely new genres and gameplay concepts we can't yet imagine.

An interesting example of how AI can empower players in this way is the Roblox Assistant, which allows creators to quickly and simply bring their ideas to life.

https://www.youtube.com/embed/GHZZffgRvkw?si=W1Hbq_kkha-bw2A0

These developments could even realize the long-promised concept of the metaverse – massive virtual worlds that continue evolving autonomously with their own AI-driven communities, stories, and economies whether players are present or not. The boundaries of crafting transportive alternate realities will be blown wide open.

Yet while all this may seem exciting from the big-picture view, it’s important to consider the implications and potential challenges, which carry with them uncertainty and even fear of just how different the future could be. Which jobs and skill sets will be replaced in the coming years is an open question, and the copyright debate continues to rage.

At Yodo1, we think the best implementations of AI are those that make the existing and time-consuming work of game developers a lot easier, freeing them up to focus on being creative and making great games. We believe generative AI is at its best when it is minimizing the busy work, and maximizing the creative process.

Leveraging Generative AI to Engage Players

Developers, especially those in smaller teams or working solo, face the constant challenge of building and then managing their games, often wearing many hats, from marketing to customer support, community management, and more.

A key part of this work is engaging with your community—a critical yet time-consuming task. If your players feel that their voice is being heard, they are less likely to churn out of the game.

Enter FanCraft by Yodo1, an implementation of generative AI in the gaming industry that makes life definitively easier for even the most overwhelmed and overworked game developer. FanCraft responds naturally to player feedback, adapting over time to take on a voice that is unique to each game. FanCraft not only streamlines review management but also offers a way of engaging in a meaningful way with players, without the major time commitment, ensuring that each response feels personal and genuine, reflective of the developer's intent.

https://www.yodo1.com/wp-content/uploads/2024/04/Leveraging-Generative-AI-to-Engage-Players.mp4

By using FanCraft, developers can more effectively manage their workload, dedicating more energy to creative aspects of game development while maintaining robust communication with their players. It represents a step forward in how developers interact with their communities, offering them the freedom to focus on creative expansion without losing touch with their audience.

Navigating Uncharted Waters

We're entering an era where the boundaries of creativity and interaction are being redefined. The possibilities are as exciting as they are daunting.

At Yodo1, we believe that today’s AI is best used to enhance, not replace, the human element in game development. By streamlining repetitive tasks and fostering deeper player engagement through tools like FanCraft, we empower developers to focus on the creative aspects that truly matter—crafting unique, memorable experiences that resonate on a human level.

The human element is, and will remain, the essence of great games—human ingenuity and connection. Let’s move forward with a mindful approach to innovation, embracing the exciting possibilities of AI with an awareness of its impact on society and the industry alike.

Click the button below to learn more about FanCraft, by Yodo1.

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Top 5 Mistakes to Avoid During Your ASO Metadata Optimization Process

Anna Frangogianni, Game Growth BD Manager | Yodo1

Table of Contents:

1. Keyword Duplication in Metadata Fields
2. Underutilizing Your Metadata Fields
3. Using Low-performing Keywords
4. Discrepancy Between Metadata and Visual Assets
5. Neglecting Market and Competitor Research

For game developers, a clear and properly implemented ASO strategy can make or break a game’s organic success. I would go further and say that ASO is integral to any well-planned, comprehensive user acquisition strategy. While many factors can contribute to a winning ASO strategy, metadata optimization stands out for its direct impact on app visibility and discoverability.

Here are the top five mistakes to avoid during your metadata optimization process:

1. Keyword Duplication in Metadata Fields on the Apple App Store

One of the most common mistakes is duplicating keywords across metadata fields, such as the title, subtitle, and keywords field on the Apple App Store. Duplications in these fields will do nothing for your app's visibility; rather, they waste precious space that could be used to incorporate additional, high-volume keywords.

On the other hand, duplicating keywords in your long description on Google Play can boost discoverability, if done correctly.

Tip: For the long description in Google Play, aim for a keyword density of between 2-3%. This is calculated by taking the number of times a focus keyword is used in the long description divided by the total number of keywords in the long description x 100.

Example: Look at the keyword density of Idle Miner Tycoon: Gold & Cash. Strategic keywords like “idle” and “tycoon” fall within the ideal range within the long description.

2. Underutilizing Your Metadata Fields

You get 30 characters for your title and subtitle fields and 100 characters in the hidden metadata field on the Apple App Store. Use them! Otherwise, you’re missing the chance to use valuable keywords in the fields that are visible in search and browse pages, as well as discoverable by users casually searching the stores for games similar to yours. It is also important to be aware that visible metadata fields carry more weight in the Apple App Store’s algorithm than the hidden metadata field.

Things are a little different on the Google Play side, as the algorithm is centered around keyword densities. What does that mean? Developers need to strategically use keywords across all their metadata fields (Title - 30 characters, Short Description - 80 characters, and Long Description - 4,000 characters) by finding a balance between the keywords they want to target and messaging that makes sense. Concise sentences/statements, especially in the short and long description fields, can actually perform better than longer entries—so be strategic and A/B test with Google’s native tools, and by all means, avoid keyword stuffing!

Note: A newer game might benefit from a more focused keyword strategy so that it can gain more weight in the algorithms. Expanding keyword usage to capture a broader audience becomes more important as the game gains traction.

3. Using Low-performing Keywords

Targeting the right keywords is a balancing act between search volume, difficulty scores, and relevance. Opting for keywords solely based on your brand or those with low search popularity can cause you to miss out on significant traffic. Aiming for a mix of short and long-tail keywords that promise high traffic and relevance to your game's content is important.

4. Discrepancy Between Metadata and Visual Assets

People scrolling through app stores tend to have a very short attention span. Usually, if they land on your game’s page, they have a purpose: to decide if the game is worth downloading! So, your visual metadata (the CTAs in your screenshots) must be clear, easy to read, and aligned with the search terms and keywords they used to find your game in the first place.

Example: Look at Idle Mafia’s use of “idle” in the second screenshot.

5. Neglecting Market and Competitor Research

Any solid ASO strategy should be grounded in comprehensive market and competitor analysis. Without this foundation, you risk overlooking key opportunities and challenges within your game's niche.

Do what the top developers and publishers do: collect an exhaustive list of keywords that represent the core and marginal users you want to target, and then prioritize them based on the following scores:

• Difficulty
• Popularity
• Relevance to the game
• Search ads conversion

Note: It is common for newer games to get less traffic using keywords with high popularity scores since larger games with bigger audiences (that are also promoted by the algorithm) tend to aim for these keywords as well. This is where strategic UA comes in to support your organic strategy once you start getting more traffic.

Final Thoughts

Avoiding these common mistakes in metadata optimization can dramatically improve your game's overall ASO performance. By strategically selecting and applying keywords, aligning your visual and text metadata, and grounding your efforts in thorough research, you can improve your app's discoverability and appeal to a wider audience, driving downloads and engagement.

To learn more about how your game can bring in more players, more revenue, and scale faster, apply for Yodo1’s Growth Accelerator Program.

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How Clash of Clans Makes Hundreds of Millions from IAPs

In-app purchases (IAPs) are the lifeblood of sustainable revenue for any mobile game monetization strategy. But more than that, when implemented strategically, IAPs can create a win-win scenario for both developers and players.

The key is in striking a delicate balance. Players need to perceive value in what they purchase, whether it's special items, aesthetic customizations, in-game currency, etc. However, they shouldn’t feel that they are in a pay-to-win scenario that impacts the core game loop. If you can achieve this balance, players are more likely to spend – and keep spending. Of course, getting there is easier said than done. Finding the right IAP strategy for each game requires a deep understanding of player motivations and a data-driven approach.

A great example to learn from is Clash of Clans. This game has nailed its IAP mobile game monetization strategy. In this article, we will explore how they do it and what we can learn from them. But first, let's go over some of the basics.

Metrics that Matter:

If you cannot measure it, you cannot improve it,” said the wise Lord Kelvin. And while he wasn’t a game developer (that we know of), he had the right idea! Here are some key metrics to track and analyze:

• Average Revenue Per User (ARPU): Measures the average amount of money generated by each player, indicating the overall profitability of your IAP strategy.
• Conversion Rate: The percentage of players who purchase out of the total player base, highlighting the effectiveness of your IAP integration and visibility.
• Lifetime Value (LTV): Estimates the total revenue a player will generate throughout their engagement with the game, guiding long-term retention strategies.
• Purchase Frequency: Tracks how often players buy IAPs, aiding in optimizing the timing for promotional offers and new item releases.
• Retention Rate Post-Purchase: Assesses how making a purchase affects player retention, indicating the impact of IAPs on long-term engagement.

Player Motivation:

Players spend for a few different reasons. Apart from understanding these reasons, you should factor in value for money, and getting to the right price point for each IAP. Spending time understanding player motivation isn’t simply an intellectual exercise–it’s a crucial part of the process. Let’s briefly touch on these.

• Desire to Purchase: Identifying what drives players to spend is very important. Is it to gain a competitive edge, to express themselves, to improve the overall gaming experience? Understanding these motivations can help you create IAPs they will respond to.
• Value for Money: Players need to feel they're getting their money's worth. Diverse pricing bundles can cater to different player types, from those looking for a slight edge to those willing to invest more.
• Price Elasticity: Experimenting with price points through A/B testing will help you find the sweet spot where you’re maximizing revenue and making players happy. Adjust based on player feedback and purchasing behavior, aiming to create a win-win for you and your players.

Consumables vs. Non-Consumables:

• Consumable IAPs: Consumable IAPs (like game currency or boosts) should enhance the game but not be necessary to progress. This can help avoid pay-to-win scenarios.
• Non-Consumable IAPs: Non-consumable IAPs (like skins) add a personal touch and don't affect the game's balance. They generally emphasize style and personal expression or gaining in-game clout.

By always validating and updating your strategies based on what players say and how they act, you can find the best ways to price your in-game items. The main goal is to make players feel good about buying, not just once but over and over.

Clash of Clans: A Playbook for IAPs

Clash of Clans made $482 million in IAP revenue in 2022, with over 1.8 million daily active users (second only to Subway Surfers). Holy cow! The goal, then, is to reverse-engineer their success and see what insights we can uncover. As we go, think about how you might apply what you learn to your own IAP strategy. Let’s begin!

1. Balancing Consumables and Non-Consumables:

Gems: The quintessential consumable, gems fuel faster construction and troop training. For impatient players eager to climb the ranks, they're invaluable. Yet, Clash of Clans ensures progress remains attainable, albeit slower, for free-to-play users, preventing pay-to-win scenarios.

Hero Skins and Decorations: These non-consumables add a layer of personalization, letting players flaunt their individuality and dedication. The "Pumpkin Barbarian" or the "Crystal Queen Archer" don't impact gameplay but fuel emotional investment, encouraging long-term engagement. Games like Fortnite also put this principle at the core of their monetization strategy.

2. Understanding Player Demographics:

Hardcore Players: The Gold Pass, a monthly subscription offering exclusive rewards and bonus resources, targets those players seeking an edge. Its success shows Clash of Clans understands the premium placed on time optimization by dedicated players.

Casual Players: Limited-time offers and visually appealing bundles featuring discounted gems or resources cater to casual spenders who crave occasional boosts or want to catch up with friends. The "Builder Potion” or the "Cyber Special Bundle" offer instant gratification at an attractive price point.

3. A/B Testing and Iteration:

Clash of Clans constantly tweaks its IAPs based on data and player feedback. For instance, it introduced the "Seasonal Bank", a tiered reward system for active players, after testing different reward structures and price points. This data-driven approach ensures their IAPs remain relevant and enticing.

Key Takeaways

Clash of Clans is a textbook example of how to implement IAPs without compromising the player experience or the core game loop. Its success emphasizes the importance of:

• Variety: Offering a balanced mix of consumable and non-consumable IAPs appeals to diverse player motivations.
• Targeted Pricing: Tailoring IAPs to specific player segments, like the Gold Pass for hardcore players, maximizes revenue potential.
• No Pay-To-Win: Creating a compelling gameplay loop that incentivizes, but doesn't force, spending.
• Limited-Time Offers: Creating a sense of urgency with temporary deals encourages impulse purchases and keeps players engaged.
• Data-Driven Optimization: Constantly testing and iterating based on player behavior and feedback ensures IAPs remain effective.
• Player Psychology: Understanding player motivations (factoring in demographics) and tailoring IAPs accordingly.
• Data, Data, Data: Leveraging data and player feedback to constantly iterate and optimize.

It’s also important to note that Clash of Clans doesn't rely solely on IAPs for engagement. Regular content updates, clan wars, and seasonal events keep players hooked and incentivize spending. This holistic approach creates a vibrant ecosystem where IAPs feel like natural extensions of the gameplay experience, rather than intrusive monetization tactics.

By following these principles and analyzing the strategies of games like Clash of Clans, mobile game developers can unlock the true potential of their IAPs, building sustainable businesses while keeping players happy and engaged.

Remember, it's all about finding that sweet spot where player satisfaction meets profitability. For mobile games, the optimization of IAPs is a continuous journey. At Yodo1, we partner with game developers to hone their mobile game monetization strategies, bring in more players with tailored game growth strategies, and ultimately scale their games to new levels. And we do it well, with over 10 years of experience and over 3 billion downloads across our games. Check out Yodo1’s Growth Accelerator Program to learn about all the ways we help games grow.

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The Upcoming Live-Action Zelda Film Marks Nintendo's Strategic Expansion

Ismael Jorge, BD Manager for Global Games at Yodo1

On the heels of a successful Mario movie, and after months of speculation, Nintendo has at last confirmed that a live-action Zelda movie is coming. Of course, it has opened the floodgates for speculation but also raises an interesting conversation about the future of brand staying power and the blurring of lines between games and Hollywood. In my experience helping bring mobile games and big IPs together, it's clear that translating gaming experiences to the big screen is a move loaded with potential – and pitfalls.

Via Nintendo

Strong Indicators of Success

Let's dig into the mechanics of this partnership. Nintendo's choice to bring Shigeru Miyamoto on board is a move that promises authenticity for the franchise. Partnering with a heavyweight like Avi Arad suggests a blend of storytelling that could capture the hearts of fans and newcomers alike. Here are a few key elements that I see working in the project’s favor:

• Miyamoto's Vision: As Zelda’s creator, he knows the characters and the universe inside out. His involvement is like a seal of quality for fans. A good proxy for this might be the hands-on oversight role Eiichiro Oda took on in the development of the live-action Netflix One Piece series, arguably the best live-action anime adaptation of all time – “Goda” be praised.
• Arad's Expertise: With a résumé full of Marvel's finest, Arad knows how to turn a beloved series into box office gold.
• Financial Backing: Sony and Nintendo are splitting the bill, which means they're both betting big on Zelda's success. Both have skin in the game, and reputations to protect. That could be a good indication, especially for Nintendo, who has been very cautious with movie projects over the years.

The choice between live-action and animation is a hot topic in fan circles, but it seems the ultimate decision came down to Miyamoto’s vision for the project, saying on Twitter, “I have asked Avi-san to produce this film with me, and we have now officially started the development of the film with Nintendo itself heavily involved in the production.”

I have asked Avi-san to produce this film with me, and we have now officially started the development of the film with Nintendo itself heavily involved in the production. It will take time until its completion, but I hope you look forward to seeing it. [2]https://t.co/2H9lzzS5Pv

— 任天堂株式会社 (@Nintendo) November 7, 2023

Casting decisions and plot direction are under lock and key, but the rumor mill is in full swing; with names like Hunter Schafer already linked to the project. There is speculation about Tom Holland as well, given his previous collaborations with Avi Arad on Uncharted and the Spiderman films.

A Strategic Expansion for Nintendo

Nintendo's move to adapt one of its most iconic games into a movie speaks to a broader strategy – capturing hearts beyond the console. With the success of other game-to-movie adaptations paving the way, Nintendo is poised to cast its net over the massive ocean of potential fans and I think it’s important to understand the broader strategy behind big bets like this.

• Broader Audience Reach: Nintendo is aiming to captivate not just gamers but “Zelda fans” more broadly. It’s one example of a much larger trend happening among major IP holders; it’s all about connecting with the fanbase and staying top-of-mind.
• New Market Opportunities: Movie and TV adaptations open up fresh avenues for merchandising and cross-promotion. One need only look to the 1.4x increase in year-on-year sales of Mario game titles to understand the massive economic halo effect an IP-driven movie release can create.
• Brand staying power: By expanding its IP to new mediums, Nintendo reinforces its place as a cultural powerhouse. A big part of Nintendo’s success is in its ability to continually renew and reinforce nostalgia among fans through fresh titles that feature iconic characters, be it in a new game, on a new platform, or in films. Nintendo adapts.

https://www.youtube.com/embed/n9_nOA3Md_c?si=xLRrnRnXhoecpsd5

Looking Ahead: The Zelda Movie and Beyond

The Zelda live-action movie is more than a new venture for Nintendo; it's a signal to all of us in the industry that the lines between games and other media are blurring. Nintendo's approach shows a keen understanding of the importance of storytelling and character development, something that any successful mobile game developer must appreciate.

Nintendo's expansion into live-action movies with Zelda is not just an exciting development to watch—it's a playbook for IP-based games. As we await more details on the Zelda movie, one thing is clear: the potential for mobile games to step beyond the small screen has never been greater.

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Game Growth Strategies: Boosting Your Game Globally with Strategic Localization

So you built a game, launched it into the world, and it’s thriving! You’re monitoring and updating it, players are enthusiastic and your community is growing. That’s amazing! But you believe your game can go even further. So what comes next? Well, maybe it’s time for strategic localization. This can be a powerful way to increase the reach of your game, build global communities, boost retention, and ultimately create your own luck when it comes to game growth.

Don’t take our word for it. According to App Annie, 50% of the top 10 countries for downloads and revenue in the App Store are non-English speaking, predominantly from Europe and East Asia, and it’s even more for Google Play.

In this article, we will explore different sides of localization as a game growth strategy, and provide practical tips for how you can reach a global audience of players without breaking the bank. Let’s dive in!

What is Localization?

Going global with your game means speaking the language of your audience, literally. It's about expanding your player base and boosting player retention and long-term engagement by understanding the motivations, preferences, and cultural uniqueness of your potential players around the world. This involves tailoring your game's content, marketing materials, store listings, and overall messaging to resonate with specific demographics and regions.

But where do you begin? Well, let’s get into it! We’ve got practical suggestions and case studies to show what steps to take, how they work, and why they are important.

Pillar 1: Game Translation

Translation might be the most obvious part of localization, but there’s more to it than you might think. If you do a simple translation, even if the result seems natural (to you!), are you capturing the nuances? Connotations don't translate easily across languages. Your task is to craft a cohesive gaming experience that is extra-welcoming to players from a particular region.

At Yodo1, we’ve found a keyword-focused approach to translation to be the most successful–at least initially. Translating a whole game is generally time and resource-intensive, so dip your toes in with keywords and go from there (as time and resources allow). Do keyword research in tools like Semrush or App Radar in your target language just as you would for your English store listing, and then, test! For example, maybe you want to localize your fantasy game for the German market. You may find that the term 'Zauberer' (Wizard) resonates more deeply with players than 'Magier' (Mage), despite their similar meanings in the game's context.

You need to identify those magic keywords (through A/B testing) that will connect with prospective players, but if you don’t know enough about the region in question, consider hiring a freelancer from the target country via Fiverr or Upwork to fine-tune your keywords and make sure they resonate from a local perspective. You could also consider reaching out directly to some of the players in your community to ask for input and refine your region-specific messaging. You may also consider crowdsourcing translations in your player community, as games like Idle Slayer have done, to great success.

Even in countries that speak the same language—like Portugal and Brazil, for example—you’ll find a lot of subtle differences, especially when it comes to colloquial terms or slang. Authenticity in the little things can make a difference, so make sure you give this the attention it needs.

Pillar 2: In-game Content Localization

While translating parts of your game is a good start, that's not even scratching the surface. Creating unique content for specific regions can show players that you understand their culture and genuinely care about them, which helps build strong bonds and can foster community. When you have that bond, players are likely to stick around longer. Yes, it boosts retention, which is a key component of a game’s overall success long term.

That’s why content localization is the second pillar of effective game localization. Put simply, it’s taking adaptation to another level by crafting experiences that incorporate specific cultural and regional elements.

“Well yes, that sounds great,” you may be thinking, “but how?”

Two primary approaches can work magic here.

The first approach is adding relevant in-game cultural content, and adapting parts of the game to highlight important elements in specific cultures and regions. You’ve already been analyzing your game’s market performance data (right?), so you can make informed decisions about which areas to invest your time and resources in to give you the best odds of success, whether that’s an increase in downloads, higher retention, etc.

Here at Yodo1, we’ve successfully used cultural events like Chinese New Year, for example, to craft specific in-game events and content for our game Rodeo Stampede, and it always results in exceptional player engagement. Players are drawn not just to the fun gameplay, but also to the sense of community and local connection as virtual celebrations overlap with real ones. This is where you really get to exercise your creativity!

The second approach that can really pay off is collaborations with local content creators; after all, they already know their audience and often wield significant influence within their regions. By partnering with them, you can tap into their unique insights and work together to create game-related content that local/native players will love.

Integrating localized content is not just about adapting the game; it's about creating an authentic and personalized gaming journey, bridging the cultural divide, and forging strong connections with global audiences. But how does this work in the real world?

Case Study: Crossy Road in South Korea

In 2015, the development team behind Crossy Road tapped into the power of tailored localization after noticing an organic surge in the game’s popularity in South Korea. Crucially, they were quick to react to the opportunity, creating an exclusive update designed specifically for South Korean gamers, incorporating cultural elements and familiar references.

In this case, the South Korean update introduced 10 new characters, including one inspired by the iconic K-Pop star, Psy, who quickly became an in-game favorite–he even recorded all his in-game sounds!

https://www.youtube.com/embed/3b4bZKfVIQw?si=JY2BKqE0ZTyZPAuF

And the game's localization efforts didn't stop there.

After members of the mega-boyband BTS mentioned the game on Twitter, the Crossy Road team was again quick to capitalize on it. They sent plush toys modeled after the game's beloved chickens to the group, who then shared these gifts on their Twitter accounts, further boosting the game’s reach.

The result? Crossy Road stayed at the number 1 download spot in the Google Play charts in South Korea for nearly 50 days!

What can we learn from Crossy Road’s successful strategy?

• Tailored localization can have a profound impact on player engagement and community bonding
  
• Introducing culturally relevant content in games makes players feel valued and understood, and investing in these elements can amplify a game's appeal and foster strong connections in the focus region.
  
• Monitoring trends so you can strike while the iron is hot can yield significant dividends—this success story started with an initial unexpected, organic boost. Allocating resources intelligently allowed the team to leverage existing trends and amplify what was already working, rather than trying to generate hype where none existed.
  

These few examples of how strategic localization can make a huge difference are just the tip of the iceberg. In today’s mobile gaming market, having an effective localization strategy can be the magic formula that helps you stand out from the crowd and take your game to the next level.

Localization Playbook

Localization that is smart, personalized, and above all strategic is key for developers who want to grow a game to its fullest potential. Putting in the effort needed in this area can make the difference between being a successful, regional hit–and a global one.

Here are a few actionable points to recap what we’ve covered above, and get you started on the right foot with your localization efforts.

Research before diving in: Before investing in full-scale localization, do your research and make sure you understand the market and potential audience.

Localize based on data: Prioritize localization in regions where your game already has traction or shows potential based on the data. Build on organic trends.

Use keyword analysis early: Before translating everything, use keyword analysis to identify which are most relevant to your game, and focus on those first.

Deepen cultural connections: When localizing, go beyond mere translation by incorporating cultural nuances, slang, and local trends. Add content related to local cultural events or holidays.

Collaborate with local influencers: Partner with regional content creators to help introduce and promote your game in their communities.

Stay alert to regional trends: Continue to monitor your game's performance by region, so you can respond quickly if you notice a sudden spike in a particular area, like the Crossy Road example in South Korea.

We believe that great games make the world a better and more joyful place, and that game developers are modern-day wizards. Well, sometimes even wizards can use a hand. To learn more about how Yodo1 helps game developers at every stage reach the next level of growth, check out our Game Growth Accelerator program.

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Is Your Mobile Game UA-Ready?

User Acquisition (UA) is key to sustainably scaling your game in highly competitive app stores, yet many developers don’t know if their game is ready for it. With so much to do and often alone or with a small team, it’s easy to start doing UA at the wrong time (especially too early), resulting in wasted time, effort, and money.

At Yodo1, we don’t like to see developers throwing money out the window, and wasting time on something that has little chance of working. Before you consider UA, you need to know how to judge whether your game is ready for it.

In this article, we’ll get into the key metrics that need to be considered before doing UA, and explore how these can be improved. Let’s begin!

Key Metrics for UA Readiness

As with any investment, you want to make sure the numbers are on your side. The metrics we’re going to look at are like secret ingredients in a recipe—get them right, and you’ve got a winning dish. Get them wrong and you’ve created an infinite money-losing black hole. Let’s explore what these metrics are and why they’re so important.

CPI and LTV

Imagine CPI (Cost Per Install) and LTV (Lifetime Value) as a balancing act. CPI gauges the cost-effectiveness of acquiring new users, while LTV gives you a peek into the revenue a player generates over time. The magic happens when you manage to keep CPI low and LTV high – that’s where User Acquisition becomes not just viable but profitable in the long run. Remember, though, that CPI can vary a lot across genres, platforms, marketing platforms, and regions, so don’t take CPI out of context!

Retention

High retention is very important—it signals the loyalty of your players. This is the bedrock of growth and a key indicator that your game has what it takes to grow further. High retention is linked directly to LTV, as players who stick around longer tend to be more likely to drive revenue over the long term.

At this point, someone may ask, “OK but what counts as strong retention? My game’s Day 1 retention is 20%. Is that enough?”

Let’s consider that example. Generally, you would look at retention on Day 1 (D1) as the first indicator of your UA campaign’s performance, but moving forward you need to start looking at longer cohorts to see how many users actually retain beyond the first day. It is common to observe a retention curve up to 60 or even 90 days depending on your game’s genre (it would be very common, for example, for more casual games to retain very few players beyond 60 days).

Remember that every game genre is different, and player behavior and retention rates tend to differ between iOS and Android, so a UA team like Yodo1’s will have different benchmarks depending on the situation. And with that disclaimer out of the way, back to the example.

If D1 retention is 20%, you would then need to look at the falloff in retention over time. Let’s say from D1 to D30 retention decreases by 80% (not unusual). That leaves you with a D30 retention of 4%. Yes, that is close to the average, but is the average good enough?

D1 and D7 rolling retention by genre via Business of Apps

The real question is, if you have retained 4% of players by D30, are they generating enough revenue to have made your UA investment worthwhile?

In most cases, the answer is…probably not but it depends! Yodo1’s UA team generally follows the industry benchmark of around 30% D1 retention. Assuming a similar falloff, let’s say that would be around 7% by D30. In most cases, this should be good enough (depending on other factors) and can be a good point of reference for developers deciding whether or not to invest in UA, although you would still want to aim higher. It’s important to restate here that there are a lot of factors, and each game should be evaluated case by case, and genre by genre. For instance, strategy games may have a lower D1 retention compared to casual games, yet still retain a higher percentage of players long-term.

Game Economy Metrics

So, you’ve retained enough players, but enough for what exactly? Enough to make your game profitable, of course! To put it another way, the money your game generates from players over the long term is more than the money you invest into acquiring those players. If not, UA becomes an infinite money-losing black hole (which is bad).

Typical ways to monetize players:
1 - In-app purchases (IAPs)
2 - Ads (like rewarded videos or interstitials)

It’s important to understand how these fit into the overall player experience, and how effective they are in generating revenue. You want players to convert and purchase your IAPs. And if your game uses ads, you want players to interact with and/or view them (obviously). So then, you need to look at the metrics that tell you how well your IAPs and ads are performing.

For IAPs, you should be looking at and optimizing conversion rates for things like consumables, skins, battle passes, ad removal, etc. IAPs should not be an afterthought and if they are, your players will know. A good tip here would be to reflect on the games that make you want to pay for in-game items.

For ads, eCPM (effective Cost Per Mille) is important, as well as IMP/DAU (Impressions Per Daily Active User). eCPM tells you the average earnings for every 1000 ad impressions, helping you understand which types of ads are more profitable and which placements or formats work best in your game. A higher eCPM means more effective ads that resonate with your audience, leading to increased revenue. Meanwhile, IMP/DAU measures the average number of ads shown to each active user daily. This metric helps maintain a balance between engaging the user and not overwhelming them with ads. These two metrics go hand-in-hand to help you create a seamless experience where ads are integrated naturally into the gameplay, adding value to the player experience while also contributing to your monetization strategy.

Finally, to get a bigger picture of your revenue, look at ARPDAU (Average Revenue Per Daily Active User). Optimizing all these monetization metrics over time is important for long-term profitability when doing UA.

Note that specific mobile game monetization benchmark metrics aren’t being provided here because “good” can vary a lot from one game to the next. For example, eCPM factors in the country your players are in, the game’s genre, and the platform, among other variables. The key thing for this article is to understand how these metrics tie into your game’s overall profitability. If your retention is solid but those players who stick around aren’t generating enough revenue for LTV to surpass CPI, your focus should be on improving monetization metrics like eCPM, IMP/DAU, conversion rates, and ARPDAU–before you get into UA.

Rewarded ads eCPM for Android via Statista

At Yodo1, we run UA across our games and our partners’ games on a large scale. It’s enabled us to gather a treasure trove of information, and from that standpoint, the takeaways are clear: if the key metrics highlighted above don’t reach certain benchmarks, running UA campaigns likely isn’t worth it—no matter how good your ads are.

But if your metrics aren’t there, don’t give up! You may not be ready for UA yet, but that’s knowledge that is saving you time and money. Take it as a challenge to optimize and refine your game to improve those numbers so that UA then becomes a viable growth strategy for you later down the line. You can also use Yodo1’s UA and Publishing assessment tool to get a clear picture of where your game is now.

An In-Depth Approach to Growth

Yodo1 has been in the game (pun intended) for a long time. With billions of players across our games, we’ve learned a lot about what it takes to make a game succeed at each stage of its growth lifecycle. A critical inflection point is what we call ‘scale’. That’s where UA becomes profitable and viable over the long term.

To help developers with effective mobile game growth strategies, we launched the Yodo1 Growth Accelerator Program, which takes a comprehensive approach to preparing games for successful User Acquisition. This begins with a thorough analysis of a game's key metrics as listed above, comparing them against industry benchmarks to identify both strengths and areas that need improvement. Then we work hand-in-hand with developers to optimize the game and its metrics over time, leveraging our 10+ years of experience as game publishers. On the monetization front, we help boost those monetization metrics and make sure the overall game economy is well-balanced as you move forward and grow.

As your game growth partner, we want to help you take your game from where it is now to the next level, then on the next, and beyond. We believe in the power of games, and the unlimited creative genius of game developers. If this sounds like you, apply for the growth accelerator program today!

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Boosting App Store Optimization for Games with Ratings and Reviews

Hicham Rkini, Head of Monetization & Growth | Yodo1

For game developers aiming to carve a niche in the crowded mobile gaming market, getting ASO right is critical—but it’s easier said than done. Beyond keywords, descriptions, screenshots, and icons, one often underestimated tool at a developer's disposal is player feedback in the form of ratings and reviews. There’s a reason app stores dedicate whole sections to them! These elements don't just reflect player sentiment; they are pivotal in app store optimization for games, directly influencing discoverability, user acquisition, and overall game success.

In this article, we’ll explore the nuances of ratings and reviews as a game growth strategy, and look at a real-world example from one of our partners, Keplerians—a name synonymous with engaging horror titles. We will dive deep into the potential of strategically managed ratings and reviews, offering game developers actionable insights to supercharge their downloads and the game's popularity. Let’s dive in!

Dual Pillars: Ratings vs. Reviews

• Ratings: Think of ratings as the immediate pulse checks of player sentiment. They are quantitative, ranging from 1 to 5. A game's overall rating offers a quick barometer of its reception, letting potential players gauge its perceived quality in a split second.
• Reviews: Reviews dive deeper, offering in-depth feedback. They serve as platforms for players to express detailed thoughts, vent frustrations, appreciate features, or suggest improvements. While ratings might indicate a game's health, reviews provide the diagnosis.

How Ratings Impact ASO

Ratings are a key component of any app or game listing storefront. They directly influence the player's first impression and decision to either explore a game further or just scroll on by. Many potential players may not be diving into individual reviews before deciding whether or not to download a game, but they will inevitably see how many ratings a game has, and the average rating score. The fact that the overall ratings average and number of ratings is front and center on both the App Store and Google Play Stores’ game listing pages gives more support to the importance of this stat.

Algorithmic preference: Both app stores use ratings as a core metric within their ranking algorithms, highlighting them as key ASO ranking factors. It goes without saying, but must be said, that games with superior ratings generally find themselves with better organic positioning. However, it’s important to note that numbers matter here. A game with 5 ratings a week and a perfect score will generally not be as highly-favorited as a game with 1,000 reviews coming in per week, and a lower overall score. More reviews? That’s generally better! More on that later.

Fully Leveraging Reviews

Reviews are the voices behind the scores. Each one is a gamer telling their story, pointing out the good, the bad, and the fixable. The more reviews you get, the better you understand your game and your players. This is surprisingly not front-and-center for many developers. Let’s look into why it should be.

Feedback reservoir: Each review serves as a goldmine of feedback, with potential insights into gameplay mechanics, UX/UI decisions, in-app purchase structures, and more. Imagine that players are free playtesters, exploring every nook and cranny of the game, and letting you know what they think. This is a particularly useful mindset when it comes to ‘angry’ reviews. Often, it’s a loyal player frustrated about a very specific yet fixable issue, who cares enough to let you know. They may leave a one-star review simply to get your attention. In this case, you have the opportunity to learn something critical and improve your game for other players who experience the same issue. Bonus: if you deal with this type of player respectfully and resolve their issue, they are likely to update the rating.

Quantity matters: An aspect often overlooked is the importance of frequency and quantity. In other words, how often are players leaving ratings or reviews on your game? How many are you getting per day? It’s critical to focus on getting as many as possible simply because that feeds into the algorithms that make your game more likely to be recommended. And it would then go without saying that more reviews and ratings (especially good ones) will draw more potential players, for the reasons noted above, to say nothing about the massive potential for new insights that such a boost could bring, creating a feedback loop that can drive your game even further up the charts! Here, we look at a metric called DPR, or Downloads Per Rating, which simply means the number of downloads you need to get a rating. The goal is to make this number as small as possible.

Case-in-point: Keplerians' ASO Masterstroke

Keplerians, known for their captivating horror games, has been a Yodo1 partner since 2019. We have helped them with everything from monetization to game growth strategies. As veterans in publishing, with over 3.5 billion players and counting, ASO is well within our wheelhouse. And so we were pleased to help when Keplerians approached us with an ASO challenge. Together, we crafted a game-changing approach that sent Ice Scream 1 soaring in rankings. Here’s what happened:

Despite the strong download numbers for Ice Scream 1 since its 2019 launch, there was a disparity in the conversion to reviews. Keplerians had been counting on organic store visits for players to leave reviews. But in a space where ASO algorithms favor higher ratings and more reviews, this passive strategy was leaving a gap.

Via Keplerians

This is when we made a critical recommendation. We’ll let Keplerians’ Co-CEO and Co-founder Ion Ocasar explain it in his own words: “One of the suggestions provided by Yodo1 to increase downloads was to implement a native pop-up asking users for reviews. We implemented this feature in one of our earlier games that didn't have such a pop-up, and it significantly improved our reviews. We are constantly occupied with new projects, and these improvement suggestions make us open our eyes to see possibilities for enhancing games that are already published.”

Strategic timing: Keplerians utilized game analytics to pinpoint 'moments of elation' within the game. Review prompts were strategically placed at these junctures, maximizing the likelihood of positive feedback. What is a ‘moment of elation’? It’s something to test over time, but your initial thought is probably close to the mark. Achieving a milestone. Escaping from a terrifying situation. Getting a new item. Beating a level. These are all good candidates, but testing is essential, perhaps using heatmap analytics to arrive at data-driven optimal insertion points.

The result? A meteoric rise from 2-3 reviews a day to a whopping 200-300. This influx translated into better keyword rankings, elevated DAU (Daily Active Users), and a surge in organic downloads. But the influx of reviews wasn't just useful for ASO. Keplerians used the feedback gained for iterative development, refining game mechanics, and resolving reported bugs.

These results speak volumes. The experience with Keplerians and Ice Scream 1 drives home the point that a well-aimed ASO approach can elevate a game's visibility and success. By tapping into player engagement at the right moments, game studios can optimize their app store presence. In a landscape where every edge counts, smart ASO practices are a must for studios aiming high.

A Playbook for Making the Most of Ratings and Reviews

To recap and provide a simple playbook for leveraging reviews and ratings to boost your ASO strategy, here are some key actionable takeaways.

1. Prioritize ratings: Understand the vital role of ratings in shaping first impressions and influencing app store algorithms.
2. Deep dive into reviews: Treat each review as a feedback goldmine, especially 'angry' ones, using them to pinpoint areas for improvement.
3. Drive review quantity: Proactively encourage more frequent reviews and ratings, as both quality and quantity fuel recommendation algorithms.
4. Embrace feedback loops: Use the influx of reviews to refine game mechanics and enhance the overall player experience.
5. Tap into moments of elation: Strategically place review prompts after in-game achievements or milestones to maximize positive feedback.
6. Use ASO platforms: Monitor reviews, do sentiment analysis, and set up keyword-specific alerts to stay updated.
7. Engage with players: Respond promptly, positively, and constructively to player reviews. After all, they are your community.
8. Iterate based on feedback: Address in-game friction points identified by players to boost retention.

In the competitive arena of mobile gaming, ASO, ironically (because it doesn’t cost anything), is one of the most critical differentiators when it comes to standing out among other games. Ratings and reviews, as demonstrated by Keplerians, are not mere vanity metrics. They’re dynamic tools that, when leveraged with technical prowess and strategic intent, can catapult a game to the next level of growth.

To explore this and other ways that Yodo1 can help you boost your game’s performance and scale to the next level, book a call with our growth intelligence team today!

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The Upcoming Live-Action Zelda Film Marks Nintendo's Strategic Expansion

Ismael Jorge, IP Licensing BD Manager at Yodo1

On the heels of a successful Mario movie, and after months of speculation, Nintendo has at last confirmed that a live-action Zelda movie is coming. Of course, it has opened the floodgates for speculation but also raises an interesting conversation about the future of brand staying power and the blurring of lines between games and Hollywood. In my experience helping bring mobile games and big IPs together, it's clear that translating gaming experiences to the big screen is a move loaded with potential – and pitfalls.

Via Nintendo

Strong Indicators of Success

Let's dig into the mechanics of this partnership. Nintendo's choice to bring Shigeru Miyamoto on board is a move that promises authenticity for the franchise. Partnering with a heavyweight like Avi Arad suggests a blend of storytelling that could capture the hearts of fans and newcomers alike. Here are a few key elements that I see working in the project’s favor:

• Miyamoto's Vision: As Zelda’s creator, he knows the characters and the universe inside out. His involvement is like a seal of quality for fans. A good proxy for this might be the hands-on oversight role Eiichiro Oda took on in the development of the live-action Netflix One Piece series, arguably the best live-action anime adaptation of all time – “Goda” be praised.
• Arad's Expertise: With a résumé full of Marvel's finest, Arad knows how to turn a beloved series into box office gold.
• Financial Backing: Sony and Nintendo are splitting the bill, which means they're both betting big on Zelda's success. Both have skin in the game, and reputations to protect. That could be a good indication, especially for Nintendo, who has been very cautious with movie projects over the years.

The choice between live-action and animation is a hot topic in fan circles, but it seems the ultimate decision came down to Miyamoto’s vision for the project, saying on Twitter, “I have asked Avi-san to produce this film with me, and we have now officially started the development of the film with Nintendo itself heavily involved in the production.”

I have asked Avi-san to produce this film with me, and we have now officially started the development of the film with Nintendo itself heavily involved in the production. It will take time until its completion, but I hope you look forward to seeing it. [2]https://t.co/2H9lzzS5Pv

— 任天堂株式会社 (@Nintendo) November 7, 2023

Casting decisions and plot direction are under lock and key, but the rumor mill is in full swing; with names like Hunter Schafer already linked to the project. There is speculation about Tom Holland as well, given his previous collaborations with Avi Arad on Uncharted and the Spiderman films.

A Strategic Expansion for Nintendo

Nintendo's move to adapt one of its most iconic games into a movie speaks to a broader strategy – capturing hearts beyond the console. With the success of other game-to-movie adaptations paving the way, Nintendo is poised to cast its net over the massive ocean of potential fans and I think it’s important to understand the broader strategy behind big bets like this.

• Broader Audience Reach: Nintendo is aiming to captivate not just gamers but “Zelda fans” more broadly. It’s one example of a much larger trend happening among major IP holders; it’s all about connecting with the fanbase and staying top-of-mind.
• New Market Opportunities: Movie and TV adaptations open up fresh avenues for merchandising and cross-promotion. One need only look to the 1.4x increase in year-on-year sales of Mario game titles to understand the massive economic halo effect an IP-driven movie release can create.
• Brand staying power: By expanding its IP to new mediums, Nintendo reinforces its place as a cultural powerhouse. A big part of Nintendo’s success is in its ability to continually renew and reinforce nostalgia among fans through fresh titles that feature iconic characters, be it in a new game, on a new platform, or in films. Nintendo adapts.

https://www.youtube.com/watch?v=n9_nOA3Md_c

Looking Ahead: The Zelda Movie and Beyond

The Zelda live-action movie is more than a new venture for Nintendo; it's a signal to all of us in the industry that the lines between games and other media are blurring. Nintendo's approach shows a keen understanding of the importance of storytelling and character development, something that any successful mobile game developer must appreciate.

Nintendo's expansion into live-action movies with Zelda is not just an exciting development to watch—it's a playbook for IP-based games. As we await more details on the Zelda movie, one thing is clear: the potential for mobile games to step beyond the small screen has never been greater.

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