ZiMAD adopts a unique approach to developing new products and selecting their genre, aiming to increase the likelihood of success by focusing on familiar genres and audiences. Expanding within established areas proves more effective than venturing into entirely new ones. Nevertheless, the company experiments with different mechanics and genres. For example, following the success of Magic Jigsaw Puzzles, ZiMAD created Puzzle Villa.
ZiMAD’s special approach to the development of a new product and Genre selection
Puzzle Villa combines the puzzle mechanics already familiar to users with a full-fledged storyline. It was the first product of its kind, which not only created a separate unique segment but completely occupied it for some time. Furthermore, ZiMAD also managed to expand the app’s capabilities by adding mini-games to Puzzle Villa. They help to entertain the player with other mechanics so that they do not get tired of the habitual gameplay.
Thus, the release of this product allowed to attract new users who are not fans of classic puzzles, but like to follow the storyline and develop characters. The decision to choose genres for new games is based on market analysis and regular tests. The more advanced they are, the higher the chance of producing a successful game. When forming hypotheses, according to ZiMAD’s case study constant monitoring of the market is crucial.
It is necessary to identify growing trends, to understand what players are interested in right now by looking at game ratings, their downloads, their performance, and the most effective advertisements. The next step is to test the hypotheses in a cost-effective manner using the visuals of a potential game. In this step, the setting, visual style, various core mechanics, character visuals, and storylines are tested.
If it becomes clear that conversion and CPI for the genre are at a satisfactory level, ZiMAD mentions that they then develop an MVP starting with a gameplay prototype. The second-to-last stage is technical and program launches. And if their indicators are high enough, the transition to the global release takes place. Crucially, while remaining agile, the devs at ZiMAD swiftly shift focus to other projects or hypotheses if current results or trends are unsatisfactory.
How to maintain competitiveness in the Changing market
ZiMAD possesses several competitive advantages, including a sizable player base that has developed a fondness for their puzzle and other games over the years, the extensive experience of our team, and the wealth of data accumulated throughout the app’s history.
Additionally, their development of unique game features, which are challenging or impossible to replicate, contributes to the perception of our app as a distinctive product synonymous with quality. Here are some general guidelines they follow to maintain competitiveness within our category and to create successful new products:
- Exploring additional benefits: While logic games are often marketed for improving memory and brain training, they can also provide relaxation. This concept underpins apps like Pokemon Sleep or Zen Color.
- Leveraging the success of ad creatives to create new products: Sometimes, ads become so successful that it leads to the creation of a separate game based on that content. For example, a developer sees that ads with, say, a certain character, adjusted core gameplay, or a mini-game work well. Then they can try to create a product based on that.
- Implementation of artificial intelligence: Active use of AI assistants in content creation, level design, feedback evaluation, and any other work speeds up development and makes it cheaper.
- Brand integrations: Monopoly Go by Scopely was released last year and quickly gained huge popularity by utilizing a familiar image digitally.
- Finding new ways of mixed monetization: Complex game designs in initially ad-based games can improve sales effectiveness and player retention over time.
- Create customizable “ad creative – landing page – in-game flow” funnels for different types of players: This allows you to better segment your audience and expand it by attracting players looking for specific functionality. For example, a puzzle product contains in-game tournaments or PVP matches. Then it makes sense to create separate advertising campaigns for those with a competitive motivation.
These above factors enable ZiMAD to compete successfully for players in terms of both user acquisition and retention, even amid increasing numbers of new users and rising audience expectations.
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What are your thoughts on the strategy of ZiMAD as they have managed to stay competitive over the years within the genre? Let us know in the comments below!
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