Known for award-winning mobile games like Lords Mobile and Castle Clash, IGG (short for I Got Games) is an international game developer based in Singapore with regional offices in China, United States, Canada, and Japan, just to name a few. IGG publishes games in 23 different languages to appeal to users from over 200 countries and regions worldwide.
IGG’s most popular mobile game is Time Princess, a story-driven, dress-up RPG with over five million installs on the Google Play Store. When crafting a new story for the game’s time-hopping heroine, IGG wanted to incorporate feedback from its loyal fans. The developer decided to run surveys to find the most popular storyline for its target audience.
Responses from targeted demographic in November 2020
Of respondents favored a news reporter storyline
Liked a Marie Antoinette storyline
Liked a Helen of Troy storyline
Mobile Game Market Research Seldom Elicits Quality Feedback From Engaged Audiences
Market research can radically improve the impact of a game upon its release, but game developers routinely struggle to collect data and opinions from the right users. The modern market research landscape has been slow to adapt to modern technology and consumer behavior — few take a mobile-first approach, and consumers have little motivation to share their opinions. The result is low quality or even fraudulent responses, often on a lengthy timeline. IGG sought a market research solution that would allow them to gather feedback from gamers quickly to make the right decisions regarding game art, structure, and experiences.
To ensure that the necessary market research would result in high-quality answers from specific audiences, IGG teamed up with Tapjoy. Tapjoy’s new MobileVoice® market research solution natively rewards engagement while reaching consumers where they spend their time: on their mobile devices.
“ The MobileVoice® survey results helped us uncover valuable insights around user preferences about Time Princess’s storyline, wand helped in the verification of the product’s story strategy; MobileVoice® provides an additional method of double-verification for the company’s initial product functional testing.”
- Malen Li, Marketing Director, IGG