How 500+ publishers are building sustainable mobile game growth
This article is part of a VB Lab Insights series paid for by Meta Audience Network.
In a changing app ecosystem, growth-minded mobile publishers have evolved from developing great games to building great gaming businesses.
Meta Audience Network recently commissioned a survey, conducted by IDC, of more than 500 mobile game business decision-makers across 17 countries. The resulting insights are published in the new report: Ads, IAP, and beyond: Supercharge your game.
Below are seven recommendations, backed by this research, to help gaming businesses maximize monetization and growth. The recommendations are categorized by the questions we asked about user acquisition (UA), monetization and future development.
According to the Ads, IAP, and beyond: Supercharge your game report, nearly 70% of gaming decision makers are now developing games with a unified UA and monetization strategy.
The research also found that 83% of developers believe in-app ads (IAA) are effective in acquiring players for other games in their portfolio, especially as part of a suite of UA solutions.
3. Nurture social communities
In addition to ads, gaming businesses are building social communities as part of their marketing strategy. More than half of those surveyed also acquire players by working with social media influencers, creating social communities outside the game and building social features into their games.
4. Expand to new markets
More publishers also plan to grow their games globally. Of the 500+ surveyed, 42% said they plan to expand to new markets, especially to the United States / Canada, Europe or APAC.
5. Build a balanced IAA and IAP model from the start
Which monetization model performs better at game launch? And how does that impact retention?
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