Creating a strategy that supports your business goals

Every game needs a gameplan to break through the barrier. It takes a thought out strategic foundation to be successful on crowded app-stores - which is why we take KPI’s, business objectives & goals, market trends and user insights into account when developing the strategy for a game.

Before you start considering making a mobile game, you need to have your overall strategy in place. A such strategy is essential when pointing out the direction of your game, which affects how the game will influence your company and brand. It isn’t easy, but having the strategy is what gives you the means to reach your goals.

So how do you go about making a successful and profitable strategy for your game?

Among the considerations are publishing timing, audience demographics, market development, game genres and monetisation strategies. You need to plan out the why, who, how and what of reaching consumers, bridging brand experiences, iterating offerings, and collecting and activating consumer relationships in order to reach an actionable and measurable objective. Your game might be fun and challenging, but without these aspects it will probably have a hard time standing out among the millions of other apps on the market. Therefore - the more preparation the better.

When is the best time to release the game? Who is the target audience, and are there other target groups to consider as well? How is the market landscape shaping out? What are the latest trends within mobile gaming? Which genres are most popular at the moment? What kind of game experience should it be? Should the game be free, have in-app purchases or be subscription based? It is questions like these you have to ask yourself to give your game the best chances of getting people’s attention and succeeding in the vast mobile game landscape.

In our experience, a good strategy ensures that you are headed in the right direction with your mobile game and brand. It’s the groundwork on which you can lay out all the other details. At Funday Factory, we use an agile step-by-step, proven process, where we conduct extensive desktop and field research and host co-creation workshops to define strategies that make goals attainable.

5 steps for outlining the game development strategy

Through a comprehensive insight and research phase, where we dive into the details about everything from target audience to market development, we go through the following five steps to develop clear strategies in collaboration with our clients and partners:

  1. Mission: In collaboration with clients and partners, we find the answer to the question: What are we trying to achieve - for whom and why?

  2. Business objective: We define the overall business goals. Without them, a strategy is needless.

  3. Final goal: Here, we move from analytic and intuitive insights to a definitive goal for the game or product in question.

  4. Strategic direction: We develop the strategy and set the direction. We define the glue that combines the business objective with the final goal.

  5. Tactics: We make an action plan of how to get there. Tactics are what makes the strategy more than an idea or pretty flowcharts. Tactics make the strategy come to life.

With the above process, we create strategies that lead to bottom-line results. However, it is key to remember that a plan is often (much) more simple than reality. Throughout any process, we deviate from the plan and iterate according to real world insights, changes and adaptations. Anything we create in the digital world is open for measurement, learning and ultimative iteration. Nothing is finished and nothing is final.

No matter where you are in the work with game development strategies or what your goal might be, we are ready to help you out. Whether your desire is to conquer new markets, strengthen brand awareness, generate new revenue streams or reach new target groups, we will make it clear how to meet those goals that otherwise seem unattainable.

In the end, a good strategy is what takes your game to new heights. Even the most entertaining of games can struggle to succeed without the proper tactics for publishing, marketing, consumer relationships, monetisation, budgeting et cetera. Preparation, planning and flexibility are the keys that will get you where you need to go.

Published: September 7th, 2018