Swrve, developers of an in-app direct marketing platform, today released SwrveTalk to deliver in-game messaging for mobile game developers. The product, fully integrated in the Swrve platform, enables Swrve customers to build, send, and test in-app messages to highly targeted audiences.
SwrveTalk builds on fine-grained behavioral and demographic targeting to ensure that only messages of high relevance are delivered. That approach means improved click-through rates, greater ROI on cross-promotional campaigns, and the success of in-app conversion campaigns, according to the company.
Users of SwrveTalk can define campaigns across multiple games in a portfolio, specifying at which point messages are shown, control frequency, and define exactly which player types will see them. Players who have monetized significantly in the past, but who are now less engaged, can be targeted for migration to other titles in a stable. Those yet to monetize can be shown time-limited in-app-purchase offers to encourage conversion.
"Our customers want more than analytics," said Hugh Reynolds, CEO of Swrve, in a statement. "They want to get right in and take action when they see opportunity. SwrveTalk gives them that ability to talk directly to key target groups, put relevant offers in front of them, and drive ROI. What's more, Swrve can also A/B test those messages, enabling effectiveness to be optimized further over time."
"We're delighted to be up and running with SwrveTalk," said Barry O'Neill of Story Toys, an early adopter of the product, in the statement. "Our business model relies on effective cross-promotion across our portfolio of interactive books. Understanding who our readers are, what they are interested in is vital to us. And we need to be able to talk to them in a relevant and timely way. SwrveTalk gives us that ability."