<p>Each case study provides an in-depth look at the specific project we completed for our clients, including the challenges we faced and the solutions we implemented. They also highlight the results of our work, such as increased revenue, improved player engagement, and higher player satisfaction. It can be seen as a portfolio of our experience in the video game industry and can be used as a reference for potential clients who are considering working with us.</p>

Case studies

<p>Stay informed about our product launches, expansions, and partnerships that shape our company&#39;s growth.</p>

Company updates

<p>Kangurus is actively participating in various industry events and 
venues, presenting a good opportunity to connect with fellow 
professionals in the video game industry. By joining these gatherings, 
Kangurus fosters an environment where ideas are shared, synergies are 
built, and valuable networking relationships are formed, making it an 
excellent way to engage with like-minded individuals and stay 
updated on the latest trends in the gaming world.</p>

Events

<p>Kangurus’ blog is dedicated to provide information and insight on the intersection of marketing technology and design in the video game industry. Our focus is on the latest tools, techniques, and trends in game publishing, as well as the creative process behind some of the most successful games. We also cover topics including platforms and tools that studios can use to improve their games and live services.</p>

Blog posts

<p>We are very exciting to share that Kangurus will be attending Gamescom 2023, the renowned event that brings together gaming professionals from around the globe. As recognized experts in video game marketing services, we are eager to connect with the entire gaming industry and discuss how we can assist publishers and developers in building player engagement through creative and efficient marketing funnels.</p><p>Gamescom, one of the world&#39;s largest gaming venue will be taking place from August 23 to August 27, 2023, at its usual location in Koelnmesse, Cologne, Germany. This event serves as a hub for the gaming community, offering valuable networking opportunities and insights into the latest trends shaping the industry.</p><img src="//images.ctfassets.net/5mejnh68joe9/102A0YjGsvDUjntorqknq3/ffafec92872444c4a676bf3a640e0f32/Kangurus_at_Gamescom.jpg" width="1200" height="630" alt="Kangurus at Gamescom 2023" /><p>You can find the Kangurus booth in Hall 3.2, located within the Business France area. We invite all attendees to come and visit us to explore how our expertise and services can enhance their marketing strategies and drive player engagement to new levels.</p><p>At our booth, our dedicated team of professionals will be on hand to discuss a wide range of topics, including:</p><ul><li><p>Player Acquisition and Retention: Learn how Kangurus can assist in acquiring new players and retaining existing ones through targeted and data-driven marketing strategies.</p></li><li><p>Creative Marketing consulting services: Discover how our tailored consulting services can effectively engage players and maximize the impact of your campaigns.</p></li></ul><p>We look forward to sharing our years of expertise, exchanging ideas, and forging valuable partnerships during Gamescom 2023. This event presents an excellent opportunity to meet our teams and discover how we can assist you in achieving your goals.</p><p>Join us at Hall 3.2 in the French Pavilion at Gamescom, Cologne, Germany, from August 22 to August 25, 2023.</p><p>For further updates and information, stay tuned to our <a href="https://twitter.com/KangurusStudios" target="_blank" rel="noopener noreferrer">Twitter account</a> and <a href="https://www.linkedin.com/company/kangurus" target="_blank" rel="noopener noreferrer">LinkedIn page</a>. We can&#39;t wait to meet you at Gamescom 2023!</p>

Kangurus at gamescom 2023

We will be at Gamescom this year. Join us at Hall 3.2 on Aug 23-25, 2023, and earn vouchers, swag and gear at the Kangurus booth!

Gamescom 2023

<p>We are thrilled to announce that the Kangurus team will attend Game Camp, the premier event for the French video game industry. As recognized experts in our field, we are excited to connect with publishers and developers and discuss how we can help them build player engagement through creative marketing funnels.</p><img src="//images.ctfassets.net/5mejnh68joe9/7tkbXKEJw5DUtGkklsCvYU/70b27661f91aa9cb0a7d3e49e48233b5/game-camp-france-2023.jpg" width="1200" height="630" alt="Game Camp 2023" /><p>Game Camp is an extraordinary gathering of gaming professionals and enthusiasts, and it will take place on June 19 and June 20, 2023. This exceptional event will be held in the beautiful city of Lille, France. Game Camp offers a unique place for networking, showcasing creative studios, and exchanging ideas to drive the French gaming industry forward.</p><p>We invite you to meet us at our “SNJV Experts” spot, where we will be available to meet and greet visitors on both days of the event. Whether you have questions, seek marketing expert advice, or simply want to connect with fellow gaming enthusiasts, our team will be there to engage in exciting conversations.</p><p>Make sure to mark your calendars for June 19 and June 20, 2023, and prepare to join us at Game Camp in Lille, France. We can&#39;t wait to connect with you at Game Camp.</p><p>See you there!</p>

Kangurus at Game Camp 2023

During 2 days, we will meet with the French gaming professionals to explore strategies for enhancing player engagement with our creative marketing approaches.

Game Camp 2023

<p>Kangurus is very proud to join the network of experts of the <a href="http://snjv.org/services" target="_blank" rel="noopener noreferrer">SNJV</a>, the largest group of video game professionals in France, to offer preferential rates and priority processing to its members. We are looking forward to working with the SNJV to expand our video game projects in the French 🇫🇷 and European 🇪🇺 region.</p><div class="kg-embed w-full" data-type="oembed" data-url="https://twitter.com/KangurusStudios/status/1651850170202574849"></div><h2>Let&#39;s do it!!!</h2><div class="kg-embed w-full" data-type="oembed" data-url="https://giphy.com/gifs/snl-saturday-night-live-season-48-Z2zF3CDluXuNBKyTyq"></div>

SNJV x Kangurus

We are looking forward to working with the SNJV to expand our video game projects in the French and European region.

Kangurus joins SNJV experts network

<p>Many game publishers and developers consider factors such as the cost of development and design, technical requirements, localization for different languages, the content and overall purpose of the website. They may also think about the target audience, which should always be the same as the game audience, the desired user experience, and the competition in the video game genres. Additionally, they will need to consider the long-term maintenance and marketing costs associated with maintaining such a game or studio website.</p><p>Before defining the budget of your website, it is important to consider the following aspects:</p><h2>What is the purpose of my game or studio website?</h2><p>The main purpose of a game website is to promote the game mechanics, its features and provide media for players to learn more about the game. A game website can serve as a strong community hub, allowing players to view their profiles and leaderboards directly through the site. It can also provide updates about the game, such as patch notes, developer stories, and the lore, which can help to increase player engagement.</p><p>For a studio website, the usual purpose is to highlight the company, its values, and its games. It can also be helpful for recruitment: job listings, descriptions, and qualifications, to feature employee testimonials, which can help to build a positive image of the studio and attract top talent. For studios who is looking for investment,it can help investors make informed decisions about investing in the company.</p><h2>What is my game website’s main Call-To-Action (CTA)?</h2><p>This is another item at the top of your checklist. A CTA encourages visitors to take a specific action, such as signing up for a newsletter, downloading a game, or purchasing a DLC. CTAs are important because the conversion rate is one of the main KPI to measure the success of the website.</p><p>Some examples of CTAs for game websites could be:</p><ul><li><p><b>Play For Free</b> – It works if a game is a free-to-play. This CTA can be placed on the homepage of a game website, encouraging visitors to play the game without spending money, which is a big incentive.</p></li><li><p><b>Sign Up for Closed Beta Access</b> – This CTA can be used for an upcoming game, encouraging visitors to sign up for beta access to test the game before its official release. This is helpful to get players feedback or for acquisition.</p></li><li><p><b>Pre-Purchase Now</b> – This CTA encourages visitors to pre-order the game to ensure they receive it on the day of release. An additional incentive could be an exclusive item in-game that players receive only by pre-ordering the game.</p></li><li><p><b>Join Our Community</b> - This CTA can be used to encourage visitors to join a Discord server or social media group related to the game.</p></li></ul><h2>How does my game website fit in our funnel of player acquisition?</h2><p>The first thing is to raise awareness to potential players. They become aware of the game or the studio website through various marketing channels such as social media, search engines, digital advertising, and emails. Then they express interest in the game by visiting the site, reading about the game, or watching a video trailer.</p><p>The funnel of acquisition is a useful model for understanding the customer journey and identifying areas where improvements can be made to increase conversions.</p><h2>Should we localize the game or studio website?</h2><p>If you are targeting a global market with your video game, it can be beneficial to localize your website to provide a better user experience and reach a bigger audience. Your game website should have the same languages as the game itself so that players will have consistent words and ton: names can be challenging to translate in a meaningful way.</p><p>A localized game is more accessible to players who may not speak the language of the original version of the game, which is most of the time in English. This can help you reach a wider audience and potentially increase your non-English spoken player base.</p><p>It is better for SEO (Search Engine Optimization) rankings: Search engines often prioritize websites that are localized for specific regions or languages. This can help you rank higher in search results and drive more traffic to your game or studio website.</p><h2>What content to add in that game or studio website?</h2><p>Finally, a website is a living place on the Internet, it needs to have a regular content schedule and promote it through various channels to reach your game audience. The content should be relevant and interesting to your audience and should align with the game&#39;s genre and audience.</p><p>For example, there are several types of content that can be added:</p><ul><li><p><b>Game updates</b>: Writing about latest version updates, patch notes, new content, or upcoming events can help to keep players informed and engaged with the game.</p></li><li><p><b>Tips and tricks</b>: Providing helpful tips and tricks for playing the game can help players improve their skills: “Did you know that…?”</p></li><li><p><b>Developer interviews &amp; behind the scenes</b>: Interviewing the developers of the game can provide an interesting perspective on the game&#39;s creation and development process. Other interesting insights can give players a deeper understanding of the game and the people who created it.</p></li><li><p><b>Highlight community content</b>: Encouraging the community to create content, like fan art, walk-through, and more, can help to build a sense of community around the game.</p></li></ul><p>With that in mind, it will be much easier to define a realistic budget to support the project of creating a game or studio website. Also, this approach will help to integrate the website in a global marketing strategy for an effective player acquisition. If you think we can assist to answer these questions (and more), feel free to reach out. We will be glad to help!</p>

Kangurus 3D with light

Factors that game publishers and developers should consider when creating a website for a game or a studio, including cost, technical requirements, localization, target audience, and Call-To-Action (CTA).

5 things to know before creating a website for a game or studio

<p>Biomes is a mobile game for children that encourages them to learn while having fun. Evenly Cooler Games, an indie game developer and publisher based in Dublin, Ireland, is behind Biomes. They reached out to create the world of Biomes as well as a set of publishing materials such as concept art, Facebook covers, LinkedIn posts, email templates, and a game site.</p><h2>The process</h2><p>It took a long time and several sprints (Agile Scrum iterations) to establish how Biomes will look. Matching the goal of Evenly Cooler with the final concept arts required an effective project management process.</p><h3>Storytelling</h3><p>What is the background to Biomes? We worked hard to come up with terms and adjectives to describe Biomes. It is an ever-changing universe brimming with wonderful games for kids to play and learn in. Biomes is a place where children can imagine themselves in their favorite worlds.</p><h3>Looking for an art direction</h3><p>We produced numerous sketches to establish an art direction. Different angles and compositions were explored to determine what their target audience loves and wants to engage with Biomes&#39; game and content.</p><img src="//images.ctfassets.net/5mejnh68joe9/rkTBhkJWeDfkArHvBO5Y8/7b4e3411f1cccbf66da61367df3b7e23/sketch1_logo.jpg" width="1200" height="630" alt="sketch1 logo" /><img src="//images.ctfassets.net/5mejnh68joe9/6pIM6KnGn3bnWPifg4Za2B/c02fd4b8559e99eedd1af00dfe3a804e/sketch2_logo.jpg" width="1200" height="630" alt="sketch2 logo" /><img src="//images.ctfassets.net/5mejnh68joe9/6D7iKsV4Mx954bu2jAkk7z/93c3ef5c63de420b3e30620695b803bd/sketch3_logo.jpg" width="1200" height="630" alt="sketch3 logo" /><p>Sketching is a quick illustration that focuses on generic shapes and proportions. This allowed us to iterate efficiently and save time before considering colors and finishing the final artwork.</p><h3>Choosing the perfect colors</h3><p>Because Biomes contains different biomes, it took considerable effort to find the right colors. Some biomes, for example, might be gloomy, while others can be vibrant. The color keys are used to create the overall look and feel of the scene.</p><img src="//images.ctfassets.net/5mejnh68joe9/5oIa1Jdk58Jq4BUuatUF9K/573bf7c9c0f54e1b79d3cdd77d4ab8d7/color_key_mushroom_biome_logo.jpg" width="1200" height="630" alt="color key mushroom biome logo" /><img src="//images.ctfassets.net/5mejnh68joe9/1BLhFzJ37oPRzAKM82IlrD/9868e94277632c7076f1fb2784b70f40/sketch_to_color_key_logo.jpg" width="1200" height="630" alt="sketch to color key logo" /><h2>Creating characters to embrace diversity</h2><p>Evenly Cooler&#39;s core value of diversity must be represented in their game. That is why we took the time to determine the appropriate sizes and curves for a baseline. Then we made a wide range of characters with unique personalities, genders, ethnicities, and disabilities.</p><img src="//images.ctfassets.net/5mejnh68joe9/6GtLqYZ2jpKX8lYr1SQPo7/d0250ec38b644bac131b221726b6baac/research_logo.jpg" width="1200" height="630" alt="research logo" /><img src="//images.ctfassets.net/5mejnh68joe9/1LweNguv5nTGC4H0xqSAyq/4c86a109d183efdaa9c4b0cae3d54ea7/header_no_Logo.jpg" width="1200" height="630" alt="header no Logo" /><h2>Production of publishing materials</h2><p>We started creating mockups and UI elements for the website after the concept art was nearly complete. We used the same methodology as for concept art - Agile Scrum - which allowed us to iterate fast on web design wireframes, mockups, and web development. On request, the website is hosted on servers powered by renewable and carbon-free electricity.</p><img src="//images.ctfassets.net/5mejnh68joe9/4esvbEN9sVr3Jslv0awOmX/abde469ae609705b86b1716787ab2315/header_no_chars.jpg" width="1200" height="630" alt="header no chars" /><p>Other assets, such as Facebook covers and graphics, were made to enhance the page profile and posts. Evenly Cooler now can compose emails by themselves thanks to the creation of an email template.</p>

Biomes header

From visions to illustrations, this case study describes how we proceeded to deliver the right concept arts and publishing materials to Evenly Cooler Games.

Creating new worlds for Biomes

<p>Century: Age of Ashes was developed and published by Playwing. Their marketing team hired us in order to speed up the website for Century: Age of Ashes. In this case study, we will explain technical metrics at a high level for a broad audience and non-tech savvy people. We will describe how we narrow down problems in order to effectively address them.</p><h2>Why is the speed of a Game site so important?</h2><p>Search Engine Optimization (SEO) has a strong influence on website performance. The faster your game site is, the better for SEO. Google ranks websites based on technical measures such as server responses, graphics rendering times, and algorithm execution times. These metrics should be below specified thresholds for Google to compare webpages.</p><p>In a world where mobile is king for consuming content, mobile SEO must be on equal level with, if not better than desktop. The difficulty is that mobile devices have lower specifications than desktop PCs. Games are popular for showing graphics content in 1080p, 4k, or even 8k definition, such as videos, concept arts, and clips. Over 3G or 4G networks, such resources take time to load.</p><h2>Identify the bottlenecks</h2><p>First, we need to identify bottlenecks: resources that take a long time to load. There are several online tools available to help with this. PageSpeed Insights is a well-known example. By submitting a website, it will provide a global performance score and information. The initial problems are usually unoptimized videos and images. The most typical solutions include re-encoding videos and resizing images to fit a website.</p><p>Then we go further into the source code to find inefficient algorithms. This part is determined by a variety of factors, including technology, frameworks, plugins, and many others.</p><h2>Fix, Test, Analyze. Do it again and again.</h2><p>The steps are straightforward. A quick fix sometimes can produce better outcomes than a longer and more complicated fix. For example, we noticed that the video took some time to load and play, therefore our attention has been drawn to that particular element.</p><img src="//images.ctfassets.net/5mejnh68joe9/6baoh8CfeZERrG38TUf3Ng/08d3eb4e50f5949c46ddfaa2b4c916d8/slow-vs-fast.png" width="1200" height="630" alt="Slow vs. Fast" /><p>We can notice in the first sequence that the video appears 4 seconds after the website loads. In the second sequence, this is what we get after re-encoding the video with the appropriate codecs and file format. The video starts to play right in the first second, we reduced page loading by 3 seconds and prevent user frustration.We also addressed some more technical issues, such as unoptimized algorithms and plugin loading, which were slowing down the website.</p><h2>Results</h2><p>Organic traffic has grown by 45% few months after this work.We also decreased the number of frustrated users as the load time was reduced from 4 seconds to 1 second.</p>

Century AoA Key Art

In a world where mobile is king for consuming content, performance is key. This case study is on how we speed up Century: Age of Ashes game site for mobile, tablet and desktop.

Speed up a game site, performance matters

<p>Playwing is an independent game developer and publisher that was established in 2017. Their publishing team reached out to scale the website for Century: Age of Ashes globally across the EMEA, NA, LatAm, and APAC regions. The earlier website was primarily in English, which was a smart strategy for quickly attracting an international audience rather than a global one in multiple regions.</p><h2>Improve existing workflow with automation</h2><h3>Separate roles, smooth process</h3><p>In this process, we considered all the many responsibilities involved in translations. It enabled us to see the big picture of what we were going to accomplish. We also analyzed all the design and technical steps required to complete this mission.</p><h3>Improve translators efficiency</h3><img src="//images.ctfassets.net/5mejnh68joe9/6Hxia8R5Y65fW3RtAKueCh/6407e7f06876a8761dbbb4c145cf3ece/translations.jpg" width="1200" height="630" alt="Translations" /><p>Since English is the main language of Century: Age of Ashes, all translations are based on the English version of the text.</p><p>Translators are the main users of the localization system. They are physically located across all regions and time zones. The APAC region’s day typically ends when the EMEA region begins to work, while the NA and LatAm regions are still sleeping. Because the translation tasks are independent, they can run smoothly. If a translation is needed quickly, an on-call rotation with the vendors must be implemented.</p><img src="//images.ctfassets.net/5mejnh68joe9/7xiERfzBEzH1CWJX2S6TDg/c7888660f05db5f3693bbc2e37bfb1fc/translation-workflow.png" width="1200" height="630" alt="Translation workflow" /><p>To ensure that all translation operations run well, a workflow has been defined. When a new translation is published, all other languages are labeled as “needs updating”. When a new text must be translated, translators will be informed. A release schedule may be set to automatically send the new translation at a specific time, avoiding having partially translated content on the game site and allowing for a global update at once.</p><h3>Automate Customer Support tickets for different languages</h3><p>Customer support is an essential part of the player experience for a Game as a Service, including periodic content drops. Support tickets are sent through a specific form on the game site. Because the game site is localized and marketed to a global audience, players usually send comments in their native language. Typically, game publishers and developers have their own support ticket management solutions. We connected the game site with their technologies, allowing Playwing to keep their efficient workflows and pipelines.</p><h2>User interface and SEO adaptation</h2><h3>SEO localized</h3><p>The following problem was telling Google that the game site had various translated versions of the same page. Except for the blog articles that remained in English - Google needs to know that as well. Everything needs to load fast because <a href="https://kangurus.com/case-studies/performance-matters">performance matters in SEO</a>.</p><h3>6 characters in Chinese, 24 characters in Russian</h3><img src="//images.ctfassets.net/5mejnh68joe9/4R1U7X4HjU8HGa1O1PVxrP/0e119fc73edb581822c4df826a816128/bugfix-design-locales.png" width="1200" height="630" alt="Bugfix design locales" /><p>When it comes to fitting text into a small box, design limitations are always a challenge. It’s indeed tricky to find the right balance between translators and designers. Can they rewrite the text shorter and keep it compelling? Tradeoffs might sometimes be made while bearing in mind that content is king.</p><p>For right-to-left (RTL) languages, such as Hebrew or Arabic in the MENA region, the design composition would need to be significantly adjusted.</p>

Century AoA

Behind the scene of scaling Playwing’s Century: Age of Ashes game site across Americas, Asia and Europe. This case study is about the process to localize the game site.

Latest
News

Gamescom 2023

Game Camp 2023

Kangurus joins SNJV experts network

5 things to know before creating a website for a game or studio

Creating new worlds for Biomes

Speed up a game site, performance matters

Scaling a game site globally from 1 to 9 languages

LatestNews

Gamescom 2023

Game Camp 2023

Kangurus joins SNJV experts network

5 things to know before creating a website for a game or studio

Creating new worlds for Biomes

Speed up a game site, performance matters

Scaling a game site globally from 1 to 9 languages

Latest
News