≈2k tokens on demand. Your agent reads this file only when SKILL.md points to it.
Strategy Template: Game Apps
Playbook for games of any monetization model (free-to-play, premium, subscription).
Core Strategy: Live Ops + Event-Driven Growth
Games have unique advantages on the App Store: In-App Events are a natural fit, seasonal content creates recurring visibility, and the competitive/social nature drives organic sharing.
SOFT LAUNCH → LAUNCH → LIVE OPS → SEASONAL → RE-ENGAGEMENT
↑ ↑ ↑ ↑ ↑
| | | | |
Pre-Order Featuring Events Events Win-back
Assets PPO/CPP Content CPP/PPO Offers
TestFlight Offers Updates Featuring Events
Stage 1: Soft Launch / Pre-Launch
Key Features
- Pre-Orders: Build anticipation, collect early commitments
- App Store Assets: Game trailers and screenshots that show gameplay
- Featuring Nomination: Submit early — game features are planned months ahead
Game-Specific Pre-Launch Tactics
- App Preview video is essential for games (show gameplay, not cinematics)
- Pre-order with a bonus ("Download on day 1 for exclusive character/skin")
- TestFlight beta builds community before launch
- Social media teasers linked to pre-order page
Stage 2: Launch
Key Features
- Featuring Nomination: "New Game" placement is the most valuable launch asset
- Product Page Optimization: Test action-focused vs. story-focused screenshots
- Custom Product Pages: One for casual gamers, one for hardcore
- Introductory Offers: Free trial for subscription games, launch price for premium
Launch In-App Event
Create a "Launch Celebration" event:
- Badge: Challenge
- Duration: 7-14 days
- Content: Limited-time launch reward/level/character
- Purpose: Creates urgency and drives first-week engagement
Launch Week Checklist
Stage 3: Live Ops (Ongoing Engagement)
Key Features
- In-App Events: The backbone of game marketing — run events constantly
- Content Updates: New levels, characters, modes keep the game fresh
Event Calendar Template
| Week |
Event Type |
Example |
| 1 |
Weekly challenge |
"Speed Run Week — best times win rewards" |
| 2 |
New content |
"New level pack available" |
| 3 |
Community event |
"Community goal: 1M total points" |
| 4 |
Themed event |
"Month-end tournament" |
Event Types for Games
| Badge Type |
Use For |
Duration |
| Challenge |
Skill-based competitions |
3-7 days |
| Competition |
Leaderboard events |
7-14 days |
| Live Event |
Real-time multiplayer events |
1-3 days |
| Special Event |
Content updates, new modes |
7-14 days |
| Major Update |
Big feature releases |
7 days |
Content Update Rhythm
| Frequency |
Content |
Goal |
| Weekly |
Challenges, leaderboard resets |
Maintain daily engagement |
| Biweekly |
Mini content drops (cosmetics, items) |
Sustain interest |
| Monthly |
New levels, characters, or modes |
Major engagement spike |
| Quarterly |
Major update (new game mode, story chapter) |
Press coverage, featuring |
Stage 4: Seasonal Campaigns
Key Features
- In-App Events: Themed seasonal events with limited-time content
- Custom Product Pages: Seasonal screenshots and messaging
- Product Page Optimization: Test seasonal vs. evergreen positioning
- Featuring Nomination: Seasonal featuring opportunities
Game Seasonal Calendar
| Month |
Theme |
Event Ideas |
| January |
New Year |
"New Year's Challenge", resolution-themed content |
| February |
Valentine's |
Co-op events, love-themed content |
| March-April |
Spring |
Easter egg hunt, spring renewal themes |
| May-June |
Summer kickoff |
Summer tournament, vacation themes |
| June |
WWDC |
Highlight any new Apple tech integration |
| July-August |
Summer |
Beach/summer events, kid-friendly campaigns |
| September |
Back to school |
Learning-themed content, new season |
| October |
Halloween |
Spooky content, costume events |
| November |
Thanksgiving |
Gratitude events, Black Friday deals |
| December |
Holiday |
Winter wonderland, gift-giving events |
Stage 5: Re-Engagement
Key Features
- Win-Back Offers: For subscription games — recover churned players
- In-App Events: "Return Event" with generous rewards for lapsed players
- Offer Codes: Distribute premium currency/items to lapsed players
- Promotional Offers: Discounted subscription renewal
Lapsed Player Re-Engagement
| Player Type |
Strategy |
Offer |
| Churned subscriber (< 30 days) |
Win-back offer |
50% off first month back |
| Churned subscriber (30-90 days) |
Email + offer code |
Free month |
| Lapsed free player (< 30 days) |
Push notification |
New content announcement |
| Lapsed free player (30+ days) |
In-App Event |
"Welcome Back" event with bonus rewards |
| Whale (high spender) who churned |
Personal email + generous offer |
VIP treatment |
Monetization-Specific Game Tactics
Free-to-Play (IAP)
- Promoted IAP: Starter pack or best-value currency bundle
- Offer Codes: Premium currency for influencer giveaways
- In-App Events: Events that organically expose premium items
- First-purchase discount (e.g., "Starter Pack — 5x value!")
Premium (Paid Upfront)
- Price drops: Timed with seasonal events and In-App Events
- App Preview: Must show actual gameplay (not cinematics)
- Featuring: Premium games get strong editorial consideration
- No dark patterns needed — premium game buyers are loyal
Subscription (Game Pass / Season Pass)
- Introductory Offer: Free trial of 3-7 days
- Win-Back Offers: Essential for subscriber recovery
- In-App Events: Show subscribers get exclusive event content
- Promotional Offers: Season pass discounts between seasons
Game App Checklist
Pre-Launch
Launch Month
Live Ops Phase
Ongoing
Game Benchmarks
| Metric |
Below Average |
Average |
Good |
Excellent |
| D1 retention |
< 25% |
25-35% |
35-45% |
> 45% |
| D7 retention |
< 8% |
8-15% |
15-25% |
> 25% |
| D30 retention |
< 3% |
3-7% |
7-12% |
> 12% |
| ARPDAU (F2P) |
< $0.03 |
$0.03-0.10 |
$0.10-0.30 |
> $0.30 |
| Payer conversion |
< 1% |
1-3% |
3-7% |
> 7% |
| Session length |
< 3 min |
3-8 min |
8-15 min |
> 15 min |
| Sessions/day |
< 1.5 |
1.5-3 |
3-5 |
> 5 |
