In the realm of mobile game marketing and user acquisition, high intent users represent a crucial segment of players who demonstrate a strong predisposition towards engaging deeply with, and often monetizing within, gaming apps.
Unlike casual browsers or accidental downloads, high intent users actively seek out specific gaming experiences or types of mobile games, indicating a higher likelihood of long-term retention and in-app spending.
Identifying and targeting these gamers is a paramount objective for mobile game developers and app marketers aiming for sustainable growth and a high return on investment (ROI).
Who are high intent users?
The behavioral characteristics of high intent users often include:
- Specific search queries: They use precise keywords when searching on app stores like Google Play or Apple’s App Store, indicating they know what they’re looking for (e.g., “MMORPG mobile game,” “strategy game with base building,” “puzzle game no ads”).
- Engagement with relevant content: They frequently consume content related to specific game genres or franchises, such as watching gameplay videos on YouTube or Twitch, participating in gaming forums, or following mobile esports events.
- Prior engagement with similar games: A user who has previously spent money or significant time in a similar mobile game genre is often a high-intent user for a new title in that category. This is where appographic targeting becomes valuable. Appographic targeting is an innovative advertising technique that targets consumers based on which mobile applications they utilize, helping app developers and marketers reach audiences most likely to respond.
- Response to targeted advertising: While broad advertising can attract installs, high intent users respond more effectively to highly relevant ads that showcase core gameplay mechanics or features they value.
How to acquire high intent users?
For mobile game marketing professionals, acquiring high intent users is significantly more valuable than mass app installs of lower quality. It is because high intent users typically exhibit:
- Higher retention rates: They are less likely to churn quickly, leading to better day 7, day 30, and day 90+ retention metrics, which are critical for long-term mobile game success.
- Increased lifetime value (LTV): Their willingness to engage deeply often translates into greater in-app purchases (IAP) and sustained interaction, driving higher revenue per player.
- Stronger organic growth potential: High intent users are more likely to become advocates for the game, contributing to word-of-mouth marketing and social sharing, which fuels organic user acquisition.
Strategies for attracting high intent users:
- Precision targeting in paid UA: Instead of broad campaigns, app marketers leverage granular data to target players based on demographics, interests, and past app behavior. It is crucial, given the surge in mobile game advertising and the need for efficiency.
- Sophisticated ASO: Beyond generic keywords, ASO for high intent users focuses on long-tail, specific keywords that capture niche interests. High-quality visual assets and detailed descriptions that highlight unique gameplay features are essential.
- Rewarded video and playable ads: These ad formats allow users to experience a slice of the gameplay before committing to a download, effectively pre-qualifying players and attracting those with genuine interest. Rewarded video, in particular, boasts high engagement and opt-in rates, indicating user willingness to interact for value.
- Community engagement & influencer marketing: Building strong communities around a game and partnering with relevant gaming influencers can attract high intent users already invested in a particular gaming experience or genre.
- Leveraging OEM advertising: Mobile OEM advertising platforms offer unique capabilities for hyper-targeting based on device model, location, and user behavior, directly reaching potentially high intent users on their new mobile device. This direct-to-device approach can lead to higher quality installs as the game is pre-installed or prominently featured.
- Deep analytics and segmentation: Continuously analyzing player behavior, retention metrics, and monetization patterns allows mobile game developers to understand what makes a user “high intent” for their specific game, enabling ongoing optimization of marketing strategies for apps.
As the mobile gaming market continues to mature, and mobile game downloads plateau or decline in some segments, the focus on attracting and retaining high-intent users becomes even more critical for sustainable revenue growth and long-term success in the dynamic gaming industry.