There are various methods for user acquisition in online card games, with mainstream channels including search engine marketing (SEM), social media advertising, and collaborations with Key Opinion Leaders (KOLs) for live streaming.





1. Search Engine Marketing (SEM)



SEM ads provide a broad approach to driving user volume by utilizing search engines like Google and Bing to deliver targeted advertising content to relevant users. For instance, Google Ads offers various inventory formats, including search ads, display networks, in-app ads, and remarketing options.

Search ads and display ads are relatively common. Search ads appear at the top or bottom of search results when users search for specific keywords, while display ads show content on related websites. In-app ads are displayed to users within other apps, enticing them to download a game. And the remarketing plays a crucial role in SEM by re-targeting ads to users who have visited game websites but have not yet downloaded the game, ultimately improving conversion rates.



When utilizing SEM, it’s essential to select effective keywords related to card games to cover the most common search terms used by potential players. Ad creatives should not only comply with search engine inclusion standards but also consider localization to resonate with the target audience. Additionally, it’s important to regularly analyze SEM data and adjust optimization strategies accordingly.





2. Social Media Advertising



Mainstream social media platforms overseas, such as Facebook, Instagram, and Twitter, have a broad audience in many target markets for chess and card games. Advertising on these platforms is a key method for promoting card games internationally. They offer various ad formats, including rewarded video ads, banner ads, interstitial ads, and native ads. Among them, native advertising, which seamlessly combines advertising content with platform content, is a relatively high user acceptance advertising format.



For platforms like Facebook and Instagram, the most common inventory formats include image, video, and slideshow (carousel) ads. Advertisers can utilize images, videos, or multiple creatives for marketing purposes. Additionally, Facebook offers auto-generated personalized ads based on user behavior, featuring full-screen, interactive instant experience ads. Users can explore more content after clicking, akin to a microsite.



INS supports full-screen ads in Stories in image or video format, and more commonly push ads in the Explore page, which can push related ads according to the user's usage habits.



On Twitter, inventory formats include Promoted Tweets, Promoted Accounts, and Promoted Trends. Promoted Tweets can feature text, images, videos, or links and are ideal for everyday content marketing. Promoted Accounts aim to boost the entire Twitter account to attract more followers, useful for official account growth. In contrast, Promoted Trends elevate a topic to the top of the trends list, making them suitable for high-impact marketing with wide exposure.



Through the official advertising tools, we can set multiple target parameters including age, gender, geographical location, and hobbies to target potential user groups and make ads reach relevant user groups.



Additionally, advertisers can continuously monitor and analyze key performance indicators such as click-through rate, conversion rate, and user retention rate. Based on ad performance, they can adjust critical elements like ad delivery timing and creatives to maximize advertising effectiveness.





3. Collaboration with KOL for live streaming



Partnering with influencers has become a popular promotion method in recent years. Compared to graphic videos, live broadcasts offer more interactivity and immediacy. Various types of promotional live content for card games include live demos, task challenges, and collaborative events. By leveraging the local influence of KOLs, this approach effectively attracts relevant users to watch and download, while also expanding the platform's reach.

Correspondingly, we can establish and actively manage a user community on the platform. This involves regularly publishing game updates and promotional activities, as well as creating an exclusive platform tag to encourage users to share their memorable gaming moments. This approach enhances user engagement and platform influence, fostering ongoing attention and participation from users.





4. Summary



Each of these methods has distinct advantages. By aligning them with specific advertising objectives—such as brand exposure or user conversion—developing a variety of advertising strategies can effectively enhance ad performance, engage the target audience, and boost game downloads and activity.



Once the appropriate buying channel is selected, it’s crucial to choose the right inventory type and creative, guided by the characteristics of the target market, user preferences, and platform specifics.



With over a decade of expertise in chess and card game development, Foxuc has a proven track record of successful localization projects. Our company possesses deep insights into the global market, offering specialized services in game localization, custom development, and strategic collaboration with regional gaming networks. For those interested in custom game development, partnership opportunities, or gaining insights into industry trends, we are eager to engage in deeper discussions and collaborations.





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Game Consultant: Aileen

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