The Magic Behind Last Shelter: Survival's IP Crossover with The Walking Dead

Great things can happen when the right IP meets the right game in just the right way—for players and fans, it’s magic. One such collaboration launched on May 4th, 2023, when the universes of Last Shelter: Survival and AMC's The Walking Dead converged.

Let’s dig into the making of this unique post-apocalyptic alliance.

Setting the Stage

Last Shelter: Survival, a mobile survival SLG with over 100 million downloads, was poised for its debut IP collaboration. The game’s publishers partnered with Yodo1’s IP licensing team to help identify that perfect match and then supervise the process on their behalf from inception to launch.

Enter The Walking Dead, AMC’s iconic television series, with its compelling story of survival in a world overrun by zombies. It was the obvious choice given the show’s narrative richness, iconic characters, and passionate fanbase. Yodo1’s previous collaboration with 37 Games, integrating their title Puzzles & Survival with The Walking Dead, further solidified this collaboration and underscored The Walking Dead’s status as the premier IP for zombie-themed mobile game integrations.

Bridging Worlds

One of the keys to a great crossover game event is finding common themes between the game and the chosen IP. With Last Shelter: Survival and The Walking Dead, it wasn’t just about zombies. The famous characters and stories from the television series aligned naturally with Last Shelter’s gameplay style, making it possible to craft a storyline that felt fresh yet familiar, leveraging both established elements from the show and the game’s core mechanics, as well as its monetization system.

This is where Yodo1’s IP licensing team stands above the rest. We don’t simply bring mobile games and IPs together, then hope for the best. We are meticulous at all stages, ensuring the best possible experience for players, and the best possible outcomes for our partners. For this collaboration, we were able to leverage our 12-year history as mobile game publishers, helping make the most of characters, story elements, and props, and then weaving it all together into an experience that made players feel right at home.

Overcoming the Challenges

Collaborations invariably face hurdles. The chance for misunderstandings and misalignments throughout the supervision process is always there. Yet our experience in bridging such gaps ensured that both the developer and AMC were not only heard but truly understood and that everyone was on the same page from day one. From business negotiations and proposal suggestions to overseeing commercial arrangements, and story elements, our specialist team’s involvement turned potential roadblocks into stepping stones.

Another potential hurdle: events can get watered down and have less impact when the supervision process isn’t carried out with attention to detail, a depth of knowledge across industries, and a clear vision of success from start to finish. In this case, folding in IP elements organically while being true to the show’s characters was key to the whole thing.

We worked tirelessly to understand and respect the developer’s objectives, the nuances of the game, as well as AMC’s requirements around brand identity and integrity. As with all major IP holders, there are many approval stages along the way, which we were able to navigate smoothly. The end result? Well, see for yourself!

Looking Forward

This partnership shines a spotlight on Yodo1’s dual strengths. As a seasoned mobile gaming company and an industry-leading expert in IP licensing in games, we can do what others can’t: we leverage our strengths to understand games on a deep level, and then find the perfect IP to partner with. Then we guide the collaboration along a smooth track, every step of the way towards launch. We work hard to make each event fun and memorable for players, and of course profitable for all parties.

In today’s gaming market where IPs can elevate games to new heights, Yodo1 is uniquely positioned to help gaming studios and IP holders alike. And we have the track record to prove it. So if you are looking to dive into these exciting waters, reach out to our team today and find out how the wonderful world of IPs can enhance your game.

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The Spooky Success of Seasonal IP Licensing for Mobile Games

Fil Robinson, BD Manager IP Licensing | Yodo1

Seasonality is all about taking advantage of events that occur on an annual basis. And for many businesses, the fourth quarter takes center stage. It’s the most important part of the year due to the sheer variety of seasonal events that take place then: Halloween, Thanksgiving, Black Friday, Cyber Monday, Diwali, Christmas, Hanukkah, and the New Year all fall within this period, providing both companies and consumers valuable opportunities to participate in and capitalize on—and potentially generating massive revenue for savvy businesses.

This is equally true for IP licensing in mobile games, which relies on novelty and freshness to generate buzz and drive spending on things like limited-time in-game purchases (i.e. skins, special items, exclusive content, etc.). In this article, I will explore the dynamics of seasonality and IP licensing in mobile games, specifically through the lens of Halloween (to keep things simple). Let’s begin!

Via GameRefinery

The Big Picture

Halloween kicks things off in Q4 and is a very good place to start when discussing how licensing has changed what we expect at this time of the year.

The nature of Halloween enables people of all demographics to participate in the festivities—whether it be dressing up as iconic movie characters, engaging in some seasonal decorating, buying sweets for trick-or-treating children, or watching scary movies, there is something for everyone.

Many of these activities have become traditions and are a potential gold mine for companies that focus on the scary stuff. In the USA, consumer spending on Halloween-related merchandise is expected to reach a record $12.2 billion this year, up from $10.6 billion in 2022. That’s $108.24 per person.

Much of the spending and revenue generation comes from IP and brand rights holders licensing out their properties to other companies to make new and/or exclusive products to follow the buzz generated by a recent film, TV series, or game. As you can see from the list below (which is fascinating to look at with IP-licensing goggles off), many IPs (some not even related to Halloween) receive a meaningful yet short-lived boost. Were it not for the viral success of Jenna Ortega’s dance scene in 2022’s Netflix series Wednesday, it’s unlikely the Wednesday Addams costume would have made number six.

Via Visualcapitalist.com

Seasonal IP Licensing in Mobile Games

Through mobile games IP collaborations, the integration of DLCs and live-ops has taken on a new dimension, enriching the mobile gaming landscape. These partnerships allow players to engage with the festive spirit of holidays such as Halloween, merging the excitement of physical celebrations with the interactive nature of the digital gaming world.

Via Dreamlightvalley.com

For example, IP-based games like Disney Dreamlight Valley capitalize on Halloween with events such as Haunted Holiday Star Path, where players can trick-or-treat and don costumes inspired by films like Hocus Pocus and The Nightmare Before Christmas. Similarly, Call of Duty’s The Haunting update enriches its gameplay with licensed characters like Spawn, Skeletor from Mattel’s Masters of the Universe, and Ash from The Evil Dead film franchise.

Another great example of a successful seasonal IP crossover is the ongoing Puzzles & Survival x SAW event which Yodo1 helped orchestrate; it includes iconic characters from the film franchise like Billy and Amanda

And check out these examples of Halloween gaming events/DLCs from 2022—I think you’ll agree that the results speak for themselves.

NPixel’s MMORPG

• Went live with a huge Halloween update on October 20, 2022
• Resulted in a massive daily revenue spike of over 400%

Mario Kart’s Halloween Tour update

• Went live on October 18, 2022
• Caused daily revenue to double following the update

Via GameRefinery

Aside from the financial benefits they can provide, these seasonal collaborations are very important to both IP licensors and game developers for other reasons, too. Licensors get to see their brands and IPs promoted in new, creative ways that often lead to expanding their reach among new audiences. Developers get to show that their games are in tune with their players and the physical world, driving acquisition and retention. They also get to be even more creative with the brands and IPs than during typical collaborations, as the seasonality theme can be integrated into the game (i.e. through skins, UI, etc.) with less potential friction from fans of the IP when compared to non-seasonal events.

Via Mattel

In my view, leveraging seasonality represents a great opportunity for licensors and developers to come together and create something magical that drives engagement, excitement, and a major boost in revenue. For a deep dive into practical specifics, you’ll want to check out our last article on this topic.And don’t forget, what’s covered here is just the tip of the iceberg when it comes to IP licensing in games. There’s so much more: sporting events like World Cups or the Olympics, Valentine’s Day or Chinese New Year—these are all important events that both brands and games can get in on.Yes, a lot goes into planning and preparation for a hit seasonal event, and by their very nature they’re time sensitive—that’s where we come in: at Yodo1 we have the skills and know-how to facilitate opportunities like these. Get in touch to explore what great seasonal events we can make happen together in 2024. LEARN MORE

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Taking Advantage of Seasonal Trends to Grow Your Game

Hicham Rkini, Head of Monetization & Growth | Yodo1

You fire up your favorite mobile game and see, with excitement, that it’s been fully decked out for Halloween! Pumpkins. Spooky story elements. Costume skins. The works! You can’t wait to explore and see what’s possible because you know it won’t be around for very long!

As a game developer, it can be easy to forget the freshness and delight that seasonal events like these can bring to players, and how impactful that delight can be. The fact is this: seasonal trends play a big role in user engagement and revenue streams for mobile games, acting like a magnet for both new and existing players, with the most action happening in Q4, which we will discuss below. As the seasons roll by, each brings unique opportunities, and for the savvy developer, this is a goldmine, especially if you plan ahead.

And so, since the holidays are rapidly approaching, let’s explore the concept of seasonality, its importance, and how developers can ride these waves to propel their games toward success.

What is seasonality?

Seasonality is about predictable changes that happen around the same time each year. These can be religious holidays like Christmas, Diwali, or Ramadan, shopping events like Black Friday, or other happenings like elections or sports events. Companies often have special sales or promotions during these times.

However, many developers miss this opportunity, possibly because they have too much on their plate or don’t know what to focus on in game development and marketing. As a top mobile publisher for over a decade, we at Yodo1 always maximize these trends in the games we publish and work with, seeing notable success in user engagement and revenue growth.

Spotlight on Q4

The last chunk of the year, the fourth quarter (Q4), is special for three main reasons:

1. Key Events: Q4 is packed with events starting with Diwali and Halloween in October, moving through Singles Day, Black Friday, and Cyber Monday in November, and wrapping up with holidays in December and New Year’s celebrations.
2. Heightened Competition: Advertisers are willing to spend more, so advertising costs shoot up. What does that suggest? Higher eCPM is an objective measure of the increase in opportunity but certainly doesn’t mean that only paid marketing will move the needle.
3. User Engagement: The holiday spirit often leads to more online shopping and mobile gaming, causing a rise in user engagement.

Navigating the Seasonal Tide: A Developer’s Toolkit

Seasonal trends offer a treasure trove of opportunities for developers. By tweaking various aspects of their games and marketing strategies, they can make the most out of these cyclical market dynamics. Here are some tools in the developer’s toolkit:

App Store Optimization: Revamp icons and screenshots to reflect ongoing events. For instance, changing your game icon to feature a pumpkin during Halloween. This can improve your conversion ratio and lead to more downloads, which in turn can improve your category and keyword rankings! On top of this, app store curators are more likely to feature games that embrace trends.

Search optimization: Include keywords related to seasonal events to attract more traffic. For example, using keywords like "Christmas Special" during the holiday season could drive more traffic to your game.

Seasonal makeover: Embrace the season in your game’s visuals. For example, add snow and holiday decorations in your game environment during Christmas to give it a festive feel. Here is an example from Rodeo Stampede:

https://youtu.be/VT0f9qIu46E?si=ltUEMnJh4zhkfGP3

Ad format and placement optimization: Revisit your monetization strategies before Q4, ensuring the right ad formats are chosen and placed at the correct points throughout the game. It's also a good time to try different ad formats that might resonate better with the seasonal audience. For example, exclusive holiday-themed items or skins might be available within a lucky spin mechanic, with spins being earned when players choose to watch a rewarded video ad.

Last-minute sprint: If you just realized the importance of seasonality, focus on quick changes like updating visuals and incorporating user-friendly ad formats like App Open Ads.

Understanding cultural nuances: Dive into local expertise or conduct thorough research to ensure your seasonal changes are culturally appropriate, especially when targeting global audiences. This may be the perfect opportunity to work with local freelancers in different countries, perhaps to create translations with nuance, or craft culturally sensitive assets. And imagine how much you’ll learn in the process!

GROW MY GAME

Engaging Users Seasonally

Seasonal strategies can significantly enhance the gaming experience and keep players engaged. As the seasons change, so can the in-game environment, offering fresh, themed content that resonates with players’ real-world experiences.

In-game events: Create seasonal in-game events or challenges to generate buzz and get players excited. For the games we publish, as well as with the other games we work with, a focus on elements like UA and social media, creating special tournaments, rolling out seasonal quests, or even introducing limited-time characters or items, can be a powerful magnet that draws players in.

Discounts and special offers: Tempt users with seasonal discounts on in-app purchases or special item bundles. Offering exclusive items or discounts during a season can encourage spending and retain players.

https://youtu.be/OWaYzU5GixI?si=qQpxLuQ7O8gcsKMP

Case Spotlight: Pokémon GO 2022 Halloween Event

The 2022 Halloween event in Pokémon GO is a great example of how seasonal in-game events can boost user engagement and revive interest in a game. Here’s how Niantic, the game’s developer, embraced the Halloween season:

During the event, a new animation was introduced for the Spooky Pose available in the in-game shop. This update made the pose more lively, applying to new and past purchases alike. New Halloween-themed avatar items were also rolled out, allowing players to dress up their avatars in spooky Halloween attire.

Via Pokémon GO

Going even further, the PokéStops and Gyms in the game were decorated to reflect the Halloween theme, offering a visually festive environment for players. A special remix of the Lavender Town music played at night throughout the event, enhancing the spooky atmosphere of Halloween.

Loyal players were given double Candy rewards for various in-game actions like catching, hatching, and transferring Pokémon. Trainers level 31 and above received one guaranteed Candy XL when walking with their buddy, encouraging players to stay active within the game, and special questlines were introduced to make the whole event even more exclusive and timely.

https://www.yodo1.com/wp-content/uploads/2023/10/halloween-event-2022-avatars-mummy-zombie-final.mp4

Via Pokémon GO

While not every developer may have the resources to take seasonality to this level, the meticulously planned Halloween event in Pokémon GO serves as a great example and offers insights that mobile game developers can learn from as they strategize and experiment with infusing seasonal elements into their own games. Good stuff!

Concluding Thoughts

At Yodo1, we have seen firsthand how leveraging seasonality can lay a strong foundation for sustainable growth in the fiercely competitive mobile gaming arena. Our experience in helping developers grow their games has shown that a well-thought-out seasonal strategy can be a game-changer in standing out in the crowded app stores and captivating players’ interest all year round. If you haven’t yet given it a try, why not start this holiday season?

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How the Hollywood Strikes Affect IP Licensing for Games

Fil Robinson, BD Manager IP Licensing | Yodo1

Hollywood, California stands as the global epicenter of entertainment, primarily for the film and TV industries. Here, numerous movies, TV shows, and characters gain life and achieve household-name status.

As you are probably aware, Hollywood currently faces an unprecedented situation not seen in six decades: simultaneous strikes by key actors’ and writers’ unions. This labor action impacts not only film and television but also the gaming industry. In this article, I’ll explore the implications of the strikes, focusing specifically on IP licensing for video games. One note before we dive in—my aim is to objectively shed light on the implications without taking sides on the strikes.

Important context

The WGA (Writers Guild of America) and SAG-AFTRA (Screen Actors Guild and the American Federation of Television and Radio Artists) initiated strikes in early May and mid-July, respectively. These actions stem from failed contract negotiations with AMPTP (Alliance of Motion Picture and Television Producers) and significantly impact the movie industry, now and over the long term.

Via Vulture

Essentially this means that union-affiliated writers and actors can't generate new scripts or partake in current or future projects, effectively freezing industry operations. For instance, ongoing productions like Gladiator 2 and Beetlejuice 2 have halted. Actors are also unable to promote upcoming releases; stars of Oppenheimer, for example, exited its UK premiere early due to the strikes.

A ripple effect on video games

In a previous article, 'Hollywood and Video Games: The Perfect Partnership to Engage Audiences,' I talked about how actors and writers from movies and TV often work in video games too. Actors lend their voices, give motion-capture performances, and allow their likenesses to be used in games. Writers who create stories for movies and TV often do the same for games. Because these actors and writers are part of the unions that are currently on strike, this is causing problems in the game industry just like it is for movies and TV.

Via Gamerant

This situation complicates planned gaming collaborations, particularly those reliant on an actor's likeness or a specific writer's style. For example, a hypothetical Mr. Bean game tied to a new Mr. Bean film would cease production if Rowan Atkinson were a union member.

The latest is that negotiations between unions and game companies like Activision, EA, and Insomniac, will resume on September 26th, aiming to avert a strike set for November 7, 2023. For context, the previous strike, in October 2016, lasted 11 months. No matter what happens, it puts plans for certain IP collaborations in an uncomfortable limbo. Developers and IP holders who wish to use specific writers or actors for their projects have had to put projects on pause and look for other options. But what are those other options?

Alternatives and future prospects for IP licensing

The million-dollar question then, for developers and IP holders keen to leverage the massive potential of IP collaborations, is where is this all heading and what are the alternatives?

Fortunately, there is still plenty to be positive about for IP licensing in games with many options available to developers who still want to work with very cool IPs. At Yodo1, we work with a range of global IP and brand rights holders (including major movie and TV studios) who have access to fantastic IPs and brands that are not reliant on a specific likeness.

These range from anime, cartoons, and comics to games of all kinds. Recent examples of collaborations we’ve worked on include Teenage Mutant Ninja Turtles for the game MatchMasters, and Legendary Pictures' Pacific Rim for the game Top War.

It’s also worth noting that quite a few IPs have several versions. For example, there is a TV version of The Walking Dead and a comic book version. Both versions have been integrated into different games in the past.

The key takeaway here, in my view, is that game studios and developers must respond to the conditions as they are in order to remain nimble and stay ahead of the curve. No matter how the strikes resolve, the silver lining is that there are still many ways to leverage IPs in games so long as you do your diligence. This is something Yodo1 can help facilitate—even with the current situation in Hollywood. And once the situation has been resolved, there will be even more opportunities for amazing collaborations. Get in touch with us today to learn how to make them work for you!

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App Store Optimization 101 | A Simple Guide for Mobile Games

How to make your game stand out from the crowd

As a mobile game studio, you know the drill: creating a game is one thing, getting it into players’ hands is another entirely. On average in 2023, nearly 3,000 new apps are added to the Google Play Store and over 1,000 to the App Store–every single day–so getting noticed is an understandable challenge.

But it’s also vital, because outside of China, Google and Apple combined hold a 95% app store market share, meaning everyone looking to get a piece of the pie puts their games on one or both of them, while often not giving due consideration to a powerful, essential, and free way to get noticed–which is, of course, ASO.

So buckle up as we share insights on how to make simple changes that can dramatically impact visibility, downloads, and ultimately, revenue.

The power of ASO and why it works

So, what’s the big deal about ASO? Well, ASO is about helping your game get discovered in an ocean of apps. It’s about optimizing your game’s app store listing so that when a potential player searches for something, your game shows up in the results. In fact, almost 60% of app downloads come from app store searches.

It’s a crucial tool for any developer, and it’s one that we at Yodo1 have used with great success (with over 3.5 billion players to show for it).

Let’s take our game, Rodeo Stampede, as an example. When we first published it, we knew we had a fun, unique game on our hands, but we also knew that wasn’t enough. We needed to make sure players could find it. So, among other things, we worked very hard on ASO

The result? Rodeo Stampede soared up the app store charts (over 50 million downloads on Google Play). And while it wasn’t the only factor, ASO was a vital part of our strategy. It didn’t require a big budget, just a deep understanding of our audience and a willingness to learn, adjust, and optimize continually.

That’s the power of ASO. It’s not a magic wand, but it’s a crucial tool that can help your game reach the right audience. And the best part? It’s a level playing field. That means the biggest studio on the planet isn’t able to do much more than anyone else can when it comes to the game icon, the description, the creatives, or anything else in your game listing. That’s good news for developers and studios of any size!

https://youtu.be/YlG4pPeWDl8?si=-q8RdNg92dIsD4gg

Get started with these three ASO tips

You might be wondering where to begin with ASO. The key is to focus on a few core areas that can significantly impact your app’s visibility and attractiveness to potential players. Let’s break these down into three actionable ASO tips:

1. Keywords are the backbone of ASO

The use of keywords in ASO is akin to using the right bait when fishing. You need to attract the right players — the ones who are already interested in what your game offers. Finding unique but relevant keywords is pivotal to this process. A good starting point is to consider the genre, main features, themes, and mechanics of your game.

For instance, if your game involves puzzle-solving in a medieval setting, words like “puzzle,” “medieval,” “strategy,” and “adventure” could be good picks. But don’t just stop there. Try to think about less obvious but still relevant keywords. Maybe there’s a dragon in your game — there’s another keyword for you.

Tools like App Radar can significantly help with this process; they analyze app store data and suggest keywords that have a good balance of search volume and competitiveness. A tool like this can be an extremely useful aid but don’t neglect the human touch—being in tune with your game and audience can make all the difference.

Once you have your keyword list, the next step is to incorporate these into your game’s title, subtitle, and description. But remember, this isn’t about keyword stuffing. It’s about integrating keywords in a way that makes sense and delivers a clear, compelling message to potential players.

2. Your game’s visual identity matters

“Creatives” are the visual elements that represent your game in the app stores, including your game’s icon, videos, and images. These elements must be visually appealing and also convey—clearly and easily—what your game is about.

Your game’s icon serves as the first visual touchpoint for potential players. It should be unique and eye-catching, immediately conveying the essence of your game. Look at your successful competitors for inspiration — what makes their icons effective? How can you apply similar principles while ensuring your icon stands out?

Similarly, when a potential player clicks on your listing, the images and the videos should tell a dynamic story that pulls them in. These elements provide a sneak peek into your game’s world, showcasing the best features and hinting at advanced parts of the game to show progression. Remember, your creatives can be the deciding factor between a user downloading your game or scrolling past it.

3. Player-focused language

Reviews are a treasure trove of insights directly from your players. They not only tell you what’s working and what’s not, but they can also significantly inform your ASO strategy.

Start by identifying common keywords, features, and phrases that players mention in their reviews. What do they love about your game? What unique features keep them coming back? Use these insights to your advantage, integrated into your game description—perhaps worded as actions to give potential players a sense of immersion before they even play the game. Opening sentences with verbs is a great way to do this.

For example, we’ve used descriptions starting with verbs (imperative sentences) to create that dynamic feeling that makes players want to get in on the action in Rodeo Stampede’s App Store listing:

• Ride through the wild stampede on the backs of buffalo, elephants, and all types of exotic animals
• Dodge and avoid obstacles in your chase for high scores
• Travel across the savannah and jungle, with more exciting landscapes to come!
• Catch and befriend animals of all shapes and sizes to show off in your Sky Zoo
• Travel back in time to explore the Jurassic Age and catch dinosaurs

In short, work to incorporate feedback from reviews into your ASO strategy. Use the keywords, features, and phrases that resonate with your players in your app store listing. This shows that you’re not just listening — you’re acting on their feedback.

ASO is an ongoing process

Remember, ASO is a continuous process. Stay tuned to your reviews, adapt your strategy based on your players’ feedback, and keep your ear to the ground when it comes to trending best practices, and you’ll be well on your way to enhancing your game’s visibility and success in the app store.

We know how much of a challenge it can be for a game studio to find the time needed to hone a solid ASO strategy. You have so much on your plate already, but that’s where Yodo1 can help.

With our roots in game development and a strong history of publishing successful games, we’ve done it all when it comes to ASO—and emerged with insights and tools that can streamline the process for you. Yodo1 is the one-stop partner to grow your games, from monetization to publishing to IP licensing services. When you need help with that next stage of growth, get in touch.

TAKE THE ASO COURSE

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Leveraging Ratings To Grow Your Games

Don’t let that feedback go to waste!

With almost 390,000 games available on the Google Play Store, plus over 460,000 on iOS (as of the time of writing), it may not be surprising to find that your game is struggling to stand out. In fact, it’s par for the course in most cases. Even if you have created the game of the year, it won’t matter if new players can’t discover it.So what can you do about it?Well, tackling this is a multifaceted challenge that gets into UA, social media marketing, and ASO (actually, way more than that, but let’s keep things simple). While you can learn more about the keys to successful ASO in our other post on the topic, as well as this video and this course, today’s focus is on an underappreciated aspect that you can start working on today: ratings and reviews. Let’s explore the ins and outs with a focus on how to address negative ones, as well as leveraging feedback to build strategies for optimizing your game’s app store performance across Android and iOS.

An army of playtesters

Every comment, every reaction, and every piece of feedback is a golden nugget that can help you stay deeply connected to the overall player experience. Someone has taken their time to share a reaction to or opinion about your game, directly. It’s a valuable gift.What makes it even more powerful is the sheer diversity in this feedback. You have access to a range of opinions and experiences, from different countries, backgrounds, tastes, and preferences. This kind of diversity is something that even a dedicated, paid team of playtesters might not be able to replicate.

And yes, even the oft-dreaded negative reviews are an invaluable resource. They can highlight issues that need urgent attention and help guide the strategic direction of game updates over the long run. It could be a bug that was missed, a level that’s too difficult, or a character that needs more depth. Addressing these issues promptly not only improves the game but also shows the players that their feedback is impactful.

One need look no further than the classic Battlefront 2 microtransactions debacle, and the tsunami of backlash which led to a much-improved player experience.

https://youtu.be/hVnHugAtFGQ?t=170

On the other side of the spectrum, positive reviews serve as reinforcements for what you are doing right. They highlight the strengths and unique selling points of your game. Capitalizing on these strengths by doubling down on them can often be the key to turning a good game into a great one.

Beyond this, engaging with players through responses and showing appreciation for their input creates a bond between the studio and the player. It builds a sense of community and belonging, where the players feel they are part of the development journey.

Review responses and customer support

Reviews aren’t just an incredible way to get feedback on your game–they’re also a critical element of overall performance.

Good reviews create a positive feedback loop, boosting your game’s discoverability and enticing new players to join the fun, while negative reviews can tarnish the perception of player expectations and can be the difference between a potential new player hitting that download button or scrolling on to another game.

In fact, 90% of app store users say that a rating is an essential part of evaluating their downloads. But now that we’ve established the importance of reviews, how does customer service play a role in this?

A negative review is a call to action for responsive customer service. A well-crafted and timely response to a negative review can work wonders in transforming a disgruntled player into a lifelong fan.

Engaging with your players on a personal level helps in building trust and fostering that sense of community. When addressing concerns, craft personalized messages that demonstrate understanding and commitment to finding a solution. This shows players that their feedback is valued and taken seriously. This cannot be stressed enough!

If the problem warrants it, consider reaching out to your players through more personal channels like email for more in-depth troubleshooting and personalized support. This proactive approach leaves a lasting impression on players, and they are more likely to update their reviews to reflect their improved experience. This may seem like a major time commitment, and it is, but one that is worthwhile over the long run. Think of it as one of the many important investments you’re making in the overall long-term strength of the game.

Here are some examples from Rodeo Stampede that illustrate how working with frustrated players to solve issues and concerns can really pay off.

In many cases, it’s a loyal player just trying to resolve an issue or a show of dissatisfaction about a recent and unwelcome change to the gaming experience, as opposed to a condemnation of the whole game. Assume this is the case and, instead of becoming defensive, reach out with the genuine intention to help. While it’s not always possible to turn these reviews around, it works more often than you might expect. At Yodo1, we dedicate serious time and energy to responding to our players and working to solve their concerns. For us, it’s a must.

To illustrate the point, look at this negative review from an Among Us player and ask yourself whether this is a deep problem with the game, or merely a plea from a loyal fan to call attention to an issue.

Don’t dismiss the positive

It can be easy to take loyal happy players for granted, but remember that these are the lifeblood of your game over the long run, and longevity depends on doing more of what’s working, not just fixing what isn’t. Show appreciation for your gaming community by responding to them–after all, their support makes your job possible. This simple gesture helps maintain strong relationships with your players and encourages them to continue supporting your game, creating a snowball effect of goodwill that can have a major impact on your game’s success.

Also, as you build out your roadmap, balance fixes with the development of new features and content that fall in line with sentiments you’re seeing among excited players. If you’re seeing a lot of positive reviews about limited-time skins, it may be worth dedicating more resources to that aspect of the game.

Getting featured

Ratings are not just for potential new players to read when choosing a new game: they also are a huge potential boost for potentially getting featured on the Play and App Stores.

Google Play and the Apple App Store consider ratings when deciding which games to feature—a higher rating can lead to your game being selected, which means increased visibility and more downloads. Being featured on the App Store can increase the number of downloads by a median of up to 140% for the duration.

But what, specifically, are the criteria used?

Know these magic numbers for the Google and Apple app stores and aim for them to have the best chance at the featured section:

In certain regions, for example, Google Play requires a minimum rating of 3.8 out of 5,
Major countries with higher user bases require a 4.0 or higher, and

You must maintain these numbers for a certain period of time.
Our team at Yodo1 aims for a game rating of 4.2 and above as a key performance indicator for how healthy the community is and how much they enjoy playing your game. By striving for these magic numbers, you’ll increase your chances of grabbing the app stores’ attention and securing a coveted feature spot.

Sometimes, a unique game feature or update can pique the interest of app store curators. For example, a fresh update to Rodeo Stampede grabbed Google Play's attention, creating an opportunity for a spotlight placement on the platform. This demonstrates that it’s not just about ratings but also about creating a dynamic and engaging gaming experience that stands out.

It also helps to build a rapport with the app stores. Apple and Google sometimes reach out to Yodo1 proactively to feature our games, and there is often a clear reason or occasion that prompts it.

So work on new releases, create regular, fresh seasonal content, and update in-game features; backed up by solid ratings, this can stack the odds in your favor.

Game growth with Yodo1

Reviews are a massive part of the gaming industry, especially on mobile. It’s something we see on a daily basis, and hopefully, the tips provided in this article are ones you can start to incorporate into your development cycle.

As a major game publisher with over 1.5 billion players worldwide across our games, we’ve developed a methodology for making the most out of player ratings (even negative ones!), using them as opportunities for growth rather than an ever-present Damocles’ sword of player sentiment.

Changing your perspective to seeing players as insightful playtesters eager to share their experience means gaining a secret weapon that can snowball into runaway successes like our own game Rodeo Stampede, which is still at the top of the charts seven years after its release–thanks in no small part to the optimizations along the way, many made in response to player feedback.

If you are looking for an extra boost to help you achieve that next stage of growth and need a team dedicated to helping you face the challenges and complexities of the mobile gaming industry, look no further than Yodo1.

Our expertise in publishing, user acquisition, monetization, and IP licensing enables us to provide tailored solutions that cater to your unique needs and deliver results while taking work off your plate. Reach out to the team to learn how working together can help your game reach its full potential.

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The Game Changer: Leveraging Data Insights for Mobile Game Success in 2023

Think back to the last time you had to make a decision for your game based on messy or incomplete data. Remember the frustration, the hours spent sifting through disparate sources, the uncertainty? Now, imagine a different scenario: having all the insights you need, neatly organized and easily accessible, all in one place. No more guesswork, no more expensive consultants, just clear, actionable insights to drive your game's growth.

The challenge: making sense of the data

In the increasingly competitive mobile gaming market, making the right decisions based on accurate data is not just important, it's essential. According to the Unity Gaming Report 2023, 54% of indie developers identify user acquisition as their biggest post-launch challenge. Attracting new users amidst the fierce competition and high marketing costs can be a daunting task. For midsize studios, the challenge shifts to retention, with 49% citing it as their primary concern. Keeping players engaged over time, especially with the constant influx of new games and changing player preferences, is no easy feat.

The power of data analytics

Data analytics is a process that transforms raw data into valuable insights, providing a roadmap for success in mobile gaming. Here's how it can benefit developers:

1. Tailoring the Gaming Experience: Analyzing user behavior ensures game studios understand what aspects of the game players are enjoying the most– as well as which areas need improvement.

2. Optimizing Freemium Games: Data analytics can help identify the right balance between free content and in-app purchases, maximizing the profitability of freemium games.

3. Enhancing UI/UX: Insights from data can guide improvements to the user interface and user experience, leading to higher player retention.

Introducing Yodo1 MAS Performance Score

Yodo1’s MAS stands alone as the first and only monetization solution to offer comprehensive, actionable insights all in one place. The Yodo1 MAS Performance Score isn't just a feature—it's a game-changer. It equips developers with specific data insights and recommendations inside their MAS dashboard, covering key areas such as monetization, retention, performance by country, localization, and Google Play reviews.

This innovative tool is designed to save game studios hundreds of hours of data analysis, providing a clear, concise overview of a game's performance. And better yet, it offers a roadmap and insights that, when acted on, have been proven to dramatically increase revenue.

Unlock your game's potential: leverage the power of Performance Score today

Ready to unlock the full potential of your game? Start using the MAS monetization platform today and tap into the power of the Performance Score. Watch as these data insights exponentially grow your revenue in the next 90 days. Don't navigate the landscape of game growth alone. Let Yodo1’s MAS and its groundbreaking Performance Score be your trusted advisors on this exciting journey. Sign up today at: mas.yodo1.com/register.

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Leverage Your Game Economy with Rewarded Ads

As a mobile game developer, you’re tasked with the delicate balancing act of creating an immersive and enjoyable experience for your players while also ensuring your game generates revenue. Ads have long been a staple for monetization, but they often carry a negative connotation among players, sometimes even disrupting the gaming experience.

This perceived conflict between maintaining player engagement and generating revenue is a key challenge. However, it doesn’t have to be a zero-sum game. It’s about finding the right balance, and that’s where rewarded video ads come into play.

Implemented strategically, these ads not only provide a significant boost to revenue but also add value to the player’s experience, creating a win-win situation. Let’s explore how you can harness this ad format for your game.

Setting a foundation

Rewarded video ads are a type of in-game advertising that, as the name suggests, reward players for watching them. Unlike pop-ups or banner ads, these are completely optional. The player has full control over whether to watch these ads or skip them, adding a level of interactivity and choice that contributes to a positive user experience.

Via Google

Plus, they are shown to work. Over 60% of players who were polled from different demographics said they prefer rewarded ads over traditional ones–hardly surprising. How you implement the rewards offered through these ads can vary greatly depending on your game. They might include extra lives, bonus points, special abilities, or even in-game currency. Regardless, a poorly implemented rewarded ad will simply not entice players to opt into watching it. No click. No money.

For this reason, the rewarded ad should be tailored to the game and its audience, with the aim of providing real, tangible value to the player. But there’s more to rewarded video ads than just providing incentives–they should be situated within a robust game economy that acts as a foundational layer upon which incentives are built. In other words, cheap rewards and gimmicks probably won’t work.

Planning Your Monetization Strategy

The journey toward effective monetization begins even before your game hits the app store. As a developer, weaving your monetization strategy into the fabric of your game design from the earliest stages makes this process much simpler.

Adopting this proactive approach helps avert future design issues, while simultaneously ensuring that monetization strategies, like rewarded video ads, enhance rather than disrupt the player experience. This strategy effectively blends monetization with gameplay and reduces potential complications.

Incorporating rewarded video ads effectively means thinking about what will be most compelling to your players. What do they want more of as they play the game? The answers to these questions form the basis for the rewards that you offer through your ads. Remember, if the rewards don’t resonate with the player, they’re less likely to engage with the ads.

So, start with your players’ desires and work backward to your ad rewards, crafting a monetization strategy that aligns with your game design and your players’ interests.

Implementing Rewarded Video Ads: Key Considerations

Here are a few key considerations when implementing rewarded video ads:

Session Length

Consider the average session length for your game. If a player engages with every rewarded ad in a 20-minute session and a quarter of that time is spent watching ads, it may feel disruptive. Always ensure the balance leans more toward gameplay than ad viewing.

Player Metrics

Watch your player metrics closely. If session times start to drop or overturn increases after introducing more rewarded ads, it may be time to reassess your strategy. Player feedback is crucial here; if they feel overwhelmed by ads, they’re likely to disengage.

Ad Overload

Track your eCPM, or effective cost per thousand impressions. If players are bombarded with ads, they may stop paying attention to them, reducing the number of clicks and ultimately your revenue. Avoid pushing players into an “ad-watching zombie” state.

Remember, rewarded video ads should enhance the player experience, not detract from it. Keep these considerations in mind, always validate your iterations with data, and don’t be afraid to adjust your strategy based on player feedback and changing circumstances.

Case in point: Rodeo Stampede

Rodeo Stampede has been going strong for 7 years and is one of the most successful games we have published to date. A major contributor to Rodeo’s success is how seamlessly the game economy is woven across the game. Of course, that’s by design. Here are some things we know about players who love Rodeo Stampede:

1. They want to keep playing after losing a life
2. They love customizing their zoo and adding new animals
3. They want to collect in-game stuff that can make the game more fun
4. They want coins that can be used to buy in-game stuff

Knowing what players want, we can add rewarded videos at key places in the game to offer those things.

Example 1:

A lucky spin can earn all kinds of useful items, including special animals that can be added to the zoo. Many players are more than happy to watch an ad in order to earn a spin.

Example: 2

Losing a life after a long run in an endless runner game can be a welcome break to take a breather and collect yourself before the next run. Why not earn 75 coins as you do so?

Example 3:

Many players love the zoo mechanic in Rodeo Stampede. They get really into the whole economy and dynamic of the zoo itself. Here, we can offer opportunities to boost the growth of your zoo.

These are just a few of the ways you may consider implementing rewarded video ads into your game. But note for all these examples, careful planning is needed, as well as a deep understanding of what players really want…and thus, what will entice them to watch.

Get the experts on your side

Developing a game is a massive undertaking, and getting it just right can feel like a balancing act. That’s where the experts come in. At Yodo1, we understand the challenges developers face because we’ve faced them ourselves. We work alongside thousands of developers to help them grow their games. The need for the right monetization is a key aspect of ensuring a healthy community and growth potential.

Here's the deal, if your game has potential—let's together take it a step further. With Yodo1, your game's growth isn't just possible, it's inevitable.

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Assessing the ROI of IP Licensing for Mobile Games

IP licensing in mobile is quickly becoming a go-to growth strategy for game studios and IP holders alike. Of the top 100 downloaded mobile games on iOS (excluding hypercasual) released in 2021, only one (Soccer Super Star) was not based on an existing franchise–an unequivocal signal that IP licensing isn’t going anywhere. Without question, it is an incredible strategy for reaching new players and boosting revenue.

And yet, many studios are hesitant to take the plunge simply because…it’s expensive! In this article, let’s shed some light on the nuances of IP licensing from an ROI standpoint. We’ll explore the overall business models, cover key metrics for understanding the impact of a potential collaboration, delve into the upside (perhaps what you’re here for), and then touch on risk mitigation. If your studio has $500,000 or more in monthly revenue and you’re still undecided, this article is for you. Here we go.

Business models for collaborations

Game studios have several business models to choose from when embarking on an IP collaboration, each with its advantages and challenges. The three most popular business models for IP collaborations are royalties only, royalties with a Minimum Guarantee (MG), and flat fee (licensing fee). Let’s go through these quickly, for context.

1. Royalties only (with no Minimum Guarantee)

In this model, the licensee pays the licensor a negotiated percentage of revenue for every product sold that uses the licensor's assets (including IPs or brands). No upfront payment is made for this model.

2. Royalties with a Minimum Guarantee (MG)

This model is like the first, but with an added upfront payment (Minimum Guarantee) that the licensee must pay to the licensor. This amount is negotiable and is based on the value of the intellectual property. The Minimum Guarantee is recoupable (offset) against royalties earned. If sales are high, the licensee recoups the Minimum Guarantee, and the licensor earns additional royalties.

3. Flat fee (licensing fee)

Here, the licensee pays a one-time, negotiable fee for the rights to use the licensor’s assets for a specified period. The licensor does not receive any royalties from sales and the fee is non-recoupable for the licensee. In this case, the outcome of the event is less relevant for the licensor as they are not receiving royalties for any sales related to the IP.

For those who want more details on the overall economics of IP licensing, here’s a deep dive by our very own Fil Robinson from Yodo1's IP licensing team.

Analyzing key metrics

Now that we understand the basic business model, and before we consider some of the risks and how those can be navigated, let's explore how we can measure the impact of an IP collaboration–understanding key metrics is critical to success.

Pre-collaboration analysis is what comes before you even begin: a thorough analysis of your game's current performance metrics. This includes assessing player retention, session length, in-app purchases, and player engagement. Evaluating the potential IP's fan base size and engagement level also indicates how valuable the collaboration might be in terms of user acquisition and future engagement.

Via SensorTower

Post-collaboration analysis comes after the launch goes live; don’t make the mistake of resting on your laurels and thinking the hard work is over; monitoring changes in key metrics will provide valuable insights into the collaboration’s impact. Metrics such as user acquisition rates, average session length, retention rates, and monetization data can help quantify the collaboration's effects on the game. By comparing these post-collaboration metrics with pre-collaboration data (which you’ve already done, right?), you can determine whether the collaboration achieved its objectives and use the analysis to inform future strategies.

So, what is the bottom line when it comes to carefully measuring and analyzing your first IP collaboration? Simply this: game studios on the fence about an IP collaboration tend to see it as fundamentally different from regular UA investing. And while there are more complexities and challenges to navigate, it is simply another, potentially much more powerful way to introduce your game to new players...in this case, by leveraging a popular IP. Just as you would go about a major UA campaign and keep track of the data to understand both the long and short-term impact of the campaign–from retention to organic uplift, and everything in between–an IP collaboration should be approached with a similar mindset.

What about the risks?

Nothing is ever guaranteed, of course, but time after time statistics show that IP collaborations are, in most cases, a major boost to a game studio's bottom line, attracting not just any players but high-spend ones, who are nearly three times as likely to download a game based on an IP they love.

And while you should always be aware of potential risks in any growth strategy, to adopt effective mitigation strategies and come out on top: be aware, but don’t let them scare you off!

Know your audience and keep what makes your game beloved front and center when you’re planning. A poorly received collaboration can damage the game's brand or alienate existing players, particularly if they believe it deviates too much from the game's original concept or ethos. In our experience, a well-conceived IP collaboration can easily mitigate this risk.

Financial planning is key: Make realistic revenue forecasts and carefully control the costs associated with the collaboration. What this means is that you should carefully consider the opportunity cost of an IP collaboration. Dedicating significant resources and time to development, design, testing, research, contract negotiation, and navigating all the unexpected hiccups over 6 months (at least) to bring the collaboration successfully across the finish line is hardly a walk in the park. Whether that is worth doing when compared to other things you could be doing to reach new players and grow your game is perhaps the most important question to answer before embarking on this journey.

“Ok, but what ROI can I expect?”

For context, Yodo1’s IP licensing team works with top global IP holders like Legendary, Paramount, and Hasbro. We work with huge games like Puzzles Survival, Top War, and Mobile Legends, to name a few. What that means is, we have a lot of first-hand experience.

Via Yodo1

With that context, let’s assume everything goes according to plan with a given IP collaboration, and that your game has both average retention for its size and a well-balanced game economy. In such a case, with the caveat that these are averages, here is what you might project:

During the collaboration:

• Revenue: 20 - 30%
• Downloads: 15 - 25%

Six months following the collaboration:

• Revenue: 10 - 15%
• Organic uplift: 5 - 10%

Don’t let the wave pass you by

Major brands and IP holders are now seeing the light when it comes to the incredible reach a well-executed game collaboration can have. Big games like Fortnite have paved the way for a much broader field of opportunities. These are still the early days of a trend likely to become standard practice for any game of sufficient size (revenue around USD 500,000 per month), that like UA, periodic IP collaborations are a core pillar of growth, and a solid investment when executed correctly.

Via Reddit

Maybe you, like us, are very bullish about the amazing growth opportunities that IP licensing provides to reach players on a whole new scale, and, like the games we work with, look at these collaborations as a key pillar for growth, and an exciting landscape of possibilities.

But you may also be concerned about the opportunity cost, the complexities of dealing with brands, concerns about choosing the right IP, or whether it will pay off in the end. The Yodo1 IP licensing team is all about helping game studios achieve the incredible benefits of IP collaborations, without having to stress about the headaches along the way. We eat those headaches for breakfast. With a proven track record, such as our successful collaborations with Top War—just one among many—we’ll be in your corner for each step of the process.

Our team of experts specializes in guiding studios through the intricacies of IP licensing for mobile games. With a comprehensive understanding of the business models, audience dynamics, and key metrics involved, we can help you factor in the risks, make informed decisions, and optimize collaborations for maximum impact.

Don't let the complexities hold you back. Reach out to us today and let's explore the incredible growth opportunities together!

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