Editor’s Note: This is an extended version of an article on the same topic that we published int Pocketgamer.biz, and was originally written by Erno Kiiski, Chief Game Analysts at GameRefinery – US. In his job, he’s played and analyzed hundreds of titles on a feature level, giving him a strong sense of the current western mobile game market. So, without further ado, we’ll let him take the lead.  A bit over a year ago, GameRefinery wrote a post about Battle Pass systems. Back then, this monetization mechanic was still brand-new with Fortnite, the first mobile title to popularize it among players. Even though other genres slowly started adopting the Battle Pass as well, it was mostly left to Battle Royale games. Now the mobile gaming market looks quite different, and you could argue that Battle Pass is here to stay –...

Editor’s Note: this post was originally published by Joel Julkunen, Head of Game Analysis at GameRefinery. In his role, he leads GameRefinery’s analytics department and has a major role in developing algorithms and statistical models used in the company.  Third-party brands and IPs have solidified their place in the mobile games industry, often providing (or at least promising) that crucial extra boost for your title. In the US, a whopping 30% of top 100 grossing games are currently based on a 3rd party IP, and when zooming out to the top 200, the figure holds at almost 25%. In other words, IPs play a significant role in mobile game revenue generation and based on the variety of IP types utilized, there are license owners all across the board joining the party. US top 200 grossing IP utilization from the GameRefinery...

This post was originally written by Brian Mahoney, Director of Game Design at Skillz. You can read it here. Picture this – your mobile game is doing well. You have really high player engagement, and your retention is looking strong. All in all, your game is bringing in a steady stream of money, so you’re happy. However, you start to see a drop in your acquisition strategy. And on top of that, you need to keep making iterations and changes to your game to avoid losing your most highly-engaged players (the ones who expect more and more content). So, what do you do? This scenario is all too familiar amongst some of the mid-to-larger sized gaming studios. One of the biggest challenges developers face today (which I’m sure all of you can agree with) is competing in a market where...

These days, subscriptions are everywhere. Music, films, TV, food delivery – you can even learn a new language with a subscription. Publishers have been predicting that Netflix-style subscription gaming will take off for a good few years now (this 2014 article shows that people were talking about it five years ago – a lifetime in the world of tech). But mobile gaming is actually pretty far behind in this area, as most developers are still making most of their money from ads or in-app purchases. Recent announcements from Apple and Google of new subscription-based gaming services (Apple Arcade and Google Stadia) could be about to change that though – Vodafone have also announced a partnership with game streaming platform Hatch to bring cloud-based mobile gaming to their 5G service. So in this post, we’re looking at the pros and cons...

Today we’re exploring the world of header bidding and ad monetization for mobile games. If that just made you say ‘huh?’, then this is the post for you. We’ll go through the basics, the advantages and disadvantages, and demystify the acronyms and jargon that surround it. So the next time someone starts talking about eCPM or RTB, you’ll know what’s fluff and what’s truly significant for your studio. Jargon buster It’s impossible to talk about ad mediation without using jargon and industry terms. So before we get started, take a look at this cheat sheet of words and phrases that you’re going to come across both in this post and elsewhere (it’s in alphabetical order). Ad mediation – the basics Before we get into the ins and outs of header bidding, let’s set the foundation by starting with how ad...

Ad-tech is starting to get all the more significant in the mobile games industry, so it’s important that you’re schooled up. To give you a hand, we’ve put together some of the top key terms you need to be familiar with, in alphabetical order (feel free to bookmark this page, by the way, as we’ll likely keep this updated with new terms we come across). Ad exchange Online marketplaces where publishers, advertisers, agencies, ad networks, DSPs and SSPs can buy and sell ad inventory from each other. Ad fraud  Ad fraud is when an advert says it’s been seen, but a human has never actually looked at the ad. And the reason why it’s fraud is because there’s still a cost attached to this impression. Ad inventory The total amount of space a publisher has available on their site or...

Editor’s Note: this post was originally published by Joel Julkunen, Head of Game Analysis at GameRefinery. In his role, he leads GameRefinery’s analytics department and has a major role in developing algorithms and statistical models used in the company.  Since the early days of free to play mobile gaming, monetization has been the talk of the town. Resistance, reluctance and rage were common among mobile gamers as designers were trying to figure out this revolutionary business model and its mechanics. Today things have fortunately changed quite a bit, but getting monetization right still isn’t easy – far from it! In this post, GameRefinery takes a look at some of the recent macro trends in casual game IAP monetization. This short read should hopefully give you insights and inspiration to take your monetization to the next level. What Are Casual Games?...

Editor’s Note: this post was originally published by Kalle Heikkinen, Chief Game Analyst at GameRefinery. With over 400 game analysed under his belt, Kalle has a solid understanding of what works and what doesn’t in the mobile game market. No matter how you measure it, 2018 was the year when Battle Royale took us by storm. What got started in the modding scene of PC survival games such as H1Z1, DayZ and Rust, eventually developed into a global phenomenon including the likes of PUBG and Fortnite.  While these titles are fully-fledged classic examples of battle royale games, it has since then become apparent that with a pinch of creativity, it is possible to include a battle royale mode in a surprisingly wide array of different game genres. Using GameRefinery’s Market Explorer tool to make sense of the battle royale market. While just...

In an increasingly competitive mobile games market, developers and studios vying for greater user traffic to their titles must pay closer attention to their User Acquisition (UA) strategies. We’re seeing that even tried and tested processes that have gathered impressive numbers of new users in the past are now at risk of becoming ineffective. This is just as much due to overall market competition as it is to the increased automation and machine learning potential of platforms like Google and Facebook. Essentially, automatic optimization of mobile ad creatives has made it harder for titles to differentiate themselves from competitors. And there now remains only a few ways to truly stand out from the crowd. From recognising the importance of original concepts to testing different ad formats, we dig deep into what the best creative strategies are for advertising your mobile...

Editor’s Note: this post was originally published by Sunny Cha, VP of Marketing at Tenjin. Having worked in previous companies including Tapjoy, Animaco and Gaming Insiders, Sunny brings her extensive experience to the mobile industry. Mobile game publishing is undergoing a dramatic paradigm shift, and hyper casual games are at the center of it all. Characterized by their short engagement loops, low retention, and ad-based monetization, hyper casual titles represent a stark departure from the whale-driven, IAP-centric, tentpole economies traditionally found in the social casino and build & battle genres. This new publishing approach, which has allowed innovators like Voodoo to attract investor attention to the tune of an estimated $200 million, is the product of a disciplined, data-driven approach to growth. By unifying the traditionally disparate practices of user acquisition and mobile ad monetization, data scientists are constructing efficient growth engines to...

Wouldn’t it be awesome if your players spent money within your game all of the time? While building a community that spends actual currency in your game’s environment is certainly difficult, it’s not impossible. In-app purchases are a huge form of income for the mobile gaming world, and is only getting more and more popular. This chart from Statista shows just how comfortable users are becoming with making purchases on their mobile devices. The million dollar question every game developer is asking is ‘how can I take advantage of this?’ It all comes back to the game, and your data. By analyzing your users behavior you can better optimize your gameplay so not only will your users have a better experience, you’ll also be able to get them to perform your desired actions. Before you can do this however, you...

If you’re a game developer, chances are that you’re running some native ads. Or if not, you’re probably at least thinking about it, because properly done native ads can be incredibly successful and lucrative. However, there are a lot of reasons they are the next big thing in mobile advertising, so let’s dig into how you can best execute native advertising in your game(s). Let’s start by defining what a native ad actually is. Generally, a native ad is considered any type of digital ad that echoes or follows the form and function of the platform on which it appears. And in most cases, the value of a native is the fact that properly deployed, they don’t feel like ads at all. Which is why they can be so successful if they are carefully executed, tracked, and measured – and...