The games industry is now a mobile business in its purest form Revenue from mobile games now exceeds that from consoles and PCs combined – an estimated $140 billion in 2018.
The vast majority of games now operate on the freemium model. Users download and play mobile games for free, in the hope they can be persuaded to spend later – or at least view a few in-game ads.
In other words, if you are in games, your business depends on engaging, retaining and monetizing app users. Failure is not an option.
On the other hand, the rewards are great. Leading games brands have built multi-billion dollar businesses on the back of mastering the sort of techniques we will discuss in this whitepaper.
They understand that it’s not (only) about the game. It’s about the customized, personalized experiences, the targeted campaigns, and the intelligent interactions that ensure first-time players become long term customers.
Let’s see what those interactions look like.
