Marketing and User Acquisition

Executive Summary

Our marketing plan focuses on building a strong community and acquiring users through digital and performance marketing channels. We will leverage in-app analytics tools to optimize our spending and maximize return on investment (ROI).

Swords of Blood is a web3 action RPG that allows players to trade in-game items with each other. These items can be converted into GUTs (otherwise known as NFTs) that can then be sold and/or traded with other players. This gives players true ownership of their in-game items (weapons, etc.). We believe that this feature will be a major selling point for our game. At the same time, blockchain functionalities are optional and players could enjoy the game without it making the game in-par with traditional web2 F2P games.

We plan to promote our game by highlighting the benefits of trading in-game items with other players. We’ll emphasize the fact that players will have true ownership of their items and that they’ll be able to sell them to other players. Although we’ll not be highlighting the fact that our game is built on web3 technology, because of current bad sentiment.

We’ll use social media platforms like Tiktok, Twitter, and Facebook to reach out to potential players. We’ll also use targeted ads on these platforms to reach people who are interested in action RPGs and trading games.

Marketing Objectives

1) Build a strong community and generate buzz pre-launch. 2) Acquire a significant number of users during the first three months of the launch. 3) Retain users and encourage in-app purchases (IAP) for long-term success.

Target Audience

1) Demographics: in the US, 62% of RPG players are male and 65% are aged 18 – 34. Similarly, in the UK, 63% of players are male, and 68% are 25 – 44 years old. In Japan, 60% of the players are men. The majority of turn-based RPG, action RPG, and MMORPG players are aged 25 – 44, while most puzzle RPG players are 35 – 54[1].

2) Psychographics: mid-core and hard-core gamers, with an affinity for F2P games.

Marketing Strategy

Community Building

1) Social Media

a) Create engaging content on platforms like Facebook, Instagram, Twitter, and TikTok to generate buzz and excitement. b) Use hashtag campaigns and encourage user-generated content (UGC) to increase organic reach. c) Run contests and giveaways to boost engagement and grow the community.

2) Influencer Marketing

a) Partner with influencers in the gaming industry to showcase the game and generate excitement among their followers. b) Leverage streaming platforms like Twitch and YouTube for live gameplays and reviews.

3) Forums and Online Communities

a) Engage in relevant gaming forums and communities to discuss the game and gather valuable feedback. b) Create a dedicated subreddit and Discord server to build a loyal fanbase. c) We already have a Discord active server with over 70k user that, along with Telegram (30k users) will one of the main ways for two-way communication with our fanbase.

User Acquisition

1) App Store Optimization (ASO)

a) Optimize the game's title, keywords, and description to improve visibility on app stores. b) Use appealing screenshots and video previews to increase conversions.

2) Digital Advertising

a) Run targeted ads on Facebook, Instagram, Google, and other platforms to acquire users. b) Employ a mix of ad formats, such as video, carousel, and playable ads, to maximize engagement. c) Optimize targeting and creatives based on performance metrics.

3) Performance Marketing

a) Collaborate with mobile ad networks and affiliate marketers to acquire users on a cost-per-install (CPI) or cost-per-action (CPA) basis. b) Monitor key performance indicators (KPIs) like retention rate, average revenue per user (ARPU), and lifetime value (LTV) to optimize spending.

In-App Analytics and Campaign Optimization

1) In-App Analytics Tools

a) Implement tools like Firebase, AppsFlyer, devtodev, MixPanel or GameAnalytics to track user behavior, engagement, and revenue metrics. b) Use cohort analysis to understand retention and IAP trends.

2) Campaign Optimization

a) Monitor marketing performance in real-time and adjust budgets and targeting based on ROI. b) A/B test creatives and ad formats to identify the most effective combinations. c) Employ retargeting and lookalike audiences to acquire high-value users.

Budget Allocation

Allocate the marketing budget across community building, user acquisition, and campaign optimization efforts based on initial results and ongoing performance.

Measurement and Reporting

Track and report on KPIs, such as user acquisition cost (CAC), retention rate, ARPU, LTV, and ROI, to gauge the effectiveness of the marketing plan and inform future strategies.

Pre-Launch Marketing Activities

Teaser Campaigns

1) Develop a series of teaser assets (videos, images, GIFs) to build anticipation and curiosity around the game. 2) Share these assets across social media channels, gaming forums, and online communities to create a buzz. 3) Utilize countdown timers and email sign-ups to drive excitement and early user commitment.

Early Access and Beta Testing

1) Launch a closed beta test for selected users who sign up through the teaser campaigns, NFT and token presales, social media channels, gaming guild, or other communities. 2) Gather feedback from beta testers to refine and improve the game before its official launch. 3) Encourage beta testers to share their experience with their friends and online circles to drive organic word-of-mouth promotion.

Press Outreach

1) Craft a compelling press release to announce the game's upcoming launch, highlighting its unique features and gameplay. 2) Reach out to gaming and tech journalists, bloggers, and news websites to secure coverage, reviews, and interviews. 3) Leverage PR distribution services to maximize the reach of the press release.

Launch Event

Online Launch Event

1) Plan a virtual launch event through live streaming platforms like Twitch or YouTube, showcasing the game's features, gameplay, and developer insights. 2) Invite influencers, gaming press, and the community to join the event and engage in live chat or Q&A sessions. 3) Utilize the event to announce special launch promotions, contests, or in-game rewards for early adopters.

Promotions and In-Game Events

1) Offer limited-time in-game rewards or bonuses to incentivize users to download and play the game during the launch period. 2) Organize in-game events and challenges that encourage user engagement, competition, and collaboration. 3) Leverage in-game promotions to drive social sharing, referrals, and organic growth.

Post-Launch Marketing Activities

Ongoing User Acquisition and Retention

1) Continuously refine and optimize digital and performance marketing campaigns based on in-app analytics and user feedback. 2) Use push notifications, email marketing, and in-app messaging to re-engage inactive users and drive retention. 3) Use remarketing campaigns to bring back lost users back to the game.

LiveOps, Content Updates, and Expansions

1) Regularly release new content, features, or game modes to keep the game fresh and maintain user interest. 2) Promote content updates through social media, email marketing, and in-app notifications to keep the community informed and engaged.

Community Management

1) Foster an ongoing dialogue with the community through social media, forums, and online channels. 2) Monitor user feedback and sentiment to inform future game updates and marketing activities. 3) Celebrate community milestones, showcase user-generated content, and reward dedicated players to foster loyalty and advocacy.

1) Implement a comprehensive clan system to encourage cooperation, competition, and communication among players. 2) Enable in-game chat, voice chat, and messaging features to facilitate interaction within the clan and with other players. 3) Create a clan leaderboard to showcase the top-performing clans and encourage friendly competition.

Clan Rides and Castle Raids

1) Develop a unique game mode where clans can embark on adventures to raid other clans' castles, challenging them in real-time battles. 2) Reward successful raids with in-game resources, experience points, or exclusive items. 3) Implement a castle defense system, allowing clans to strategize and upgrade their defenses to protect against enemy raids.

Clan Wars

1) Introduce a clan wars system where clans can compete against each other in large-scale, strategic battles. 2) Develop a matchmaking system to ensure balanced and fair competition based on clan strength and performance. 3) Offer rewards and incentives for participating and winning in clan wars, such as exclusive in-game items or special currency.

Clans Tournaments and Unique Trophies

1) Organize periodic in-game tournaments where clans can compete for unique trophies that boost their stats temporarily. 2) Employ a tournament bracket system to match clans against each other and determine the ultimate winner. 3) Use live streaming platforms like Twitch and YouTube to broadcast the final rounds of the tournament, boosting engagement and visibility.

Additional Features and Content Ideas

Guild Alliances and Diplomacy

1) Enable clans to form alliances with other clans, allowing them to cooperate during clan wars and raids. 2) Introduce a diplomacy system where clans can negotiate and forge alliances or declare rivalries, adding a new layer of strategy to the game.

Clan Quests and Cooperative Challenges

1) Develop clan-specific quests and challenges that require cooperation and coordination among clan members to complete. 2) Offer unique rewards for completing these challenges, such as clan experience points, resources, or exclusive items.

Player-vs-Environment (PvE) Clan Events

1) Create PvE events where clans must work together to defeat powerful bosses or complete challenging dungeons. 2) Encourage replayability by offering different difficulty levels and rotating event types.

Customizable Clan Banners and Emblems

1) Implement a feature that allows clans to create and customize their own banners or emblems, fostering a sense of identity and pride. 2) Offer premium customization options for purchase, driving additional in-app revenue.

Content Update Announcements and Teasers

1) Share information about upcoming content updates through social media, email marketing, and in-app notifications to create excitement and anticipation. 2) Produce teaser trailers and promotional images showcasing new features, game modes, and items.

Influencer Partnerships and Showcases

1) Partner with influencers to showcase the new content updates, focusing on the multiplayer aspects and social features to demonstrate the depth and excitement of the new gameplay. 2) Encourage influencers to create content with their own clans, further emphasizing the social aspect and community-building potential of the game.

In-Game Events and Promotions

1) Organize special in-game events and promotions to celebrate the launch of social features and multiplayer content updates. 2) Offer limited-time rewards, bonuses, or discounts on in-app purchases to encourage user engagement and retention.

[1] https://www.blog.udonis.co/mobile-marketing/mobile-games/rpg-report

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