The gaming world evolved a lot in the last decade. Thanks to the rise of mobile gaming and online streaming, the industry grew from a small market with just a few big titles to a global phenomenon with millions of daily active users and billions of USD in annual revenue.
The competition is fierce, and the only way to secure a piece of the pie is through strong marketing, effective PR, and an optimized user experience. But with so much change, it’s hard to know where to begin – and that’s what makes this topic so interesting. We set out to answer the question: “What are the best online game agencies?”
The Evolution of Online Gaming
The first MMOs (massively multiplayer online) were released in the late 1990s, and the genre grew popular all over the world. The market size of this category is expected to grow 27% year from 2020 to 2025.
In addition to the rise of MMOs, mobile gaming grew exponentially in the last decade. The industry surpassed the PC market and began dominating the mobile landscape. Thanks to the success of mobile games, the number of game developers exploded, with the industry now employing hundreds of thousands of people.
Mobile games are usually designed for simpler, more intuitive controls, shorter play times, and mobile hardware with less processing power. These factors, along with network effects, fueled the mobile gaming revolution. People are more likely to play a game on their mobile than on their computer. For instance, the worldwide market share of mobile games in 2021 was 83.3% according to Statista.
As mobile gaming grew, so did the industry’s focus on user experience (UX). If you’re building a mobile game, you have to take care of everything from the controller to the software powering it. Poor UX will turn away potential customers and, eventually, kill your game.
In addition to the focus on UX, the online gaming world evolved from a world of desktop PCs and standalone devices to one that is mobile-first. The growth of mobile games altered how people played and how businesses operated within the industry.
Even though mobile games usually offer limited graphics and functionality, the industry grew to embrace this approach and create simple, fast, and highly engaging titles.
What is an Online Game Agency?
An online game agency, or OGA for short, is an organization that helps game creators market their products across the globe. The agency’s responsibility is to secure the services of language editors, copywriters, and public relations professionals to create engaging content that will draw in potential customers and develop a rapport with the community.
An OGA typically handles the marketing, PR, and translation for a game, meaning it creates all the text content (including instructions, tips, FAQs, and surveys) as well as handles the communication with the media. An OGA should be able to provide everything from the basics (packaging, distribution) to advanced strategy (web analytics, content marketing, automated email marketing).
Thanks to the power of the internet and digital marketing, reaching potential customers through traditional advertising is becoming less effective. In 2021, 40% of respondents to the GAP market survey reported that traditional marketing methods like radio ads and billboards were “somewhat effective,” while 28% said they were “very effective.”
The rise of mobile games and the spread of smartphones opened up new possibilities for game businesses. With billions of potential customers and games being released daily, the market is huge – and more accessible than ever before. Thanks to the power of SEO, game developers can now gain visibility and drive traffic to their sites simply through engaging content and by playing an integral part in the growth of their industry.
Top Considerations When Hiring an Online Game Agency
When hiring an OGA, you have a lot of responsibilities as a game publisher. You need to look for people who can take on these responsibilities and possess the talent to execute them effectively. Below, we discuss top considerations to make when hiring an online game agency.
1. Responsiveness
The first and foremost consideration when hiring an OGA is responsiveness. How quickly can they respond to inquiries? Can they meet deadlines? These are all signs of a responsive agency.
The world of game production is constantly changing, so it’s important that you hire someone who is agile enough to keep up with the industry’s evolution. While there is no set timeline for how long it will take to become competent in the role, it’s fair to say that new Agencies will need a bit of time to get on their feet before they can prove their worth. That’s why it’s so important to gauge the responsiveness of potential candidates before making a decision.
2. Experience
Another important consideration is experience. Do they have the necessary experience in the field? It’s not enough to have a degree in marketing or public relations – you also need someone who has worked in the field.
Many game developers look for someone with experience in digital marketing, social media, or public relations. Having a background in these areas will give you an advantage in understanding the role of an OGA and the strategies needed to succeed in it. Having a degree in journalism or media studies can also be beneficial – as it would be for someone applying for a role in marketing or public relations.
These are just some of the considerations you need to make when hiring an online game agency. Before making a decision, it is important to research the field and determine whether or not this is the right fit for your company. If you decide that it is, contact a few agencies and ask for references. This way, you can feel confident making the right choice and begin benefiting from all the expertise available.