Best practices for promoting game apps on the Amazon Appstore

User acquisition campaigns are an essential part of app marketing, and Amazon’s app store is a great platform that allows just that.

User acquisition campaigns aim to attract and convert potential customers into active users of a company’s products or services. Using various marketing channels and tactics, user acquisition campaigns help businesses reach their target audience and raise awareness about their offerings. In addition, successful user acquisition campaigns can also increase a company’s revenue and growth potential. Without effective user acquisition campaigns, businesses may struggle to attract new customers and ultimately may not reach their full potential in terms of profitability and market share.
In this guide, we’ll cover some best practices for running user acquisition campaigns for games on the Amazon app store, optimizing these campaigns, creating engaging creative assets, getting positive user ratings, and reviewing real-world examples of successful game promotion on Amazon’s app store.
One can hope organic traffic will be significant enough; however, that rarely happens, and paid user acquisition is a ‘must’ to get apps going and start getting new users.

Targeting

The first step should be determining the target segment for the app. Hence, it is clear who should be targeted with promotional ads, email marketing, or influencer marketing to reach the relevant audience. Next, one should choose the right channels to reach their audience, such as paid advertising, email marketing, or influencer marketing. Before launching any paid campaign, it is crucial to define clear campaign goals: setting specific and measurable goals for your campaign so one can achieve success and, even better, prevent waste of time and resources.
When running user acquisition campaigns to promote a game, one must optimize it as part of a continuous process. By implementing different strategies, businesses can optimize their user acquisition marketing campaigns and attract more potential customers to their apps. Here are a few of those strategies:

Identify your target audience: Before you launch your campaign, you must understand your target audience. Consider factors like age, gender, location, interests, and behaviors. This information will help you create more effective campaigns targeting the right people.
Set campaign goals: Define your goals for the campaign. Do you want to increase downloads, improve user engagement, or boost revenue? Once you have clear goals in mind, you can tailor your campaign accordingly.

Channels
Choose the right channels: You can use various channels to promote your game on Amazon’s app store. These include paid advertising, email marketing, social media, influencer marketing, and more. Choose the channels that are most likely to reach your target audience.

Test
Test and iterate: Continuously test different strategies and tactics to identify what works best for your target audience. Don’t be afraid to make changes and adjust your campaigns based on user feedback and data insights. A/B testing involves creating two versions of an ad or marketing campaign and testing them against each other to see which performs better. This helps you optimize your campaign and get the best possible results.

Added value
Offer incentives: Providing incentives such as discounts, free trials, or exclusive content can effectively attract new users and encourage them to engage with your brand.
Use data-driven insights: Analyze data from your campaigns to determine which marketing channels and messaging are most effective in driving user acquisition. Use this information to optimize your campaigns for better results.

Creative assets

Preparing everything for a successful campaign also includes creating attractive creative assets for the campaigns. These creative assets, which highlight the game’s unique features and benefits, have several objectives to achieve:
Catching Attention: Attractive creative assets are more likely to grab the attention of potential customers and encourage them to engage with your campaign.
Visual Appeal: Humans are visual creatures, and we are naturally drawn to visually appealing content. Creating eye-catching creative assets can help your ad stand out from the competition and make a lasting impression on potential customers.
Conveying Message: Creative assets can convey your message more effectively than text alone. By using images or video, you can demonstrate the benefits of your product or service, showcase its features, and communicate your brand’s values and personality.

Brand

Branding: Consistently using attractive creative assets can help build your brand identity and make your brand more recognizable to potential customers.
Increased Conversion: By creating visually compelling creative assets, you can increase the likelihood of converting potential customers into active product or service users. Attractive assets can also help improve click-through rates and engagement rates, leading to better overall campaign performance.
Creating attractive creative assets is crucial for capturing attention, conveying your message, building your brand, and increasing conversion rates. By investing time and resources into creating high-quality assets, businesses can improve the performance of their user acquisition campaigns and attract more customers to their products or services.

Encouraging users to leave positive reviews and ratings can significantly impact driving organic and paid downloads and user engagement. Here are some ways that positive reviews and ratings can benefit your user acquisition marketing campaigns:
Social Proof: Positive reviews and ratings serve as social proof, indicating to potential users that your product or service is trustworthy and valuable. Seeing positive feedback from other users can help build trust and confidence in your brand.
Higher Rankings: Positive reviews and ratings can improve your app or product’s rankings in app stores, search engines, and platform algorithms, making it easier for potential users to discover your product or service.

Ratings

Improved Conversion: Positive reviews and ratings can increase conversion rates, as potential users are more likely to download or purchase a product or service that has positive feedback from other users.
User Engagement: Positive reviews and ratings can encourage existing users to engage more with your product or service, increasing retention rates and potentially driving word-of-mouth referrals.
To encourage users to leave positive reviews and ratings, businesses can use tactics such as in-app prompts, personalized emails, or social media campaigns. It’s important to make the process as easy and seamless as possible by providing clear instructions and guiding users through the review process.
In summary, encouraging users to leave positive reviews and ratings can help businesses improve their user acquisition marketing campaigns and drive downloads and engagement. By leveraging the power of social proof and optimizing the review process, businesses can build a loyal user base and drive long-term growth.

Many game developers have used Amazon’s Appstore to promote their games and drive downloads. Here are some real-world examples of successful game promotions on Amazon’s Appstore:
Fruit Ninja: Fruit Ninja is a popular mobile game developed by Halfbrick Studios. In 2011, Halfbrick Studios partnered with Amazon to offer a free version of the game exclusively on the Amazon Appstore for a limited time. This promotion helped drive significant downloads and generated buzz around the game, increasing sales and user engagement.
Monument Valley: Monument Valley is a puzzle game developed by Ustwo Games. The game was featured on the Amazon Appstore’s “Free App of the Day” promotion in 2014, which led to a significant increase in downloads and helped boost the game’s visibility. Monument Valley went on to win numerous awards and became one of the most successful mobile games of the year.
Angry Birds Rio: Angry Birds Rio is a popular mobile game developed by Rovio Entertainment. In 2011, Rovio partnered with Amazon to offer a free game version exclusively on the Amazon Appstore. This promotion helped drive downloads and generated buzz around the game, increasing sales and user engagement.
Subway Surfers: Subway Surfers is a popular endless runner game developed by Kiloo Games. In 2013, Kiloo Games partnered with Amazon to offer a free version of the game exclusively on the Amazon Appstore for a limited time. This promotion helped drive significant downloads and generated buzz around the game, increasing sales and user engagement.

Conclusion
These examples demonstrate the potential of the Amazon Appstore as a platform for game promotion and user acquisition. By partnering with Amazon and leveraging its promotional channels, game developers can reach a large audience and drive downloads, increasing sales and user engagement.