Casual Connect returns to the US on August 11th-13th in San Francisco. Featuring dozens of leading speakers from the world of mobile gaming, it’s not surprising that the schedule reveals a number of interesting themes attendees should anticipate. To help you know which trends you can’t miss, here’s our roundup of three major themes likely to dominate the conversation.
As a mobile game developer, you want to create the best game possible. You have most likely thought long and hard about gameplay and story — two of the most important aspects of a successful game. And the established story likely influenced the art style you chose to fit the world you are creating.
Often forgotten at the development stage, but equally important, is to consider the best way to generate revenue from your hard work. The mobile game market is crowded to say the least, and that’s why effective monetization is so essential for success. Games represent almost 22% of the total number of apps in the Apple Store — every month more than 12,000 new games are submitted. The mobile games revenue global market is also estimated to reach 30 billion USD this year, representing 30% of the total games market. Despite the competition, revenue generated from mobile games lead when looking at app revenue.
Even if you possess the most stunning design, genius developers, a super-engaging idea and a well-developed strategy, a game for a celebrity can still fall flat on its face. Find out Kuulu Interactive Entertainment AG’s secret with Jendrik Pösche at Casual Connect Europe 2015. In his presentation, he advised, “Treat the project as the soul of the company, meaning that everyone has to know what the game is about, has to play the game, has to like the game”. He offered many other key points in making any game, especially when working with celebrities.
Jero Juujärvi is the founder of Acquire, Engage and Monetize and has worked as a game designer for Nitro Games.
Being a game developer is one of the riskiest jobs you can have. You can have superb execution and create a vast marketing campaign for your game only to realize that all the money spent on user-acquisition, promotion, PR and game launch campaigns did not create an effective enough user base to initiate the viral marketing that would yield those millions of free downloads we so vividly dream of. And we can see the successes happening all around us (Clash of Clans, Angry Birds, Candy Crush Saga).
Rustam Bekmuradov participated in a panel exploring monetization strategies for developers during Casual Connect Europe 2015. “Without UA, it’s incredibly difficult, and a lot of money that goes into a game is not going to get returned,” he said. For more, see the video below.
As part of a developer marketing panel at Casual Connect Europe 2015, Saikala Sultanova discussed all facets of building long-lasting user relations, including opportunities, dilemmas and methods. “There is a marketing mix for a reason”, she commented. “You need to get some of the cross-promos, some of the organic traffic, package your product with lots of features…at the same time, it is very important to include paid traffic.” For more responses from the panel, see the video below.
App developers are eager to enter the booming Chinese mobile market, but not all are prepared with a fitting strategy, according to Omri Halamish’s Casual Connect Europe address. Omri relates some of what ironSource learned while setting up its Beijing office. “We soon realized that China is very, very different. It starts with basic concepts of life,” he says, “but it goes deeper than this.” For more insights, see the video below.
AerServ, the only mobile-first video mediation platform, recently announced the launch of rewarded video for mobile, helping developers monetize their app offerings in a crowded and challenging marketplace. CEO Josh Speyer provides more insight into their offering as well as the growth of video and the mobile games market.
Oliver Clark examined the benefits of using ID-based mobile data to find the right users during his Casual Connect Asia 2015 lecture. Oliver advises developers to “capture information that can lead you to make sensible decisions about targeting. Targeting is key.” For more, see the video below.
Wandrille Pruvot, VP of sales for Asia Pacific at Bee7 Limited, explained how Bee7 leveraged lessons learned from Outfit7’s games like Talking Tom and a network of over 250 million users to understand how to attract, retain and monetize app users during his Casual Connect Asia 2015 presentation. “There’s a lot of money that can be lost, and you have to be sure you have the right monetization tool,” he says. For ways to boost app revenue, see the video and slides below.