How to build a successful business of developing iPhone games can be a mystery, wrapped inside a riddle that’s inside an enigma. We often hear of the lucky developer who makes millions with a juvenile fart app, and yet there are plenty of high-quality games that never go anywhere.
I’ve had the great opportunity to work with many talented iPhone game developers over the last few months. I’ve had a chance to see firsthand which marketing strategies work in helping build businesses by creating game “franchises” rather than just selling games. Of all the marketing strategies I’ve seen, it seems there are three core tenants that should be a part of any iPhone marketing campaign.
- Generate buzz before the game is released
- Create a cross-promotion network alliance
- Leverage your existing fan base
Before I dive into marketing strategies, I want to express how badly I think the App Store is broken. The prolonged Apple approval process has already been documented widely. But I find the lack of information and access that developers get to their own consumers to be equally appalling and certainly far more costly to developers.
Isn’t it ironic that apps and games are what make the iPhone so successful, yet developers have absolutely no way of knowing who their customers are? They are essentially barred from interacting with the very people who are using the product they created.
Having passionate fans is the cornerstone of any successful game. This was true in the traditional gaming space, and it’s just as true in the new mobile gaming era. But the App Store is a blackbox, and developers are flying blind in there. They have no connection with their customers. With Android on the rise, I really hope Apple will respond and open up their system for the benefit of developers and iPhone users. But until then, here are the tips I’ve picked up for marketing and thriving in Apple’s opaque world.
Building anticipation before a game comes out is by no means a novel marketing strategy. In fact, it is extremely common in the traditional gaming space (some may even say certain games build too much hype… Duke Nukem Forever anyone?). However, this concept of pre-release buzz doesn’t seem to exist when it comes to marketing for iPhone games.



