Let's say I wanted to promote a game download via FB (which I know some people here are successfully doing). Do I still need a lander? I understand the logic behind landers pushing dating, etc., but do I need really to hype up a game download (versus sending direct to app store)???
I'd definitely give landers a go in this situation.
Games need just as much pre-sales as anything else, and the app store doesn't always do the best job of selling a game on its strengths.
I'll be honest that on our end we have very little pre landers when promoting games. The thing we do see are app walls, but for the most part we're direct linking.
If i had to summarize what the majority of affiliates are doing; I'd say 70% direct link game downloads, and 30% have landers.
If you're direct linking you want your banner to SELL the game.
Also you always want to be hypeing up whatever you're promoting. I almost always test direct link vs landers when promoting anything, especially mobile. I'd give both a go.