At its core, improving marketability means the increase of IPM (installs per 1000 impressions), which in turn leads to decreased CPI (cost per install). In lame man terms: the better your ad and your App Store page performs, the cheaper it is to acquire players.

But while the formula is straightforward, increase of marketability doesn't necessarily result in positive effects. In fact, incorrect use of the data may very well lead you astray creating a scenario where you're acquiring the wrong players more effectively.

Companies like Geeklab and Splitmetrics provide a platform that allow developers and publishers to test the marketability of their games and game concepts early and often. They will help you to answer questions around your theme, your art style and your unique selling points before you lay a single line of code. They will also help you to continuously improve your marketing message and test creative ideas with the target audience.

Geeklab

www.geeklab.app/dof/

Splitmetric

www.splitmetrics.com

www.twitter.com/SplitMetrics 

www.facebook.com/splitmetrics