Performance marketing for mobile games has become lately a synonym for scam. There is not other world to describe the act of copying others’ creatives and produce massive quantity of low quality, repetitive content to try to catch the attention of people.
The good news is that marketing cannot be like that.
Marketing is the generous act of showing up with a true story that helps people get to where they’d like to go.
Seth Godin
Game design can seriously help to find the true story to tell to the people. The issue stands in the business model of free-to-play, of course. In a model where 5% (at best) of people pays something, and that something is variable and potentially very high, you need a massive volume of installs.
But maybe mobile gaming could be different and not just free-to-play. The point is to convince founders and CEOs to believe in this.