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Ads don't really work to acquire new users if it's not a large campaign. There's 575k user accounts, assuming two thirds of those are people after removing bots and dupes, that's a large chunk of your potential audience already. Industry standard is dollars of ad spent to gain a new user for a successful campaign, that might add one or two percents to the install base, ad spend isn't the solution if you don't have a large budget (six digits is the bare minimum and millions would be better). Ads don't convert as well if users are only exposed to a single one on a random place, getting multiple impressions is necessary to have a good return.
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1 |
Ads don't really work to acquire new users if it's not a large campaign. There's 575k user accounts, assuming two thirds of those are people after removing bots and dupes, that's a large chunk of your potential audience already. Industry standard is dollars of ad spent to gain a new user for a successful campaign, that might add one or two percents to the install base, ad spend isn't the solution if you don't have a large budget (six digits is the bare minimum and millions would be better). Ads don't convert as well if users are only exposed to a single one on a random place, getting multiple impressions is necessary to have a good return.
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| 3 |
What ads can do is reach previous users that no longer play or people that just checked out the game a long time ago, but you'd need a convincing reason to entice them to try the game again (the value proposition). A lot of people in the SupCom community already know ZK exist and it gets name dropped routinely in general RTS discussions, so there's a chance some of those users can be lured in with a compelling campaign, but you're competing against the entire RTS market so it's a tough sell. Ads are very good at reactivating people so it might be cost effective even on a low budget, though artificial reactivations don't tend to last for very long (most people stop playing a game for a reason after all).
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3 |
What ads can do is reach previous users that no longer play or people that just checked out the game a long time ago, but you'd need a convincing reason to entice them to try the game again (the value proposition). A lot of people in the SupCom community already know ZK exist and it gets name dropped routinely in general RTS discussions, so there's a chance some of those users can be lured in with a compelling campaign, but you're competing against the entire RTS market so it's a tough sell. Ads are very good at reactivating people so it might be cost effective even on a low budget, though artificial reactivations don't tend to last for very long (most people stop playing a game for a reason after all).
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| 5 |
The ZK installation base seems very healthy to me, and user retention is usually easier to improve on compared to user acquisition. Ads are useful to boost the health of the user base at the margins, but they don't have as good a return on investment as you might hope for (and the entire PC gaming genre is very top driven where a few juggernauts hog most players, and niche games have to fight for a 1% slice).
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5 |
The ZK installation base seems very healthy to me, and user retention is usually easier to improve on compared to user acquisition. Ads are useful to boost the health of the user base at the margins, but they don't have as good a return on investment as you might hope for (and the entire PC gaming genre is very top driven where a few juggernauts hog most players, and niche games have to fight for a 1% slice).
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| 7 |
Tl;dr:
Growth
hacking
through
ads
doesn't
lead
to
dramatic
results
even
on
a
budget
three
orders
of
magnitude
bigger
than
the
ZK
war
chest,
in
the
long
term
nothing
substitutes
for
the
fundamentals
of
product
design
and
market
fit.
|
7 |
Growth
hacking
through
ads
doesn't
lead
to
dramatic
results
even
on
a
budget
three
orders
of
magnitude
bigger
than
the
ZK
war
chest,
in
the
long
term
nothing
substitutes
for
the
fundamentals
of
product
design
and
market
fit.
|
I love ZK, but: