In 2016, a veteran game development company named IGG released a game that pioneered the overrated game promotional method common today. And that game is Lords Mobile.
By the time of the game’s launch, IGG is known for developing multiplayer strategy games like Clash of Lords and online card games like Texas HoldEm Poker Deluxe. Lords Mobile, on the other hand, is a combination of elements derived from the studio’s existing titles. Some of these elements include the world-building mechanics found in their strategy titles and the real-time strategy structure from their online card games. Lords Mobile also comes with various game modes, a diverse roster of characters, and a well-built combat system focused primarily on competitive battles.
The Lords Mobile Promotional Method
Ultimately, Lords Mobile is a well-developed game. The type of gameplay experience it offers to players is unique at the time of its release. However, 2016 is one of the best years in Android gaming. With record-breaking games like Pokémon GO dominating the market before its launch, getting people to play your game is more challenging than the game itself.
IGG’s multiplayer strategy game made its debut on February 26, 2016—five months before the launch of the highly anticipated Pokémon GO, a month after Supercell’s Clash Royale, and in the same month as Stardew Valley. Smacked in-between the launch of anticipated games, IGG masterminded one of the biggest promotional campaigns for a free-to-play game.
IGG promoted Lords Mobile on every corner of the globe using the least expensive mediums. One example is its partnership with huge supermarket chains in Southeast Asia. In addition, the company also partnered with iconic YouTubers, social media personalities, singers, actresses, and comedians to promote their game.
The unique part of the game’s promotional campaign is the overrated ads. These ads feature jaw-dropping gameplay and stunning graphics that are 10X better than the exact game. Although the ads highlighted the game’s premise, the over-the-top presentation is excessive, to say the least. This method soon became a norm in the free-to-play market and the gaming community.
IGG’s aggressive campaign was so effective that the game enticed over 100 million players in its first year alone. The massive influx of players catapulted Lords Mobile to the top of the charts. Not to mention, the awards and recognitions received.
Lords Mobile in 2020
One of the takeaways in the successful shady campaign of the game is that IGG exploited its newfound popularity to good use. You see, IGG never stopped working to provide the Lords Mobile community with fresh content and in-game features regularly. Not to mention, they maintained the skill-based gameplay structure of the game. This allows players to have a fun and competitive gaming experience.
The solid gameplay structure plus the regular content drops made Lords Mobile a game worth playing. In relation to the game’s relevancy in 2020, an excerpt from IGG’s investor relations blog states, “As at 30 June 2020, ‘Lords Mobile’ was among the top five grossing games in 27 countries and regions, and top 10 in 58 countries and regions on Google Play. It also says that Lords Mobile is “among the top five grossing games in 12 countries and regions and top 10 in 22 countries and regions on Apple’s App Store.”
As overrated as their ads may be, Lords Mobile is still one of the best competitive strategy games today. It was only necessary for IGG to produce an aggressive promotional campaign due to the tight player-base competition. See for yourself how amazing this game is by downloading Lords Mobile on PC through Games.lol.