Adapting Web3 Mobile Game Devs to a Privacy-First World
Apple's App Tracking Transparency (ATT) has revolutionized the mobile advertising and gaming industries by prioritizing consumer privacy. With cookies and ID-based attribution becoming less effective, web3 mobile game developers must adapt to new marketing practices and embrace the privacy-first reality.
In this blog post, we'll share top recommendations for web3 game devs to navigate this new landscape successfully.
Leading change: the challenge for Web3 developers
Mobile games, and mobile advertising is a whole different beast and environment — especially for Web3 developers making a move to mobile, the space and its intricacies can feel overwhelming.
The gaming industry is undergoing a data revolution, with a privacy-first reality having significant implications on the technologies and infrastructures that mobile gaming companies were built upon. In order to compete and remain profitable, these companies need to reevaluate their core competencies and operating models.
Unfortunately, the actions taken so far have been limited to marketing teams, relying on existing expertise to tackle new challenges. This disproportionate response has hindered the essential shift away from attribution. For web3 devs to successfully navigate this landscape, it is crucial that they recognize the need for a company-wide imperative and work together to adapt to these industry-altering changes.
Here's an 8-step change model based on John Kotter's framework to help developers adapt to and market their games in this privacy-first landscape.
Acknowledge the Necessity. The first step is to recognize the importance of adapting to a privacy-first landscape. With Google’s Privacy Sandbox initiative and fingerprinting violating Apple’s terms, the industry must accept the limitations of traditional attribution methods. Investing in new measurement approaches is crucial to make accurate investment decisions and avoid financial losses.
Assemble a Multidisciplinary Team. To transition from attribution-based decision-making to a more resilient approach, assemble a team that unites all stakeholders, including marketing, analytics, and finance. Ensure that the team has the right skill sets and open-minded attitudes to drive change and adapt to new marketing strategies.
Define a Clear Strategic Vision. Outline a clear strategic vision that highlights the end goal: accurate and resilient measurement of marketing impact. Adopt a “Unified Marketing Measurement” approach, combining attribution for day-to-day optimization, Marketing Mix Modeling (MMM) for strategic budget decisions, and experimentation to foster a test-and-learn mindset.
Communicate the Vision Effectively. Ensure that all team members understand the new vision and the roles they need to play. Address concerns and provide a cohesive understanding of the changes required to achieve the desired outcome. Influential advocates are essential for a smooth transition.
Remove Obstacles and Empower Action. Identify and address any obstacles preventing progress. For instance, if MMM projects fail to be operationalized, involve other teams to plan how to use the data and establish new processes. Encourage innovation by revisiting performance metrics, incentives, and team structures that might be hindering progress.
Identify and Leverage Short-Term Wins. Quick wins can motivate teams and demonstrate the benefits of change. One-off geo experiments, like Meta’s GeoLift or Google’s GeoX, can reveal the inaccuracies of current attribution methods and motivate teams to close these gaps.
Maintain Momentum. Ensure motivation and momentum are sustained throughout the transition. Avoid declaring success prematurely, and instead, recognize milestones along the way as teams progress towards more accurate marketing measurement.
Anchor Changes in Corporate Culture. Embracing a long-term, privacy-first approach requires a cultural shift. Revisit performance targets, marketing strategies, and competitive advantages, and be prepared to redefine success in the future. A change in corporate culture is vital for sustainable adaptation.
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Foster a Test-and-Learn Mindset. In a rapidly changing landscape, it’s crucial to adopt a test-and-learn mindset. Continuously experiment with different marketing approaches, measure their effectiveness, and iterate based on data-driven insights. This will help you stay agile and adapt to the evolving privacy-first environment.
Collaborate with Other Web3 Projects. The web3 ecosystem is built on collaboration. Invest in community building, and partner with other web3 projects to learn the approaches of your peers, create value for your users and expand your reach. For instance, you can collaborate on cross-promotions, shared experiences, or token incentives to drive user acquisition and engagement.
Conclusion
The privacy-first landscape presents both challenges and opportunities for web3 game developers. Apple's ATT has brought the mobile advertising and gaming industries to an inflection point, demanding a shift towards privacy-first strategies. Web3 mobile game developers must embrace change and adapt to new marketing practices, leveraging the skills, innovation, and agility that have fueled the industry's growth. By acknowledging the importance of data-privacy, staying agile, assembling a multidisciplinary team, and fostering a culture of adaptation, web3 game developers can navigate the challenges of Apple's App Tracking Transparency and thrive in a privacy-first world.
