Magazine article CRM Magazine

Addiktive Games Doubles Conversion Rate with Voxel: The Advertising Platform's Interactive Ads Engage Mobile Gamers

Magazine article CRM Magazine

Addiktive Games Doubles Conversion Rate with Voxel: The Advertising Platform's Interactive Ads Engage Mobile Gamers

Article excerpt

Whether it's Candy Crush Saga to Words with Friends, mobile game apps are hot. As the market becomes increasingly competitive, developers are seeking innovative ways to appeal to mobile game aficionados. Though banner advertisements and interstitial pop-up ads were once effective ways to advertise on mobile devices, these approaches "just don't cut it anymore," says Brandon Leong, advisor for Addiktive Games, the development team behind popular apps such as Bubble Shooter 3.0 and Cut the Rope.

Addiktive Games builds fun, colorful apps that appeal to nine- and 90-year-olds alike, and has had particular success with its bubble shooting games, where the objective is to combine like-colored bubbles and eliminate them before time runs out. The premise is simple, and the interest is there, but for every 100 people who clicked on an ad to learn more, only three downloaded the game. Enter Voxel, a mobile advertising platform that promises to boost downloads by relying on a tried and true method--the test drive.

The problem with traditional mobile game advertisements, Voxel CEO David Zhao explains, is that while they can be quite attention grabbing, they don't give consumers enough incentive to download the game. "Standard game app advertisements can be attractive, but they're just static images that don't give enough information on how the game actually works. If players are expected to interrupt their current activity to download a new game, they had better know exactly what it is they're downloading," Zhao says.

With Voxel's approach, game creators can develop a preview version of their app and deliver it through a fully interactive ad. "The advertisement is not a game demo or tutorial," Zhao clarifies. "It's entirely playable, and allows users to experience a snippet of the actual game." According to Zhao, the technology works by creating a video stream of the app, recording the user's actions, and then replaying them through the cloud in real time.

The premise with Voxel's platform is that consumers are much more likely to download a game app after they've had a chance to explore it. "With a great game, all it takes is one round and players get addicted," Zhao says. "This means they'll not only download the game, but also come back and play it because they already love it and know how it works," he adds.

Addiktive Games tested the Voxel platform with ads for its Bubble Shooter 3. …

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