The Tales of the CopycApp
You can also find The Tales of the CopycApp in Martech Advisor.
So you want your games to be creative, original and stand out among the pack? You’ve joined the right race. Here are three key tenets for preserving originality to create games that fans love and appeal to your devoted players.
Consider ideas in context
Imagine that your competitor’s game is an astounding success. Fans love the levels they’ve created and are enamored with their cute characters. So, you decide that you can just copy that as your blueprint to success. You may run into a few obstacles with this kind of copycatting.
Your competitors’ fans are not your fans. Even if you think your audience make up is the same as theirs, there is no way it is 100% a match. It is not guaranteed your change will garner the same reaction as those who have instituted an idea before you.
Forge your own path to success by considering your ideas in context to your audience. If you have decided to reproduce an idea someone else had first, take it one step further and improve upon it - and do so specifically for your audience. No idea or execution strategy is ever perfect. Many times, what is “perfect” for someone else won’t provide the same astounding results for you.
Understand why certain ideas have worked for companies and apply this principle to create your own success, rather than just “taking” an idea.
Being number one among competitors is great, but you should really be striving to beat your own records and personal bests. Copying an idea can backfire if you ignore contextual consideration. Even if it worked for them, that doesn’t mean it will work for you.
Create instead of copy
If you are going to “copy” something, it has to be better than the previous version.
You can use others’ success as a jumping off point to go where no one has gone before. You want to smash their success, not smash into it. While copying may sound like a good idea in theory, originality and risk offer the most optimal payoffs.
If you are willing to take risks into unchartered territory, you can create content that is beloved by your current and new fans. When in doubt, ask your audience what they want. There is no better way to learn more about your audience than reading on forums, reviews, social media, and even polling them or doing focus groups.
Appeal to your fans
You don’t just want players; you want fans!
For companies that are able to convert their players into true fans, the possibilities are nearly limitless. These companies end up making games that are cutting-edge as opposed to being stuck in the dust of competitors.
Your players are a great asset. Every second counts in mobile so your experience should be tailored toward your fans. Hook your players in, and keep them entertained.
The industry is competitive so when you gain fans, you should do what you can to appeal to their tastes uniquely. Ensure that you haven’t created a grand plan that is more appealing to you than your players. From your tutorial throughout your entire game, each aspect should be a crowd pleaser.
If you have fans that are hooked on your game first, your sole focus should be on finding ideas that please and excite them.
In the race to success, you don’t want to be the shoddy knockoff car.
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