Hey, game developers and designers, grab your notebooks and energy drinks because we’re diving into the deep end of player experience today!

Did you know that only 20% to 40% of players stick around one day after installing a mobile game? Yep, those stats come straight from Appodeal. The gaming market is more packed than a Gamescom, and let’s face it—you’ve got just one shot, one golden opportunity to capture your players. Miss it, and you’re just another game they delete to make space for other games. So how do you seize that one shot? Buckle up; we’re embarking on a whirlwind tour of the player experience design process!

Last week, we dropped a killer infographic based on conversations with our studios at Helpshift and Keywords. Our goal? To unpack the big questions around game design and deliver insights that resonate with a diverse audience. But hey, we’re not stopping at pretty pixels; today, we’re diving deeper to dissect each crucial step in the process. While we can provide the playbook, the true magic happens when you bring your unique vision to the table. So, let’s not just follow dreams—let’s catch them, mold them, and level up together.

Preparation:

Before diving into the nitty-gritty of the design process in game development, let’s talk preparation—the bedrock on which you’ll build your gaming empire. Whether it’s understanding your target audience, choosing the right tech stack, or keeping players hooked with a robust content calendar, these foundational steps can make or break your game’s success. Read on to see how you can set the stage for a winning player experience.

Target Audience

Market research isn’t just a box to check off; it’s essential. You might be convinced you’re developing the next big thing in gaming, but have you verified there’s actually a demand? And is your ‘original’ idea really that novel? Don’t be discouraged if the market already has something similar; competition can be healthy. The key differentiator should be a unique selling point—what makes your game the choice over another? Look at the gaming landscape: We’ve had PUBG, followed by Fortnite, and then Apex Legends. Each succeeded not merely by imitating, but by innovating. So, what will make your game stand out?”

Tech Assessment/Stack

Your tech stack and toolset aren’t just afterthoughts; they’re foundational elements of your game’s success. While the ‘crawl, walk, run’ approach has its merits, it’s crucial to have a long-term technology roadmap from the get-go. Why? Because retrofitting tools can be a logistical nightmare. Think about moderation platforms like Two Hat and Modulate, customer support solutions such as Helpshift, or data analytics tools like Treasure Data. Each serves a unique purpose, but they can synergize beautifully when thoughtfully integrated. Start strategizing now, so you’re not playing catch-up later.

Content Calendar

While we’re on the topic of planning, don’t underestimate the strategic power of a well-crafted content calendar. In a marketplace brimming with options, a consistent drip-feed of fresh content can set your game apart from the crowd. Just take a look at match-3 giants like Candy Crush and Homescapes. They’ve stayed at the pinnacle of their genre, not merely by being good games, but by continually refreshing the player experience with steady updates. This strategy ensures that players always have a reason to come back—each login reveals something new and exciting, keeping your game top-of-mind and top-of-chart.

User Acquisition

You’ve burned the midnight oil, tackled countless bugs, and finally, your game is ready for the spotlight. But how do you ensure it doesn’t become just another title in an oversaturated marketplace? This is where the design process meets user acquisition. It’s not just about who gets to play your game first—it’s about making sure they keep coming back for more. In this section, we’ll dive into the exhilarating, complex, and sometimes harrowing world of capturing your audience. From the initial thrills of launching to choosing the right promotional channels and making sure your game doesn’t just become a one-hit-wonder, the design process intertwines with your strategies to keep players engaged. Buckle up; this is where your game really starts to take off.

The Thrill of the Launch

Launching your game is a mix of adrenaline and strategy. For the first time, your audience gets hands-on experience with what you’ve been meticulously crafting. So, how do you grab their attention and make a lasting impression? Your launch strategy is your answer. Choose between a soft launch for valuable feedback and bug squashing or go global for maximum impact. Remember, going big can yield big rewards. One cautionary tale worth mentioning is that of Among Us (Among Us | Unity Case Study). While it skyrocketed in popularity virtually overnight, this sudden surge proved to be a double-edged sword. Prepare for the best but also plan for the worst. Your launch strategy isn’t just about making a splash; it’s about staying afloat in the turbulent waters of a competitive market.

Paid Channels

For getting the word out, paid channels can be indispensable, but it’s crucial to align your choice of platform with your target demographic. LinkedIn, for instance, is a business-oriented space; you’re unlikely to find your mobile gaming audience there. On the flip side, while TikTok is a sensation, its youthful user base might not mesh with a game targeting a more mature audience.

Platforms like Twitch and YouTube are game-changers—quite literally. The culture of ‘Let’s Plays’ and live streams has made gameplay viewing almost as popular as gaming itself. Partnering with influencers in these spaces can not only boost your visibility but also provide authentic, user-generated content that resonates with potential players.

But don’t just stop at identifying the right channels. Maximize your impact by leveraging custom-tailored ad formats that each platform offers. Twitch, for instance, allows for integrated brand partnerships, and YouTube has an array of ad types from skippable video ads to sponsored cards. Knowing the intricacies of each can help you fine-tune your ad spend for the best ROI.

Organic Growth / Landing Pages

But let’s dispel a myth: ‘If you build it, they will come.’ That’s a fast track to obscurity. In today’s hyper-competitive market, your game needs to be seen and heard, and that extends beyond the app stores. Don’t underestimate the power of a well-designed website or landing page. These can serve as hubs for all things related to your game—news updates, community events, merch, you name it. SEO-optimized, these platforms can attract a wider audience beyond just gamers.

Also, don’t forget about the myriad online communities where your potential players are hanging out. Whether it’s game-specific Subreddits, Discord channels, or specialized forums, these platforms can be gold mines for organic growth and feedback. Get involved, start conversations, and become a recognized name in the spaces that matter to your target audience. Standing out isn’t just an option; it’s a necessity in the crowded gaming landscape.

User Retention

Alright, you’ve reeled ’em in—now how do you keep ’em? User retention is where the gameplay extends into real life, keeping those eyeballs glued to your creation. This is also where the design process shines in maintaining stickiness. While a 20-40% retention rate the day after install is a start, we’re aiming for the big leagues, people. Let’s dive into how the design process can transform those first-time players into long-term fans.

The First Impression

First impressions? They’re everything. I still remember the sheer amazement I felt when I first played Mario 64 as a kid. The 3D castle, Mario himself—it was jaw-dropping. That experience has stuck with me as a core memory, despite playing many games since that might technically be “better.” So how do you emulate that? Make your onboarding experience a showstopper. A tutorial that drags on forever or an unskippable video can kill the vibe faster than a Goomba under Mario’s boot. Pay close attention to player reactions during those pivotal first moments. It’s your one shot to amaze.

Engagement Loops

Daily rewards: the gaming world’s equivalent of morning coffee. You may have mixed feelings about them, but there’s no denying their potency in luring players back. So, what’s your game’s “caffeine boost”? Whether it’s daily bonuses, exclusive events, or tantalizing mystery boxes, your goal is to establish an engagement loop that doesn’t just reward—it energizes and invigorates.

Feedback: The Unsung Hero

So you think you’ve crafted the perfect game? While your confidence is admirable, the ultimate litmus test is the player experience. This is where platforms like Helpshift come into play. Seamlessly integrating into your game environment, these tools deliver categorized and actionable player feedback right where you need it. Don’t underestimate this as just background chatter; consider it a valuable guidepost. Because let’s face it, ignoring your players’ insights is like neglecting market trends—you’ll miss the mark.

Updates: The Lifeline of Your Game

Remember No Man’s Sky? Initial launch—meh. But constant updates turned it into an epic adventure. The lesson? Keep the refresh button handy. Consistent updates, rooted in player feedback, can take your game from zero to hero. And let’s not forget, ongoing communication with your community can prevent a social media storm faster than you can say, “Game Over.”

Engagement: The Art of Connection

Engagement is more than just a buzzword; it’s your lifeline to the community. Where’s the party at? Discord? Reddit? Twitch? Instagram? Figure that out and BE THERE. Show up with authenticity and a genuine interest in what your community has to say. It’s like a relationship: You get what you give.

Support & Moderation: Choose Your Adventure

Look, solid support isn’t just about putting out fires; it’s about giving players the choices they crave. Whether they’re the type to dig through a comprehensive FAQ, or the sort who’d rather have a one-on-one chat, you’ve got to cater to all tastes. Thanks to tools like Helpshift, offering a robust self-service option is easier than ever. And for those who prefer a more personal connection? Have live support at the ready. The bottom line: a happy player is a returning player.

Community Building: Leverage Your MVPs

Take it from Bryan Mehr: Sometimes your community is your best asset. Imagine hiring your most active forum member as your first support agent. That’s tapping into raw, authentic passion for your game. Listen to your community; they’re often already doing the job, sometimes even before you offer it to them.

Data Analysis: Numbers Don’t Lie

Metrics aren’t just squiggly lines on a chart; they’re the pulse of your game. Know your KPIs: Lifetime Value (LTV), Retention, Churn, Session Time. These are more than acronyms; they’re the roadmap to your game’s success. MetricFire says a good KPI should offer actionable insights, so get to analyzing!

• Not all Key Performance Indicators (KPIs) are equally valuable, so it’s essential to focus on the most critical ones for making informed business and technical decisions.
• A good KPI should objectively measure progress toward a specific goal, track changes in performance over time, and correlate with decision-making factors.

Iteration: Don’t Pop the Champagne Just Yet

Yes, you’ve launched, and yes, things are looking up—high five! But don’t get too comfy on that throne; staying at the top requires some elbow grease. So, how do you keep that app icon irresistible and the gameplay fresher than a morning brew? Here’s the lowdown:

Updates

You’ve been collecting feedback and engaging with your community—kudos! Now let’s pivot to updates. You’re knee-deep in KPIs and data, so what features are your players clamoring for? What bugs are they eager to squash? And let’s not forget the VIPs; their feedback might just jump the queue. Weigh the implementation difficulty and strategize the most impactful updates for your game.

But hold on, the real MVP here? Communication. Keep your community in the loop, whether it’s good news, bad news, or something in between. Trust me, silence is the worst news you can deliver.

Sequels and Spin-offs: The Next Level Awaits

You’ve kept your game fresh with updates, but there’s a moment when even the best games hit their ceiling. What’s the next big thing? A sequel that dives deeper into your game’s lore, or maybe a spin-off that takes a fan-favorite character on a whole new adventure? This is your moment to sketch out the dreams you’ve put on the back burner. It’s time to breathe new life into your creative universe and set the stage for an entirely new journey. Ah, the circle of game life—you’re about to start this exhilarating process from scratch. Buckle up!

Conclusion

The gaming industry is a labyrinth of complexities, but also a playground of endless possibilities. When you equip yourself with the right tools, knowledge, and a dash of audacity, you’ll find that labyrinth turning into a launchpad for your wildest gaming ambitions. How? Through a meticulously planned design process centered on player experience. By all means, make it a game—the most thrilling, rewarding game you’ve ever played. From pre-launch to sequels, every stage offers its challenges and triumphs. Your biggest cheat code? Mastering the design process for optimal player experience. Get that right, and you’re not just leveling up in a game; you’re leveling up in the game of games—your career and your company’s legacy.

There you have it—a whirlwind tour of the game development life cycle, peppered with practical tips and a good dose of realism. So, pop that energy drink, fire up that dev kit, and let’s make some gaming magic happen!

Preparation:

Before diving into the nitty-gritty of the design process in game development, let’s talk preparation—the bedrock on which you’ll build your gaming empire. Whether it’s understanding your target audience, choosing the right tech stack, or keeping players hooked with a robust content calendar, these foundational steps can make or break your game’s success. Read on to see how you can set the stage for a winning player experience.

Target Audience

Market research isn’t just a box to check off; it’s essential. You might be convinced you’re developing the next big thing in gaming, but have you verified there’s actually a demand? And is your ‘original’ idea really that novel? Don’t be discouraged if the market already has something similar; competition can be healthy. The key differentiator should be a unique selling point—what makes your game the choice over another? Look at the gaming landscape: We’ve had PUBG, followed by Fortnite, and then Apex Legends. Each succeeded not merely by imitating, but by innovating. So, what will make your game stand out?”

Tech Assessment/Stack

Your tech stack and toolset aren’t just afterthoughts; they’re foundational elements of your game’s success. While the ‘crawl, walk, run’ approach has its merits, it’s crucial to have a long-term technology roadmap from the get-go. Why? Because retrofitting tools can be a logistical nightmare. Think about moderation platforms like Two Hat and Modulate, customer support solutions such as Helpshift, or data analytics tools like Treasure Data. Each serves a unique purpose, but they can synergize beautifully when thoughtfully integrated. Start strategizing now, so you’re not playing catch-up later.

Content Calendar

While we’re on the topic of planning, don’t underestimate the strategic power of a well-crafted content calendar. In a marketplace brimming with options, a consistent drip-feed of fresh content can set your game apart from the crowd. Just take a look at match-3 giants like Candy Crush and Homescapes. They’ve stayed at the pinnacle of their genre, not merely by being good games, but by continually refreshing the player experience with steady updates. This strategy ensures that players always have a reason to come back—each login reveals something new and exciting, keeping your game top-of-mind and top-of-chart.

User Acquisition

You’ve burned the midnight oil, tackled countless bugs, and finally, your game is ready for the spotlight. But how do you ensure it doesn’t become just another title in an oversaturated marketplace? This is where the design process meets user acquisition. It’s not just about who gets to play your game first—it’s about making sure they keep coming back for more. In this section, we’ll dive into the exhilarating, complex, and sometimes harrowing world of capturing your audience. From the initial thrills of launching to choosing the right promotional channels and making sure your game doesn’t just become a one-hit-wonder, the design process intertwines with your strategies to keep players engaged. Buckle up; this is where your game really starts to take off.

The Thrill of the Launch

Launching your game is a mix of adrenaline and strategy. For the first time, your audience gets hands-on experience with what you’ve been meticulously crafting. So, how do you grab their attention and make a lasting impression? Your launch strategy is your answer. Choose between a soft launch for valuable feedback and bug squashing or go global for maximum impact. Remember, going big can yield big rewards. One cautionary tale worth mentioning is that of Among Us (Among Us | Unity Case Study). While it skyrocketed in popularity virtually overnight, this sudden surge proved to be a double-edged sword. Prepare for the best but also plan for the worst. Your launch strategy isn’t just about making a splash; it’s about staying afloat in the turbulent waters of a competitive market.

Paid Channels

For getting the word out, paid channels can be indispensable, but it’s crucial to align your choice of platform with your target demographic. LinkedIn, for instance, is a business-oriented space; you’re unlikely to find your mobile gaming audience there. On the flip side, while TikTok is a sensation, its youthful user base might not mesh with a game targeting a more mature audience.

Platforms like Twitch and YouTube are game-changers—quite literally. The culture of ‘Let’s Plays’ and live streams has made gameplay viewing almost as popular as gaming itself. Partnering with influencers in these spaces can not only boost your visibility but also provide authentic, user-generated content that resonates with potential players.

But don’t just stop at identifying the right channels. Maximize your impact by leveraging custom-tailored ad formats that each platform offers. Twitch, for instance, allows for integrated brand partnerships, and YouTube has an array of ad types from skippable video ads to sponsored cards. Knowing the intricacies of each can help you fine-tune your ad spend for the best ROI.

Organic Growth / Landing Pages

But let’s dispel a myth: ‘If you build it, they will come.’ That’s a fast track to obscurity. In today’s hyper-competitive market, your game needs to be seen and heard, and that extends beyond the app stores. Don’t underestimate the power of a well-designed website or landing page. These can serve as hubs for all things related to your game—news updates, community events, merch, you name it. SEO-optimized, these platforms can attract a wider audience beyond just gamers.

Also, don’t forget about the myriad online communities where your potential players are hanging out. Whether it’s game-specific Subreddits, Discord channels, or specialized forums, these platforms can be gold mines for organic growth and feedback. Get involved, start conversations, and become a recognized name in the spaces that matter to your target audience. Standing out isn’t just an option; it’s a necessity in the crowded gaming landscape.

User Retention

Alright, you’ve reeled ’em in—now how do you keep ’em? User retention is where the gameplay extends into real life, keeping those eyeballs glued to your creation. This is also where the design process shines in maintaining stickiness. While a 20-40% retention rate the day after install is a start, we’re aiming for the big leagues, people. Let’s dive into how the design process can transform those first-time players into long-term fans.

The First Impression

First impressions? They’re everything. I still remember the sheer amazement I felt when I first played Mario 64 as a kid. The 3D castle, Mario himself—it was jaw-dropping. That experience has stuck with me as a core memory, despite playing many games since that might technically be “better.” So how do you emulate that? Make your onboarding experience a showstopper. A tutorial that drags on forever or an unskippable video can kill the vibe faster than a Goomba under Mario’s boot. Pay close attention to player reactions during those pivotal first moments. It’s your one shot to amaze.

Engagement Loops

Daily rewards: the gaming world’s equivalent of morning coffee. You may have mixed feelings about them, but there’s no denying their potency in luring players back. So, what’s your game’s “caffeine boost”? Whether it’s daily bonuses, exclusive events, or tantalizing mystery boxes, your goal is to establish an engagement loop that doesn’t just reward—it energizes and invigorates.

Feedback: The Unsung Hero

So you think you’ve crafted the perfect game? While your confidence is admirable, the ultimate litmus test is the player experience. This is where platforms like Helpshift come into play. Seamlessly integrating into your game environment, these tools deliver categorized and actionable player feedback right where you need it. Don’t underestimate this as just background chatter; consider it a valuable guidepost. Because let’s face it, ignoring your players’ insights is like neglecting market trends—you’ll miss the mark.

Updates: The Lifeline of Your Game

Remember No Man’s Sky? Initial launch—meh. But constant updates turned it into an epic adventure. The lesson? Keep the refresh button handy. Consistent updates, rooted in player feedback, can take your game from zero to hero. And let’s not forget, ongoing communication with your community can prevent a social media storm faster than you can say, “Game Over.”

Engagement: The Art of Connection

Engagement is more than just a buzzword; it’s your lifeline to the community. Where’s the party at? Discord? Reddit? Twitch? Instagram? Figure that out and BE THERE. Show up with authenticity and a genuine interest in what your community has to say. It’s like a relationship: You get what you give.

Support & Moderation: Choose Your Adventure

Look, solid support isn’t just about putting out fires; it’s about giving players the choices they crave. Whether they’re the type to dig through a comprehensive FAQ, or the sort who’d rather have a one-on-one chat, you’ve got to cater to all tastes. Thanks to tools like Helpshift, offering a robust self-service option is easier than ever. And for those who prefer a more personal connection? Have live support at the ready. The bottom line: a happy player is a returning player.

Community Building: Leverage Your MVPs

Take it from Bryan Mehr: Sometimes your community is your best asset. Imagine hiring your most active forum member as your first support agent. That’s tapping into raw, authentic passion for your game. Listen to your community; they’re often already doing the job, sometimes even before you offer it to them.

Data Analysis: Numbers Don’t Lie

Metrics aren’t just squiggly lines on a chart; they’re the pulse of your game. Know your KPIs: Lifetime Value (LTV), Retention, Churn, Session Time. These are more than acronyms; they’re the roadmap to your game’s success. MetricFire says a good KPI should offer actionable insights, so get to analyzing!

• Not all Key Performance Indicators (KPIs) are equally valuable, so it’s essential to focus on the most critical ones for making informed business and technical decisions.
• A good KPI should objectively measure progress toward a specific goal, track changes in performance over time, and correlate with decision-making factors.

Iteration: Don’t Pop the Champagne Just Yet

Yes, you’ve launched, and yes, things are looking up—high five! But don’t get too comfy on that throne; staying at the top requires some elbow grease. So, how do you keep that app icon irresistible and the gameplay fresher than a morning brew? Here’s the lowdown:

Updates

You’ve been collecting feedback and engaging with your community—kudos! Now let’s pivot to updates. You’re knee-deep in KPIs and data, so what features are your players clamoring for? What bugs are they eager to squash? And let’s not forget the VIPs; their feedback might just jump the queue. Weigh the implementation difficulty and strategize the most impactful updates for your game.

But hold on, the real MVP here? Communication. Keep your community in the loop, whether it’s good news, bad news, or something in between. Trust me, silence is the worst news you can deliver.

Sequels and Spin-offs: The Next Level Awaits

You’ve kept your game fresh with updates, but there’s a moment when even the best games hit their ceiling. What’s the next big thing? A sequel that dives deeper into your game’s lore, or maybe a spin-off that takes a fan-favorite character on a whole new adventure? This is your moment to sketch out the dreams you’ve put on the back burner. It’s time to breathe new life into your creative universe and set the stage for an entirely new journey. Ah, the circle of game life—you’re about to start this exhilarating process from scratch. Buckle up!

Conclusion

The gaming industry is a labyrinth of complexities, but also a playground of endless possibilities. When you equip yourself with the right tools, knowledge, and a dash of audacity, you’ll find that labyrinth turning into a launchpad for your wildest gaming ambitions. How? Through a meticulously planned design process centered on player experience. By all means, make it a game—the most thrilling, rewarding game you’ve ever played. From pre-launch to sequels, every stage offers its challenges and triumphs. Your biggest cheat code? Mastering the design process for optimal player experience. Get that right, and you’re not just leveling up in a game; you’re leveling up in the game of games—your career and your company’s legacy.

There you have it—a whirlwind tour of the game development life cycle, peppered with practical tips and a good dose of realism. So, pop that energy drink, fire up that dev kit, and let’s make some gaming magic happen!