I find One Thumb Mobile/Virtual Realms to be awful at selling their product so I tried to find logical explanations.
- VR seems from the outside like a small ship management. There are many advantages to be able to sail a small boat and the ship's captain is content with it.
- Their team is composed of programmers and artists. It lacks a marketer with a helicopter view. Someone with a sales, audit, digital marketing or recent business school background. Recently, VR tries to hire a monetization, analytic, kpi game designer. This way of thinking is fit to expand the current sales and if he is adaptive, creative and young enough to help reach new customers.
I wrote this for my clan members last year when I facepalmed about their marketing. But the community already came with the same recommendations it seems.
I don't remind what triggered me to write it. I also studied CHs international sales repartition, the strategy of random gambling and Cognitive Dissonance among their top-end consumers but that's other stories. I didn't write it in a professional form, but in real life, you can easily spot the sugar coat around issues anyway.Subjective opinion on CH Marketing, Nov 2018
Structured with Blackwell and Engel Consumer Behaviour Model. The simplest approach to marketing. It divides a customer's behaviour in 5 steps.
1) PROBLEM RECOGNITION
2) SEARCH FOR INFORMATION
3) SEARCH OF ALTERNATIVES
5) POST PURCHASE EVALUATION
1) PROBLEM RECOGNITION
We consider the mobile gaming market. Users have free time, a powerful smartphone and an internet connection.
They want to play 3D games on their device, to discover a world and to make friends.2) SEARCH FOR INFORMATIONA/Youtube
First, consumers check youtube and type Celtic Heroes. They watch the trailer.https://www.youtube.com/watch?time_cont ... WwL5Su0nBxWhat the product does:
Too many static footages with awful 3D rendering in the background. The animations look more lively than the game and it’s exactly what not to do. They could have used real clan footages instead of keeping 4 awkward characters.Feelings associated with the product
: It totally lacks emotion, the description takes over emotions. In games or movies trailer you have to be amazed by the beauty of the world or feel a pleasant sensation of belonging down the spine.
Now the 2018 drake’s short advert. https://www.facebook.com/celticheroes/v ... 156525264/
"The video is dark, we see a drake then 4 characters standing in the middle of nowhere. It ends with a fire animation straight from 2000."
If I show the trailer to investors or new customers they get no idea what to think:
- Do we play a drake?
- How do we control the game, is it cinematics only?
- I want to explore the world? How many zones? How many classes, weapons...
- It looks dark and rainy meanwhile I want to be happy and have funOverall, the trailers are not fluent, feel desynchronized and share no emotions.
Then I look for youtube’s footages, is there a charismatic youtuber with quality content?
nop. A lot of them hide behind their keyboards, it’s hard to involve viewers and to create a bond that way.
Only 28k likes on Facebook... No likes means no perceived quality for a random Facebook user. « It must be one of those 2D poor quality games I see awful adverts everywhere ».
Overall, I don’t know how they manage to get that few likes in 8 years as a global company. They should do like any other company or event. Create contests with real prizes and ask your community to like, comment and share.C/Google
I hear about the game, I don't download it straight. I use google first.
Do their website sell the product, does it look alive and updated?http://celtic-he,roes.com/
Well, it looks old. Wait. The company references are outdated? I should go to another company website?
Let's check. http://virtualrealms.asia/
One paragraph about the game then job offers. Not reassuring. Overall, the customer should not have to dig into jobs offers to know if the game will remain updated
. They should remove or rebrand the website. This is their biggest online front shop. It doesn't matter how good your pizza is if your shop is a ruin. You assume the quality of a product on its looking, you have to work on it accordingly.3)SEARCH OF ALTERNATIVES
Others mmos have a lower quality but more updates?
Do I find the icons and descriptions of the other games more attractive on the online shop?
Should I play an English game if I’m not an English speaker?Overall, competitors use more intense marketing strategies but they do not offer CH in-game quality and content.4) PURCHASE
The game is free and looks great. I will give it a try.
This is CH biggest strength, everyone can download it free
.5) POST PURCHASE EVALUATION
Do consumers get loyal to the brand and want to purchase in the future? Hopefully, new customers will have to dig deep to find posts about chests, eggscamm... This is the second biggest marketing strength.
Overall the game has good ratings 4,5/5 on Appstore/PlaystoreRECOMMENDATION:
To sum up, Digital Marketing boils down to 3 main principles that VR could put through paces1/ TO MAKE KNOW ITColumn in Mobile Gaming press/ Review by a popular mobile gamer/Like, Comment, Share2/ TO MAKE LOVE ITAppealing Adverts/Reassuring website/Engaged Youtuber/Stream of a clan effort3/ TO MAKE BUY ITOthers Languages/Good reviews/It's free, Download it now and enter a world of adventures...