Mobile First Event Report: Mobile Gaming

Posted by teresal on July 5th, 2013

Yesterday afternoon was the headquarters of Telegraph Media Group the 4th edition of Mobile First place. Mobile first is a recurring event for mobile advertising Netherlands, brand marketers and business managers. This 4th edition was the theme of Mobile Gaming at home and abroad.

"Mobile First arose because we found that in the Netherlands an event on Mobile missed," says Mark de Kock TMG. "Mobile is now impossible to imagine the online strategy. This event is organized to feed information and to encourage thought and action within the mobile market. Advertisers In this session we approach mobile as the key to the consumer and not as a holy grail. It's look together and a lot of words. " The event has started.

Trend: Free-to-Play Games - coins in app

The first speaker was Peter Warman of the Amsterdam gaming market research Newzoo. Peter says that the Dutch consumer market is an important country for app developers. Netherlands is in the global ranking in terms of total spending within the iOS app store with the iPad in 11th place and with the iPhone in 18th place. Newzoo doing global research within the gaming market and provides tools and data available to game companies.

A quarter of the spending in the gaming industry is now already takes place on mobile devices. The latest developments in mobile gaming focus mainly on free-to-play games. These games are free to download and make money with in-game spending. The most profitable free-to-play games at the moment are Candy Crush and Clash of Clans (cheap gems for clash of clans). The latter game is an iPhone game by as much as $ 2.5 million sales per day.

When asked if the game world is ready for advertisers, Peter replied doubtfully. "The game world is an advertiser a little scary, ads may not be at the expense of the game and certainly will generate the gamers. What no irritation so often happened, his actions where an advertiser, such as an online clothing store, for every purchase credits for a specific mobile game give away, but this is still in its infancy. "

Vs. marketing. develop game

Jain Nigtevegt comes on stage. He is founder of Flavour and focuses the company on gamification and game concepts for advertisers. Gamification is converting serious concepts in gameplay. "A game should be fun and motivating players. When you succeed, keep gamers is certain, "says Jain." Advertisers can fine a game bets rather than a big advertising campaign. "

One tip that gives Jain, is that the use of a game should work to support the ultimate goal of enhancing the brand experience. Nice examples are the Unox Schaatsapp, where the user can see where we can skate, the Nike FuelBand, which collects all your workout data via an app and matching bracelet and Heineken Star Player, where football fans can enjoy. Online contest with each other winter

Hyves Games, where does it go?

After the break state Lukas Pauka TMG on stage. He talks candidly about Hyves and the problems encountered in the social platform on rolling out games and retention of gamers. The unique range of Hyves Games is 360,000 gamers with an average game length of 500 minutes per person per month. Games are an important source of visitors, it could just be that TMG targeted in future games will offer on domains with a specific target.

Yet Luke gives that offering the right games not so simple: "You have to deal with choosing the right technology, the right business model and then finding parties that you are going to develop games." About in-game advertising is Luke pretty clear: "That's not a business model." In the past, an ad server connected to Hyves Games to show ads. This resulted in only 5% of sales compared to in-game purchases. Luke: "That we have turned again soon."

Successfully launch your own game - kingdom of camelot gems

The last speaker of the day is Ilja Goossens, he teaches us different game distribution strategies. How you're successful launch your own game? Chart Boost, the company which operates Ilja, has developed a self-service platform for game developers to promote games. The system allows developers to target players by showing comparable games. Fullscreen ads Both parties have this advantage and realize additional revenue in addition to their existing income.

Also works to promote a similar game less irritation to the player than a brand advertisement. A campaign in Chart Boost is settled through a cost-per-click model and optimized cost-per-install. Determine for a game is a good strategy and go first have to work themselves.

Dear advertiser, looking at the game developer!

The event is over. While the speakers thanked and receive a bottle of wine I browse through my notes today. I have many figures passing by showing that mobile gaming is a growing market. The speakers are there jointly agree: it seems little attention to brand advertising still be great games as long as their income from collecting in-game spending from a game developer perspective.

However, I think there are plenty of possibilities. From the advertising world is a great opportunity to convince to go searching for a solid business model for in-game advertising. Together developers it Networks like Tapjoy and Sponsorpay doing this for quite some time and successfully. Smart new advertising opportunities and proper targeting methods will bring brand advertising and the mobile gaming world in the near future closer together.

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teresal
Joined: May 25th, 2013
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