How to Market Games on Social Media

Social media has become an integral part of our daily lives, offering immense opportunities for businesses to reach their target audience effectively. In Nigeria, the gaming industry has witnessed remarkable growth, and social media has emerged as a powerful platform for game marketing. In this guide, we will explore how to start social media game marketing in Nigeria, providing you with valuable insights, strategies, and resources to succeed in this exciting field.

In Nigeria, the gaming industry has witnessed remarkable growth, and social media has emerged as a powerful platform for game marketing | Image source

What is Social Media Game Marketing?

Social media game marketing refers to the process of promoting and advertising games on various social media platforms to increase their visibility, attract users, and ultimately drive engagement and revenue. It involves utilizing the vast reach and targeting capabilities of social media to connect with the right audience for your games. By leveraging social media channels, you can effectively communicate your game's features, benefits, and unique selling points to potential players in Nigeria.

What to Consider Before Starting Social Media Game Marketing in Nigeria

Before diving into social media game marketing in Nigeria, it's essential to consider a few key factors that can significantly impact your success:

Target Audience

Understand your target audience's demographics, interests, and preferences. This knowledge will help you tailor your marketing efforts to resonate with their needs and capture their attention effectively.

Competition Analysis

Conduct a thorough analysis of the gaming market in Nigeria. Identify your competitors, their strategies, and the games they are promoting. This analysis will help you identify gaps and opportunities to differentiate your game and marketing approach.

Conduct a thorough analysis of the gaming market in Nigeria | Image credit = TheGuardian

Budget

Determine your marketing budget for social media game marketing campaigns. Allocate resources for content creation, advertising expenses, and ongoing optimization efforts.

Marketing Channels

Identify the social media platforms that are popular among your target audience in Nigeria. Focus your marketing efforts on these platforms to maximize your reach and engagement.

Marketing Goals

Clearly define your marketing goals. Is it increasing brand awareness, driving downloads, or boosting in-app purchases? Align your strategies and tactics with these goals to measure your success effectively.

Tools and Facilities Needed to Start Social Media Game Marketing in Nigeria

To start your social media game marketing journey in Nigeria, you'll need a combination of tools and facilities:

Reliable Internet Connection

A stable and high-speed internet connection is essential to access social media platforms, conduct research, and manage your marketing campaigns seamlessly.

Computer or Laptop

Invest in a computer or laptop with adequate processing power and memory to handle the demands of graphic design software, content creation tools, and campaign management platforms.

Invest in a computer or laptop with adequate processing power and memory

Graphic Design Tools

Utilize graphic design tools like Adobe Photoshop or Canva to create eye-catching visuals for your game marketing materials, including banners, thumbnails, and social media posts.

Content Creation Tools

Use video editing software like Adobe Premiere Pro or iMovie to create engaging game trailers, gameplay videos, and promotional content for social media.

Analytics and Tracking Tools

Leverage analytics platforms such as Google Analytics, Facebook Ads Manager, or Twitter Analytics to track the performance of your campaigns, monitor key metrics, and make data-driven decisions.

Categories of Social Media Game Marketing for Beginners

As a beginner in social media game marketing, it's important to focus on categories that are relatively easy to promote and have a broad appeal. Here are a few categories that can be a good starting point:

Casual and Puzzle Games

Casual games that offer simple gameplay mechanics and puzzle-solving challenges tend to have wide popularity and appeal to a broad audience.

Hyper-Casual Games

Hyper-casual games, known for their simple controls and addictive gameplay, have gained significant traction on social media platforms. Their casual nature makes them easily accessible and shareable.

Strategy and Simulation Games

Strategy and simulation games offer immersive experiences that attract a dedicated fan base. These games often have in-depth gameplay mechanics and require strategic thinking, making them appealing to a specific audience interested in challenges and long-term engagement.

Strategy and simulation games offer immersive experiences that attract a dedicated fan base | FIRAXIS GAMES / 2K GAMES

Role-Playing Games (RPGs)

RPGs allow players to immerse themselves in rich narratives and explore vast virtual worlds. These games often have dedicated communities and offer opportunities for social interaction, making them suitable for social media promotion.

Multiplayer Online Battle Arena (MOBA) Games

MOBA games, where players team up and compete against each other, have gained immense popularity in recent years. Their competitive nature and team-based gameplay make them engaging for both players and spectators, creating opportunities for social media marketing.

Best and Most Profitable Social Media Game Categories

While the profitability of social media game categories can vary, certain genres tend to perform well in terms of user engagement and monetization opportunities. These categories include:

Mobile Strategy Games

Strategy games that are optimized for mobile devices have seen significant success on social media platforms. These games often have deep gameplay mechanics, incentivized monetization models, and a passionate player base, leading to higher retention and revenue potential.

eSports and Competitive Games

eSports has gained massive popularity worldwide, and Nigeria is no exception. Promoting competitive games with active eSports scenes can be lucrative, as they attract a dedicated fan base and offer opportunities for sponsorships and partnerships.

Hyper-Casual Games

Hyper-casual games, known for their simple mechanics and quick gameplay sessions, can generate substantial revenue through ad monetization. Their appeal lies in their accessibility and the ability to attract a large number of casual players.

Social Casino Games

Social casino games, which include virtual slot machines, poker, and other casino-themed games, have a significant presence on social media platforms. These games often offer in-app purchases and monetize through virtual currency, providing revenue opportunities for marketers.

How to Choose the Right Social Media Game Category

Choosing the right social media game category requires careful consideration of various factors. Here's a step-by-step process to help you make an informed decision:

Research Market Trends

Stay updated on the latest gaming trends, both globally and within Nigeria. Analyze the popularity and growth potential of different game categories to identify emerging opportunities.

Identify Target Audience Preferences

Understand your target audience's preferences and interests. Conduct surveys, analyze social media discussions, and study user behavior to determine which game categories resonate most with your audience.

Evaluate Competition

Assess the competition in different game categories. Look at the number of existing games, their performance on social media platforms, and the level of saturation. Choosing a less saturated category can provide more opportunities for visibility and growth.

Assess the competition in different game categories

Consider Monetization Potential

Evaluate the monetization potential of different game categories. Research the average revenue per user, in-app purchase options, and advertising opportunities within each category to gauge the profitability.

Passion and Expertise

Consider your own passion and expertise in a particular game category. Being knowledgeable and enthusiastic about the games you promote can enhance your marketing efforts and build credibility with your audience.

Where to Get Games for Social Media Game Marketing In Nigeria

There are several avenues to acquire games for social media game marketing:

Game Development Studios

Collaborate with game development studios, both local and international, to acquire games for promotion. Build relationships with developers and explore opportunities for exclusive partnerships or early access to their games.

Connect with game aggregators and publishers who curate a collection of games

Game Aggregators and Publishers

Connect with game aggregators and publishers who curate a collection of games. These platforms often work with multiple developers, providing you with a diverse range of games to market on social media.

Independent Developers

Reach out to independent game developers who may be looking for marketing support for their games. Attend gaming conferences, join online communities, and actively engage with developers to discover exciting indie games that align with your target audience's interests.

Reach out to independent game developers who may be looking for marketing support for their games

App Stores and Gaming Platforms

Explore popular app stores like Google Play Store and Apple App Store, as well as gaming platforms such as Steam or Epic Games Store. These platforms offer a wide range of games across various categories, allowing you to choose games that fit your marketing strategy.

Crowdfunding Platforms

Keep an eye on crowdfunding platforms like Kickstarter or Indiegogo, where game developers often showcase their projects. Backing promising games on these platforms can give you early access to the games and an opportunity to market them before their official release.

How to Launch a Full Career as a Social Media Game Marketer In Nigeria

If you aspire to make a full career out of social media game marketing in Nigeria, here are some steps to follow:

Build a Strong Personal Brand:

Establish yourself as an authority in the gaming industry by creating a personal brand. Develop a professional online presence through a website, blog, and active social media accounts. Share valuable insights, tips, and updates related to game marketing to build credibility.

Establish yourself as an authority in the gaming industry by creating a personal brand

Networking and Collaboration:

Network with game developers, industry professionals, and fellow marketers. Attend gaming conferences, join online communities, and engage in conversations to expand your network. Collaboration with other marketers or influencers can also help broaden your reach.

Showcase Your Work:

Create a portfolio showcasing successful game marketing campaigns you have executed. Highlight the strategies you implemented, the results you achieved, and the impact on the games' performance. This portfolio will serve as evidence of your expertise and attract potential clients or employers.

Stay Updated with Industry Trends

Stay abreast of the latest trends, tools, and technologies in social media and the gaming industry. Continuously educate yourself through online courses, webinars, industry publications, and networking events. Being knowledgeable about emerging trends will give you a competitive edge.

Offer Consultation or Agency Services

Consider offering consultation services or establishing your own agency specializing in social media game marketing. Provide tailored strategies, campaign management, and analytics services to game developers who seek professional assistance in promoting their games.

The Risks Involved in Social Media Game Marketing Business In Nigeria

Like any business endeavor, social media game marketing comes with its own set of risks. It's important to be aware of these risks and take appropriate measures to mitigate them:

Market Saturation

The gaming market can become saturated with numerous games vying for attention. Standing out and gaining visibility can be challenging, requiring innovative marketing strategies and unique selling propositions.

Changing Algorithms and Policies

Social media platforms frequently update their algorithms and policies, which can impact the visibility and reach of your game marketing campaigns. Stay informed about platform changes and adapt your strategies accordingly.

Fluctuating Audience Preferences

Audience preferences and trends can change rapidly in the gaming industry. Games that were popular yesterday may lose their appeal today. Keep track of market trends, conduct regular audience research, and be prepared to pivot your marketing efforts when necessary.

Competitive Landscape

The gaming industry is highly competitive, both locally and globally. Competing against established brands and well-funded marketing campaigns can be challenging for newcomers. Differentiate your approach, focus on targeted marketing, and provide unique value propositions to stand out.

Negative Publicity or Backlash

In the digital age, negative publicity or backlash can spread quickly on social media. Be mindful of potential risks and controversies associated with the games you promote. Stay vigilant, address any issues promptly, and maintain open communication with your audience.

The Benefits Involved in Social Media Game Marketing Business

Despite the risks, social media game marketing offers numerous benefits:

Vast Reach and Targeting

Social media platforms provide access to a massive user base, allowing you to reach a wide audience in Nigeria. With advanced targeting options, you can refine your audience selection and ensure that your game marketing efforts reach the right people who are more likely to be interested in your games.

Cost-Effective Marketing

Social media game marketing can be cost-effective compared to traditional advertising methods. With careful planning and optimization, you can allocate your budget efficiently and achieve significant results without breaking the bank.

How To Know The Right Game To Market On Social Media

Here are some steps to help you determine the right game to market on social media in Nigeria:

Market Research

Conduct thorough market research to identify the gaming preferences and trends in Nigeria. Look for games that align with the interests of your target audience. Analyze popular games, their performance, and user reviews to gain insights into what resonates with Nigerian gamers.

Audience Analysis

Understand your target audience in Nigeria. Consider their age, gender, interests, and gaming habits. Conduct surveys, engage in online communities, and analyze social media discussions to gather information about their preferences and what types of games they are likely to engage with.

Niche Analysis

Explore niche markets within the gaming industry. Identify underserved or emerging niches that have the potential for growth in Nigeria. These niches may offer opportunities to target specific segments of the audience and differentiate your game marketing efforts.

Competitive Analysis

Analyze the competition within the gaming industry, specifically in Nigeria. Identify games that are similar to the one you're considering marketing. Evaluate their performance on social media, user engagement, and monetization strategies. Look for gaps or areas where you can offer a unique value proposition.

Playability and Appeal

Assess the playability and appeal of the game. Consider factors such as the game's mechanics, graphics, storyline, and overall user experience. The game should have engaging gameplay, visually appealing elements, and the potential to capture the interest of Nigerian gamers.

Monetization Potential

Evaluate the monetization potential of the game. Look at the available revenue models, such as in-app purchases, ads, or subscription options. Consider the target audience's willingness to spend on such games and the potential for generating revenue through these monetization channels.

Test and Validate

Before launching a full-scale marketing campaign, conduct small-scale tests to gauge the audience's response to the game. Use social media platforms to gather feedback, conduct surveys, or run beta testing programs. This will help you validate the game's potential and make necessary improvements before investing heavily in marketing.

The Best Social Media Platforms for Game Marketing Business in Nigeria

When it comes to game marketing in Nigeria, certain social media platforms are particularly effective in reaching and engaging with the target audience. Here are some of the best social media platforms for game marketing in Nigeria:

Facebook

With a vast user base in Nigeria, Facebook offers extensive targeting options to reach specific demographics and interests. You can create engaging content, run targeted ads, and leverage Facebook groups and pages to build a community around your game.

Instagram

Instagram's visual nature makes it an ideal platform for showcasing game graphics, trailers, and behind-the-scenes content. Utilize engaging visuals, use relevant hashtags, and collaborate with influencers or gaming communities to increase visibility and user engagement.

Twitter

Twitter is a popular platform for gaming conversations and trending topics. Engage with the gaming community, participate in relevant hashtags and discussions, and share game updates, announcements, and trailers. Leveraging influencers and gaming-related Twitter accounts can amplify your reach.

YouTube

YouTube is a powerful platform for video content, making it ideal for showcasing gameplay, trailers, and tutorials. Create a dedicated channel for your game, optimize your videos for search, and collaborate with gaming YouTubers or influencers to increase visibility and attract subscribers.

Twitch

Twitch is a live streaming platform primarily focused on gaming and esports. It allows you to live stream gameplay, interact with viewers, and build a dedicated fan base. Consider live streaming your game, organizing tournaments, or partnering with Twitch streamers to promote your game.

Discord

While Discord is primarily a communication platform for gamers, it also provides opportunities for game marketing. Create a Discord server for your game, engage with the community, organize events, and provide a space for players to connect and discuss your game. Utilize Discord's announcement channels, voice chats, and direct messaging to engage with your audience directly.

TikTok

TikTok has gained immense popularity in Nigeria, particularly among younger audiences. Utilize short-form videos to showcase game highlights, create challenges or trends related to your game, and collaborate with popular TikTok influencers to increase visibility and engagement.

LinkedIn

While LinkedIn is primarily a professional networking platform, it can be useful for reaching industry professionals, potential investors, or business partners within the gaming industry. Share updates about your game's development, showcase your expertise, and connect with relevant individuals or companies.

Reddit

Reddit hosts various gaming communities and subreddits where you can engage with passionate gamers and discuss your game. Participate in relevant subreddits, provide valuable insights, and share updates about your game. Be mindful of each subreddit's rules and guidelines.

It's important to note that the effectiveness of each platform may vary depending on your target audience, game genre, and marketing goals. It's recommended to conduct research and testing to determine which platforms resonate the most with your audience.

Social Media Game Marketer's Salary In Nigeria

How much do social media game marketers earn per month? The earning potential of social media game marketers in Nigeria can vary based on several factors, including experience, skills, network, and the success of their marketing campaigns. It's important to note that social media game marketing income can come from various sources, such as client projects, partnerships, consulting fees, or revenue share agreements.

As a beginner social media game marketer in Nigeria, your income may be modest initially. You may start by offering your services on a project basis or charging an hourly or monthly fee for your expertise. In the early stages, earning potential could range from a few hundred dollars to a couple of thousand dollars per month, depending on the number and scope of projects you undertake.

As you gain experience, build a strong portfolio, and establish a reputation in the industry, your earning potential can increase significantly. Experienced social media game marketers in Nigeria have the potential to earn a substantial income, ranging from several thousand dollars to even tens of thousands of dollars per month.

It's important to note that these figures are estimates and can vary depending on market demand, competition, client base, and the overall success of your marketing campaigns. It's advisable to continuously improve your skills, stay updated with industry trends, and consistently deliver high-quality results to maximize your earning potential as a social media game marketer in Nigeria. 

CONCLUSION

In conclusion, social media game marketing in Nigeria offers exciting opportunities for game marketers to reach a vast audience, engage with gamers, and promote games effectively. By considering the key factors before starting, acquiring the necessary tools and facilities, and selecting the right game categories, you can lay a strong foundation for your marketing efforts.

Launching a successful career in social media game marketing requires building a personal brand, networking, showcasing your work, and staying updated with industry trends. It also entails understanding the risks and benefits involved in the business, such as market saturation and changing algorithms, while also leveraging the vast reach, engagement potential, and data-driven insights that social media platforms provide.

To make millions of people see the game you're marketing, focus on compelling visuals, engaging storytelling, influencer collaborations, user-generated content, paid advertising, and community engagement. These strategies can help you amplify your game's visibility, generate buzz, and attract a wide audience.

Determining the right game to market on social media in Nigeria requires thorough market research, audience analysis, niche exploration, and competitive analysis. Validating the game's appeal, playability, and monetization potential through small-scale tests can guide your decision-making process.

When it comes to social media platforms for game marketing in Nigeria, Facebook, Instagram, Twitter, YouTube, Twitch, Discord, TikTok, and LinkedIn offer excellent opportunities to connect with your target audience, showcase your game, engage with communities, and expand your reach.

Regarding income potential, the earnings of social media game marketers in Nigeria can vary based on experience, skills, network, and campaign success. Beginners may start with modest earnings, while experienced marketers have the potential to earn a substantial income, ranging from several thousand to tens of thousands of dollars per month.

As with any business venture, perseverance, continuous learning, adaptability, and a passion for the gaming industry are key to building a successful social media game marketing career in Nigeria. By staying updated with the latest trends, honing your marketing skills, and delivering exceptional results, you can thrive in this dynamic and exciting field.