Abstract
This study aims to review and systematize the methods, tools and channels for mobile app promotion in the gamedev sphere. The entertainment industry is becoming increasingly digitalized and consumers are actively immersed in the world of mobile apps. The last few years have seen an incredible speed of change, both in terms of consumer behavior and promotional methods. The disappearance of the biggest traffic channels and changes in the legal environment over the last two years have encouraged companies to rethink their marketing strategies, promotion methods and channels used in order to maintain marketing effectiveness. The aim of the study is to deepen knowledge about the specifics of mobile application promotion methods in gamedev, reviewing current promotion tools and channels in the new reality. The specific aspects of the application of such promotion methods and tools as targeted advertising, contextual advertising, media advertising, ASO-optimization, app localization, as well as Influencer Marketing and SMM to the gamedev sphere have been described. The most relevant channels for attracting mobile app users in the context of high speed of gamedev market transformation were studied.
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