Blog

• 0
• 0
•  105

Last year, 19,000 new games were released on Steam, with thousands of these being free-to-play experiences and live-service titles. Offering games and services for free has become a very valuable marketing technique, as rather than charging money up-front, game developers are now taking steps to remove the purchase barrier.

Source: Pexels

Other Sectors are Following a Similar Strategy

Mobile games are often free to download, although in-game advertising has a big role to play in this strategy, as developers can earn revenue through things like banner adverts, reward video advertisements, and even sponsored promotions. 

Streaming services also offer free trials to encourage people to try the platform before committing, with Amazon Prime in particular offering 7-day free trials to networks like Paramount Plus and MGM. Retailers also give free samples of new products, because, by removing the upfront cost, people are encouraged to try something new. Another sector where this strategy is used would be in iGaming. 

Casinos often advertise free spins through casino promotions. Promotions like this usually award 150 free spins when you deposit and spend £10. Although the slot games themselves are not free to play, promotions can be a good way to reduce the barrier to entry. Other promotions include mystery boxes, which are open to those who have staked £10 in the last 30 days.

One main way that game developers and streaming sites capitalize on free trials is that they encourage people to put money down at a later date. Amazon's offering a free trial to their MGM catalog might encourage someone to start watching a series that would have otherwise been inaccessible without paying for it.  That person may then go on to pay for a full subscription if they enjoy the content they are accessing. 

By offering free trials, recommendations and word-of-mouth advertising become more effective as well, as people are more likely to recommend something that doesn't have a high barrier of entry, which results in a way stronger brand presence and increased trust.

Game Developers are Becoming More Creative

Game developers are continually finding new ways to generate revenue through cosmetic items, expansion content, and seasonal passes. By offering upsells like this, it’s possible to create billions in revenue through voluntary purchases, rather than being necessary for gameplay. Multiplayer access is a huge part of this. 

The bigger a game’s base is, the easier it is to find other people, which helps to shorten the time it takes to set up a game. This means online communities are more active and, as a result, games get higher ratings. Seasonal drops, especially if given away for free, also encourage people to return to the game time and time again.

By removing the purchase barrier, it’s possible to build more trust as well as a more engaging environment. Consumers are more willing to try a product if they feel as though there's not a big barrier to entry.  Businesses can also benefit by attracting people who may not be part of their target audience, which is a better strategy for long-term growth, while supporting the future success of titles that may be in the pipeline. 

More Blog Posts