How to market console and PC games in a mobile world
Traditionally, the console and PC gaming markets have operated very differently to mobile. But that’s changing as technological advancements are allowing mobile developers to bring their games to console, and vice versa. Plus, as recent major acquisitions show, console and PC-first publishers are eyeing up the mobile market. Meanwhile, some of the most successful titles are embracing a cross-platform strategy from conception.
To adapt to this new environment, mobile analytics firm AppsFlyer expanded its multi-platform marketing and measurement solution to cover cross-platform expansions from mobile into console and PC, and vice versa.
AppsFlyer’s Director of Product Adam Smart discusses why it’s important that games companies take notice of this and ensure they have all the necessary tools and insights to adapt to this new environment.
How does marketing for mobile games differ from console and PC?
In our experience, there are three different types of games companies: console and PC-first, mobile-first, and hybrids.
Console and PC is an upfront purchase of a game, which has a beginning and end. You play that game, complete it, get bored, and move on to something else. Mobile-first is generally free-to-play, and there isn't an end to these games, as such, with more content added over time. They’re generally monetized through in-app purchases, or in-app advertising.
Then you have the hybrid approach, which is more like Fortnite, Fall Guys, and Rocket League, where they’re on console and PC but they’re a free-to-play model like mobile. They still run on the console principle of having a marketing spend, building that marketing spend until launch, and then the marketing spend sort of tails off somewhat.
So in
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