Reinvigorating Games In The Market
Apps and games come and go. The rise and fall of a game on the App Store charts is accepted as a natural process in the App Store lifecycle. Games are designed with this eventual end in mind. Although this is a prudent strategy, it might not be the most effective. The rise of the title through the ranks, through the digital clutter, highlights the innate strength of the game. Games like Minecraft, Candy Crush and Angry Birds, began with a concept that struck a chord with the mobile gamer. The initial concept, whatever it was, worked to attract a certain group of gamers.
Unfortunately, as with everything else, interest and eventually participation declines leading to the eventually fall of the game from the charts, at this point, the developer is faced with the several choices, such as; allowing the game to naturally meet its end, launch a sequel, or to update its content.
There are advantages and disadvantages to each strategy, however it is important to consider the fan base that had already been established from the initial success of the game. These gamers had found it enjoyable and meaningful enough to invest time and effort in completing the tasks in the game.
This is the most important return on investment a developer can hope for. This core base can be transferred to other similar games the developer might launch in the future or to even optimize the revenues and downloads of the existing game. This single factor alone warrants careful thought and consideration to the future of the game after it has fallen from the charts.
To allow a game to meet its end without immediate continuity or engagement of the user base would nullify the amassed potential of these gamers. Instead these gamers might focus their attention on other similar games from other developers. While to launch a sequel to the game might inadvertently create a disincentive of starting the game over as well as alienating some previous gamers as a consequence of enhanced features to differentiate the versions, as we have seen in the lower performance of Angry Birds 2 in the market.
This would eventually lead to an entirely new discovery phase for the game, which though has the potential of attracting new gamers, would be counter-productive in expanding the reach of both the developer as well as the game series itself.
Hope Beyond The Charts
The wheel does not necessarily need to be reinvented. Though the game has fallen from the charts, it does not render its concept or amassed base of fans redundant.
The optimization of this base with a perfectly matching brand would be an elegant and efficient solution to reinvigorate the winning concept while at the same time, engaging with a base who has already invested in the game. Accurate and relevant brand integrations would also result in interest from other gamers, leading to an expansion of the gamer base. All this translates to increases in downloads and revenues which would ultimately result in a rise in the charts once again.
Apps and Games come and go. But there is nothing stopping its transformation from a popular game to a genuine classic, like a Mario or Sonic. Such a status would have stronger cross marketing opportunities, longevity as well as a potential fan base of gamers for years to come.