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GameHouse Partners Blog

App developers are finding it to be more competitive and complex than ever before to attract users. User acquisition is getting increasingly expensive, and Apple recently changed it App Store ranking algorithm to incorporate ratings and retention. As a result, not only is it harder to find new users, it’s even more important for app developers (of all sizes) to retain them.

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The app & game industry moves quickly, with thousands of new mobile games releasing every year, and new tools and trends disrupting conventional wisdom every six months.  Although somewhat daunting, it’s important for app marketers, developers and game designers to keep up with the key news in the industry. 

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As a game or app developer, you no doubt get inundated by the dozens (seemingly hundreds) of app marketing services & SDK providers promising you tools to improve your app monetization, analytics, app promotion and every other service you may possibly need – at a cost, of course.

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In this weeks Apps Marketing Conversations: Ryan Morel of GameHouse, Robi Ganguly of Apptentive and Ian Sefferman of MobileDevHQ discuss Candy Crush’ continued run atop the app store charts and Plants vs. Zombies 2 making a successful transition to free to play.

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One of the most important tools to help you promote your mobile app is one of the most basic: writing a good mobile app description. Your mobile app description gives your users a quick overview of what your app is about – and it gives you a chance to quickly demonstrate the value that your app offers.

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With hundreds of apps competing for attention and downloads on app marketplaces, app developers often try to get ahead of the competition by getting their apps reviewed by app reviewers. While getting your app reviewed by a trusted reviewer can be a great way to get your app in front of a wider audience and gain credibility for your app, it’s not easy to get the attention of the most popular app reviewers.

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Mobile app developers often get pigeonholed as being in the “technology” business. While it’s true that apps are a work of technology, they are also an exercise in storytelling and creating emotional connections. Just because your app has great features and intricate code doesn’t mean you can afford to neglect the “soft skills” side of marketing your app.

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Since the release of the app store, app marketers have used a variety of tactics to increase the exposure of their apps in the App Store & Google Play. A widely used tactic is a burst campaign, where a marketer spends a large amount of money to buy app installs to increase their rank and obtain organic installs from their new chart position.

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More mobile marketers are discovering the possibilities of mobile video advertising to engage with users, but mobile video ads cannot simply be a smaller version of a 30-second TV spot. There are unique opportunities and challenges related to the size of the mobile device screen, the limits of the user’s attention span, and the intimacy of the medium.

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Most developers know that when it comes to app marketing, it’s not enough to simply say, “if you build it, they will come.” Every new app requires a strategic app marketing campaign to connect your app to your audience – but many smaller developers don’t have the resources for a huge CPC/CPI campaign to drive downloads.

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