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2015 was a gemmy year for the mobile games development industry. In the last few months the gaming apps make a huge buzz in Apple and Google play stores. Despite the visible success, it’s not easy to figure out the landscape of mobile gaming in the upcoming year 2015, as this industry probably remains the most disruptive and dynamic in modern hi-tech segment.
Games derive most revenue from app stores
As compared to other categories games derive the huge revenue from mobile app stores including Apple and Google. According to the news report Google shares its worldwide revenue which originally comes from mobile gaming apps. From July to September 2014, this trend continued to persist, that led to the increase of games’ share in overall revenue on Google Play. The highest earnings occurred from US and South Korea, where games accounted for nearly for all revenue of the platform.
This becomes more interesting when you have a look best of 2014 list release by Apple Inc. The main thing in this list is that 9 out of the top 10 grossing apps are gaming apps and only one remaining app is non gaming app. From to this scenario you can estimate that mobile games app will deliver more than 75% income on the app stores.
For example candy crush and clash of clans each one generates more than 1 million of revenue from the app store.
Big players get hold off app stores
Year before 2015 was the year when massive game publishers monopolized cash flows from the both app stores. Few companies own nearly half of 10 grossing mobile apps in US. No wonder, there’s a lack of new products in top charts: 8 of top 10 grossing games were published in 2013 or earlier. At the same time, 80% of 1.2 million apps available on the App Store got no downloads at all.
By seeing this scenario, small mobile game app developers approach big publishers for marketing expertise and promotion. In the other hand this also insists for game industry giant to focus on in house mobile game app developer’s team. For instance, Rovio entertainment who develops world’s best game angry bird, announced its mobile games publishing initiatives for game app developers under the new brand named rovio stars.
New approaches for game developers
It is expected that an average cost of install mobile advertising is too costly and probably rise up to few more dollars for native mobile apps next years and now game app developers and publishers needed to find alternative for developing gaming mobile apps. And may be, the solution can be found in the form of technology HTML5 which game developers used for developing mobile apps.
A game development studio based in NYC, unveiled a case study about leveraging mobile web to drive high-quality installs for their game called “Daily Celebrity Crossword”, which is available for iOS, Android and Kindle Fire. They built a lite version of the game on HTML5 and distributed it via mobile web. In 4 months, this resulted into 320,000 unique game plays and, which is more important, 10% of those players proceeded to download the native mobile app.
Overview of this marketing model
* An HTML5 based lite version of games play with a few levels available for free.
* Users discover the light game version via one of the mobile web distribution networks and can start playing it from the mobile browsers without needed the install app.
* If users like the link then they can download the full version of mobile app from their respective app stores.
* A game developer is charged by a distribution network when users download a native app.
Other promising user acquisition channel is at the back of social video services like youtube and twitter. So called people streaming their game play with comments online, have been on the stage since establishment of youtube. But now the mobile game app developers realized that the powerful media is the real potential. It’s necessary for expert game app builders to build relationships with popular players because they have potential to broadcast your app for millions of their own fans. For example many players have millions of subscribers in their youtube channels such as Pew Die Pie. Anyone can broadcast gaming apps from their youtube channel. There’s a lot more Let’s Players who are interested in new games to comment.
Alternative mobile app development platform
You heard about messaging service kakao talk which provides best messaging services in South Korea and succeeded as a mobile gaming platform. If we talk about previous year then at the end of this year its having more than millions of downloads and many registered users and many games available to download. However few countries still preferred traditional mobile app stores. May be 2016 is the year of revolution for mobile games in this area. Since Viber decided to follow kakao’s pat games which is a market place for mobile games. The company already planned to make this feature globally from January 2015.
Initially viver game has launched its two from storm 8 and playtika. All of them are available free to play and viber makes money in app purchase from them. Besides, users can synchronize games with their viver account in order to send games and share their achievements with their friends. Viber Games is not a stand-alone platform, it’s rather a separate section within Viber messenger which redirects to a native store to install a game on a user’s device.
