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Mobile Games Now: All About Commercialization & ROAS! ๐Ÿš€๐Ÿ’ธ

Antti Kananen
Mobile games market is full-on invested in on Commercialization; and the sentiment on it is strong — this is the current phase we’re living! ๐Ÿš€๐Ÿ’ฏ

Everything is all about:
Distribution & Marketability; Creatives, UA channel, etc. approaches and mixes on largest scale ever we’ve seen. ๐ŸŽฏ
– Misleading Creatives, with the approach having white lie tie-ins to the Product (e.g., FTUE is continuation of Misleading Ads). ๐Ÿ™ˆ
ROAS, ROAS & ROAS, incl. test bedding monetization as early as possible due engagement-monetization tie-ins. ๐Ÿ’ธ
– Games evolving within Creative trends, e.g., some games literally change each quarter/half what their FTUE is about. ๐Ÿ“ˆ
– Fast-following own games or competitors is faster than ever. ๐Ÿƒโ€โ™‚๏ธ
– Mixed gameplays through fast follow-ons on top games, starting from single devs to large publishers. ๐Ÿ™Š
VCs and investors investing on mass appeal distribution-first gamestudios. ๐Ÿ‘ผ
– Games scaling to 300, 400, 500k, and more, on daily revenue; topped with e.g., Ads multipliers from 1.1 to 4x (/more); post-IDFA problems solved! ๐Ÿค‘
– Scientific testing early, with some studios affording to fail 10-100s of times on their tries. ๐Ÿ”ฌ
– And such.

If you’re a designer, a marketing person, a product person, and/or startup founder, etc. and don’t have any clue on the above — you’re completely out of the loop on where the market is currently & what is required to run a business! ๐Ÿ˜Ž

Some starter sources to stay in the loop:
Deconstructor of Fun ๐Ÿš€
two & a half gamers ๐Ÿ•น
NextBigGames ๐ŸŽฎ
– Blogs
– Industry influencers
– Industry peers
– etc.

If you’re not following, you’re out of the loop. โš 

Overall this is an exciting phase we’re living as we’re seeing something no other industry has experienced or have any clue about — how to tie-in Marketing / Commercialization with Product in really interesting ways. It’s really a teaching place right now. Even midcore & hardcore games can learn from it. ๐Ÿ’ช๐Ÿ‘

However, when looked critically, there are definitely questions to ask:
– How this will evolve? Will it go to good or bad, e.g., if misleading / white lie tie-ins become popular; will we burn our cohorts on them?
– Will players grow pissed, or is this a wave that won’t disappear as for some mobilegames are just entertainment with these people being fine on what they are served on?
– How long this will last in terms of its good & bad (sustainability considerations)?
– Is this the only way to survive post-IDFA? Do traditional product strategies and investment still work? Who supports / finances them?
– And so on — WHAT DO YOU THINK?โ‰

Beyond this, there are lots on ‘unorthodox’ means on Product and Marketability, which are still valid in my book; which I’ll post about on my upcoming posts. Stay tuned! But, before that, let’s talk about Commercialization! ๐Ÿš€๐Ÿ’ฏ

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