19. 'Unorthodox' Product and Positioning Strategies No-one is Currently Looking Into!
Article covering and discussing 'unorthodox' Product and Positioning Strategies that are beyond current commercial sentiment in F2P Mobile Games
Let's talk about 'unorthodox' Product & Positioning strategies no-one is currently looking into!
This article focuses on covering and discussing 'unorthodox' Product and Positioning Strategies that are beyond current commercial sentiment in F2P Mobile Games
Current Sentiment: Commercialization
Mobile Games industry is full-on invested in on a Commercial sentiment that is all over the place — if you haven't noticed, you're totally out of the loop.
This is something I’ve deeply covered in one of my past articles, so I’m not going to go into details of if — instead, I’m suggesting you’ll read my article on the current commercial sentiment and state of mobile games industry here (https://gamesalchemy.substack.com/p/16-mobile-gaming-cycles-commercialization):
Welcome to the ‘Unorthodox’ Side of Things!
However, despite this, there are lots of opportunities out there no-one is currently looking into; OR they work on them in total secrecy!
Shh-h! We’re exploring the shadowy place here.
What I mean by ‘unorthodox’ here is everything that is basically beyond the current commercial sentiment and state / phase of the mobile games industry.
Here are few examples of 'unorthodox' Product & Positioning strategies that are 'forbidden':
Genres and sub-genres no-one is looking to invest in.
As publishers, VCs and investors tend to avoid certain midcore, hardcore, and other markets with certain characteristics, there's less money flowing to these segments. Additionally, Zombie VCs seems to be a thing.
Less money flowing in will, on these segments, lead to formalization of under-served audiences, which itself will create opportunities over time. Since 2021 / 2022 to early 2025, when investments have slowed down on macro- and segment-levels, these segments with under-served players have been formalizing already.
Here is one article you can take inspiration from:
Side Note: Lots of under-served opportunities exists beyond these as well.
Bets on red ocean sub-segments with genre-shifting approach that expands the gameplay and marketability.
This can be a risky bet, when you don’t understand correctly and deeply certain segment’s or sub-segment’s dynamics and audience behavior.
But — and again, definitely — publishers, VCs and Investors are avoiding pouring money to these segments; which again means opportunities over time given you figure out your unique selling points and value props. properly.
Want to look more deeper into what I’m after here? Here are couple articles you can take inspiration from:
Bet on missing data.
Everyone's looking into existing and historic data when they are forming their Product theses. But, who's looking into missing data?
Missing data can actually mean there's an opportunity around, specifically on making a game that serves this gap.
For example: On my article for MMOs / MMORPGs, I cover some theses and ideas that have data gaps on some services, which means there’s a potential opportunity, if all other things check and execution is done right, and for the opportunity itself, if succeed, there’s less existing competition with the positioning strategy — as if there’s a data gap, there’s less competition.
Finding this type of gap and executing a Product strategy around it requires many factors to go right, but it's still a real opportunity to bet on missing data in terms of creating something fresh.
Leveraging generational shifts.
There are several generations who have played games in many ways 10-20 years ago; who are still having the urge to play, whilst may be limited because of work, family, etc. commitments.
Serving them with something that is accessible, by overcoming their commitments, can create an opportunity.
Good example of a concept that covers this type of thing is covered on my MMORPG article — on top of which I think what 4X Strategy as a genre has gone through has sparked activity back to the genre, and will continue doing so, which serves also most likely lapsed and past players’ (incl. players from 5 to 10 years ago) needs and interest:
Bet on gamers becoming pissed on current Commercial sentiment.
You heard it right; there are definitely opportunities to make games that are so good that they solve all issues and market / self-propagate themselves.
Obviously, these are risky bets, but there's a belief within certain group of industry leaders that new waves will flush the current one. I’ve written about an upcoming Social and quality game wave more on my article here (https://gamesalchemy.substack.com/p/16-mobile-gaming-cycles-commercialization):
Furthermore, bets on elements of surprise with high quality / immersion and world-class UX are included in this point — and, as you can guess, without getting them right; you won’t get an effect of this approach for your game.
Bet on Social 2.0.
The way how I see social, co-op and PvP used in games is that they’ve been explored up to 25 % of what’s actually possible.
Understanding psychology, physiology and systems design — you can combine them to e.g., neuro-driven game design practices and build something totally new. This new is something on this front I call as Social 2.0.
I’ve covered these more on my article here (https://gamesalchemy.substack.com/p/8-physiology-and-psychology-how-they):
Social 2.0 would, when done right, lead to lower CPIs, higher retention as well as deeper LTV. It would allow also monetization of users in totally new ways, which most likely would be also perceived well.
Future of Web with a Mobile Tie-in.
Whilst Web and instant games are back on growth path, I think we haven’t really build anything fresh on that front. If someone would build that future, and tie it with mobile cross-platform play, one could achieve something great here.
Want to find out more how I see the future of Web Games? Read more about it here (https://gamesalchemy.substack.com/p/the-future-of-web-games-beyond-what):
Intrinsic-First Strategies
Intrinsic strategies — build over autonomy, competences and relatedness — are something we could build lots of games or e.g., monetization strategies over. These practices are used in games a lot, but having intrinsic-first approach to everything would be totally different — as usually extrinsic motivations are driving our designs a lot with e.g., rewards, etc. systems.
Interested to learn more about Intrinsic Strategies? Read my article about Intrinsic Monetization here (https://gamesalchemy.substack.com/p/intrinsic-monetization-alternative):
Future Experiences and Economies
In addition to future experiences and economies on games build over what I call Social 2.0 (you can read more about it from above) — you could build your game and systems around e.g., politics, trading, influence, group co-op systems, systemic mechanics, emergent gameplay, pseudogame experiences, etc., which are less seen on games.
This allows everything being new and blue ocean, when bet right — from a fresh experience for players to experience towards economy and monetization design and approaches.
Final Thoughts
The points above are just few examples one can come up pretty quickly, given we allow ourselves to look over what the light touches.
Any thoughts, comments, feedback and/or other 'forbidden' Product and Positioning strategies you can come up with? I’m hoping people would share them openly.
Additionally, I’m hoping this sparks some more innovation towards figuring out what’s really next wave for mobile games in general.