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App stores and distribution platforms will be the usual way to launch games but you can find other valuable methods to reach players. Dont miss this VB On Demand event to understand what things to expect with monetizing beyond app stores, how exactly to grow your game, and much more.
Changes in app store and distribution platform policies have managed to get harder for new games to get traction, permanently changing the competitive landscape for developers of each size. These platforms have always limited control of an individual experience and charged hefty fees that eat straight into underneath line and inhibit growth. However now privacy policies, such as for example Apples IDFA, and also user expectations are upping the ante, says Tugay Alyldz, co-founding CEO at Veloxia Technology and profits are dropping.
On the revenue side, users desire to see higher quality games than previously and so are rather reluctant to cover much as you can find better and much more substitutes than before, Alyldz says. On the price side, those recent changes in regulation, have increased unit customer acquisition cost so much that creating profitable performance marketing campaigns is becoming harder than ever before.
You can find even some rumblings that new acquisitions will observe these shifts on the market, as some game giants are actually favoring companies with significantly less dependency on ad monetization, he adds.
How mobile games can push contrary to the tide
Mobile games such as for example Veloxias Embershard face three types of challenges when theyre attempting to appeal to users in the forex market, Alyldz says: innovation, meeting expectations, and conforming to the harmony of the art direction and complexity. They call these the trick sauce of successful mobile games.
However when it involves tackling specific challenges, the most crucial strategy would be to study the marketplace and user behavior to be able to understand pain points, what you ought to put your concentrate on and where you need to innovate. Optimizing both live ops and user acquisition (UA) sides can be key. Because UA is undergoing such significant change, its made keeping the overall game updated and interesting a lot more important.
While folks are still determining how exactly to run user acquisition campaigns at scale, its a great time to emphasize the games we’ve and make an effort to make certain we serve the users we curently have in the overall game superior to in the past, he says. That is among the explanations why companies with high monthly or daily active users have still done slightly much better than the common market expectations with regards to valuations and acquisitions. The info and the active users in games have grown to be a lot more valuable than ever before.
He also recommends going for a hard look at what your organization produces. For example, considering a genre shift. Its a hard move for an organization, since it means production pipelines change, new positions have to start, and structural know-how must be added but theres a substantial advantage shift in various genres, especially a shift to spotlight genres where in fact the monetization is more centered on premium than on ads. For instance, the hypercasual market has been flat, and is most likely entering decline Alyldz says.
Breaking free from the app store
Outside the traditional app stores, user behavior significantly differs with regards to retention and monetization, Alyldz says, alongside less regulation and much more flexibility.
Conventional marketing ways to drive visitors to download the overall game wont work exactly the same way, that may impact on scale nevertheless, you should see better rates of monetization, because theres already some user dedication, since theyve found the overall game by way of a less common channel.
And beyond the app store, community becomes key and independent platforms are excellent places to create those communities and help them thrive, in addition to to fully capture significant, useful data, both locally and during your game. Organic users will undoubtedly be your biggest champions, and spread your message even beyond the brand new platforms youre leveraging.
For more information concerning the strategies that developers of each size are employing to flee the control of the app stores, what things to expect when you begin to shift your focus to new monetization methods and much more, dont miss this VB Live event!
- How exactly to enhance your UA and discoverability
- How exactly to create personalized experiences that improve engagement
- Guidelines for the mobile game commerce growth
- How other mobile game developers and publishers increase their revenue
- Tugay Alyldz, Co-founding CEO, Veloxia Technology
- Ilya Utemov, COO, ZiMAD
- Miikka Luotio, Regional Director of Europe, Xsolla
- Mike Minotti, Managing Editor, GamesBeat (moderator)