Digital Marketing and Its Impact on Small Time Game and Mobile Application Developers

Stephen DiMarco has hit a very valid point in his post about how online marketing needs to start to assess some of the more qualitative side of marketing in terms of a brand rather than just Google Analytics or PPC, etc. In a world that’s primarily driven by unique page views, PPC campaign numbers, CTR rates, and other hard facts, it’s an interesting thought. As a gaming company, we offer post-marketing services which includes this marketing and it’s driven by numbers. We’ve yet to see how this affects us a brand, and Stephen’s got us thinking.

There are a whole slew of developers that are online at the App Store, but there’s an inherent problem with trusting a single developer. Many developers have delivered a product that’s a stand-alone app that is basically a flash-in-the-pan while others have consistently turned out mediocre but reliable apps. Who do you trust; the company that turns out one stellar app after a long hiatus or a developer that just needs some new direction or energy in their creative processes? There’s no real concept of a brand, there’s no Unilever or P&G for the App Store and therein lies the problem for marketers for iPhone development.

Although many people would argue that apps are products that have a repeat purchase cycle, etc, there’s yet to be a single developer that’s built a very successful brand using just their apps. People view apps like a utility and look to promote them as such. Very rarely does anyone ever hear about the developer but rather the app itself. This is a problem in an industry where the first firm to truly brand itself will gain a massive first-mover advantage. Indeed it will be difficult, but if a firm is able to do so, they’d easily take over the App Store.

The problem, to a certain extent, lies in the tools that are geared towards quantitative metrics rather than qualitative metrics. For example, Twitter following dictates whether you are a thought leader or follower, a PPC campaign shows how well SEO or ad placement is working. Yes, they do provide numbers which can help translate into potential leads, but there’s no concept of a brand.

Resultantly, firms are looking to use their marketing dollars to build a brand. For us, as game developers, there’s an added challenge. Although it may be easy to build one stellar app and continue to tweak it over time, such an effort doesn’t build a brand in the long run. At this point, firms need to realize how their marketing channels are being used besides the metrics they provide. Do you use your Twitter account to talk with customers? What type of a Twitter following do you have? Does your website show how committed you are to your vision? These questions begin to emphasize how qualitative metrics become important. It’s great having numbers, but as companies grow there’s a need to build a relationship with customers outside of the traditional client-vendor concept.

For example, in the case of gaming studios, a loyal group of customers translates into many benefits. Beta testers are easily found from your Twitter following or customers that have written great reviews for your titles. Ultimately these are the people that will promote you for free. They don’t show up in the metrics, you find them by talking to them. This is a brand building activity that many firms ignore. Again, for small startups it’s difficult to find the right people, but most of the time they’re hiding right under your radar. Yet many firms ignore the potential of these testers and continue to push out apps without sufficient testing. There’s no reason when there’s a small group of dedicated followers that you need to deliver a game without proper testing. These people will be the life line for your game as you need the critical honest feedback about gameplay, controls, graphics, user interfaces, etc. Without these people, you’d never get the proper feedback which helps develop a truly outstanding title.

Nonetheless, many firms do use these techniques but need to realize that there’s a brand to be built using these types of activities. Reward your beta-testers with promo codes for free games so that they spread the word about you, their recommendation to other gamers will go a long way in making your company stand out amongst the army of developers on the App Store. As mentioned by Stephen, there’s a need to change from the quantitative towards the qualitative side of marketing to build brands similar to IBM, Apple, or Microsoft for app development companies. Firms need to get away from the purely numerical side of marketing and start to see where they want to be in 10 years time.

The NFL Game Rewind App Review

The NFL Game Rewind is a special type of app specifically designed by NFL to allow football fans to watch full replays of fascinating games (not live games) on their Android Tablets and Apple’s iPad. The new video on-demand service allows you to watch every game in HD quality after live broadcast. This NFL game rewind review talks about the app’s features, benefits and restrictions.

Features

• Coach’s film that comes with numerous impressive viewing angles plus an outstanding telestrator feature

• Full replays of your favorite football games

• Condensed football games

• Commercial-free viewing

• Big play markers

• Full box of statistics for stored games

• Allows you to view scores from around the league

• Provides play-by-play analysis of the games

• You can chat with your friends, family, relatives or other fans while watching a game

NFL Game Rewind Restrictions

As you will come to understand in this review, the NFL game rewind program comes with a number of restrictions. First, it is only accessible to users located within the United States, Antigua, Bermuda, the Bahamas and any US possessions, territories and commonwealths such as Puerto Rico, Guam, US Virgin Islands and the American Samoa.If you are located outside these areas, count yourself unlucky because you cannot be allowed to use or access the NFL Game Rewind app. However you can still benefit from some of NFL’s services and products.

There are also a few restrictions regarding when you can or cannot replay the games. For instance, you cannot watch the Monday night game until after one day (24 hours). Sunday night games are available for viewing immediately after the conclusion of Saturday night game telecast. While it is very understandable that the 24-hour delay of these games allows for effective video editing, to you as a football addict, the 24-hour wait may seem like an eternity. On the bright side however, Thursday and Saturday NFL football games are available for viewing immediately after the conclusion of the game telecast.

Another restriction keeps you from replaying any games during live games. This means that you cannot replay Sunday’s game once Monday’s or Thursday’s game starts.

Subscription

To purchase and enjoy NFL Game Rewind, you must have a valid NFL.com account. NFL’s website has an easy-to-use interface to make the registration process easier and enjoyable. While registering, be sure to use a unique e-mail address and username that has not been used by another person.

Once you have registered an NFL Game Rewind account, you can pay for the services through American Express, MasterCard, Discovery Network or Visa. You are not allowed to pay in installments. Instead, you can choose to pay in full for the whole season, mid season, late season or go for a monthly subscription.

If you would like to get a more comprehensive NFL Game Rewind review or would like to purchase the app, you can visit NFL’s website, call the customer support or chat with a customer service representative through the live chat section.

Games And More With The HTC 7 Pro

Today’s mobile phones are not only about making phone calls or sending SMS messages. You can actually do more with mobile phones of today. This is most especially true with the new HTC 7 Pro.

Yes, if you are after things that you can actually do with your mobile phone, then the HTC 7 Pro is the one for you. Now, let us talk about Games and other stuff that you will enjoy with this new phone from HTC.

If you are sick and tired of carrying a different handheld game console with you all the time, then this mobile phone is perfect for you. This is because the Windows Phone 7 Game Hub will bring you new and exciting gaming experience that no other phone has ever given you. It comes with hundreds of titles from the famous Xbox LIVE Microsoft Game Studios, and not to mention other leading game publishers as well.

If you are a big fan of Xbox Live, then you can simply enjoy the power of the said famous game console in the palm of your hand. You can easily play with your friends, beat each others scores, share scores, or simply earn recognition for your every gaming achievement. You can also access your Xbox LIVE profile anytime and be able to take your 3D Avatar and props with you all the time while only using your HTC 7 Pro. You can now enjoy your favorite games like Fruit Ninja, Guitar Hero 5, Deal or No Deal, Assassins’ Creed, Halo and a whole lot more.

The HTC 7 Pro will also allow you to personalize your phone to your hearts’ content. Yes, you can easily personalize your handset with games, apps and music via the Marketplace Hub. This handset will also allow you to view games and feature apps or even browse for the things that you want. Reading and accessing reviews, screen shots, ratings, related content and others on the apps detail page is also possible.

Truly, there are lots of things that you can enjoy (May it be games or other apps) with the new HTC 7 Pro.