community-led — community-led — Cubic Games is boosting retention for its popular title Pixel Gun 3D with a focus on community-driven strategies rather than traditional marketing techniques. Andrei Naumov, the chief marketing officer, highlighted the studio’s approach in a recent report by Game World Observer.
Community-led: Understanding the Changing Player Demographics
Over the past eleven years, the audience for Pixel Gun 3D has evolved significantly. Naumov noted that many original players have outgrown the game, with the current monthly player base standing at 4 million and a total of 300 million users since its launch.
Naumov observed that approximately half of the game’s current players are under 18 years old, often accessing the game via their parents’ devices. He emphasised the importance of community for these young gamers, stating, “If players don’t like something, they will simply leave the game and won’t come back.” This insight highlights the challenges of user acquisition and algorithmic targeting in a market dominated by younger audiences.
Balancing Organic Growth with Community Engagement
Despite the complexities, Pixel Gun 3D has successfully maintained a large volume of organic traffic generated from app store searches. Naumov explained that Cubic Games combines traditional user acquisition techniques with strategies aimed at fostering long-term engagement among existing players.
Central to this strategy is the cultivation of vibrant communities across various platforms. With 1.5 million YouTube subscribers, nearly half a million followers on Instagram, and close to 200,000 members on Discord, these channels serve as crucial hubs for player engagement. Naumov pointed out that Discord, in particular, has become a dynamic space where users actively participate in discussions and contribute ideas for game development.
The Role of Influencers in Player Retention
Influencers play a significant role in Cubic Games’ community engagement strategy. Naumov mentioned that many influencers grew up playing Pixel Gun 3D, which allows them to act as authentic brand ambassadors. “That’s not a paid partnership; it’s fully organic and their honest opinion,” he explained. Young players trust these influencers, who can effectively communicate game updates and changes.
In addition to organic content, these influencers are supported through promotional opportunities, including affiliate programmes offering exclusive bonuses. While the most prominent influencers tend to be adults, many effectively engage younger audiences, bridging the generational gap.
Creative Engagement Tactics and Community Building
Cubic Games employs various creative tactics to enhance player engagement. This includes tournaments, challenges, and giveaways that reward players with in-game currency and exclusive merchandise. In a bid to encourage further involvement, the studio plans to host a talent contest where winners can take on content creator roles, responsible for streaming and promoting the game.
Additionally, the studio has launched a dedicated video game portal featuring in-depth articles, player forums, and exclusive offers, all aimed at centralising information and enhancing community focus. Naumov stated, “Right now our main priority is not expanding our audience but retaining it.” This shift in focus underscores the importance of sustaining engagement with current users.
Enhancing Communication and Feedback Loops
To keep players informed and engaged, Cubic Games utilises various communication channels, including a built-in community inbox feature within the game. This feature allows the team to share updates and gather feedback. Naumov noted that dedicated fans sometimes get early access to new releases, enabling them to provide feedback that can be used to enhance future content.
Naumov further explained the importance of addressing player concerns, especially when updates involve changes to existing content. “When we release an update, we have to explain why it was necessary,” he said. The studio often collaborates with opinion leaders who have established trust within the community to communicate these changes effectively.
Learning from Industry Peers
Cubic Games actively seeks inspiration from industry peers to refine its strategies. Naumov stated, “When new information about game strategies appears in the media, we try to take the most workable ideas we like and implement them.” He cited an example where they looked into community outreach strategies from other successful games, such as Warhammer 40,000: Space Marine.
As they continue to develop their community engagement strategy, Cubic Games is also launching a video game web portal designed to serve as a comprehensive hub for players. This portal will consolidate social hubs, game information, and exclusive content, further strengthening their commitment to community retention.
Building a Cohesive Marketing and Community Strategy
Naumov concluded that to grow the audience for a shooter game like Pixel Gun 3D, it is essential to integrate marketing efforts with community engagement. He stated, “You cannot just market a product, release it, and assume the job is done.” Effective player engagement requires a consistent approach across all touchpoints, ensuring that interactions are perceived as part of the gaming experience.
Ultimately, Cubic Games is committed to fostering a strong sense of community while ensuring that their marketing and product strategies resonate with players, solidifying retention as their primary goal.
