Coin Master is a hyper-casual incremental game that uses spins, coins and raids to build up your Viking village. Players can also collect cards and earn pets.
Moon Active is big on showing real people playing Coin Master – it’s standard marketing psychology based on social proof. The ad is funny and engaging and makes you want to play.
1. AppMagic’s data
Coin Master is the top-grossing mobile game in the United States, Great Britain, and Germany based on user spending. Its success is largely due to its approach to app user acquisition and retention.
For example, its ad creatives show real people playing the game and encourage users to join in on the fun. This type of social proof is powerful because it can be as persuasive as endorsements from celebrities and influencers.
In addition, Coin Master’s Google Play title is short and simple – just “Coin Master”. Other popular games like Clash of Clans and Game of War have more detailed titles for app store optimization (ASO). This simplicity is also a testament to the brand recognition the game has built up over time. However, other apps that don’t have such a strong brand name may benefit from having additional keywords and descriptions in their titles. This is a good way to increase app downloads and improve search engine optimization (SEO).
2. AppStore’s data
Coin Master is a hyper-casual game, meaning that it doesn’t require much intellectual investment to play. It uses a core slot game loop, some social and PvP elements (kept simple for casual players), a collection and pet gathering game element, and a casual art style. This makes it easy for anyone to pick up and play, resulting in massive organic growth.
The game’s monetization strategy is pretty aggressive, with in-app purchases making up a large percentage of total revenue. However, the game layers in enough additional content to help keep players from focusing solely on the slot machine core loop, like the PvP mode and pet collection, helping the monetization feel less intrusive than other games that rely solely on IAP for monetization.
Additionally, the game does a great job with push notifications, keeping them short, concise, and well-planned, which can be an effective user retention technique in mobile gaming. The one issue that may cause player churn is the lack of new content, as Coin Master does not release new content on a regular basis.
3. YouTube’s data
YouTube offers mobile marketers valuable insights on how users are consuming video content. Knowing whether they’re watching videos on mobile, desktop or game consoles, and how long they’re staying tuned, lets developers craft better optimization and marketing strategies.
To increase brand awareness and user engagement, Coin Master has leveraged influencers to promote the game. For example, in this ad, Khloe Kardashian is superimposed over gameplay footage and user comments. It’s a smart way to build social proof and evoke emotion.
Other ads feature celebrities like Jennifer Lopez, Eugenio Derbez and Kris Jenner playing the game. They encourage viewers to log in with Facebook to gain advantages, such as free coins and spins. Coin Master also uses retargeting campaigns to bring users back to the app after they’ve stopped playing. This is cheaper than acquiring new users, and can significantly boost conversion rates.
4. Google Play’s data
Coin Master’s hyper-casual design makes it a game that can be played by anyone–kids, moms, dads and grandmothers. And, unlike many mobile games that require a lot of intellectual investment, it’s easy for everyone to get hooked.
The ad, which runs on ironSource, features Khloe talking about her experience with the game while superimposing her gameplay footage. The ad also includes user comments on the left to build social proof.
Coin Master’s success is a testament to the power of mobile gaming, where players are increasingly willing to spend money on a game that provides them with instant gratification. The game’s developer, Israel-based Moon Active, has pulled in more than $508 million in revenue from 81 million downloads. This represents 78 percent of the app’s total gross sales to date. And, the game has generated more than half of that revenue from Android users. The United States is the top country for downloads. However, there is a significant number of downloads from India as well.