Target audience of your game is one of the first things you should define. Games should be developer with a target audience in mind.
However, I’ve noticed that many game developers lack focus on a target audience for their business. First game is a Mario clone for males under 25 yo (Marcio Broz); second is a puzzle for women over 35; third is a shooter for males over 25; and forth is an adventure for males over 25 who don’t shooters. That’s a problem! Why?
To clarify the issue, let me talk about the benefits of working with a specific target audience:
- Creates a community of people who play all of your games;
- Reusing knowledge acquired in previous games;
- Cross promotion among your games, lowering UA costs;
- Keeps high quality players circling around your games and spending in all of them (71% of Installs and 78% of Numbers of Gold’s revenue comes from our other two games);
- People playing all of your games makes revenue grow for all of them;
- Increases retention of your games.
The three larger mobile games companies all have very specific target audiences. King is casual, Supercell is midcore and Machine Zone is Hardcore. Cupcake is focused on Casual Brain Puzzles, where all of our current and future games fit. Not as casual as King, as all of the games of Gold demand higher brain effort than it’s necessary to shuffle candy.