Marketing for an online dress-up popstar game
Budget $15-25 AUD / time
VP is a 10-year-old dress-up game with a popstar theme. The community engages in forums, blog writing, virtual clothes designing and other online activities. It is mainly used by young adults between the age of 15 to 25.
Aside from becoming a virtual popstar and dressing up your avatar, the concept of virtual clothes collecting has become a big part of the game and has created a fanbase of players that have been with the game since it started in 2012. Collecting virtual clothes drives about 80% of the sales.
VP has 2 main competitors. One has been around for 2 years (ES) and was created by an ex-VP player. They get a lot of traffic, but the community seems to be too ‘woke’, very young and the forums contain a lot of online attacks and bitching.
The other one (GS) was huge and very popular even before VP started but stopped about 6 years ago only to make a come-back last month. Many of our players felt nostalgic about GS and desperately waited for its return. Many have opened an account with GS, some of them realised that GS is not what they expected and returned to VP, others stayed away, and a third group is active on both VP and GS (and possibly even ES).
Because VP’s base has been with the site for many years, the current community has ‘grown up’ and are no longer the 13 to 16 year olds that appear to be the main players on ES and GS. VP’s community might now be averaging 18 to 24 year olds with some even older.
GS and ES’s moderators heavily sanction people when adult language is used while VP tends to be more relaxed. Our community appreciates the more mature people on our site, that we are more relaxed about certain topics and language and have a less ‘woke’ culture than our competitors.
My personal view is that targeting the GS and ES audience, and letting them know that VP caters for a more mature audience, has nicer dresses, is more open minded and encourages freedom of speech … might be an approach.
Sales and traffic
Sales and traffic have been declining since the end of the Covid lock-downs and given the return of GS, traffic, especially on the English site, has dropped even more. We feel marketing is needed to not only boost traffic and sales, but to prevent VP from dying.
Social media and Google
VP has volunteers who run the social media accounts like Facebook, Twitter, Instagram and Tiktok. However, a lot of the players want to stay anonymous and have not linked their actual social media accounts with ours.
What we need and expect?
So far no marketing has been done o attract players and new players arrive via word-of-mouth which created new members on a daily basis. But lately, more players are leaving and there is less and less traffic and sales.
Obviously, we need to boost traffic and sales but are not sure how. We would like to understand from you how you see it, what kind of approach you feel might be best and what you think it might cost.
We also like to understand how we can quantify or qualify success.
We understand that you might need more information, so please let us know what you need to make a proposal. The person with the proposal that makes the most sense will get the job.
Hello! My name is Carlos, I am a Digital Marketer. Let me start with... You're not wrong to target the GS and ES audience, it might be a good idea, but you can't stop there. Where do your big clients come from? Socia Flere
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Hi, I hope youre well. My approach to addressing these challenges would be to focus on building and promoting your unique selling points: the mature, open-minded atmosphere and freedom of speech that sets your game ap Flere
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