With mobile games becoming increasingly competitive, it's crucial to leverage every tool at your disposal to stand out and keep your players engaged. A push notifications strategy, if executed precisely, can transform how users interact with your game.
But how can you make sure your notifications are both engaging and effective?
We'll walk you through the best practices, enriched with real-life examples, to help you craft compelling, relevant, and engaging notifications. Plus, we’ll share insights into both client and server push notification strategy and how each can be strategically implemented to maximise impact.
Timing is critical for engagement. Sending notifications at the right time can significantly improve engagement. Avoid sending notifications during late hours or when your audience is likely to be busy. Analyse user behaviour to determine peak engagement times, experimenting with different times and days to see what works best.
Example: "New levels available! Jump back in during your lunch break!"
Personalisation is key! Personalised push notifications have a 259% higher engagement rate* than generic ones. You should segment users by factors like location, gender, and in-app behaviour to tailor your notifications. Where possible, address users by their in-game name and recommend content based on past behaviour.
Example: "Hey Alex, claim your daily reward in Text Express 🌟 Continue where you left off!"
Target your notifications to the right audience. Use app analytics to understand user behaviour and avoid sending irrelevant notifications.
Example: "Your character has a new quest! Dive back into the action now!"
Users appreciate being the first to know about new content. Inform them about game updates that match their interests. For example, inform players about a new character release or an upcoming in-game event they might be interested in based on their previous activities.
Example: "Breaking News: Meet a new character in Text Express! 🚂Play now to unlock exclusive rewards."
Celebrate users' achievements to enhance their experience. Acknowledge their contributions to create a positive experience. For example, send a congratulatory message when a player reaches a milestone or completes a challenging level, enhancing their sense of accomplishment and engagement.
Example: "Congratulations, Merry! You've reached level 9! 🎉 Keep up the great work!"
Use urgency to prompt immediate action. Highlighting limited-time offers, upcoming events, or real-time activities can encourage players to engage with your game right away.
Example: "Hurry! Only 2 hours left to claim your free gift in Draw it! ⏱️Play it now!"
Discounts and special offers grab attention. Highlight the benefits clearly and provide a strong call-to-action (CTA) to encourage users to take advantage of the deal. Effective CTAs can significantly increase click-through rates. Remember to use clear instructions like "Play Now," "Shop Now," or "Claim Your Reward" to guide users towards the desired action.
For example, offer a discount on in-game purchases to users who have shown interest but haven't made a purchase yet.
Example: "Special Offer: Get 50% off on all items in the store! Shop now and save BIG!"
Encourage users to finish actions they started, such as abandoned carts. A gentle reminder or a small incentive can make a big difference. For example, remind users about incomplete levels and offer a small bonus to motivate completion.
Example: "Don't forget to complete your quest! Finish now and earn extra coins!"
Daily rewards are a great retention tool. Remind players to claim rewards to keep them engaged or entice them to return. For example, send notifications about daily login bonuses or special rewards for consistent gameplay.
Example: "Your daily reward is waiting! Start playing to claim your bonus and keep the streak going!"
When crafting push notifications, consistency is key. Players appreciate brief messages that deliver messages quickly. Lengthy notifications are likely to be ignored or, worse, cause users to disable notifications altogether. Focus on delivering your message in as few words as possible while maintaining clarity and impact.
Example: "New mission available! Play now! 🚀"
Emojis can increase open rates even by 85%.* They make notifications more engaging but should be used sparingly and appropriately. For instance, use emojis to highlight key points or add a fun element to your message.
Example: "Weekly Progress Available ⭐ It’s the middle of the week. See how you did so far."
Your push notifications should reflect whether your brand is formal, cheerful, or humorous. This consistency helps in creating a recognisable and trustworthy brand identity.
Example: "Hey there! Ready for some epic battles? 🔫 Dive into Police Chase now!"
Craft strong, simple, and to-the-point headlines. Add emojis, numbers, or symbols for extra attention. For example, use compelling headlines like "New Level Unlocked! 🎮" to grab users' interest immediately.
Example: "New Event: Battle Royale! 🏆"
Certain words can boost CTRs. Words like "Exclusive," "Final," and "Discount" can make your notifications more compelling. For example, phrases like "Exclusive Offer Inside!" or "Final Chance to Save!" can increase engagement.
Example: "Exclusive: Unlock the new chapter now!"
Measure open rates, CTR, and conversion rates continuously to improve your push notification strategy. Analyse these metrics regularly to understand what works and adjust your strategy accordingly.
Don't overwhelm users with too many notifications. Base frequency on game usage and analyse data to find the optimal balance.
A/B testing is vital. Test different variables like length, CTAs, emojis, and timing to find the most effective combinations. Continuously refine your approach based on test results to achieve the best outcomes.
Effective push notifications are a blend of timing, personalisation, and creativity. By following these best practices, you can craft messages that not only re-engage your players but also enhance their overall gaming experience. Remember, the goal is to add value and fun, keeping your game top-of-mind without being intrusive.
Implement these strategies and watch as your player engagement soars to new heights. We are curious to hear about your push notification strategy. Make sure to share your thoughts below in the comments section.
For more insights and tips on mobile game development, check out more articles on our Kwalee Blog.
* source: https://maf.ad/en/blog/best-practices-for-push-notifications/
A Product Marketing Manager in the games industry is someone right on the coalface, managing the strategies that help games succeed and find their ways into the libraries of happy players. We now publish so many PC and console games that we need a whole team of Product Marketing Managers to manage them.
Meet Jack! He’s one of the shining lights in this team and he is impossibly busy – working in games while at the same time studying for a Creative Writing Master’s degree at the University of Oxford.
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