Why Social Media Matters In Mobile Game Publishing

Social media has single-handedly led the evolution of marketing over the last decade or so. It has flipped traditional marketing on its head by changing how, when and where you can talk to your customers. Practically every industry has experienced this paradigm shift towards social media marketing, and the mobile games industry is no exception.

In this post, we’ll explore why social media marketing has become such an integral part of mobile games publishing. As a top MENA mobile games publisher, there’s no doubt that social media matters, now more than ever, at Tamatem Games as well as within the industry as a whole – here’s why…

Social Media Is Mobile

One reason why social media marketing is a no-brainer when it comes to mobile games is the fact that it is a mobile medium itself. Smartphones have enabled us to access social media practically all the time – take one quick look around you at any given moment, no matter where you are, and you will likely see people scrolling, swiping and tapping all around you. 

Having access to your target audience through the exact same device they use to play your mobile game on, anywhere and anytime, could not be more convenient. Not only can you use social media to promote your mobile game, you can also prompt players to link their social media accounts with the game to earn rewards through it, giving you a solid call-to-action opportunity. To add, social media enables you to authentically interact with players, build a community, and engage in direct conversations, which helps in fostering customer loyalty and return users. 

It’s An Accessible Marketing Avenue

Social media has become a useful mobile games marketing tool for publishers and developers, especially those with limited marketing budgets. The ability to use social media as a free marketing tool makes it more accessible than other traditional marketing avenues. It’s a great way to generate traffic organically and build a community around your mobile game without breaking the bank.

You also always have the option to utilize paid ads on social media to leverage targeted marketing that can cater specifically to your mobile game’s demographic and region. More recently, influencer marketing has become an impactful tool within social media – businesses are able to build lasting affiliate relationships that allow them to tap into different follower bases. More and more mobile game publishers are partnering with influencers on social media to promote their mobile games in a personable yet results-driven manner. 

It Can Help Humanize Your Mobile Game

Whether you’re a solo developer, a small mobile games startup, or a top mobile games publisher, social media is a powerful tool you should leverage to humanize your business. 

At Tamatem Games, we recognize the unparalleled importance of sharing behind the scenes content through our social media. We publish social media content that showcases our company culture and our employees’ day-to-day lives at Tamatem Games in order to engage with followers on a more personal level. 

It has been proven that humanized social media content performs remarkably well, which is why it’s important to publish content that gives followers something deeper to relate to. 

It Offers A Wide Range of Channels

Considering the fact that social media offers a wide range of different channels, each one gives you the opportunity to tap into different audiences. Meaning, if your mobile game audience is predominantly Gen Z you can create content specifically for TikTok. 

For more evergreen content that promotes your mobile game, YouTube is a useful platform, and for promoting real-time updates regarding mobile game launches and so on, Instagram and Facebook are key. 

When building your social media marketing strategy, it’s crucial to carry out research on each social media channel. Assess the potential ROI (Return On Investment) each social channel could provide in order to decide where to focus your social media marketing efforts best.

The Rise of Social Gaming

Gone are the days where mobile games were an isolating, person-to-mobile activity – the socialization aspect of mobile gaming has taken over and it’s here to stay. Social mobile games have been on the rise, especially more so in parallel with the wide adoption of social media. 

With that said, the importance of social media in the mobile gaming industry is undeniable. When building your mobile game marketing strategy, don’t underestimate the power of social media marketing. Publishing your mobile game must go hand in hand with a killer social media strategy that is built to drive traffic and result in conversions.

How To Find The Right Partner To Localize Your Mobile Game

You’ve developed a mobile game, published and launched it and it’s been extremely well-received. It’s been so well-received that its success has surpassed your expectations and now it’s time to grow beyond your market. 

If this is you, then expansion to new markets via localization is where you should look. 

In this blog post, we’ll take you through initial thinking points you should consider before settling on a localization partner. We’ll highlight key factors to consider when looking for the right localization partner for you, while giving you a brief look into what localization with Tamatem looks like.

Markets to Expand To

Before anything, you need to hone in on exactly which market(s) you’re expanding to. Taking your mobile game to an international market is no easy feat, so you need to be fully certain on which part of the world you’re heading to before you start any localization efforts.

Emerging markets, such as Latin America or Asia, are high-growth opportunities in the mobile games industry. The MENA region is a frontrunner with attractive stats and demographics that make it a high growth high return market to enter. With around 422 million Arabic speakers, booming smartphone penetration rates and large spending power, MENA is where you should take your mobile game.

Understanding localization

Let’s say you’ve done your research and you’ve decided on the market you’ll be expanding your mobile game into. At this point, you should start familiarizing yourself with what the localization process will look like in order to get a grasp on the road ahead of you. Say you’ve chosen MENA as the region you’ll be expanding to: with Arabic as the first language, it’s pretty simple then – you just translate your game to Arabic and you’re set, right? If only it were that simple.

For example, although the MENA region’s main language is Arabic each country has a different accent or dialect. Will you be targeting only a handful of countries in the region, like the Gulf? Or will you target all of MENA? Are you familiar with the Arabic language yourself? Will you manage the translation or will you hire a partner? 

While localizing your game does involve a great deal of translation, it also must take into account elements like cultural norms and isms, religious aspects, and so on, meaning that simply translating your game from one language to the next is not really considered localization.

Finding A Partner

The process of localizing a mobile game can be lengthy and complex, especially when entering an international market with different trends, demographics, languages and so on. With that in mind, we highly recommend partnering with a local mobile games publisher in the region you’re expanding to.

During this process, do your research and lay out your options – filter through them based on reputation, track record, resources, time limitations, and whatever else your needs involve. Once you narrow down your options to a few key contenders, meet in person and do a vibe-check before signing a contract; essentially just check whether you both have the same vision and that you won’t bump heads down the line.

It’s absolutely critical to choose the right mobile game publishing partner to localize your game, so here’s a quick checklist of what the right partner will have:

A deep understanding of the region’s language, culture, traditions, points of sensitivity and so on

A solid grasp on market trends, needs, consumer profiles, and target demographics

A number-backed track record showing that they’ve successfully localized and launched several mobile games in the region

A well-rounded grasp on other key aspects involved in the process beyond translation (marketing, app store optimization, data analytics, etc..)

Reliable work ethic, clear communication, and values that align with yours

Localizing your mobile game with Tamatem

Many game developers face the pitfall of localizing and launching their mobile game in an international market on their own, thinking it’s a simple process that can be taken up as a do-it-yourself project. The reality is quite the opposite; you’re way better off partnering with a top mobile games publisher, like Tamatem, to ensure that the localization efforts fully pay off.

Having been at the forefront of mobile game publishing in MENA, Tamatem Games has an impressive track record in localizing and launching mobile games in the region. Partnering with us gives you an end-to-end, fully-serviced localization experience that involves careful execution of every step of the process. From market research, to translation, to data anaylitcs, marketing and launch, our team of experts is guaranteed to manage your mobile game localization process smoothly and successfully.