This post is purposed to publicize my experience regarding how to successfully advertise your
game. This applies to mostly all games big and small, but as with everything, this may not apply to a game on a case by case basis.
I’d say in the Game Production Community, a majority of Game Producers (ie. the people paying developers and funding advertisements) are spending their funds incorrectly or irresponsibly, and this isn’t a fault of their own, the reason behind this is due to the fact that the younger age demographic which houses a majority of Roblox players will click some of the most ridiculous thing you’ll find out there, and while some people may want to invest into a ridiculously expensive piece of art for a banner or skyscraper advertisement, you’ll probably be able to generate something in Paint .Net or Photoshop in less then an hour that will receive a higher CTR. This comes with the rise of clickbait on the internet, and consequently Roblox.
So with this being the case, how do you successfully advertise your game? This really depends on which type of players, and how many players enjoy your game, but following the steps I’m listing below will most likely help you successfully advertise your game.
Understanding CTR & Basic Advertising Logic
Click Through Rate, CTR, or more commonly known as Click Rate, is the number of clicks your single advertisement receives. When you run an advertisement you want to reach the minimum threshold of 1.0% CTR and aim to be in the 3.0 % area, something that you should allow do though is not run any advertisement that has received under 1.0% CTR, advertisements that don’t meet the minimum threshold will almost always have horrible return.
So when advertising your game you have to set a goal on the purpose of the Game, are you looking to target the wider Roblox Community and Playerbase, or are you looking to only target a specific community? To be more specific this means, do you plan on hosting a community of 40-90 consecutive players who are playing your game for the community surrounding it, or do you plan on hosting 100-1,000 + players who are constantly circulating around your game and joining it because they think its a fun new discovery that they’d like to try out, maybe even purchase a Gamepass or Developer Product from. You need to answer this question before running advertisements, once you have you can start deciding what type of advertisement you want to run.
Now as mentioned before, clickbait advertisements are usually the dominant force in the world of Roblox advertising. Here are some examples of how they look (keep in mind I didn’t make these),
Now let me be clear, none of the creators of these advertisements should receive any hate,
their is nothing wrong with taking advantage of a marketing strategy. In fact we should learn from the creators of these advertisements that Roblox Advertising is all about reaching your target. Advertisements like the ones above usually boast a 1%-3% CTR meaning they’re in the ideal threshold for CTR rates.
Initial Launch Research Period
So your about to launch your game, what should you do? Well you should take this as an opportunity to research your games performance. I usually do this by following these steps, lets say you have a R$100,000 Launch Budget for your game (using this number since you can exponentially narrow it down while still following the same concept). Your going to want to run R$10,000 on a Clickbait Game Advertisement, R$10,000 on a Game Advertisement relating to your community and R$10,000 on a mobile sponsor. This will give you the opportunity to see the return these advertisements bring to your game. After you’ve narrowed down which one had the highest CTR your going to want to run R$10,000 on a daily basis for three days, if your making return, congratulations your games succeeding in terms that it can now sustain itself. Make sure to archive the advertisement/sponsorship that had the second highest CTR, your going to need it later.
During this period take the time to research the average time your players stay in game, which gamepasses or developer products are popular sellers. But congrats once you’ve finished this, you’ve concluded your Initial Launch Research Period .
Post Launch Research Period
Now that your game has launched and houses a playerbase, your first advertisements might start to become saturated by the market, reaching all time lows in CTR, most games on the Roblox platform need to keep running advertisements constantly to maintain a playerbase of 500 +, if you remember, during the Initial Launch Research Period you ran three different types of advertisements/sponsorship, if you followed the directions I provided you archived the what ever had the second highest CTR during the Initial Launch Research Period, your going to slowly run smaller advertisements on this image, preferably advertisements that your game revenue is paying for, and see the results. In most cases your advertisement should continue to help you maintain a decent playerbase.
Target Audience Post Game Launch
So now you’ve got a successful game, and its been a while, you want to maintain your game up there. At this point your advertising strategy is fully up to you, and only you know whats best for your game since you can provide the most tailored strategy towards it.
I hope this is a resourceful tool to anyone who needs it, if you’ve got anything to say make sure to leave a reply and I’ll get back to you, this post comes purely from my experience, and if your using this as a resource for your game to grow, I look forward to seeing your game grow.