© mobyaffiliates.com 2013 | A Guide To Getting Your App Reviewed 2

Table of Contents

1 Introduction .......................................................................................................................................... 3

2 What are app review sites? ............................................................................................................. 4

3 The value of app reviews ................................................................................................................. 7

4 How to approach app review sites: Top tips ............................................................................. 9

5 App review site directory ............................................................................................................. 20

6 Your Next Steps ................................................................................................................................. 26

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1 Introduction

App Review sites are a key way to generate publicity for your mobile app. While internal app

store reviews get the most attention these days from developers, external sites can lend an

authoritative stamp of approval and should not be discounted as part of the promotional mix.

Furthermore, app review sites can go beyond simple reviews and encompass features,

interviews, previews and other promotional activities that help advertise your application and

boost its credibility. But app review sites have diverged wildly from their videogame, movie and

music-based cousins. Many are still positioned as simply providers of unbiased opinion, while

others have become multi-layered promotional platforms, which have no qualms about

charging money for reviews.

In this guide we take a closer look at the app review site ecosystem. We will explain the

difference between paid reviews and free reviews, give you top tips on how to get noticed by

editors, interview a number of app review site owners, and provide a directory of app review

sites for you to check out.

For more on mobile app promotion check out our mobile app marketing directory at

mobyaffiliates.com

© mobyaffiliates.com 2013 | A Guide To Getting Your App Reviewed 4

2 What are app review sites?

So what are we talking about when we say ‘app review site’? Well the definition has become

somewhat fuzzy over the last couple of years. Initially app review sites followed the tried and

tested method of other media review publications, such as videogame review sites and movie

review sites, providing an authoritative opinion on the latest apps and mobile games. Such

sites not only provide reviews, but also news on the latest apps, previews and features.

Readers get to find out which apps are worth downloading and which should be avoided.

But there’s been problems applying the template set by videogame/movie/music review sites

to app review sites. One of the biggest problems is the amount of apps being released. With

traditional videogames (i.e. console based), editors can easily tell readers which games

released in a given week are worth buying and which are not. But the pace of mobile app

development dwarfs that of other media, with an estimated 15,000+ apps released each week.

Mobile app review sites simply don’t have the resources to even scratch the surface of this

deluge of apps and readers certainly don’t have the inclination to read them all. Therefore

picking which app to review becomes an incredibly biased process. In fact, some review sites

have taken to publishing statements such as the one below, which comes from

BestAppsForKids:

“We currently only feature 4 to 5 star apps… because we would rather spend our time

reviewing apps we like than reviewing the many apps that are just not good enough.”

Could you imagine a movie website only reviewing movies that it will give 4 or 5 stars to? But

then if you’ve got hundreds of apps in your inbox every week, you need to apply some criteria

in order to determine what gets reviewed.

The other unique problem app review sites face – separate from movie and game review sites

– is that the majority of released apps are either free to download or only cost a few dollars.

This means users can try apps they’re interested in with little risk, which may limit the

importance of an app review compared to a game, movie or music review.

However, while app review sites are slightly different from other media review sites, this

doesn’t mean they’re not useful for developers. The tidal wave of app releases created a huge

opportunity for such sites to become promotional platforms for developers, who are desperate

to stand out from the crowd. This has reached its logical conclusion with sites that charge

developers for reviews.

2.1 Paid app reviews

Over the last few years a number of sites have been charging developers for reviews and

have attracted some negative attention in the process. Most of these sites say they review

apps for free, like a regular review site, but also offer a guaranteed and ‘expediated’ review for

money, which means your app doesn’t end up on a long waiting list.

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Prices can vary greatly. We found costs for a single review, with no promotion, ranging from

$15 to $50 (check our directory below for more information). Obviously the more traffic and

higher readership a site has then the more valuable the link. It’s definitely worth shopping

around.

Many of these sites also offer complete promotional packages, including bundled social media

promotion and video production. For instance, you can pay extra for video reviews and demos,

or to have your review promoted on the front page of the site. You can also buy re-tweets for

your review and Facebook posts, which take advantage of the site’s fanbase (although how

legitimate these fanbases are is anyone’s guess).

Worth noting – we did not find a single paid review site promising positive reviews. All sites

claimed to offer an unbiased service. Although some did say they would give developers the

option to take down reviews if they scored below three stars.

Some sites, DailyAppShow in particular, are careful not to actually offer opinions in reviews.

Instead they simply showcase your app and provide developers with promotional materials,

such as videos, and promote the showcases to their readers/viewers. You can check out our

interview with DailyAppShow below for more info.

2.2 App review submission platforms

A few platforms now exist offering app promotional services aimed at the press and app

review sites, further bluring the lines between paid review sites and app promotion companies.

These platforms are kind of like PR newswires and build directories of fresh apps, along with

press assets, for journos to browse. But some of them also bolt on other services, such as

social media promotion, video demo production and in-house reviews. In fact, many are very

similar to the above sites that offer paid reviews, with the biggest difference being their

potential audience (journalists, rather than consumers).

If you’re looking for app promotion agencies and platforms, check out our comprehensive

directory right here. Let’s take a closer look at some of the app submission platforms:

App Launch is a review site submission service in its purest form and simply takes the work

out of submitting your app to 100s of sites. It handles all the promo code distribution, news

agency distribution and creates a press kit for you. Prices start from $50 up to $125. Check

our interview with AppLaunch’s founder further below for more info.

Appromoter is similar to AppLaunch and offers a directory of new apps for journalists to

browse. Creating a directory entry yourself is free. AppPromoter charges for additional

services, like creating press releases, distributing press releases and promoting your app on

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the front page of the website. It also offers other app promotion services like SEO, ASO and

promo video production.

AppReviewPros is a little different from the above. The site offers app promotion services,

like ASO, video production and press release distribution. But its main offering is five

“unbiased app reviews” from its team of reviewers. It seems to pitching this as professional

constructive feedback on your app – as well as reviews that you can use for promotional

purposes (assuming they’re positive).

AppShout focuses entirely on iOS app promotion and is really a newswire service for apps.

The platform gives you your own media contact and distributes press materials to up to 60,000

journalists globally. AppShout also handles video production. It’s a bit pricier than others, with

promotion packages starting from $455 up to $1395.

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3 The value of app reviews

So how valuable are app reviews? Like with videogame or music reviews, it’s very hard to

assess and data is thin on the ground. But we did ask a few app promotion experts and

developers their opinion.

Matt Palmer from the app promotion agency Marketing Your App, gave us one example where

app reviews did have a direct impact on downloads. Palmer says that after weather

app RainAware was reviewed on AOL-owned The Unofficial Apple Weblog it jumped no1 in

the Weather category, ahead of big brands like The Weather Channel and Weather Bug (you

can see the data here – check the April 10 spike following the review).

Palmer says app reviews have a big role to play in promotion, as they not only raise

awareness amongst readers but they also give developers “trusted and unbiased quotes” that

can be put to use in marketing. Mention a 5 star review, or stick a glowing quote, in your app

description page and it could be an important push toward convincing people to download.

Gary Yentin, CEO of App Promo, echoes Palmer, saying that app review sites have been

effective for his clients. One recent client PiciIT24 was featured on Mashable.com and that

article strongly correlated with the app moving into the top 100 rankings in the App Store photo

category. But Yentin says reviews, on the whole, are just “a small but effective piece to get

users to talk about your application”. He says “ no one marketing tactic works alone, and it is

important to note that marketing is an ongoing process.”

Not everyone we talked to was so positive on the impact of app review sites. Developer Travis

Houlette, who runs GhostBird Software and developed KitCam for iPhone, says app reviews

have helped him, but only when it comes to specialist sites.

“Generally i have found that app review sites on an individual basis do very little to help promote an app,”

Houlette told us. “From my experience a single review on a non major mac or tech network wont break you

into the big time no matter how good of a review it is. That said, sites that cater to specific niches of which

your app is apart can go a long way to increase your apps exposure. For example, iPhone photography blogs

such as LifeInLoFi.com or iPhoneography.com can be very helpful when promoting photography apps.

Likewise a good review on Touch Arcade can do wonders when promoting a new game (my experience with

Touch Arcade is from over 2 years ago so it may be a little out of date). Getting the people that are typically

into the types of apps that you are promoting is a great start.”

Houlette adds that general app sites “should not be ignored” and it’s always worth trying to get

as much exposure as you can. He was very negative on paid reviews, saying developers

should spend the money elsewhere, such as on a “professionally designed app icon

.

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3.1 Beyond reviews

Remember, review sites are not just about reviews. Ask anyone in the videogame, music, or

movie PR industry and many will tell you that a strong round of previews and pre-release

features can often be more important publicity-wise than the reviews themselves. Many review

sites openly invite developers to contact them for preview opportunities and developer

interviews.

Here’s you’re chance to think creatively. Try and get into the head of a blogger and think about

what you can offer their readers? Maybe you have some controversial opinions on the state of

mobile gaming or – even better – on another developer! Or maybe you can give a behind the

scenes look at how you’ve created your app.

Think about competitions too. Obviously there’s the bog-standard promo code giveaway

(many websites thrive off this and actively encourage developers to send in promos), but

maybe you can run a competition inviting readers to submit ideas for characters in your mobile

game – the best one gets into the finished app. Or ask readers to name your app, or certain

features within the app.

Here’s something else to think about – many sites industry-focused sites love getting

interesting app stats from developers. If you have worthwhile data on, for instance, how your

downloads rocketed after a price drop, or how many extra downloads you got after reaching

certain chart position, try getting in contact with journos and seeing if they’re interested. When

it’s a slow news day, all kinds of stuff will be picked up by industry blogs (like Inside Mobile

Apps), which can give your app a little promotional boost.

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4 How to approach app review sites: Top tips

Press release, or not?

When contacting review sites you don’t necessarily need a press release. A personal email or

message can often be more effective than a professional PR-written piece. App reviewers get

a lot of press releases delivered to their inboxes, and as any journalists will tell you, press

release tend to blend together after a while. A regular personalised email can stand out better.

However, the majority of review sites provide app submission forms, so you won’t need to

worry too much about this.

Be informative, be concise

When sending out an email or filling out a submission form, make sure you get the basic

information about you and your app across. Journalists have a lot of apps to review. So make

their job as easy as possible and they’ll be more inclined to cover your app. Include exactly

what the app does, who it’s aimed at, pricing information, release date, who you are and what

other apps you’ve developed. Provide the key information bullet-pointed at the top of your

message. Then toward the bottom you can flesh out any details, going further into your app’s

features and perhaps background on why you developed it. Also include app screenshots, or

links to app screenshots, and an image of your icon.

Promo codes

Journalists won’t pay to download your app. So you’ll need promo code or other ways of

sending it to them free of cost. Most app review sites that have submission forms only permit

promo code submissions.

Follow guidelines

Check the site your submitting your app to for any recommended guidelines. Not all sites have

guidelines, but some do and especially the bigger ones. Make sure you adhere to these

guidelines or you’ll just irritate the journalists. Also make sure you understand the type of site

you’re contacting. No point sending your camera app to a site that only reviews games.

Video

If you can make a video of your app, then all the better. This will give reviewers an instant

understanding of what your app does and makes you look more serious and professional.

Video demos are especially useful for videogames.

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Style

In most cases it’s probably better to stick to the facts and be concise. Don’t try and plead to

get your app reviewed, or ramble too much. That said, this writer has seen some creative

submissions from developers that worked pretty well. One was press release written from the

perspective of the videogame’s main character and it was very effective at capturing attention.

If you have an off-the-wall idea at generating press, make sure you run it past a fresh pair of

eyes before diving in.

Don’t pester

If you’re getting no response then don’t pester the journalists. They’re probably just busy and if

you irritate them they may be less inclined to check out your app. A follow-up email, after a

week or so has passed, is fine. Anything more and you’re probably over-doing it.

4.1 App review site interviews

i) DailyAppShow founder Jerad Hill

Why did you decide to start up DailyAppShow and how does it differ from other review

sites out there?

I started Dailyappshow when the iPhone first came out and the App Store opened. I knew that

it would be hard to find good apps if the app store was going to be just like the iTunes Music

Store. Since the beginning, Dailyappshow has been a video based site. Over the years our

video quality has improved. There are no other app review sites out there producing quality

video content that allow the viewer to decide if the app is worth the download or price. We

show the features and how it works, the viewer decides if it’s worth using based on their

needs.

How valuable do you think reviews are to app developers? Can they really have a big

impact on installs?

There are too many app review sites out there and people producing app reviews. This is why

we have always demoed apps rather than casting judgment on an app. My opinion is only my

own. I don’t believe that our videos are having huge impacts on sales but they are informing

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people of the apps that are out there and helping them make decisions. Some developers

report jumps in sales while others are impressed with the exposure we were able to give their

app.

Do you think certain types of apps benefit from reviews more so than others?

Yes, some app categories are more popular than others which means there are more apps

and it will be harder for you to stick out in a certain category. Because of this, a developer

really needs to market his/her app well. We help developers in this area by putting videos of

their apps in front of viewers of many different websites. The more exposure, the better. Even

if your app is niche and there is not a lot of competition, extra exposure shows people that you

believe in what you are selling.

Do you have any examples where your reviews have boosted an app’s installs?

Yes, while we don’t often have developers telling us how many downloads they received we

do get reports of a boost in installs. We get emails with responses like, “we’ve had our best

sales week ever.” We have never promised an increase in downloads because that is hard to

promise. If I had that kind of control over viewers I would be in a different business. What we

can promise is a drastic increase in exposure, and if the app is good, people will download it.

There seems to be a split between app sites that don’t charge for reviews and those

that do. Can you explain the reasoning behind why you charge developers? What are

the benefits of your system?

We charge because we have built a solid system that works. I have never wanted to be ad

supported. I think it results in lower viewership because you have to sell or place ads

everywhere. There are no ads on Dailyappshow except for one of our other projects, and it’s

only a small banner ad. Our focus is on the apps, not the ads.

Why doesn’t DailyAppShow gives scores/opinions on the apps? Doesn’t this make the

reviews less valuable somehow?

We call our videos app reviews because that is what people are searching for. I guess you

could call our videos on apps a review of the app and it’s features, not a review and a

judgment. I do not understand how some of these sites have one reviewer for all app

categories casting judgment on apps they have no life experience to back up. How could you

review a parenting app if you are a single guy? People know what they need. Our apps videos

show them the features and they can decide on their own. Our viewers are competent

intelligent people. I consider our videos more valuable than standard review videos and our

customers agree.

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What do you think the future will look like when it comes to app review sites? Do you

think developers would like to see more sites that focus on promotion?

I am glad that you noticed that our focus is more on promotion. Most of the app sites out there

do not see things the same way as I do. I am a business owner and used to sell products well

before Dailyappshow.com was even an idea. I have also been buying products online for a

long time and understand the importance of a good video demonstration. I think developers

would love to see more sites like Dailyappshow.com. There are some sites out there that have

mimicked our business model and I am sure there will be more in the future. Our goal is to

continue to add value. Every new syndication partner is added value. Developers come back

to us time and time again for new videos because they can trust us.

ii) Appromoter, founder, Ed Vause

Can you explain briefly what appromoter does?

appromoter provides a single place where developers can create a press microsite for their

apps for free to use as their virtual press office. We then promote the apps to several hundred

app review journalists who visit the site or read the newsletter. We handle the secure

allocation of apk files and promo codes to trusted media which is a big help for developers.

We also offer app developers a range of premium services to get their app noticed from press

release writing and video creation through to translation services and even confidential app

evaluations from real reviewers.

How valuable do you think app reviews (outside of app stores) are for developers?

I think there are different kinds of value in getting positive press coverage. Firstly, any profile

an app can get in the media gives that app more chance of winning downloads. App discovery

is such a crucial issue – and will become more so – that we always tell developers that they

need to think of ways to tell people about their apps before they even reach the store.

Secondly, adding positive reviews to app descriptions on the stores helps consumers to get a

feel of the quality of an app. You now see review quotes and scores added to most if not all of

the most popular apps on the stores; in a way, this is probably the most useful reason to seek

out reviews.

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In terms of app reviews directly driving downloads? That’s a very hard question to answer. In

many cases journalists will review apps that are already proving popular in the top 25 or 50 on

the stores, so you could argue that the downloads are influencing the reviews, rather than the

other way around. We’ve certainly not seen any cases where a single review has turned an

app into an overnight success and driven lots of downloads. That said ignoring the media and

not even trying to secure reviews is not really an option if you’re serious about making your

app a commercial success.

Do you have any data you can share showing the impact app reviews/previews can

have on increasing downloads?

Directly linking downloads to the influence of positive reviews is something that we’ve found

almost impossible to do so far. We worked with an app developer recently where their app

was mentioned in a UK national newspaper, but the increase in downloads following the

coverage was less than 100 extra installs, suggesting that the review had little influence. What

you cannot know in situations like this is what makes the person who reads the review choose

to download the app or not to. For example, someone may have read the coverage of the app,

gone to the app store, but decided that they didn’t want to pay for the app, or maybe they

didn’t like the app description or the graphics. There are so many points at which consumers

can change their minds about the purchasing decision that it’s too simplistic to try to link press

coverage directly to downloads. If an app isn’t good quality and well presented, then reviews

aren’t going to change that.

There’s some controversy over app review sites that charge for reviews. What’s your

opinion on this? Is it worth paying money for reviews?

appromoter does not endorse paid reviews for two main reasons. Firstly, any paid-for

opportunity can’t be truly independent, and therefore can’t really be trusted by the consumer.

Secondly, the sites that tend to have these policies are generally not the most popular or

influential, so it’s a false economy to spend money on sites that don’t get a big readership.

That said we do appreciate review sites receive a lot of requests from developers and they

need to pay their bills which they do by expediting reviews (I don’t believe they give better

scores, they just push them to the front of the line). However, there are plenty of sites that

have managed perfectly well to filter the apps that are worth reviewing from the ones that are

not, without compromising their integrity. If you app is good enough then the credible media

will notice and take a look.

Again, you need to consider what you expect a review to achieve. Consumers are pretty

smart; they can spot something that seems contrived, so we always tell the developers we

work with to think about their app marketing in a more strategic and authentic way.

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I noticed you offer a paid advertorial feature service on the PocketGamer website. Have

many devs taken advantage of this? And how beneficial has it been?

We have an arrangement with Steel Media where we get a small commission on referrals.

We’ve sold a small number of these but it’s not really what we’re about. The clients that have

taken sponsored features have been happy as far as I am aware but as it’s not central to our

offering I haven’t really followed up with the clients to ascertain the success or otherwise of the

campaigns. Perhaps I should!

Do you think we’ll see more app review sites that charge money popping up? Is this

system working?

No, I think the opposite – that as more app-focused sites are launched, there will be fewer

reasons to opt for a paid review. At the end of the day it’s all about quality of content and

editorial, and the best sites out there are all strongly independent and would never charge for

reviews; that’s the model that new sites need to aspire to. Also, the reality is that app

marketing budgets are increasing as the competition on the app stores increases, so

developers are better off investing in their acquisition strategy rather than spending $100 on a

review not many people will see.

What advice do you have for developers looking to get their app reviewed? What are

the best sites to target? How should they approach them? Etc

Our advice is always to make the best app you possibly can, then make it clear what it is that

makes your app different, unique or interesting. You need to be able to excite a journalist

about your app in just a few lines; they don’t have time to read through lots of text and work

things out for themselves! Always keep things simple and to the point.

Including video is really important; a 60 second video is an effective way to showcase your

app and highlight all the best features and benefits. And make sure you get the details right;

well written copy, nice screenshots and a well designed app icon all combine to give someone

a good impression of your app. Remember, your app marketing is only as strong as its

weakest link!

As for the best sites – for games then it is the usual suspects: Slide2Play,PocketGamer, 148

Apps, Kotaku, TouchArcade etc. There are also opportunities in print media such as the

Sunday Times in the UK – we’re seeing more traditional media coverage for apps all the time.

Finally, developers need a targeting strategy for their apps. If it is a kids’ game, then don’t just

go after the gamer sites, also target parents, ‘mommy bloggers’ etc. There’s loads of them.

Most of the smaller studios don’t have this marketing know-how in house which is kind of

where we come in.

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With the big publishers spending as much as $10,000 per day on advertising and incentivised

downloads, the chances of developers having a breakout hit is becoming more and more

remote. We are still seeing lots of apps launch that don’t have any marketing or promotion

strategy in place. If I could make one comment that the whole development community would

take on board it’s this – Get your marketing strategy nailed 2-3 months before you launch. And

of course talk to appromoter – we can help!

What do you think the future holds when it comes to app promotion and the app

reviewing press? Will we see app sites play a bigger role in getting apps noticed? Do

you think more paid app review sites will spring up etc..

Impossible to track and review them all; we speak to app reviewers that get 100 emails a day

asking them to review apps, and they can maybe write 3 or 4 reviews a week. I’d like to see

more ways to use reviews within the app stores themselves, to maybe reduce the influence of

the top 10/25/50 charts that drive most of the downloads at present.

One of the things that makes it difficult to predict the future is the limitations on 3rd party

discovery apps and services that particularly Apple have put in place. I think there’s an

opportunity for new services to launch to help consumers find great new apps combined with

reviews and information, but it’s difficult for people to invest in these areas when there’s a risk

that Apple will decide that they fall foul of the App Store rules. So it would be nice to see some

leadership from Apple and Google on the whole issue of app discovery and marketing.

iii) Jim Desposito, owner, TheiPhoneAppReview.com

Why did you decide to start up TheiPhoneAppReview.com and how does it differ from

other review sites out there?

I acquired TheiPhoneAppReview.com because I’ve been involved in technology in different

ways my entire career and recognize the important shift that apps represent. This is an area of

technology that is very exciting, very dynamic and has the potential of impacting almost

everyone on the planet.

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How valuable do you think reviews are to app developers? Can they really have a big

impact on installs?

That’s really hard to say since, of course, it varies from app to app. Overall I believe that

reviews are a critical part of a comprehensive app promotion strategy just as reviews are

critical to most consumer products. It is also important to understand that a big part of the

value of a quality review is the feedback it gives to the developers with regards to ways that

their app can be improved. Even a bad rating, when viewed objectively, can have a very

positive result.

Do you think certain types of apps benefit from reviews more so than others? If so

which ones and why?

I have not seen a difference there. It may exist but I haven’t seen it.

Do you have any examples where your reviews have boosted an app’s installs?

While we don’t track such measures we do get some great anecdotal evidence about the

efficacy of reviews on app installs from the developers and app publishing companies that we

work with. A good number of them are repeat customers so I have to believe they are seeing a

benefit.

Can you explain why you charge developers for reviews? What’s the benefits of this

system compared to regular review sites?

It really all comes down to the business model of the site. No one works for free. Many sites

are plastered with ads for any and all products as a way to generate revenue. We specialize in

apps and have a very lean and focused site that benefits developers. It’s true that we change

for expediting reviews as well as marketing and promotion efforts that go well beyond simple

reviews, but we also do written reviews free of charge.

What happens if a paying developer gets a bad review? Do they get a refund? Have you

had any problems giving developers bad reviews?

A low rating usually means there are issues with the app and it’s best for the developer to

know that so they can address the shortcomings before the public tells them the same thing.

In such cases the review may not be published and accommodations made. Our company

policy is to work with developers to be a valuable service for them. Giving a bad app a high

rating does not help anyone.

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What do you think the future will look like when it comes to app review sites? Will we be

seeing more sites charging for reviews?

With literally billions of app downloads app developers are struggling to stand out and get

noticed. App reviews are an important part of promoting apps but there are other services that

are equally or even more important. The overall business model of the site will determine

which services are paid for and which ones are not.

iv) AppLaunch, CEO, Chris Maddern

Can you explain briefly what AppLaunch is and how it helps developers?

AppLaunch is a tool to help developers to get their App in the press. Specifically, we allow

them to quickly and easily submit their App to every review site and to a number of

contributors and journalists. This has the benefit both of saving a *lot* of time (if they were

going to do it at all otherwise) and because of relationships we have in place and the

consistent format of our submissions, we see dramatically more success in getting noticed.

How valuable do you think app reviews are for developers?

It depends what type of App you make. As with any PR, if your product is niche, your coverage

needs to be where that niche of users are. For general Apps, games etc… coverage in the

mainstream App press can be extremely effective at driving downloads – some sites typically

send 500+ to paying apps and thousands to free. Even a passing mention on some of the

bigger sites can drive downloads.

Users have to hear about your App somehow and we all know that the App Store does an

awful job of exposing Apps fairly and reliably. Press is one of the ways in which they can

discover you and it tends to be a lot less expensive than advertising if your App is good and/or

interesting.

Do you have any data showing the impact app reviews can have on increasing

downloads?

We don’t have anything authoritative to add here, but there are a lot of good examples on the

web. We’re looking at integrating with AppFigures at the moment to be able to directly

correlate press to downloads – increasing transparency on exactly this for users.

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To repeat from the last question, the data that does exist shows that favorable mentions in the

press will often drive massive numbers of downloads and smaller press take their cues at least

partially from bigger press and so it will often lead to many more mentions if you are covered

in one of the larger App review sites.

What about other things like pre-release previews, developer interviews and app

giveaways – are these also worth looking into?

Anything’s worth doing if you have a site that’s willing to work with you. There isn’t a lot of real

‘journalism’ going on in the App space right now (something we have plans to work on soon)

and so previews and interviews aren’t terribly common except for AAA titles.

I don’t have any meaningful data or perspective on promo code giveaways but would love to

hear thoughts in the comments.

What is your opinion on app review sites that charge for reviews? Is it worth paying

money for this service?

No. This is a great example of the problem with journalism in the Apps space. From the site’s

perspective you can see how they need to make money to be able to pay their writers

(something that many blogs have historically not done a lot of) and guaranteed, honest

reviews, it’s sometimes easy to not see as too harmful but any time there is a financial

relationship between reviewer and reviewee you reduce the amount of faith your readership

can have in your content.

This is something that we very much want to change in time – sites do it because display

advertising rates are at all-time lows and you need to keep the lights on! We’ve been

successful in giving secondary revenue streams to review sites by offering ‘submit with

AppLaunch’ as the way to submit to the site (that flow of-course supports a free way to submit

to only that site). We believe that if we offer a way to replace the revenue of ‘paid-for reviews’

with revenue that simply encourages developers to submit to the site through a platform then

they would prefer to take this option and remain impartial.

Short answer, don’t pay for reviews. If you want to pay for space on a site look in to

advertising with them or check out BuySellAds.com to advertise across a range of App sites.

Do you think we’ll see more app review site that charge money popping up? Is this

system working?

Yes we will, and is it working – it depends what you mean by working and for whom.

People are paying. Sites are making money. In occasional cases, Apps actually get

downloads. Most of these sites are very small though and have less loyal readerships (with

some notable exceptions).

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It’s very easy to set up 20 WordPress sites, scrape, generate or mechanical Turk content and

then start charging developers $50 a pop to get on the site. There will always be developers

who will fall for it and ‘give it a shot’.

Back to ‘is it working’ – to me this just proves that the model of display advertising supporting

content doesn’t work on a smaller scale and so it’s proof that the whole thing isn’t working and

we’d love to work to replace that revenue through partnership with any review sites.

What advice do you have for developers who want to get their app reviewed

Okay, lets talk DIY approach (and there are a few reviewers out there who even prefer that),

here’s the broad advice I would give.

Do not send reviewers press releases – they are long, boring and unnecessarily

formal. If you are distributing a syndicated release then that of course must be in

standard press release format.

Do your research. Most sites have pretty explicit instructions as to when, how and

where to pitch them. Follow these instructions. If they (as Jordan from TechCrunch

does) prefer a 160 character pitch by SMS, then do it!

Be realistic. These are people, if you were in a room with them, could you get them

excited about it? If not, why get a rep for sending them stuff they don’t care about.

Just generally be honest, polite and respectful. These people are looking for good

Apps to cover, admittedly they’re busy so feel free to try again, but if they decide its a

‘no thank you’ this time then thank them politely and pitch them again next time. Even

the context of them having said no is enough context to get them to open them email

and read the first few lines.

The basics:

Give contact nformation

Have all info and screenshots right there for them (they should never have to look)

Give promo codes where appropriate

Videos are awesome and from our experience increase engagement with your pitch

Tell a story – make it news, other than XYZ co releases ABC app. ‘XYZ co tackles

problem DEF with ABC App’ is much more likely to garner interest.

© mobyaffiliates.com 2013 | A Guide To Getting Your App Reviewed 20

5 App review site directory

Here you’ll find a directory of app review sites split into sites that do not charge for reviews and

sites that offer a paid review service. This isn’t a list of every site that features app reviews,

we’re just looking at sites that focus on app reviews. If you think we’ve missed something,

please get in touch in the comments below.

5.1 Free app review sites

AppStorm – Features separate sites for iPhone/Windows/Android app reviews, but all part of

the Envato network. Invites devs to submit apps. Also welcomes free app promotional

giveaways.

Touch Arcade – Popular iOS gaming site that features news and reviews. Welcomes review

submissions, promo codes and app pre-announcements/previews.

iMore – iOS focused news and reviews site. Part of the Mobile Nations network. Allows devs

to send in review apps.

App Advice – iOS-only ‘app discovery’ site that features reviews and news. Invites devs to

send in review apps and take part in sneak peak features/previews.

The Unofficial Apple Weblog – Apple site owned by AOL featuring app reviews for iPad and

iPhone. Offers devs an app submission form to send in review code.

Gamezebo – Popular mobile gaming review site that covers pretty much all platforms.

Accepts apps for reviews, previews and also invites devs to write op-eds and take part in

interviews.

appscovery – Website that lets developers sign-up for free and write an article promoting

their app. Appears to accept any content/review as long as it’s original material.

Pocket Gamer – Popular gaming site that covers mobile games and has a large portion

dedicated to Android and iOS. Invites devs to submit apps but says it gets a lot of submission,

so you need to stand out.

148Apps – Popular iPhone and iPad app review site. Accepts apps for review and also

provides guidelines on the level of quality needed to be considered for review.

Blog do iPhone – iPhone and iPad news and review site in Spanish. Accepts app

submissions and preview submissions.

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Slide to Play – Review site dedicated to iOS gaming. Accepts submitted review apps, with

assets and links to videos. Also interested in promo codes for prize giveaways.

iPhone Life – The website of iPhone review magazine, iPhone Life. Invites devs to send in

apps, also offers opportunity to join a ‘vendor network’ and write guest blogs.

Pad Gadget – Review site that focuses purely on the iPad. Has a submission form for

developers to send in their app.

iPhone Applications List – Not a review site, but rather a list of apps that links to external

reviews and videos. There’s an email address devs can use to get their app listed.

App Safari – iPhone and iPad review site that has an app submission form for developers.

Also invites developers to run giveaway promotions on site.

App Craver – iPhone and iPad review site that invites developers to submit review apps and

requests for interviews/previews.

iFanzine – Review site that focuses on iPhone games. Invites developers to submit requests

for reviews, previews and interviews/features.

AppGamer – App review site that focuses purely on videogames. Invites developers to submit

assets and mobile games for review.

AppModo – App review site that covers iOS, Android, and Windows Phone platforms. Contact

page link was broken when we checked, but looks like it accepts app submissions and

giveaways.

Smart Keitai – App review and news site that covers all platforms but focuses on Android.

Doesn’t have a specific developer submission form, but we assume it accepts app

submissions.

FanAppic – iPhone and iPad review site – that makes a point of saying it doesn’t accept

payments for reviews. Works with app promotion company App Launch.

TouchGen – Popular mobile game review site that covers iPad and iPhone. Welcomes

developer submissions and provides a number of submission guidelines.

App Guide – German-language iPhone app review site that welcomes app submissions from

developers.

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BestAppsForKids – App review site that focuses on child-friendly iOS apps. Accepts app

submissions but says it only reviews apps that it’s likely to give a 4 or 5 star review.

App Store Apps – iPhone app review site that welcomes app submissions from developers.

Editor says his review list is over 1000 apps long, so you may have to wait a while!

The App Whisperer – App review site that focuses on photography apps. Not really clear if

they charge for reviews or not, but they appear to offer some kind of promotional service.

Top App Reviews – Just focuses on iPad app reviews and app round ups. Has a submission

form for devs to submit their app.

Touch Reviews – iPhone and iPad app review site that accepts developer app submission.

Also accepts ad-hoc builds.

Touch My Apps – iPhone and iPad app review site. Doesn’t have a specific developer page,

but we assume you can submit apps via the contact page.

The Appera – iPhone and iPad mobile game review site. Welcomes app submissions and

advises you send pre-release code for faster turn around.

Best Kids Apps – As the name suggest, review site focused on kids apps. Covers iPhone,

iPad and Android and accepts app submission from devs (as long as they’re kid-friendly).

The iPhone Mom – iPhone app review site aimed at parents and covering childrens apps

mainly. Invites devs to send apps in for review and wants promotions/giveaways.

AppPicker – Focuses on reviewing iPhone and iPad apps. Features an app submission form

for developers.

IKidsApps – Review site that covers children’s apps on Apple’s App Store. Welcomes dev

submissions. Also welcomes promotional giveaways and app sales.

ApplenApps – Focuses on iPhone and iPad app reviews. Welcomes enquiries from app

developers but doesn’t want unsolicited promo codes.

What’s On iPhone – iPhone and Android app review site (despite the name) that welcomes

submissions and app giveaway opportunities from devs.

AppsToUse – Android and iOS app review site. Invites devs to send in app submissions, but

requires reader giveaways if your app is not free to download.

© mobyaffiliates.com 2013 | A Guide To Getting Your App Reviewed 23

AppSmile – iPhone and iPad news and review site that welcomes app submissions from

developers.

AppAddict – iPhone and iPad review site. Adheres to OATS standards. Welcomes app

review submissions from developers.

BestAppSite – iOS app review website that offers news, reviews and round ups. Features an

app submission form for developers.

TouchArchive – iOS, Windows 8, Android and Mac app review site. Features app submission

form. Doesn’t look like it charges, but mentions ad opportunities.

App Chatter – iPhone app review website. Welcomes app developer submissions. Also runs

an app database that you can submit to.

Giggle Apps – App site that focuses on kid-friendly fare. Works with 148apps.com. Welcomes

developer submissions.

OneDayOneApp – Website that focuses on promoting one iOS app per day on its homepage.

Features a submission page for devs.

BuyMeAnIPhone – Video reviews and news on iPhone apps. Welcomes app submissions

from developers.

Appy Smarts – iOS, Windows Phone and Android review site. Focuses on educational apps.

Welcomes submissions from devs and app giveaways etc.

AppsOnTap – iOS and Mac app review site that’s currently accepting app submissions for

review. Requires screenshots and promo codes.

TechTools4Mom – Android and iOS app review site that – as the name suggests – focuses

on apps “that can help busy” moms. Accepts submissions.

ItunesGames – Reviews iPhone and iPad games only. Interested in pre-release games and

any app submissions.

ShineApp – Android, iPhone and iPad app review site. Features a number of different writers

with different interests. Invites devs to submit apps to relevant writers.

IgameRadio – Podcast and review site that covers iOS mobile games. Welcomes dev

submissions, but says it focuses on original/unique games suited to their readers.

© mobyaffiliates.com 2013 | A Guide To Getting Your App Reviewed 24

IpwnGames – Review site for iOS games. Doesn’t look that frequently updated, but invites

devs to send in their games for review.

IOS RPG Site – As the name suggests, this one focuses purely on iOS RPGs reviews. Looks

like it will review any and every iOS RPG, so worth getting in contact.

FreeAppsArcade – Focuses on highlighting one free iOS game per day. Says it does its best

to respond to every dev submission

AppsReviews4U – Review site that focuses on iOS apps. Frequently updated. Invites devs to

send in promo codes via a submission form.

IphoneGamesReview – iOS game review website. Welcomes developer promo code

submissions. Says it strives to be objective as possible.

AppZilla – UK-based mobile game review site. Not that frequently updated. Welcomes devs

to get in touch if they have an app for review.

Applorer – Regularly updated Android mobile game review site. Welcomes developer app

submissions.

APPS24H – iOS and Android mobile game review site. Welcomes dev submissions. Based

Vietnam.

Wp7AppList – Windows Phone app directory and review site. Focuses more on the directory

side of things, but invites devs to submit apps for review.

WPApp – Windows Phone-only app review site. Allows people to submit their own app

reviews, so presumably you can review your own app.

5.2 Paid app review sites

Crazy Mike’s Apps – iOS and Android review site that offers regular written reviews and also

paid-for video demo/showcases and social media promotion for app developers.

iPhoneAppReview – iPhone and iPad-only app review website that works on a pay-per-

review basis (although does review some apps no charge). Prices start from $59.

The Smartphone App Review – Android, iOS and Windows Phone review site. Focuses on

paid for reviews. Prices start at $39 plus a free ad. More money will get you a speedier turn

around and extra promotion.

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The iPad Fan – iPad-only review site that offers both free and paid-for reviews. Prices for a

paid review start at $75, along with Facebook and Twitter promotion.

iPhone Toolbox – Review site that focuses on iPhone apps. Only offers paid app reviews.

Prices start at $25 per review, with $50 getting you a front page placement.

App Store Arcade – iOS app review site that charges developers per review. Says you can

not purchase a positive review. Prices start from $35. Other promotional options available.

AppDictions – Reviews iPhone, iPad and Mac apps. Charges developers for reviews. Prices

start from $30 and climb up to $150, adding video and other promotional bonus.

Apps400 – Covers iPhone, Android and web apps. Offers both free reviews and featured

reviews, which are paid. Featured reviews are presumably promoted on the front page.

iPhoneFootPrint – iPhone and iPad app review site that offers expediated reviews for

payments. An expediated and guaranteed review cost $29.

IPhoneAppsReviewOnline – iPhone app review site. Offers regular reviews as well as a

“featured review service” for a “small fee”.

App Shrink – Covers all mobile platforms and some desktop platforms. Offers paid reviews

and various promotional packages, starting from $20.

iPhoneGames.com – Directory/review site that focuses entirely on iPhone games. Only runs

paid listings, which start from $49.

iPhone Glance – iPhone and iPad mobile game review site. Focuses on promotion and paid

reviews. Prices start from $15 and go up to $80 for video reviews and other packages.

MyiPadApps – iPad only app review site. Offers free reviews and paid for reviews. The paid

for reviews are 24hr guaranteed and benefit from extra promotion. Prices start at $39.

AppDigity – Windows Phone, iOS, Android and web app review site. Offers paid reviews from

$10. Also offers a free review service, where the developer can write the review themselves.

For more ways to promote your mobile app check out our mobile app marketing directory>>

© mobyaffiliates.com 2013 | A Guide To Getting Your App Reviewed 26

6 Your Next Steps

For more information about mobile app marketing head on over to mobyaffiliates.com