In Free to play, Game design, Games Analytics

The messaging that features in your game is incredibly important to engaging your players but can often be overlooked in favour of more obvious aspects. This isn’t good as getting the right messaging can be quite challenging!

Ultimately, effective in-game messaging should increase retention and monetization if executed correctly. But, how do you go about that?

First and foremost, your messaging should be tailored depending on the ability of different players in your game. For example, if you identify a subset of players that are struggling through the early levels of your game, you could implement a more detailed tutorial for those players. Or, if you identify that a section of players are struggling because they’re not using a required item, your messaging should signpost that item and give them extra tips on its use. This highlights just how important it is to use Player Relationship Management (PRM) in order to identify what your players’ individual needs are and to create content tailored to those needs.

Similarly, you can create bundles of items suited to the different playing styles identified in-game using PRM. Impatient players may want more powerful weapons, customizers would want more cosmetic items, and big spenders could go for consumables. You can then highlight these special offer bundles and, as the players will only see the bundle aimed at them, they won’t feel like they’re being spammed with messages to buy.

Your in-game messaging can also help your players to make the most of your game. A “Did You Know That” message is a good way of directing your players to unexplored regions such as gambling or collection mechanics, or upgrades for their characters or weapons. This will ensure that your players always have something to do and will thus stay engaged with your game for a longer period of time. Similarly to the above tips, you can use PRM to find out which players haven’t been visiting these features.

However you’re using your in-game messaging, special effort should be made to keep it in line with the rest of your game. It should fit the theme, tone and style of your game, perhaps using likeable characters. Avoid generic pop-ups and be sure to make the content personable.

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