A dozen tips for marketing your mobile game on internet forums

In the last day or so I’ve advertised my new mobile game on a few internet forums to try and pull in a few more downloads. I started with those which gave the highest hit count for my last game, and tried some new ones as an experiment.

Here are some tips for doing this for your own games (or apps), based on my experiences.

1) Make a list of sites you want to advertise on first before you actually make any posts. This will not only allow you to streamline the process, but also will let you focus more on which forums you want to post on.

2) Make sure you read the rules on each site before doing any posting. Getting your post removed, or worst, your account banned will only hurt your chances of getting many people to download your app. There are some basic rules which apply to most forums: no deceptive titles, don’t re-post the same content several times, post in the right sub-forum, etc.

3) Write the title and text in advance for your posts. For boards that are similar (i.e. game development boards) you can reuse these items, but feel free to write custom posts for the boards that have something unique about them. For example, one of the boards I posted on recommend giving details about how the game was developed, so I added a section giving that information. If you are not sure, err on the side of making customized posts for each site, since it will make your posts look less spammy.

4) Many forums don’t allow you to upload images and other attachments directly, so you must provide a URL linking to the image. There are many sites to host your images, and I ended up using http://postimage.org. It was free and easy to use, however it shrunk down the resolution to a pretty small size that wasn’t ideal. Some sites that do allow direct attachments will not allow you to scale them down manually, so consider re-scaling your screenshots and other images to a proper size before uploading.

5) Think creatively about what forums you can (safely) advertise to. For example, my latest game was related to board games such as Othello, so I advertised in a board-game related forum. To be safe, when you do this I recommend posting in the ‘Off-Topic’ areas, since often there is no to little moderation in them.

6) Before writing your posts, consider checking out some of the posts which have a large number of hits, and see what type of verbiage and style they use.

7) Don’t overlook the importance of the post title, often it is the only thing that decides whether users will start reading your post or ignore it.

8) For some forums, there are special ways to write posts advertising games. For example, on forums.toucharcade.com, there is a special meta tag of the form [appinfo=all]put iTunes URL here[/appinfo] which is supposed to (among other things) automatically get the app’s icon and show it next to the title on the post summary screen. I had mixed results with this, so make sure you check that any such meta tags are working either at preview time, or immediately after submission.

9) Many sites will allow you to embed videos from YouTube or other video sites in your post. Consider uploading your app preview (if you have one) to a video site and adding it to your post this way. You can use the same one you uploaded to the app store (if applicable), though you have the option of making a new one just for the purposes of advertising, the advantage being that you have less restrictions on time and content.

10) If you are maintaining a blog about your game, I would recommend to NOT include it in your post. Advertising your blog is fine, but do that separately. The reason is that if you imagine people only have the patience to click on one link, you want them going to your iTunes page rather than a page about development of your game. I wouldn’t consider your advertisement a success if you get a bunch of hits to your blog, but very few downloads to your app. For this same reason, (to go against what I just suggested in #10) you may want to even avoid embedding videos or if you do, include a easy-to-see link in your video’s description.

11) Make sure you test any links you include in the post, such as your game’s iTunes link. Particularly on iOS, I found out that even though my game was supposed to be on the app store, there was a delay of about an hour or two where the iTunes link I got wasn’t properly working and my game wasn’t actually in the store yet. If you want to be safe you wait until the day after your game goes live before advertising.

12) As the popular saying goes, “Hope for the best but prepare for the worst”. It’s a dog-eat-dog world out there with several hundreds of apps submitted to the iOS app store each day, and forums where mobile game marketing is done are often equally flooded. Keep your expectations low, but experiment as much as possible and learn as you go.

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