It is over a week since Fallout Shelter got on Android, and over three months on iOS, and anything that this desktop and console giant Bethesda has been capable to seize is some mind numbing stats that are fueled by the Achievements of the game beyond thoughts. It also involves overtaking the great King’s Candy Crush Saga in sales in the United States and UK. A whole lot has been said and written regarding its impressive achievements. Nevertheless, we are yet to ingest those enrolled yet effective methods that resulted in Fallout Shelter’s incomparable success. However, before we try this, here’s a little preface concerning the game that has its roots in the 1990’s. Fallout Shelter’s journey is not just awesome but motivating in every little way and we are overexcited to discuss with our readers.
The Preface of Fallout and Fallout Refuge : The Voyage of DOS to Mobile
The image shown above bears that the achievements of Fallout Shelter were widespread since the game was released on DOS during the year 1997 after which steadily made available on various platforms that included Microsoft Windows, Mac OS, Mac OS X, PlayStation 2, Xbox and like. Evidently, the seeds of success of Fallout l had been sown quite a long time and its brand image had been already making rounds since these years. Nonetheless, it took a while for the Bethesda Softworks to be ready to publicize the launch date of Fallout 4 that happened to be at E3 2015. Realizing that Fallout fanatics are desperately waiting to get Fallout 4, Bethesda decided upon introducing an appealing mobile version, first for the iOS platform followed by the Android platform. This led Bethesda Softworks to attain swift achievements with its system simulation game, Fallout Shelter, on mobile devices. After the launch on iOS, it became the top downloaded game in 48 nations, as well as the highest downloaded app of any kind in 25 countries.
A short description about the game- Fallout Shelter
Fallout Shelter is set in the popular Fallout world. It involves players constructing a Vault to safeguard their citizens from the Wasteland. Players are always involved in building the Vault by building resource-production rooms and are suppose to keep the dwellers occupied and direct them to operate in these rooms. With 1 billion androids, iOS play session in a month; Bethesda in recent times updated the game with fresh tips and tricks for the recently launched new Volts.
That said , we shall now discuss ‘other’ strategic elements and implementations that boosted the virality of this game :
An unexpected worldwide launch on mobile devices before the much anticipated release of Fallout 4 on PC, Mac and various devices
This, in fact, was least expected from the Bethesda, especially if they have a current core fan base that’s already expecting the launch of Fallout 4. However, releasing a game that’s very much in sync with its Fallout series and making it accessible on a pocket sized devices that everyone’s glued to, and that too without no advanced trailers, no sneak previews, definitely got everybody moving in no time.
We can refer to it as an excellent marketing and advertising plan that encouraged the world to enjoy the game right away- just when the hype around the brand and Fallout 4 was culminating. In fact, we can also put it as the developers failed to give the audience opportunity to judge or react to the game before its release. Due to the fact it was very crucial for Bethesda to resonate with their core fan base while introducing a Free-to-Play version that did not taint the Fallout series, the concept of the same day worldwide launch worked in their favor and the game took off to the top of the charts to reach a wider audience.
Because of this, the game rode a wave of wacky curiousness that left everyone scrambling their iOS devices to check for the game for themselves.
The snowball impact on brand image with growing number of direct installs
“Loyalty is rare… if you find it, keep it.”
The quote outlined above is very evidently put up here in the context of Bethesda and their very own product Fallout, and its fans. In their situation, the loyalty has been nothing no more than a give and take relation. While Bethesda was able to get caught up with its fans for years, these fans remained loyal when they were expected to give it back.
It was Fallout’s core fanbase, that stood as a loyal and passionate audience, which led the game to a notable position, but most importantly, we have to concentrate here on the efforts that Bethesda deployed which not just kept its brand image untouched but witnessed it expanding in leaps and bounds post release of the game.
Amazingly, Bethesda was majorly prosperous in tying the brand perfectly to the game type- developing a vault was an element that fans of the brand instantly understood which was collectively acknowledged by the rest of the audience. The game developers had a specific vision, and that was to build a mobile game that simply doesn’t taint their classic version of the game, and yet design a profitable game that their core fanbase can connect with in the first place. Again, Bethesda was prosperous in keeping up with their core fan base at any cost which opened up doors for them to achieve organic installs accompanied by more installs based on their popularity.
A brilliant F2P monetization technique that gauged the game’s achievements
Maintaining Fallout Shelter’s monetisation in the forefront, Bethesda surely could strategize it as it wanted to- imposing least pressure to monetise and enabling the players to decide on how much they were eager to spend. Looks like Hearthstone was a major motivation, thinking of its success and major fan following.
Coming back again to Fallout Shelter’s monetization technique, the game is free to download, and once the game has been installed, it is the player’s decision to spend the amount they want to, which results in an enjoyable experience. Fallout Shelter offers an interesting idea of using a magic box mechanic (Lunchbox) and random cards as the only real world money purchase option- it includes items, resources and money rewards). This is a terrific substitution for offering just currency to the gamers.
This aspect wherein the players can spend via lunch boxes and choose what to pay without being doubtful about it produces an excellent degree of abstraction while participating with the game. We can say that Bethesda has managed to execute a game changing strategy in which it reinforces motivational acquisitions.
Notched it with outstanding UI and animation to win over flawlessly
The strategy simulation game is majorly powered by three critical mechanics wise. Resources, Dwellers and Wasteland. Seeing that two of these mechanics that is Resources and Dwellers are put in a bounded space and most of the gameplay happens right there, Bethesda excelled in providing outstanding creation value which is powered by great graphics and UI. Collectively, this has led to an exceptionally cultured game.
Glancing at the rooms and dwellers will remind you of traditional, retro Fallout style, meaning the look is quite similar to that of Fallout collection. You will be stunned to see the information at any zoom level and every detail provides immense of depth to each one of the rooms as you adjust your perspective and scroll around. hold on, there’s also a parallax effect when you tile your device. What else could you ask for in a free-to-play game!
In general, Fallout Shelter fosters an essential and necessary element thinking about the UI and graphics that’s added to its elegance and production value to a greater level.
Providing a new knowledge by amalgamating Tiny Tower & Classic Fallout
When asked what exactly makes Fallout shelter ethereal and long-lasting, then we would blame it on it being a mix of two outstanding games which we just stated. Bethesda brightly added a Fallout twist and reinvented on the Tiny Tower design to drive quite unique experience with even more detail and gameplay. We certainly believe that this twist will work as a vital component that will ultimately help the game maintain its supreme momentum.
DateADweller is the latest trend across Tinder & Twitter
It was recently that Bethesda chose to take it to two major social media giants which is Tinder & Twitter. The young, 25 years old vault Boy was able to gain lots of publicity for Fallout Shelter. Check how this quirky marketing campaign was put across:
What you see above is the Tinder profile of Vault Boy and the mere concept of discovering a smiling cartoon looking at you on swiping left adds lots of humor to this whole concept. Much like Bethesda expected, the audience found it funny enough to make it popular.