Effective Retargeting Strategies for Video Game Developers

Retargeting is one of the most powerful marketing tools available to video game developers today. With the gaming industry becoming increasingly competitive, simply attracting new users is no longer enough. Many visitors will check out your game, interact with your website or app, and then leave without taking any action. Retargeting allows you to reconnect with these potential players, gently guiding them back to your game and increasing the chances that they’ll become loyal users or even paying customers.

This article will provide a thorough guide to effective retargeting strategies specifically tailored for video game developers. Every section is crafted to be actionable, insightful, and easy to understand, ensuring you have all the information you need to build successful retargeting campaigns.

What is Retargeting and Why Does it Matter for Game Developers?

Retargeting is a marketing technique that focuses on reaching out to users who have previously interacted with your brand but haven’t completed a desired action, such as downloading your game, making an in-app purchase, or signing up for your newsletter. For game developers, retargeting is crucial because:

• Most users don’t convert on their first visit: Studies show that up to 98% of first-time visitors leave without converting. Retargeting gives you a second (and third, and fourth) chance to win them over.

• It maximises marketing ROI: By focusing on users who have already shown interest, you’re more likely to see a higher return on your advertising spend.

• It supports player retention: Retargeting isn’t just for new users; it can also re-engage lapsed players and keep your community active.

The Unique Challenges of Retargeting in the Gaming Industry

Before jumping into strategies, it’s important to understand the unique challenges that game developers face when it comes to retargeting:

• Short attention spans: Gamers are constantly bombarded with new titles and updates. If you don’t remind them about your game, they may quickly forget.

• High churn rates: It’s common for players to try a game once and never return. Retargeting can help reduce this churn.

• Complex user journeys: Players interact with games across multiple devices and platforms, making tracking and targeting more challenging.

With these challenges in mind, let’s look at the most effective retargeting strategies for video game developers.

1. Audience Segmentation: The Foundation of Effective Retargeting

One-size-fits-all retargeting rarely works in the gaming world. Players have different motivations, play styles, and levels of engagement. That’s why audience segmentation is the first and most important step in building a successful retargeting campaign.

How to Segment Your Audience

a. By Player Journey Stage

• Potential Players: Users who visited your website or app but didn’t download or register.

• New Players: Users who recently started playing but haven’t made any in-app purchases.

• Active Players: Users who play regularly and may be open to upselling or cross-promotions.

• Lapsed Players: Users who haven’t played in a while and need a reason to return.

b. By Engagement Level

• High Engagement: Players who spend a lot of time in your game or participate in events.

• Low Engagement: Players who rarely log in or only play for short periods.

c. By Purchase Behavior

• Non-spenders: Players who haven’t spent any money yet.

• Occasional Spenders: Players who make small purchases from time to time.

• Whales: Players who spend large amounts and are highly valuable.

Segmenting your audience allows you to tailor your retargeting messages, making them more relevant and effective.

2. Crafting Personalised and Relevant Ad Creatives

Personalisation is key to successful retargeting. Generic ads are easy to ignore, but personalised messages that speak directly to the user’s interests and behaviors are much more likely to grab their attention.

Tips for Personalising Your Retargeting Ads

a. Use Dynamic Creatives

• Show users the exact game or feature they previously viewed.

• Highlight items left in a shopping cart or unfinished in-app purchases.

b. Address Specific Pain Points

• For lapsed players, mention new updates or improvements that address common complaints.

• For non-spenders, offer a special discount or a free trial of premium content.

c. Highlight Achievements and Progress

• Remind players of their achievements and encourage them to reach the next milestone.

• Use phrases like “You’re just one level away from unlocking a new character!”

d. Offer Timely Incentives

• Limited-time offers can create a sense of urgency.

• Seasonal events or exclusive rewards can entice users to return.

The more relevant your ad, the more likely it is to bring users back to your game.

3. Multiple Retargeting Channels

Players interact with your brand across various platforms, so your retargeting efforts should be just as diverse. Here are the most effective channels for video game retargeting:

Social Media Retargeting

Platforms like Facebook, Instagram, and X (formerly Twitter) offer robust retargeting tools. You can target users who have visited your website, engaged with your posts, or installed your app.

• Best for: Re-engaging lapsed players, promoting new updates, and driving app installs.

In-App Retargeting

If your game is mobile-based, in-app retargeting can be incredibly effective. Show ads to users while they’re using other apps, reminding them to return to your game.

• Best for: Bringing back users who haven’t opened your app in a while.

Email Retargeting

Email is often overlooked, but it’s a powerful channel for reaching users who have registered or made purchases in the past.

• Best for: Personalised offers, updates about new features, and win-back campaigns.

Push Notifications

Push notifications are direct and immediate. Use them sparingly to avoid annoying your users, but they can be very effective for time-sensitive offers or event reminders.

• Best for: Reminding users about special events, daily rewards, or limited-time sales.

Programmatic Display Ads

Display ads can reach users across the web, targeting them based on their previous interactions with your game.

• Best for: Broad retargeting and brand awareness.

Combining these channels ensures you reach your audience wherever they are, increasing the chances of re-engagement.

4. Sequenced Messaging: Building a Narrative

Rather than bombarding users with the same ad repeatedly, use sequenced messaging to tell a story or guide them through a journey.

How to Structure Sequenced Retargeting Campaigns

a. Initial Reminder

• Gently remind users of your game or a specific feature they interacted with.

b. Value Proposition

• Highlight what makes your game unique or showcase recent updates.

c. Incentive

• Offer a reward, discount, or exclusive content to encourage action.

d. Social Proof

• Share testimonials, ratings, or community achievements to build trust.

e. Urgency

• Use time-limited offers or countdowns to prompt immediate action.

Sequenced messaging keeps your ads fresh and engaging, reducing ad fatigue and increasing conversion rates.

5. Optimising Retargeting Frequency and Timing

Bombarding users with too many ads can lead to annoyance and even negative brand perception. On the other hand, too few reminders may not be enough to bring them back. Finding the right balance is crucial.

Best Practices for Frequency and Timing

• Set Frequency Caps: Limit the number of times a user sees your ad per day or week.

• Time Your Messages: Send reminders shortly after a user drops off, but avoid immediate follow-ups that may feel intrusive.

• Adjust Based on User Behavior: For highly engaged users, you can afford to be more persistent. For less engaged users, space out your messages.

Monitoring engagement metrics will help you fine-tune your approach.

6. Creative Testing and Continuous Optimisation

Retargeting is not a set-it-and-forget-it strategy. The most successful campaigns are those that are regularly tested and optimised.

What to Test in Your Retargeting Campaigns

• Ad Creatives: Test different images, videos, headlines, and calls to action.

• Offers: Experiment with various incentives, such as discounts, exclusive items, or early access.

• Audience Segments: Try targeting different segments to see which responds best.

• Timing and Frequency: Adjust how often and when your ads are shown.

Use A/B testing to compare variations and rely on data to make informed decisions. Over time, this will help you maximise your campaign’s effectiveness.

7. Measuring Retargeting Success: Key Metrics for Game Developers

Tracking the right metrics is essential to understanding the impact of your retargeting efforts and making data-driven improvements.

Important Metrics to Monitor

• Click-Through Rate (CTR): Measures how often users click on your retargeting ads.

• Conversion Rate: Tracks the percentage of users who take the desired action after clicking your ad.

• Return on Ad Spend (ROAS): Calculates the revenue generated for every dollar spent on retargeting.

• Cost Per Acquisition (CPA): Shows how much it costs to acquire a new player or bring back a lapsed one.

• Retention Rate: Measures how many users return to your game after being retargeted.

• Lifetime Value (LTV): Estimates the total revenue a player will generate over their lifetime.

Regularly reviewing these metrics will help you identify what’s working and where there’s room for improvement.

8. Advanced Retargeting Tactics for Game Developers

Once you’ve mastered the basics, consider these advanced strategies to take your retargeting to the next level:

a. Lookalike Audiences

Platforms like Facebook and Google allow you to create lookalike audiences based on your best players. This enables you to target new users who share similar characteristics with your most valuable players, increasing the chances of acquiring high-quality users.

b. Deep Linking

Deep linking sends users directly to a specific part of your game, such as a new level, event, or store page, rather than just the home screen. This reduces friction and increases the likelihood of conversion.

c. Event-Based Retargeting

Trigger ads based on specific in-game events, such as completing a tutorial, reaching a certain level, or abandoning a purchase. This allows for highly relevant and timely messaging.

d. Cross-Promotion

If you have multiple games, use retargeting to promote your other titles to existing players. This can help you build a loyal player base across your entire portfolio.

9. Common Retargeting Mistakes to Avoid

Even experienced marketers can fall into common traps. Here are some pitfalls to watch out for:

• Overexposure: Showing the same ad too many times can annoy users and lead to negative feedback.

• Poor Segmentation: Treating all users the same results in generic ads that are easy to ignore.

• Ignoring Creative Fatigue: Failing to refresh your ads can lead to declining performance over time.

• Neglecting Mobile Optimisation: Many players interact with games on mobile devices. Ensure your ads are mobile-friendly.

• Not Tracking the Right Metrics: Without proper measurement, it’s impossible to know what’s working.

Avoiding these mistakes will help you get the most out of your retargeting campaigns.

10. Privacy and Compliance Considerations

With increasing concerns around privacy and data protection, it’s important to ensure your retargeting efforts comply with regulations such as GDPR and CCPA.

Best Practices for Privacy

• Obtain User Consent: Make sure users are aware of and consent to being tracked for retargeting purposes.

• Be Transparent: Clearly explain how you use data and provide easy opt-out options.

• Work with Trusted Partners: Use reputable ad networks and platforms that prioritise user privacy.

Respecting user privacy not only keeps you compliant but also builds trust with your audience.

11. Integrating Retargeting with Your Overall Marketing Strategy

Retargeting works best when it’s part of a broader marketing plan. Coordinate your retargeting campaigns with other initiatives, such as influencer marketing, community building, and content marketing, for maximum impact.

How to Integrate Retargeting

• Align Messaging: Ensure your retargeting ads reflect the themes and promotions running in your other marketing channels.

• Share Insights: Use data from retargeting campaigns to inform your broader marketing strategy and vice versa.

• Coordinate Timing: Launch retargeting campaigns alongside major updates, events, or new releases for better results.

A holistic approach will amplify your efforts and drive better outcomes.

12. Future Trends in Retargeting for Game Developers

The world of retargeting is always evolving. Staying ahead of the curve can give you a significant advantage.

Key Trends to Watch

• AI-Powered Personalisation: Machine learning algorithms are making it easier to deliver highly personalised ads at scale.

• Contextual Targeting: With privacy changes limiting third-party cookies, contextual targeting is becoming more important.

• Interactive Ads: Playable ads and interactive formats are engaging users in new ways, making retargeting more effective.

• Cross-Platform Tracking: As players move between devices, seamless tracking and retargeting will become increasingly important.

Keeping an eye on these trends will help you stay competitive in the ever-changing gaming landscape.