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How to promote mobile games in the Indian market?

With its large population, rapidly growing internet penetration and economic growth, India is expected to be the next big player in Asia’s mobile advertising market. Some international mobile Internet companies have already made advance investments in India's mobile advertising space. But are their expectations too optimistic? Before promoting your APP in India, you must know some facts.

1. 60% of Internet users in India only use mobile devices
Unlike mature mobile marketing markets (such as the United States, the European Union, and China), where the Internet audience in mature markets slowly shifted from personal computers to notebooks, and eventually to smartphones and tablets, the Indian Internet has directly entered the mobile era. According to data from the Internet and Mobile Alliance of India (IAMAI), of the 354 million local Internet users in the country, 213 million only use mobile devices. Since June 2012, the number of mobile users has quadrupled.
For ordinary Indian households, personal computers are still relatively expensive, which is why for millions of Indians, smartphones have become the first device to access the Internet. This fact has shaped the entire culture of Internet consumption, making mobile commerce extremely attractive to local and international entrepreneurs, and has also led to huge demand for mobile advertising services.


2.60% of mobile Internet users live in urban areas
Despite India's rapid economic development, Internet penetration is still concentrated in large cities. Approximately 128 million mobile Internet users belong to India's urban population, while India's rural areas have only 45 million Internet users.


3. The smartphones used by most users can only host less than 20 apps.
About 80% of Indians tend to use Android smartphones, mostly cheap models costing less than $100. These devices cannot accommodate more than 20 apps. This space limitation makes promoting apps in the Indian market somewhat complicated: developers and publishers must consider the size of mobile apps. The size of the app should preferably be less than 30MB because many smartphones in India do not have the memory capacity required to run large apps stably and quickly.


4. The screen is big enough to watch videos
The best-selling smartphones in India all have diagonal screen sizes of 4-4” (26%), 4.5-5” (28%), 5-5.5” (29%) – large enough to watch videos. This pair Video mobile advertising represents a huge opportunity.


5. Indians often turn off data connections
Even developers with great products, high install rates, and all of the above sometimes struggle to make money in the Indian market—especially those that run offline. Because many people in India turn off mobile data on their smartphones and only turn it on when they want to check news or information.


6. Local culture can impact retention rates
Sometimes, cultural differences can bring unexpected results. For example, developers may find that app retention rates are very high during weekdays but very low on weekends. The reason? Because Indians prefer to spend their leisure time with family and friends instead of staring at their mobile devices.


7. Google Market links are the core of user acquisition
For Indian customers (whether they are e-commerce, entertainment or other O2O customers), mobile promotion is the priority channel to acquire users. Customer acquisition channels can be divided into several groups:
Traffic imported directly from the application can bring 3000-5000 installed capacity per day;
Network traffic obtained from Google Market links can bring 5,000-20,000 non-incentive installed capacity per day;
Social network traffic imported from Google, Facebook, and Twitter can import 1,000-3,000 installed capacity per day.


8. Offline supports online
Even with the high cost of mobile promotion, advertisers have to spend some of their money on traditional advertising - newspapers, TV, billboards. Sometimes, offline advertising costs can eat up half of the advertising budget, and prices will soar during the holidays. Traditional offline media and advertising channels (the source of mobile users) remain popular in India. Consumers are more likely to remember you on TV and then naturally think of you on a mobile screen.


9. Repositioning existing users is a trend
Currently, the development of India's mobile advertising market is a bit like what China once experienced. A year ago, Indian customers may have been most concerned about the number of installed apps, but now they are more interested in retention rate because it is more important for e-commerce. Therefore, developers must focus on those who can buy the product and retarget existing users to keep them coming back over and over again.
So, whenever you decide to promote your app in India, remember to localize your product, consider more monetization channels, and find reliable partners.

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