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Mobile developer Tru Luv enlists investors to help build a more inclusive alternative to gaming

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Developer and programmer Brie Code has worked at the peak of the video game industry – she was responsible for many of the AI systems that powered non-player character (NPC) behavior in the extremely popular Assassin’s Creed series created by Ubisoft. It’s obvious that gaming isn’t for everyone, but Code became more and more interested in why that maxim seemed to play out along predictable gender lines, leading her ultimately to develop and launch #SelfCare through her own independent development studio TRU LUV.

#SelfCare went on to win accolades including a spot of Apple’s App Store Best of 2018 list, and Code and TRU LUV was also the first Canadian startup to attend Apple’s Entrepreneur Camp program. Now, with over 2 million downloads of #SelfCare (without any advertising at all), Code and TRU LUV have brought on a number of investors for their first outside funding including Real Ventures, Evolve Ventures, Bridge Builders Collaborative and Artesian Venture Partners.

I spoke to Code about how she came up with and created #SelfCare, what’s next for TRU LUV, and how the current COVID-19 crisis actually emphasizes the need for an alternative to gaming that serves many similar functions, but for a previously underserved groups of people for whom the challenges and rewards structures of traditional gaming just don’t prove very satisfying.

“I became very, very interested in why video games don’t interest about half of people, including all of my friends,” Code told me. “And at that point, tablets were becoming popular, and everyone had a phone. So if there was something universal about this medium, it should be being more widely adopted, yet I was seeing really clear patterns that it wasn’t. The last time I checked, which was maybe a couple years ago, there were 5 billion mobile users and around 2.2 billion mobile gamers.”

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Her curiosity piqued by the discrepancy, especially as an industry insider herself, Code began to do her own research to figure out potential causes of the divide – the reason why games only seemed to consistently appeal to about half of the general computer user population, at best.

“I started doing a lot of focus groups and research and I saw really clear patterns, and I knew that if there is a clear pattern, there must be an explanation,” Code said. “What I discovered after I read Sheri Grainer Ray’s book Gender Inclusive Game Design, which she wrote in 2004, in a chapter on stimulation was how, and these are admittedly gross generalizations, but men tend to be stimulated by the sense of danger and things flashing on screen. And women, in her research, tended to be stimulated by something mentioned called a mutually-beneficial outcome to a socially significant situation. That’s when you help an NPC and they help you, for instance. In some way, that’s more significant, in the rules of the world than just the score going up.”

TRU LUV founder and CEO Brie Code

Code then dug in further, using consumer research and further study, and found a potential cause behind this divide that then provided a way forward for developing a new alternative to a traditional gaming paradigm that might prove more appealing to the large group of people who weren’t served by what the industry has traditionally produced.

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“I started to read about the psychology of stimulation, and from there I was reading about the psychology of defense, and I found a very simple and clear explanation for this divide, which is that there are two human stress responses,” she said. “One of them, which is much more commonly known, is called the ‘fight-or-flight’ response. When we experience the fight-or-flight response, in the face of challenge or pressure or danger, you have adrenaline released in your body, and that makes you instinctively want to win. So what a game designer does is create these situations of challeng,e and then give you opportunities to win and that leverages the fight-or-flight response to stress: That’s the gamification curve. But there is another human stress response discovered at the UCLA Social Cognitive Neuroscience lab in 2000, By Dr. Shelly Taylor and her colleagues. It’s very prevalent, probably about half of stress responses that humans experience, and it’s called tend-and-befriend.”

Instead of generating an adrenaline surge, it releases oxytocin in the brain, and instead of seeking a victory over a rival, people who experience this want to take care of those who are more vulnerable, connect with friends and allies, and find mutually beneficial solutions to problems jointly faced. Seeking to generate that kind fo response led to what Code and TRU LUV call AI companions, a gaming alternative that is non-zero sum and based on the tend-and-befriend principal. Code’s background as an AI programmer working on some of the most sophisticated virtual character interactions available in modern games obviously came in handy here.

Code thought she might be on to something, but didn’t anticipate the level of #SelfCare’s success, which included 500,00 downloads in just six weeks, and more than 2 million today. And most of the feedback she received from users backed up her hypotheses about what the experience provided, and what users were looking for an an alternative to a mobile gaming experience.

Fast forward to now, and TRU LUV is growing its team, and focused on iterating and developing new products to capitalize on the clear vein of interest they’ve tapped among that underserved half of mobile users. Code and her team have brought on investors whose views and portfolios align with their product vision and company ethos, including Evolve Ventures which has backed a number of socially progressive ventures, and whose managing director Julius Mokrauer actually teaches a course on the subject at Columbia Business School.

#SelfCare was already showing a promising new path forward for mobile experience development before COVID-19 struck, but the product and TRU LUV are focused on “resilience and psychological development,” so it proved well-suited to a market in which mobile users were looking for ways to make sustained isolation more pleasant. Obviously we’re just at the beginning of feeling whatever impacts come out of the COVID-19 crisis, but it seems reasonable to expect that different kinds of mobile apps that trigger responses more aligned with personal well-being will be sought after.

Code says that COVID-19 hasn’t really changed TRU LUV’s vision or approach, but that it has led to the team moving more quickly on in-progress feature production, and on some parts of their roadmap, including building social features that allow players to connect with one another as well as with virtual companions.

“We want to move our production forward a bit faster than planned in order to respond to the need,” Code said.”Also we’re looking at being able to create social experiences a little bit earlier than planned, and also to attend to the need of people to be able to connect, above and beyond people who connect through video games.”

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APPS

Best ASO Tips To Boost Your App Search In 2022

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You need your application to be really effective in the overpopulated application market. Then, at that point, you will have to drive downloads to endure. So when it’s all said and done, you must account for yourself. Get your application the consideration it merits.

The uplifting news, however, is that customers love to download applications – last year, we downloaded in excess of 200 billion applications around the world, and that figure is set to increment to 258 billion every year by 2022 as cell phone reception increments.

Assuming you need to be seen and have your application downloaded by however many clients as could reasonably be expected, then, at that point, you should begin by taking a gander at the application store.

Underneath, we’ve assembled probably the best application store improvement methods to assist you with creating more downloads in 2021 and then some…

Start with Your Application Name 

The odds are you as of now have an extraordinary name for your application, yet an appropriately advanced application is about significantly more than marking.

Assuming you need to amplify transparency and guarantee you’re showing up when clients look for applications like yours, you ought to remember the primary keywords for your application name or title, comparable to how you’d make a title label while improving a site page.

You could begin with your application name so it tends to be plainly recognized, thus it appears on the home screen of gadgets.

Then, at that point, you can add a scramble or vertical bar prior to adding a few pertinent watchwords to your speciality, or even put your application name in quotes as we did with FORE Business Golf Networking.

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Urge Users to Leave Reviews 

You could ask for reviews by clients through the means of your site, or through an in-application notice toward the finish of their meeting, yet make sure to restrict the number of pop-ups you execute with the goal that you don’t disturb or disappoint your clients, as this could urge them to erase your application.

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We’d support all application engineers and entrepreneurs to react to criticism on their applications, as this can further develop client relations and resolve issues in an open arena.

Zero in on Your Application Depiction 

Your application depiction is your principle assemblage of text your landing page content, in a manner of speaking. Utilize a site like KeywordTool.io to discover information on your picked catchphrases to expand your openness. As portrayals are shortened, ensure you remember the main data for the initial three lines of your depiction, and afterwards add things like social confirmation, emoticon, and suggestions to take action to build commitment and downloads.

Incorporate Appealings Screen Captures 

Pictures and recordings won’t help your application rank, yet they will expand changes and assist clients with working out whether it’s an application they truly need.

There’s a little guide in empowering clients toward downloading your application if in any case, they’re not going to interface with it, or download and leave a negative survey when they understand it wasn’t what was promoted.

Assuming you need to ‘tart up’ your item page, then, at that point, you can add marking and extra text and data and designs to your recordings and screen capture, yet they ought not to diminish your item.

Pay for App Store or Play Store 

As we have SEO and pay-per-click, you need to work one next to the other (one is a gradual methodology with long haul benefits – the other is a speedy success yet requires an endless spending plan), application store promotions can be utilized to get the message out with regards to your new programming and assist you with positioning at the highest point of query items pages – in front of your opposition and enormous names in the application world.

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Keep in mind, you’ll need to focus on the right crowd and art an advertisement that will assist you with changing over and that since you’re paying for situations, that doesn’t mean clients will download or cooperate with your application.

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Wrapping Up!

You can employ a group of  App  Store Optimization Services suppliers to benefit a scope of application store improvement administrations, including watchword advancement, resource enhancement, and restriction to guarantee your application is seen by individuals that matter.

We have long periods of involvement in creating and showcasing applications and have assisted different customers with expanding their downloads by infiltrating rewarding and regularly undiscovered business sectors.

Author:
Prachi Gupta likes to write information about Digital Marketing Trends that can help audience to grow their business.

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