Read thought provoking articles on the use of machine learning for improving mobile app marketing performance.

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Mobile, The Gaming Hero


There is no doubt that the gaming industry has found its hero in mobile. Not only is the volume of mobile games scaling rapidly in both the Apple iOS and GooglePlay stores, the revenue from these mobile games had overtaken that of gaming consoles as of last year. With both the amount of mobile games and their revenue only expected to increase over the next few years, it’s no wonder that all eyes are on mobile gaming.

Nothing but growth.

Mobile gaming presence has been growing globally. Newzoo estimated the 2015 global revenue to be around $30 billion with a 23% compound annual growth rate (CAGR). At the forefront is China whose market grew tremendously and became the number one in the industry last year. Emarketer reported that China china-mobile-gaming-revenue.gifalone raked in $5.5 billion in 2015 and is expected to see increase in revenue the following years. Close behind are Japan and the U.S. respectively. However, we may see a switch in this ranking in the near future. The U.S.'s growth rate has already surpassed that of Japan and it is quickly catching up in terms of global market share and revenue.

Though Asia Pacific (APAC) and the U.S. are currently leading the pack in terms of revenue, Western Europe and Australia are also experiencing increasing growth which will not go away in the next few years. In the future, we can definitely expect a bigger mobile gaming presence globally. 

Finding mobile gamers.

With all the growth happening, where can game app developers and marketers find users for their games? Newzoo reports that smartphone users are responsible for US-mobile-gaming-penetration.giftwo-third of the estimated $30 billion revenue while the rest came from tablet users. The amount of mobile phone gamers will only increase over the next few years as more people switch over to mobile as the main source of games. Emarketer reported that by the end of this year, the U.S. will have about $180 million mobile phone gamers, a 9.4% growth from last year. Same trends can be expected in other regions. With more and more people turning to mobile devices for gaming over consoles, the opportunity for game app developers is vast. 

However, with the volume of mobile games in the app stores, app marketing is the key to targeting and acquire users for your gaming app. To see sufficient amount of install volume or retention rate, targeting the desired audience through the right channel is crucial. Depending on the genre of the mobile game app, one channel may be a better option than the other. 

At Aarki, we strive to provide campaign plans that best fits our clients' goals and have worked on numerous successful campaigns for gaming apps. Our Aarki team will be attending Pocket Gamer Connects London from January 18 to January 19 and Mobile Game Forum London from January 20 to January 21. We’d be more than happy to provide insights and answer your app marketing questions. To schedule a meeting with our team, please reach out to us at contact@aarki.com. 

 

Topics: Mobile Game Advertising, Mobile Advertising, Mobile App Advertising