Why web shops take time and expertise
Building, managing, and operating a successful web shop is a complex task that requires a different set of skills compared to developing a game. There are numerous challenges involved, from ensuring the shop can accept various payment methods to handling legal complexities. It’s crucial to have a seamless mechanism in place to reflect purchased items in the game and ensure a smooth transition between the game and the shop.
Targeting high-value players who are already engaged with the game through social channels presents an initial opportunity for developers. These players are more likely to respond to VIP treatment and loyalty programs that enhance the value proposition. However, the ultimate goal is to attract a larger player base to the shop, which requires overcoming friction and effectively communicating the shop’s value proposition.
According to Sacks, developers should prioritize providing value to players over focusing solely on margins. By offering real value, developers can create excitement among players, encouraging them to visit the web shop, share the experience with friends, and make purchases.
While building a web shop from scratch can be time-consuming and complex, there are providers in the market that offer tools for integrating payment processing and templated web shops with pre-configured technology. Partnerships with companies like FastSpring can streamline the process for developers.
Getting the word out with influencer marketing
Once a web shop is operational, the next challenge is driving player traffic to the platform. Developers are restricted from promoting the shop within the game itself, necessitating alternative methods to reach players. While leveraging existing social channels is essential, influencer marketing can significantly impact player engagement, as noted by Sacks.
Identifying and onboarding new content creators and categorizing them based on value tiers are crucial steps for an effective influencer program. These creators require prompt feedback on their performance to optimize strategies, and developers need insights into successful SKUs and creators. Platforms like Nexus can facilitate seamless payouts to creators worldwide while ensuring compliance with tax regulations.
Engaging influencers with the game content is equally important for sustained marketing success, emphasizes Sacks. Retaining creators not only aids in marketing and awareness efforts but also influences player engagement and retention.
FAQs
How can developers overcome the complexity of setting up a web shop?
Developers can partner with companies offering tools for payment integration and pre-configured web shop templates to streamline the process and reduce complexity.
What role does influencer marketing play in driving player traffic to web shops?
Influencer marketing can significantly impact player engagement and drive traffic to web shops by leveraging the influence of content creators with a dedicated following.
Credit: venturebeat.com
