Promotional activities are a cornerstone of any successful product strategy, particularly during high-stakes periods like Black Friday and Christmas. These campaigns not only drive revenue but also re-engage and attract new users. However, executing these promotions effectively requires meticulous planning and thorough analysis to ensure long-term success.
In this guide, we’ll explore how to design, implement, and analyze promotional activities, using Black Friday and Christmas campaigns as prime examples.
To help you master the art of promotional campaigns, we also offer a free book: How to Analyze Promotional Activities in Games. This comprehensive guide covers how to select the optimal timing and duration for promotions, define the type and amount of promotion, and analyze their performance effectively.
Introduction: Why Promotions Matter
Promotions are more than just short-term revenue boosters; they are tools to deepen user engagement, shape in-game behavior, and strengthen loyalty. Black Friday and Christmas offer unique opportunities to capitalize on the holiday spirit and shopping frenzy.
However, without proper analysis, even the most attractive promotions can fall short. Understanding user behavior before, during, and after a campaign is critical to assess its impact, identify areas for improvement, and optimize future strategies.
Read more: How to Launch a Promo Campaign and Increase Product Revenue
Key Objectives of In-App Promotions
Every in-app promotion should aim to achieve these goals:
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Boost Revenue: Encourage higher spending through discounts, bundles, or exclusive offers.
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Increase Engagement: Reignite interest among dormant players and enhance activity among regular users.
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Promote Retention: Turn short-term excitement into long-term loyalty by offering value that extends beyond the promotional period.
Plan Your Promotion: Timing and Offer Design
When to Launch
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Maximize User Engagement: Black Friday and Christmas are naturally high-engagement periods. Schedule campaigns when user activity peaks (e.g., weekends or evenings).
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Duration: Short campaigns (1-2 days) are generally more impactful, but holiday seasons may allow for extended promotions with varied offers.
What to Offer
Alternating Promotions:
Rotate between discounts on virtual currency and in-game items to keep players interested. For example, offer 30% off in-game currency during one week and switch to discounted character skins or items the next.
Bundles:
Create thematic bundles that include complementary items, providing clear value without undermining the economy.
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Fitness App: Offer a "New Year’s Bundle" including a discounted subscription, a meal planner, and exclusive workout videos tailored for January fitness resolutions.
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Piano Sheet Music App: Offer a “Black Friday Bundle” that includes access to 1.3 million ad-free scores, offline access to downloaded scores, and over 250 exclusive music courses—all at a 57% discount. Highlight the convenience and value of having everything a user needs to learn and practice music in one subscription.
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Gaming App: Introduce a "Holiday Survival Pack" with a mix of premium currency, rare items, and exclusive skins, all at a bundled discount.
Bonuses vs. Discounts:
Test the effectiveness of offering extra value compared to straight price cuts:
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Language Learning App: Offer a 1-year subscription with a bonus of an additional 6 months (bonus), and compare its performance against a 20% discount on the subscription. Similarly, evaluate a 3-year subscription deal with 2 additional bonus years against a flat discount to determine which approach maximizes engagement and revenue.
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Gaming App: Provide a “Buy 100 coins, get 25 extra” deal (bonus) and evaluate its performance versus a 25% discount on the same virtual currency pack.
Execution: Implementing the Campaign
Smooth execution is as critical as planning. Here’s how to ensure your campaign runs effectively:
Promotion Visibility
Placement: Ensure promotional banners are prominently displayed on the app’s home screen.
Notifications: Use personalized push notifications and in-app messages to remind users about active deals.
Marketing Channels: Leverage external and internal marketing tools to maximize the reach of your promotion:
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Use email campaigns to inform users about the offers and create urgency.
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Engage with users on social media through themed posts, stories, and interactive content that highlights the deals.
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Enhance your App Store Optimization (ASO):
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Update store visuals (e.g., holiday-themed banners and icons).
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Revise descriptions to include promotional details and seasonal keywords, such as “Black Friday deals” or “Holiday Savings.”
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Highlight exclusive offers in app previews or videos to attract new users.
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Economic Balance
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Avoid devaluing your in-game economy by carefully monitoring item pricing and discount rates.
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Test the elasticity of pricing: A 20% discount on premium currency may perform better than a 50% discount on a single-use item.
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Leverage A/B Testing: Before finalizing a promotion, run A/B tests on pricing strategies or promotional banners to determine which approach resonates most with your audience. For example:
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Test different levels of discounts (e.g., 20% vs. 30%) to find the optimal pricing point.
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Compare the performance of banners with different visuals or messaging to see which drives higher engagement.
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Analyzing the Impact: Post-Campaign Insights
The success of a promotion isn’t just about revenue spikes. Here’s what to analyze:
Key Metrics
Revenue Metrics:
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Gross Revenue: Compare revenue during the promotional period to baseline values.
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ARPU (Average Revenue Per User): Measure the average spending per active user.
Engagement Metrics:
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DAU (Daily Active Users): Track user activity levels during and after the promotion.
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Session Length: Assess whether users are spending more time in the game.
Retention Metrics:
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Monitor changes in D7 and D30 retention rates post-campaign.
Check out our Retention Growth Checklist for more
User Segmentation
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Paying vs. Non-Paying Users: Identify which groups responded best to the promotion.
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High-Spenders vs. Casual Spenders: Analyze which users contributed the most to revenue growth.
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New vs. Returning Users: Determine whether the promotion attracted new players or re-engaged existing ones.
Read more: Mobile App User Segmentation: Goals And Tips
Common Pitfalls and How to Avoid Them
Promotions can fail to deliver when:
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Timing Overlaps: Running too many simultaneous campaigns can overwhelm users.
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Unclear Value: Offers that don’t clearly communicate their benefit can deter participation.
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Over-Promoting: Frequent promotions can lead users to delay purchases, expecting discounts.
Improving Future Promotions
Use the insights gained from Black Friday and Christmas campaigns to refine your promotional strategies:
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Iterate on Offer Types: If exclusive content outperformed discounts, focus on creating more limited-edition items.
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Experiment with Timing: Test shorter or longer durations to see what resonates most with your audience.
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Leverage A/B Testing: Use A/B tests to evaluate the impact of different pricing strategies or promotional banners.
Read more: A/B Testing Essentials: Strategies, Metrics, and AI
Conclusion: From Insights to Optimization
Black Friday and Christmas provide prime opportunities to elevate your game’s revenue and engagement. By carefully planning, executing, and analyzing promotional activities, you can create campaigns that not only boost short-term metrics but also drive long-term growth.
With tools like devtodev’s advanced analytics, you can uncover actionable insights and refine your strategies for even greater success in future campaigns.
