Author: Olga Petrova

Grow your mobile app with the help of User Reviews | Three main tips that you must know

When the app is improved according to user reviews, install numbers, and loyalty parameters, there are bigger chances for conversion increase. Let’s discuss how to skillfully develop a mobile app using reviews in the Google Play & App Store.

1. Before creating an App roadmap, it is better to check competitors’ reviews in the App Stores.

Before creating a mobile app, it is helpful to research competitors’ reviews. This way you can understand your user better and find out what needs and features does user possess and implement them in your App.

During analysis, try to pay attention to the country, review length, and rating. In addition, searching within reviews for main app keywords can give you insight into the user’s needs. For example, about a feature that both competitors and you have, look if users have any complaints. If yes, avoid this error when making your application.

We would recommend analyzing competitors’ app reviews before the development of your product. This way, you can cover all essential functions beforehand and avoid repeating others’ mistakes.

2. Instantly learn about critical bugs in your app and fix them.

After App updates, ratings in the App Stores usually decrease as users find errors. Thankfully, often they share their experience in reviews about the latest updates, so you can detect and fix bugs before other users experience them and start to unsubscribe or delete your application. By doing it fast enough, you can also avoid a rating drop. Not so many experiences the frustrations due to bugs, and users leave positive feedback if they see that their opinion has been taken seriously.

Also, do not forget to inform users that a bug has been fixed, as more likely, users will change their app rating as well. Therefore, the app support ought to report bugs in time, and developers should let them know when the bugs have been fixed.

When users see that you listen to them and adapt the product for their needs, they become more loyal and recommend your product to friends, and your install conversion increases. For example, a user asked to add the “children or no children” category to the search of the dating app. This option was added; the user realized that their opinion was important to us, continued to use the app, and referred friends.

3. Use reviews to compare the success of different app updates.

Look at the number of positive and negative reviews when analyzing the results of each update. It is particularly crucial to analyze reviews on the first day of the update since there are more relevant reviews at this time.

  • So, on the first day of the update launch, your app support team should promptly reply to users and support them with the latest version, while app developers ought promptly to fix bugs.

  • Two-three weeks after the update, it is already possible to judge how the new version of the update is doing compared to the previous ones.

It is essential to divide user reviews into categories and create a system that will allow us to effectively compare reviews on different app versions, user categories and communication channels.

In conclusion, in order to effectively create an app, it is crucial to have the skills of working with reviews in the Google Play and App Store. It will enable the creation of app loyalty and the enhancement of user experience.

27 May 2022

How to successfully use behavioural segmentation in Mobile Marketing

People are creatures of daily habits. Each individual has unique behavioural traits and routines backed up by emotions, historical background, and culture. And by knowing and understanding these habits, it is possible to create a better advertising strategy that will focus on the exact user needs and further lead to increased conversions and sales. That is why behavioural segmentation is a valuable tool for mobile marketing. 

Such companies as Amazon, Spotify, and Netflix effectively use behavioural segmentation with their product recommendations. Most likely you also encountered it before. So let us find out what it is and discuss some tips on types and how you can implement behavioural segmentations in your mobile advertising. 

What is behavioural segmentation?

Behavioural segmentation is basically the strategy of splitting your users into smaller groups based on their in-app actions and behaviour. For example, maybe some of your app users use it at a specific time, location or on particular days like holidays. This kind of information is a fundamental component of effective and engaging marketing. By leveraging behavioural user segmentation, it is possible to build a more personalized experience and optimize campaigns based on user needs.

The pros of segmenting users

There are millions of applications in App stores, and the number only rises with the days. No surprise, currently, it may be a challenge to drive users to an app and further keep them using it. Therefore, Плэйкор believes that it is necessary to tailor the user journey into segments because of the following benefits: 

  • You will know your user better, and you can create a Lookalike audience and target them.
  • The ad targeting will be more personalized, and people will be more likely to interact with it. Hence, it will be more Cost-effective.
  • While knowing the user timeframe, you can send ads, in-app messages, and push notifications at a time when they will have the best result.
  • Increased brand loyalty is also guaranteed when brands offer personalized offers.

Some of the Behavioural segmentation models

  • Time-based segmentation

Segmentation based on time is one of the simplest behavioural models. Basically, it is tracking app users based on time and day of the week. By knowing this information it is possible to calculate the most suitable time for communicating with the user.

For example, a food delivery app has higher app activity during weekends. However, there may be exceptions, such as when the friends gather up every week on the same day and order food for a movie evening. And it is possible to stay on top of these “traditions” with machine learning and send special offers.

  • In-app activity segmentation

By looking at user spending habits, interests, and in-app activity, it is possible to identify user cohorts and build behavioural patterns. And with trial and error, it is possible to find out methods that can influence user behaviour. 

For example, Netflix machine learning calculates user watching habits and finds traits such as favourite genres, actors, countries, the time they spend watching, etc. This data further helps with recommending TV shows or movies.

  • Engagement segmentation

A fantastic way to understand users is to monitor user outflow and purchase habits. This kind of data reveals valuable areas where user churn starts and helps prevent it by sending exclusive offers of incentives. 

For example, a grocery app can use behavioural insights from users to enhance buyer experience within the app, improve searches, and even calculate at what stage of the funnel is user and alter it with discounts on concrete preferred items.

  • Location segmentation

One more method of categorization is by using user location data ( geofencing). By knowing users’ location, and where they are going, it is possible to curate explicit notifications and prompts. 

For example, such companies as Uber uses this kind of data to cut down on wait times. They analyze specific areas where users open the application the most, where they are going, fluctuate pricing based on traffic congestion, and offer special marketing prompts.

  • Loyalty Segmentation

Loyal users are mainly the ones that generate the most of your application revenue and are closely united with in-app engagement and activity. And with the use of this data, it is possible to create an overview of how users become loyal and stimulate others. 

For example, an app can reward LTV users with loyalty benefits so they would continue using the app. And those that are almost there to become loyal, a brand can stimulate with additional bonuses.

In conclusion

The overall purpose of behavioural segmentation is not to prioritize one user segment over the other but to find the most cost-effective methods of delivering personalized benefits to each user. Therefore, by gaining a better understanding of your users it is possible to identify the best value proposition and more efficiently reach KPIs.  

19 April 2022

How To Promote a Mobile Game For Free

A well-optimized app store page can enhance the visibility of an App both on Google and Apple stores. Done properly, you will stop having questions, such as where do I release my app game? Because good App Search Optimization can lead to better positioning and more downloads in iOS and Google Play. Also, a good positioned mobile game can even end up on various lists, which is an additional boost to the App. For this reason, working with app store elements, such as game title, description, icon, screenshots, keywords, and an app promo video, is worth your time. And the best part is that ASO does not cost a cent.

Here are some recommendations for your mobile game marketing:

Game Title

  • According to statistics and our experience, the title should be two or three words long.
  • A game title must create an association with the game. It may be a descriptive title with the use of keywords or reflect the theme, genre, story or course of a game.
  • Create a competitor analysis and look at how they named Apps.
  • A title must be unique. If you completed the previous point, double-check that the name is free.
  • Don’t use a name that is too common for a game, as you may have issues with being found by a user.
  • Avoid such symbols as +, $, &, it will complicate the process of being found.
  • Double-check the terms of the App Store so that your game is not removed due to inappropriate word choice.
  • If the game is for international use, then we recommend sticking to English titles. If not, then localize your title according to the language of the particular region that you are interested in.

Game Icon

  • Create a competitor analysis and look at game icons. Do they have something in common? Do they have specific design features? If yes, it is better to think in that direction. As game icon indeed depends on the game genre itself. For example, a strategy game icon mainly showcases a sideways portrait of a game mascot or a character.
  • If you don’t have a mascot or character, a good strategy is to use objects related to the game (e.g., slots, weapons, cars, dice).
  • Choose one icon style (cartoonish, anime, realistic, pixel/retro, etc.) and stick to it.
  • In 2022 most popular colours are: blue, grey, and brown.


  • What your game is about? What are the main features, characters, updates? Don’t forget to tell that in the description.
  • Use relevant keywords to improve the mobile game rank.
  • Add to the description some essential features of the app that users are looking for.


  • Add keywords that describe your mobile game, genre, functionalities, and features.
  • Do keyword research beforehand and see which ones your competitors are using.
  • Have at least 50 to 100 potential ASO keywords.

App Promo Video 

  • Never Mislead Players.
  • Be consistent with the visual picture and make sure that it fits the style of the game.
  • Make the introduction, the first part of the video, engaging to grab user attention.
  • Since the app promo video goal is to convert users, don’t forget to include a call to action at the end.
  • Use subtitles and captions, so that the user watching who is watching in a mute mood would understand.


  • Be consistent with the visual picture and make sure that it fits the style of the game, game icon, and app promo video.
  • Illustrate main mobile game features, so that the user would understand in a few slides what he/she will download.
  • Again, don’t mislead a user.

This marketing guide is a resource for beginners to start a path in App Store Optimization. A well-performed job will help you create app visibility and reach KPIs sooner. But, as the Google Play & App Store are updated rapidly, we recommend staying on track with our articles. Soon we will share further steps that you need to do to stay on top of the competition.

24 March 2022

How the Game Industry Is Changing

Video games have served as entertainment for adults and children for decades. It continuously enhanced from the early days, and with new technologies, it has become accessible to anyone and pushed into Hollywood movie territory regarding production. Nevertheless, it is increasingly tough to create a good game, but the costs have also risen with this greater complexity. It was once unthinkable to sink millions of dollars into development costs, but games today can cost tens and even hundreds of times more. 

The video game sector is massive. It is larger than the music and movie industries combined, as over two billion gamers worldwide, and that is not the end. In 2020, the game industry generated 155 billion dollars in revenue. By 2025, analysts anticipate the sector will reach more than $260 billion in revenue. Therefore, it’s no wonder that businesses want a piece of the pie and are looking for a way to get involved. Tech giants are no exception; such companies as Google, Facebook, and Apple, have all made plans to enter the video and mobile game industry shortly.

Involvement of Tech Companies into Streaming

Facebook, Apple, Google, and other nontraditional gaming companies are stepping into the game industry through streaming services and forcing the industry overall to make a step forward into people’s lives. 

Thanks to its popular Xbox console, Microsoft is already in the gaming industry. Also, in 2019, the brand introduced “ProjectxCloud,” a streaming service for video games. With its help, it is possible to stream Xbox games to any device. The service is fully functional and can be accessed by subscribing to Xbox Games Pass.

Also, in 2016, Meta entered the market with a gaming platform with Unity Technologies. That helps game and mobile app developers render 3D animation in real-time. On the other hand, Google launched its Stafia program, a cloud gaming service. With this service, users can stream video games of genuinely high quality. 

These companies’ main goal is to allow users to stream video games without needing a video game console or computer. As this trend keeps going, the purchase of physical video games or discs will disappear over time. Giving space for the games on mobile phones tablets. Streaming services subscription is our future, as it decreases the costs for manufacturing, shipping, and storage. In addition, subscription services have also allowed revenue generation throughout the year, whereas traditionally, games were bought during holidays and other significant events.


The games cost a lot to make; therefore, the video and mobile game industry require to spin more revenue off its intellectual property. The merchandising is quite a good solution. By selling t-shirts, hats, mugs, figures, and more, companies can increase their budgets. The popular video game Assassin’s Creed, developed by Ubisoft, was made into a movie in 2016 with prominent actors. In addition, Sega’s famous Sonic the Hedgehog game was made into a successful film in 2020. Setting the record for the greatest opening weekend for a video game–based film. This may be the best approach for all successful video and mobile game series to follow.

The Expansion of the Market Demographics 

The mobile game industry is expanding the market as far as demographics go. People play games earlier and later in life, and there is no gender difference. Video and mobile games have become so popular on a mass scale that certain players stream videos of themselves playing at home and make thousands of dollars by doing so. Also, some video games are considered sports. Gaming has an expansive appeal, and it is still expanding. 

Vintage Mobile Video Games

As people become nostalgic and we see remakes of films and music from decades ago, the same is occurring in video games. Vintage video games from the industry’s early stages are in high demand. They have become extremely popular with older players who experienced the games first-hand and with a new generation. Many have taken advantage of this nostalgia and released updated or similar new versions available via mobile phone. Don’t miss this opportunity! If you already have a mobile game and ask where I release my app game, we are happy to help. 

The world is moving toward time spent on mobile phones, mobile games and streaming services. With more users playing mobile games, creating the need for more immersive entertainment, and easier ways to access games, the future of the mobile video game industry looks bright. Also, not to mention the expanding demographics of gamers. Therefore, the mobile industry will become an essential arena for revenue. That is why tech companies will try to leverage their present framework to get involved.

27 February 2022

The Game Industry in Africa

Apart from a decent number of countries across the African continent, there is no detailed deep dive into the regional game industry. Of course, some local firms publish their perspectives about this topic with insightful information and analytics, but still, the truth is, not many organizations provide accurate data. Games Industry Africa (GIA) is a rare exception; it serves the role of the primary source of analyses and reports. Therefore, let’s take a look at the recent findings of the GIA about the state of the game industry in Africa today. 

The Game Numbers

From Zimbabwe to Algeria, Africa, for a long time, was on the edge of technological breakthroughs. But still, currently, only Kenya and South Africa have 5G capabilities. And for the first time, the continent is transitioning into a crucial player in the mobile games industry as the youth population that pursues online connectivity is on the rise in Africa. In one of the reports, the number of Sub-Saharan mobile gamers has doubled in the last five years and is considered the fastest-growing globally for users who pay for games. For instance, the Sub-Saharan region includes 46 countries like Egypt, Morocco, Algeria, and others below the Saharan desert. And likely, these changes will impact sustainable growth in Africa. For example, a 10% growth in mobile usage will lead to a 0.6 – 2.8% increase in economic development, and the creation of 80 new jobs will be available for every thousand new Users. 

Let’s have a closer look at five major countries in the region, like Ghana, Kenya, Ethiopia, Nigeria, and South Africa:

  • South Africa has the highest intensity of gamers. Among 59m people, 24m spend their free time on games that, are 40% of the countries population. Consequently, Ghana is followed by 27%, Nigeria 23%, Kenya 22%, and Ethiopia 13%.
  • In annual gaming revenue, the lead has South Africa gain $290m, followed by Nigeria $185M, Ghana $42m, then Kenya $38m, and Ethiopia $35m.

Therefore, it’s better not to withdraw from the account of the African countries and to include it in the App Marketing Strategy. Also, we recommend using the help of mobile advertising publishers to save time and money. 

Trends in the African Games Industry

  • Game funding on the rise: The industry faced funding opportunities from private and public organizations during the year. The trend is rising as more and more funding is launching, giving aspiring developers a chance to build an App. If you are one of them and have already created an app, the next step is to publish it correctly.
  • Startup boom: Due to funding, the capital faces an increase in the number of registered firms within the gaming space. While that may not significantly impact the number of developers in the industry now, most likely, shortly, the number will only rise. 
  • More Pan-African projects: The game creation is relatively new in the continent, and many face financial and logistical concerns. Therefore, we can expect to see more cross-national collaboration between studios working together to launch a mobile game. 

To sum up, the African region is one of the few in the world where the youth population is rising. By forecasts, Africa will have the most significant number of young people by 2050. Those aged between 0 and 24 years will witness an increase of around 50 percent. Moreover, the African game market will witness solid growth as well. It is expected that there will be more than 11 million users only in South Africa. And it is critical when it comes to gaming. Consequently, new mobile app organizations will open up the gaming market, bringing countries millions of dollars a year and new job opportunities.


18 February 2022

The environment of mobile casual games in 2022: expectations, trends to be prepared for in a new year. 

The year 2022 has just begun, and new opportunities are opening up ahead. And today, we would like to discuss the foundation of 2022 and what the upcoming year has prepared – what trends news you must be aware of in the mobile videogame industry. 

  • The gaming industry is growing, and mobile gaming is its fastest-growing segment. 

The video games industry has boomed in recent years due to isolation and videogame accessibility. Likewise, with the rise of cross-platform games, mobile games, streaming game services, etc., people do not need to put too much energy into tracking console sales and videogames as in the past. Therefore, access to the videogames is easier attained and distributed, pushing the popularity and revenue. As a result, in 2021, the gaming industry overcame the gain of such monsters as movies and North American sports combined. Furthermore, in 2022 it is expected to grow even more, with mobile gaming in the lead. As a result, the worldwide mobile gaming expectations forecast the mobile game increase to a staggering $100 billion.

  • Brand strengthening with the help of crossplay

Crossplay is the capacity for players to use various video game hardware to play simultaneously.

The development of software with crossplay requires higher costs. But in 2022, it is a must for game developers who strive to be ahead of competitors. That is why such large PC and console developers are trying hard to enter the mobile market: starting with the same Epic Games with Fortnite and ending with Pokémon Unite. Call of Duty is one of those franchises that has successfully spread to mobile platforms. 

  • IDFA has a critical impact on mobile gaming, and developers are looking for possibilities to coexist with it.


IDFA (The Identifier for Advertisers) is an assigned unique number of each Apple device. Historically, IDFA has been one of the pillars of mobile marketing — but everything changed when Apple announced iOS 14 updates. Previously, developers could use it by default, but getting users’ permission to use the data is necessary. 

The new rules have been applied since the spring of 2021. And it is already noticeable how this has complicated the purchase of traffic on iOS—having a long-term impact on revenue and growth.

Although this is not the first time there have been significant shakeups in the mobile advertising ecosystem, this one was especially significant. Because studios rely on the expected effectiveness of advertising to manage business and growth plans, this process has become much less predictable.

In the meantime, mobile developers are adapting to the changes on iOS. In 2022, they will have a similar story with Google, which also thought more seriously about user data privacy. If you plan to launch a casual mobile app, we advise asking for help from casual mobile game publishers. They most likely have experience growing app presence and know-how to work with the new changes. 

  • With the spread of 5G, mobile gaming is waiting for entirely new speeds.

Although 5G seems more like a myth than a reality, and the areas covered by it are far from the territory of the whole Earth, it is rather a matter of time when it will fully come into the lives of mobile device users. 

For the mobile games market, this means a significant increase in content download speeds: players will be able much faster and easier acquire an app – especially since the amount of built-in memory of smartphones is also growing. As a result, it will be more comfortable to play synchronous PvP games, where a stable connection is vital. Also, the increase in mobile Internet speeds will positively impact cloud gaming services. 

The environment has favorable soils, and there are excellent growth opportunities for the mobile apps ahead. However, due to IDFA on iOS and Google, there are long-term threats considering revenue and App growth. And to avoid mistakes, we recommend using publishing services. For instance, Playcore has experience publishing apps on iOS and Android after the IDFA release, and we know how to grow your app. Therefore, do not hesitate to contact us, we are happy to help.


20 January 2022

What is the difference between UX and UI? Detailed explanation

Nowadays, all design-related resources are overflowing with UI and UX terms. However, not all designers know the difference between them and often use them simultaneously. That is a big mistake to make, as by misusing the term, you can mislead the other person. To avoid it, we have prepared this guide. Enjoy! 

What is UX?

The abbreviation UX stands for User Experience and is overall user emotions that arise while interacting with an App. To improve the overall experience, a UX designer should create a suitable, simple-to-use product that helps the user achieve the user app goal as quickly as possible. Therefore, let’s determine to what pay attention during this process: 

  • User Profiling – the analysis of personal user data, such as gender, age, country, interests, etc. 
  • User behavior research. How long does it take a user to find a”Buy” button? Why may the user leave the page without reaching the goal?
  • App usability. During a weak internet signal, is it convenient to use your application? Do App notifications benefit or only annoy the user?
  • Content of the App. How much information should be on the first landing screen? What text should be on the button of the App? How many words should fit on a line to make it easy to read? 

UX design is all about convenience. For example, there is a parallel with a path crossing lawns in the park. People use paths as a shortcut. The reason is simplebecause it’s more convenient and faster sometimes than a road. And the UX designer’s goal is to determine where these paths may arise and create a route in that place, along which people will be happy to walk without getting their feet dirty and preserving the lawn.

What is UI? 

The abbreviation UI stands for User Interface and overall user visual interaction with an app. UI designers focus on how the app interface elements look like—such as a menu, search, filtering on the site, and others. And overall, the goal of the UI designer is to create an aesthetic design of the product interface that visually appeals to the target audience.

Let’s see what the qualities of a UI designer are. 

  • It understands user visual perception. For example, the “Buy” button — a primary action for the user on the App, the UI designer decides what color it will be, what style of text, and how the cursor hovers will react.
  • Creation of graphic support. Pictures and illustrations are also under the responsibility of the UI designer.
  • Creation of visual continuity and versatility. The interface designer should also ensure the same behavior and display of elements in different mobile smartphones.

Let’s recall an example about a path people prefer to the sidewalk. In this case, the UI designer decides how to make the “path-road” aesthetically attractive: plant flowers along with it or decorate with tile so that the path is convenient and enjoyable to walk on.

To sum up, UX design is similar to science, where all decisions are based on numbers and patterns, unlike UI design. UI design is similar to art, where the designer focuses on the attractiveness and aesthetics of all elements.

Why is there a differentiation between UI and UX?

Technologies have appeared in our lives relatively recently. Even 20 years ago, no one would have searched for a train schedule on the Internet — they would have gone to the train station to buy a brochure. At that time, the designer had to be responsible for each step – from copywriting to website promotion literally. He had to know Photoshop, draw beautiful illustrations, be on “you” with the city’s printing houses, and be able to make up and be an excellent marketer. Literally, jack of all trades. 

Over time, digital products became more complex. First, a train schedule appeared on a website, then an application, the functions “favorite route,” personal account, bonus programs began to be added. After that, it took a much deeper dive into each stage of product creation. Too much to handle for one person. It became clear that it is more profitable for the company to hire two specialists, one of whom can build everything correctly and draw beautifully. Therefore, they are no longer looking for just a “designer” today — they need product designers, communication designers, graphic designers, mobile application designers, UI/UX designers.

Who is a UI/UX designer? 

Despite the difference between these terms, they are used more often together than separately in practice as User Interface is a User Experience tool. So these concepts actually depend on each other and mostly do not work individually — it is not practical. And unfortunately, primarily large companies can afford to hire separate UX, UI, and other specialized designers. At the same time, competition in the market obliges designers to know as much as possible. Therefore, there is a niche of generalists with average skills in several areas, and one of them is UI/UX designers. However, the desire to “be universal” can sometimes mean “less efficient.” 


UI and UX designers deal with different aspects of the same product. The UX designer creates the system, organizes and structures the information, and the UI designer gives the system shape and color — this is how the product turns out. The UX designer focuses on how the product works, and the UI designer focuses on how it looks. It is not easy to make a product beautiful and convenient, so UI and UX specialists are in demand on the market. 

We advise you to focus on one thing and not study everything at once. If you prefer the creative aspect of the profession, rush into UI design. And if you are a fan of analytics and are ready to stay in the shadows, but it’s easier and more convenient to do things, then you should study to be a UX designer.

30 December 2021

Why Users Mute Push Notifications

Push notification appears as a text message that can help engage your audience when used correctly. It can enable you to communicate with users and remind them of the app’s existence when they’re not even using the application. However, push notifications must be created carefully to avoid being mute. So, let’s discuss why they are blocked and how to send information without getting turned off. 

User attitude to push notifications

The opinions about notifications are split. The majority of app users indeed are annoyed by push notifications. Fifty-two percent state that reminders are bothersome and distracting. However, 26 percent of app users are grateful for alerts related to their interests. Another 20% of users appreciate notifications that enhance productivity by informing important data and timely information. Therefore, many have a positive attitude to notifications. However, 52% is too large of a number to ignore.

Why do people mute notifications

The reason is apparent, too many push notifications that app users receive after downloading the app. Is it wrong to send many messages? Yes and no. There are times when sending many notifications can benefit the app. There are times when it can play a bad joke. It all depends on the strategy and the industry. Let’s discuss it in more detail about strategy. 

So, there are two approaches concerning App notification strategy: short-term and long-term. Both have their cons and pros.

  • Short-term push notification strategy

Short-term strategy pursues a goal to achieve results as fast as possible, and mainly it concerns sales. This strategy is acceptable if you plan to launch the app for a month and delete or close it after. Therefore, you can send notifications as often as you want or can. Then, even if half of the users mute the notifications, you can likely make up for the losses with a share volume. However, once again, for the short-term, it will work. After, the user or mutes all of the notifications or delete the app.

And on top of that, users will be less likely to accept notices in the future from other apps. So is it a high price to pay? All decide by themselves. We cannot judge on this matter. 

  • Long-term push notification strateg

Long-term strategy pursues a goal to achieve results with time and constant growth. This strategy is acceptable if you plan on the app’s continued development and you have a great service to share. Therefore, the best is to engage and satisfy users’ needs with your app and minimize the unfavorable actions. This strategy requires more time to re-evaluate how often to send notifications and the content of the messages. In this case, the industry plays a significant role. For example, it makes sense that users don’t want to be notified about travel deals daily or weekly if they’re only taking one or two vacations all year. In this case, it’s better to inform the users with valuable information like a discount for a flight they looked at before. As for social media, not everyone enjoys their phone buzzing every time a picture gets commented on or liked. So, think about what people want to hear from you, how often they need the messages. It enhances the user experience with your company and causes more minor damage to the app.

How to minimize the percentage of mute

Not all push notifications are bothersome. On the contrary, some users still find them helpful and valuable. To achieve this, here are the most common characteristics that help notifications not be perceived as annoying:

  • Not sent very often

How many notifications per week is considered normal? Depending on your industry, the numbers will vary slightly. However, on average, sending two or more push notifications in a week can cause 37 percent of users to mute your app. Therefore, sending one message weekly for a lower opt-out rate is better. But with that said, people are still disabling notifications if you send a little less than that. So be selective, and read forward.

  • Personalized

Studies show that personalized offers are the number one push notification type that app users want to receive. Therefore, it will be ineffective to send a mass message to all the users promoting a specific product, event, etc. It is like speaking to an actual customer. Before selling, it would be best to think about a user’s personality, interests, hobbies, and location. For example, your app is international and is in the sports industry. You are sponsoring a sports charity event in southern California. If you send notifications about this even to all users worldwide, people who live not in the USA most likely will not be interested. Even people who live in the USA, but not precisely in southern California, will be distracted and annoyed. Instead, send that push notification to users who live within reasonable walking or driving distance to the event. Let’s take another example; you have an eCommerce store app. It’s better not to send discount notifications about skirts and dresses to male users. But something more personal, like a discount on a product that the user was interested in or had purchased before. If it is not personal, it is probably irrelevant, consequently – annoying. Thus, that’s the fastest way to get users to mute your app notifications. Therefore, to avoid being disabled, try to think twice about the content that would grab the user’s attention or help him somehow. 

  • Have immediate value

Users won’t disable push notifications if they add immediate value. Some apps send necessary and timely messages based on the app’s functionality. For example, food delivery or transportation apps like Uber. If the delivery or car is in 15 minutes wait, most users won’t be waiting on the phone tracking the GPS location of their driver. That’s when apps push notifications to come in handy. By sending a notification to the user that the car has arrived, you make their life easier and add immediate value. 

Speaking about casual game apps, inform users when their life is restored, only if they opened it recently and spent some time playing. Also, if you have this kind of app, casual mobile game publishers can offer an individual app promotion approach. There are many good channels except push notifications that can boost your app. 

How to get users to turn on notifications again

Don’t worry if you found this guide after many users have muted your push notifications. If they have not abandoned the app, there is still a chance to enable app push notifications. How? With the use of other marketing channels. 

The easiest would be through an email that users use to create a profile in your app. Just send an email to inform them about discounts or gifts that you send periodically through push notifications. If they enable them, a user will receive a surprise gift. You can also promote this offer on social media, such as Instagram or Facebook. Once a user unmutes notifications, make sure not to lose them again by following our recommendations above. 


Push notifications are a fantastic method to communicate with your app users directly. But, unfortunately, people quickly turn off push notifications because they are already irritated by too many things in their lives. And, if you have a goal for long-term interaction with the users, it is better to think twice about the content – make it more personalized, quantity – don’t send more than one notification per week, and time when you will send notifications. Keep this information in mind, use it in your strategy, and fewer users will mute your notifications. 

19 December 2021

How To Recover the Delivery of Push Notifications

How To Recover the Delivery of Push Notifications 

We know by our experience that sometimes push notifications are not delivered as we would love to. There may be various reasons for that, and most of them we mentioned in the article “Why your app push notification may be undelivered.” So today, let’s discuss ways to work around them. 

  • Omni-device Engagement

From the start, marketers have two possibilities: 

  1. Sending push notifications to all active devices
  2. Sending push notifications to the last device that a user used to interact with an app

And by choosing the second option, your App reach increases instantly by 10% of deliverability and engagement.

Why is it so? A user usually interacts with a brand through multiple devices. An app holder carries up to 6 to 7 connected devices, including smartphones, laptops, tablets, and TV. Therefore, if a push notification appears only on one device, it would make user engagement with an app mainly ineffective. So, to reverse the situation, send push notifications across all user active devices that have the app installed. Especially it is essential for time-sensitive campaigns, for example, by sending a notification on a mobile phone during office hours and sending it on a tablet during break hours. It will increase its delivery and engagement rates.

  • Push Amplification

Push amplification identifies the notification delivery failure, acts as a backup, and delivers the notifications directly to App Users. How does it work? Push Amplification assigns a personal ID number to each device that after is used as an alternative delivery gateway. Therefore, it is proven to improve delivery rates by 50%, especially for most Chinese devices. Not to mention that such metrics as CTRs, retention, conversion are also enhanced.

  • Huawei 

Most Chinese companies run Stock Android using custom UIs. Hence, they have their own system of notification based on custom ROMs rather than Google’s push notifications. And recently, Huawei, which also used custom methods of a push notification, has released a new version of the Operating System – Harmoney. The issue is that old devices continue to run notifications on Android, which further challenges businesses that are trying to reach users in Harmony. An Insider is the first mobile marketing platform that solves the issue on the Huawei OS. It enables marketers to send push notifications to all the new Huawei smartphones that run on Harmony OS.

  • 3rd Party Push Services

It is a known fact that delivery rates on Chinese smartphones are as low as 20%. Because most Chinese devices reduce the background apps usage for battery life optimization, preventing sending push notifications to Users. Some Chinese OEMs have a standalone service that sends new messages from the cloud to a device in real-time, improving user engagement and awareness. These services include Huawei Push Services and Xiaomi Push Services. 

  • Batch Campaign Delivery

Push notifications are one of the main contributors to increasing instant mobile traffic. However, if an app server is not stacked up to handle a threshold of traffic instantly, then the app could undergo a temporary crash. That is a nightmare for most app developers due to a loss in revenue and blackout for your business. To prevent this, Insider (the service we mentioned before) provides a Batch Delivery feature. It divides the delivery of push notifications into groups and generates a time interval between the batches. So, for example, if you have 150K users, you can optimize to send 20K push notifications every 5 minutes. This way, the deliveries will be staggered, and there will be less possibility for a crash.  Also, we, as Playcore mobile game publisher, have other solutions to this issue, and we are happy to share. 

Push notifications are a prominent way to connect with app users and increase application engagement without additional ad spending. So it’s better to make the most of push notification campaigns by ensuring all engaged users receive them at the right time and device. If these tips did not solve you question, then contact us!

20 November 2021

Why your app push notification may be undelivered

Companies must cut above the noise in today’s competitive marketing landscape and connect with customers in meaningful ways. To do this, marketers need to think out-of-the-box. To reinvent the processes in which they communicate and engage with App users. 

There are a variety of channels to maximize app user engagement: SMS, email, in-app, web push notifications. Of all these, mobile push notifications are ranked among the most favored channels as they have multiple benefits for brands growth:

  • Results in CTR of up to 40%
  • Highly contextual to users
  • Cost-effective
  • Works in any niche

However, when speaking about a delivery, many face issues as not all mobile push notifications you create reach your target audience. These are primarily due to OEM restrictions, network problems, and other reasons that affect devices to cut off GCM service.

Circumstances That Affect Push Notification Delivery

Marketers must ensure that push notifications have a great delivery rate. Otherwise, ads have no benefit to anyone if it doesn’t reach the end recipient.  

Let’s discuss the most common reasons why some notifications that are successfully sent to GCM may be not delivered to every User:

1. Notification Opt-out. One of the obvious and common reasons your push notifications go undelivered is that some app users have opted out to receive this kind of content. 

2. User Activity in the app. There is no direct rule for user activity and push notification delivery. However, we noticed that users that do not use their app for more than three weeks tend not to receive push notifications. So, the more lately the app is used, the bigger the chances of reaching the Users through notifications.

3. Network Connectivity. Push notifications are under the impact of network latency. The lower it is, the higher push delivery rates. For example, mobile phones connected to 4G and Wifi have higher push delivery rates, while users on 2G or 3G are disconnected from push notification services more often. The reason is that the notification expires before reaching the Users device.

4. OS Version. Some users who use an old version of a smartphone are running on an outdated Operating System version. These include Android OS versions like Kitkat, Lollipop, and Jellybean, reporting a reduced delivery rate. In addition, due to Google’s new OS updates, Oreo also has a low delivery rate due to high battery optimization.

5. Notification Send Time Time plays an essential function in the deliverability of push notifications. When there is no connection to the Internet, GCM/FCM cannot send push notifications to Users’ devices. By the time the device restores connection, GCM can be timed-out. Consequently, the notifications are undelivered if a device is out of network in the set send time.

Most likely, you are facing issues with delivery if you are reading this article. Please proceed to “How To Improve the Reach and Delivery of Push Notifications” to solve the problems. 


10 November 2021