There’s no denying that mobile games have become big business and they’re definitely not going anywhere soon. The global games business is set to grow to $108.9 billion this year, with mobile devices (including both smartphones and tablets) generating an incredible share of the revenue.
The report by Newzoo named mobile the most lucrative segment, expecting it to grow 19% year-on-year to $46.1 billion, representing 42% of the market. By 2020, mobile gaming will make up just over half of the total games market.*
While mobile includes tablet gaming revenues, the sector is clearly dominated by smartphones. Of the $46 billion expected this year, Newzoo said $35.3 billion will come from smartphone gaming. Asia is expected to be the fastest-growing region in the world in the coming years, with total game revenues growing to $10.5 billion in 2020, an increase from $4.5 billion last year.
We’ve certainly experienced this too, with our mobile games development company Lab Cave seeing incredible results, producing umpteen video games a month and witnessing big success across Asian countries as well. So, keeping in mind this expected growth in the mobile games market, how can we keep on producing apps that continue to monetize and produce benefits?
1.Focus on your Audience
Create and design a game that will make people want to play and keep on using the app for months and years. You can’t monetize a bad game so ensure that the content is exciting and enticing for the user. Concentrate on who you are making the game for. Put yourself in the user’s shoes and think about what they would like to see and ultimately, what will make them keep coming back for more.
2. Use the right advertising techniques
Inevitably, games will come with some sort of advertising so developers should be upfront with users. Look for the right breaks in the game when it comes to introducing advertising. Don’t disrupt play nor introduce an ad when a user is on a roll. Ad monetization is less about interruption and more about integration so, instead, it should be used as a game feature. Think about integrated ads as product placement, not random advertising that comes from nowhere. It must be contextual and fitting to the game so users don’t turn off in their droves. Think outside the box. For example. rewarded videos are becoming more widely used as they are an excellent way of driving more engagement.
Analysis could not be more critical and it is becoming increasingly important as we develop new games. Competition is fierce in the mobile market meaning that we have to study our data more to build upon results and campaigns to make them more efficient. Using analytics, we’re able to understand the user and get a feel for what they enjoy or what they don’t in a game. As well as this, we should start to think beyond installs as a KPI and begin focusing more on engagement.
That way, you’ll have the perfect mixture when it comes to creating and monetizing a game to ensure that this market of mobile gaming keeps on flourishing. If you’re interested in checking out some of our top mobile games, why not take a look at Lab Cave’s site for more info!
*This data has been taken from Newzoo’s 2017 Global Games Market Report