Microsoft Store Download Page Material FAQ
How to optimize Microsoft Store game download page? To help you obtain higher conversion rate.
Microsoft Store download page is the last step of our marketing funnel, no matter what channel the visitors from, they will log in the store download page and decide whether download or not. And only deeply understanding the visitors’ behaviors, we can customize the suitable store page for them to obtain higher conversion rate. In this process, we think that especially specific to the differentiation of Microsoft Store players to propagandize, the optimization of material design and literal content of Microsoft Store game download page is the key to increasing: How to attract players? How to improve the percentage of great players?
Firstly, we have kept emphasizing that there are some differences among the Microsoft Store players, so we need to know the likes and characteristics of the players that we are promoting to and the user profile.
According to the users' countries, it can be seen that the main players on Microsoft Store is from US and European, and the first market and the strongest paying capacity is the US, meanwhile, there are also huge amounts of users from China, Latin America, Middle East, etc.
According to users' devices, over 80% of them are PC, also, Xbox, tablet and other devices should be paid attention. Besides,during our actual operation, we have received so many feedback and reviews from players, which indicate that Microsoft Store players have very specific requirements and needs towards smoothly playing games cross PC and mobile.
According to game types players like, Microsoft Store players have a wide range of preferences for different types of games, and they are willing to play different types of game theme and content, and the hardcore heavy-content games and casual games are the players enjoy. However, we must emphasize that with the Xbox Game Pass service coming, PC players can download Xbox games from unified Microsoft Store, and Microsoft Store players have extremely strict requirement of the high quality of games.
Besides, developers are concerning about the conversion rate of Microsoft Store game download page.
According to our published games data, as usual, after players clicking the store game download page, the regular download conversion rate is 5-8%, higher to 12%. We optimized store download page of a certain game, the DNU increased to 3000 from 300. Thus, it's extremely important to do store download page optimization, which can increase 10 times of conversion rate.
So, For Microsoft App Store game download page specific direction and how to optimize it, we will divide into several parts to elaborate.
Based on the differentiation and requests of Microsoft Store players, we usually provide optimization recommendation to the download page from the four aspects as below:
The differentiated gameplay of the game is the core.
Usually, we need to deeply analyze the same type competitive games on Microsoft Store, compare with globalized masterpieces which published on Microsoft Store. It’s extremely important to strengthen the differentiation of games, which is the first essential of attracting players. The core information of games such as the real scene, world outlook, Characteristic gameplay, game mechanism need to be showed towards players, especially for the real battle. We recommend to use guiding material, tend to attract more precise player who like this type, which will be more beneficial to obtain positive reviews and word of mouth from the players on Microsoft Store.
Designing promotion material in terms of players from different markets is the key.
A majority of users on Microsoft Store are from US and Europe, so it’s much vital to make promotion materials match aesthetics of those users. However, it cannot be ignored that China (including Hong Kong, Macao and Taiwan), Southeast Asian countries dominated by Japan, South Korea and Vietnam, Latin American countries dominated by Mexico and Brazil, as well as Middle Eastern countries dominated by Saudi Arabia and the United Arab Emirates also have a huge amount of users. For different markets, the culture, setting and plot of the game be fully conveyed to Microsoft players in a pleasing way, differentiated material design as well as multilingual text introduction, are more user-friendly and can lead to at least double the conversion rate.
Absolutely, except promotion pictures and text introduction, it’s necessary to make exquisite game promo video. The fierce battle scene showed from different dimension will be much more directly presenting game characters, equipment and other detailed differentiation features, creating more conflicted video content, which will be better for players to plug in.
Meanwhile, There are different emphases on creating materials to match corresponding material strategy in terms of the different operation stages. In our opinion, for promotion material, it’s the key of attraction to incorporate theme and gameplay into creation. High quality promotion material with innovating and iterating will bring freshness to Microsoft Store players, also attract more casual player.
Aiming at large screen optimization and cross multi-platforms is the trend.
The majority of Microsoft Store users are PC users, aiming at big screen to deeply optimize the game, presenting high quality is the essential factor to get approval from players. Especially for competing with Xbox globalized masterpieces, Players on Microsoft Store have much higher and pickier requirements for high quality of games comparing with other channels. And the trend of multi-terminal cross-platform let players smoothly play games by mobile besides play on PC to achieve the good game experience of between Windows PC and Android cross-terminal account connectivity. In the practical operation, in terms of the specific requirements from the Microsoft Store players, we need to provide the Android version download. Compared to a single Windows PC version, the dual-terminal version can increase revenue by at least 10%. It's absolutely attractive to players to present the factors of multi-terminal cross-platform while designing the Microsoft Store material.
Highly focus on Microsoft Store players reviews and word-of-mouth
It’s very necessary for developers to access reviews in the version on Microsoft Store, and provide some reasonable reviews pop-up mechanism and appropriate reviews reward incentive to help developers directly gather player feedback. Meanwhile, the real reviews from players are the important source of recommendations from Microsoft official, it’s hard for the games with rating below 3.0 to get recommendations from the official.
Please browse【Microsoft Review Access Sample】
It is worth mentioning that Microsoft Store players generally have a positive attitude towards the games released on Microsoft Store, and are willing to support and be more inclusive.
In addition, based on long-term operation, holding periodic theme activities, going with a variety of updates and promotions and designing promotion materials for the theme activities will improve the sense of participation for players and increase users engagement, which is a great way to keep sufficient freshness to attract players and establish good word-of-mouth effect.
We organized and answered the question from developers towards promotion materials， welcome to consult if you have any question.
Q : In the process of our cooperated promotion with developers, where will the game promotion materials be used for?
A: All of game promotion materials provided by developers, will be promoted in terms of authorized cooperation area and platforms in the contract with developers, will be promoted for the cooperated games in Microsoft Store and MG Store (Web: www.mguwp.com), and will be used for game related materials design of game zone, advertising, promotion, marketing, etc.
Q: How about the requirements for the design and producing of promotion material for Microsoft Store game download page?
A:
(1) All of promotion materials provided from developers including pictures, text content, videos mustn’t constitute a violation of any rights of a third party. We highly pay attention to the protection of developers’ intellectual property.
(2) We strongly recommend that developers check our optimization suggestion, especially combining the competitive products on Microsoft Store and analyze, highly summarize the differentiated gameplay of cooperated games. We need that developers supply accurate text introduction and instruction, the related real game HD screenshots and others in terms of the gameplay, To show good visual effect to players.
(3) About promotion pictures, game videos design and producing, if the games released on Google Play, IOS AppStore, Steam and other platforms, developers can supply materials which were verified attractive including icon, game promotion pictures and other source files, as well as we will choose and re-optimize materials based on Microsoft Store players’ preference. For the developers without design and producing capacity for promotion pictures must supply pictures and materials source files. For the detailed design skills and cases, please browse 【Microsoft Store Materials Design Approach】【Microsoft Store ASO Approach】
(4) We strongly recommend that developers supply related promotion materials during different operation stages, if there are significant updates, topic activities, etc.
As a footnote, we don’t guarantee that the first edition of game promotion materials are sufficient attractive, because promotion materials should be constantly update and innovate. Prohibit asking MG to take full pressure and responsibility of materials design and producing, as well as buck-passing! The really satisfying effect can be achieved by both of developers and us collaborate together.
Q: What content and what kind of detailed requirements included in the game promotion materials need developers provide?
A: From the beginning of cooperation, we need developers supply picture and text materials or pictures materials for the cooperated games. Picture and text materials including but not limited to game icon, characters, scenes key-animator and other source files. For detailed demand, please click 【Microsoft Store Materials Demand Collection】【MG Promotion Materials Demand Collection】
Q: How to apply and obtain Microsoft Store Official recommendation?
A：
Firstly, it should be stated that we never guarantee the products should be recommended by the Microsoft Store Official, the products using Microsoft related technology and services such as Microsoft Azure, CharGPT, etc. will get the priority of recommendation.
In addition, developers should supply detailed, accurate and credible introduction profile, and then we will apply to Microsoft for recommendation resources. But, the game whether get the recommendation or not and how many recommendation resources should be finally decided by Microsoft.
The introduction profile provided by developers should include developers team introduction, game introduction, performance on other stores, related data to the game, etc. to present development strength and game excellent performance for Microsoft Store team, especially for proving the product with constant and stable increasing revenue anticipation. For the detailed template of introduction profile, please check 【MG Product Recommendation Reference Template】
It should be noticed that Microsoft Store editorial team doesn't necessarily know about Chinese game developers, detailed introduction and instruction should be provided!
Again, the presentation of Microsoft Store download page is extremely vital.
It's much helpful obtain Microsoft Official recommendation with exquisite download page, which needs developers constantly coordinate with us. Microsoft Store editorial team will collect high quality games to different subject recommendation and attend official activities.
Finally, the principle of obtaining the Microsoft Official first recommendation and constant recommendation.
It’s need to be stated that the main purpose of Microsoft first recommendation is brand exposure and testing product data. And if the game can get constant recommendation will be decided by products’ revenue data, attractiveness, retention data, real players’ reviews&rating (note: rating below 3.0 can't not get Microsoft constant recommendation) and other dimension. For the lowest data standard of whether obtain Microsoft Official constant recommendation or not, please check【MG channel cooperation FAQ tenth】。