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Mobile Ad Spend in US by Industries

Simple, although very powerful data showing changes in the mobile ad spend in US by industries (based on eMarketer). Why it is important?▪️ Growth: It shows how verticals like Retail, CPG are getting strong on Mobile. ▪️ App Monetization: With approximately 80% of mobile ad spending occurring within apps, this shift indicates a change in app monetization strategies, especially towards hybrid models. This is crucial for mobile games, as increased non-gaming ads within them signify a move towards true hybrid monetization with potentially lower cannibalization rates. Since eCPMs for these ads might not be tied to in-app purchase probability, it allows for diversified revenue streams.▪️ Industry-Wide Shift: This trend reflects the adoption of data-driven strategies, user acquisition (UA), and measurement techniques, previously common in mobile gaming, by other sectors like retail. ▪️ This is evident in the job market, where […]

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I’m 44, and I joined IT in my 3rd year at university.

I'm 44, and I joined IT in my 3rd year at university.After 25 years in tech and 12 in GameDev, I've seen the industry change - rapidly.But one thing has stayed constant:THE RACE FOR SKILLED PROS.What surprises me sometimes is that age bias still creeps in, especially after 50.• Years of expertise• Strong networks• Niche skillsThese give older developers an edge that many studios value.Studios need their knowledge.🔴 But here’s the real question:Is the gaming industry doing enough to preserve the craftsmanship of older developers?• Crunches, cancellations• Ever-accelerating timelines• Constant shifts in technologyThese are the realities of the gaming world.And with all this pressure, investing in talents with decades of experience doesn’t always get top priority.Yet, studios still want these pros out there, producing.Because that’s where the money is made, and where they shine.🔴 But here’s the punchline:If we want […]

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Optimizing FTUE: First 30 Minutes of 30 Top Casual Games

Here are the key takeaways for optimizing FTUE based on the first 30 minutes of 30 top casual games: 1. Gameplay 🎮• Early levels introduce core mechanics.• No tough levels early on; ease players in.• 33% of games offer bonus levels within the first 30 minutes.2. Onboarding 📚• Tutorials usually last up to 4 levels.• Games without meta start with core mechanics.• Meta-based games dive straight into the story.3. Mechanics ⚙️• Expect 1 to 4 new mechanics in the first levels.• First in-game booster: introduced at level 7.• First per-level booster: introduced by level 9.4. Progression 📈• Players win almost 100% of the time in the first 30 minutes.• Most players complete 15-20 levels within this period.5. Monetization 💰• Ads are not introduced early on.• Players receive premium rewards worth up to $5.• First offers appear after 20 minutes.6. Miscellaneous […]

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Actual mobile game launch process that works.

Actual mobile game launch process that works. Use proven techniques instead of your “way”:Your potential players want to see your game.- They want to see your crazy creatives,- They want to see actual game play,- They want a peak at progress and rewards,- They want to spend time in your game…Anyone can make a “game”.You are the only one that can make it “Unique.”When its you vs any developer out there,Make sure you are taking the right steps.Are you ready?Cheers! PS: Are you hesitating on taking these steps? Call 99-LAUNCH-MY-GAME and get a 110% discount + 5 game testing sessi…JUST KIDDING.

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Unpacking the “Lava Quest” Live-Ops Event in Mobile Games

Co-written by Michael Kopelovich & Constantin-Alexandru Iorga The Lava Quest event has gained prominence as a Tier 1 live-ops event that blends competition, excitement, and clever psychological motivators to keep players engaged. Inspired by the battle royale mechanic, similar to Candy Crush’s "Candy Royale," Lava Quest has become a popular feature in match-3 games, including Royal Match. Although we may be a bit late to the party as this event has been running for quite some time, its popularity hasn’t waned—on the contrary, it has continued to grow and expand into other games and genres. This is why Constantin-Alexandru Iorga and I thought it would be interesting to break down the psychological aspects and design mechanics of Lava Quest, examining how it drives engagement and monetization. In this article, we’ll explore the core mechanics of Lava Quest, its psychological triggers, […]

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Creative Trends in Mobile Gaming – August 2024

In the ever-changing world of UA & creatives, staying ahead of the curve is essential. Here is why: 👇▶ Celebrity endorsements can significantly impact game marketing and user acquisition.▶AI is becoming increasingly important in game development and marketing strategies.▶User-generated content is influencing game trends and player engagement.▶Game creatives are becoming more sophisticated & more complex, utilizing various game features.▶Understanding player psychology in marketing strategies is crucial.▶Trends in app marketing are shifting towards more personalized and targeted approaches.▶The future of game creatives will likely involve more integration of AI and user-generated content in long format, meaning 1minutes and longer videos.As the UA landscape evolves, so do the creative trends that shape how games communicate with their audiences. Let's check the trends! Creative trends in mobile gaming - August 2024 version. Yes, that's it! 👇 📺 Watch on YouTube: https://lnkd.in/d5fX2i7v🎧 Listen on […]

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Playtika Acquires SuperPlay for $2B

Two of the biggest competitors for Coin Master and Monopoly Go will be operated by Playtika 🎲 1️⃣ One year ago, in Sep’23, Playtika acquired InnPlay, the developer behind the casual casino game Animals & Coins, for $300m.2️⃣ Last week, Playtika announced a $2B acquisition of SuperPlay, the developer of Dice Dreams — the third-best casual casino game. This means Playtika will own 2 of the Top-4 games in the Casual Casino genre! Both deals follow Playtika’s strategy of buying successful studios and fueling their portfolio with resources and expertise to reach new heights. 🚀But does it work? It actually does! Animals & Coins saw its monthly IAP revenue grow by 65% after a year under Playtika’s umbrella, according to AppMagic. Yeah, it’s hardly can be seen on the chart, but it is there! 😅Do you think Dice Dreams will […]

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Travel Town Deconstruction: Merge-2 Whales

Travel Town is an up-and-coming merge-2 project from a British developer called Magmatic Games. The game started buying traffic in early 2022 and has been making steady progress ever since. An especially impressive performance surge came in early 2023: downloads increased by more than two times, and revenue almost tripled. If the trend was anything to go by, this is just the beginning. The company initially prioritised Android because it's easier to launch a project marketing-wise. However, as of today, downloads and revenue are distributed almost equally between iOS and Android. That's a typical pattern in the industry. For instance, Love & Pies' sales are split between the platforms 50/50, while Merge Mansion and Gossip Harbor net more revenue from iOS. Travel Town's primary audience is located in the US. That's an important metric because the US generates more than […]

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Elder Scrolls Castles by Microsoft: $70K & 40K Installs a Day

  The Elder Scrolls Castles 🏰 by Microsoftlaunched on 10th of September. It is doing around $70K a day in overall revenue and 40K downloads a day currently. It has some bold iterations on the genre by combining 2 different games into one 👑 😁. I am talking about the the mashup of Fallout Shelter gameplay with Reigns, the rogue lite card game that literally plays like tinder. As seen on the image, you play in the usual 2D mode, where you build your castle. On top of it your king works as the decision maker, where you select different options in moral or resource dilemmas. Most of these will affect either the happiness of your workers or even whole factions of workers. Spoiler: Angry workers will assassinate their king ☠️ happened to me already 😅. On top of this […]

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Daily Missions and Rewards in Puzzle Games

The world of mobile gaming has grown incredibly diverse, with subgenres branching out and becoming increasingly specialized. Whether it’s the strategic depth of 4X games or the fast-paced excitement of shooter games, each subgenre demands a unique approach to game design and player engagement. Although specialization is highly sought after, there remains a surprising amount of overlap in the features and mechanics used across these different genres. Elements like progression systems, in-game currencies, and, importantly, daily missions are common practice, serving as universal tools to enhance player retention and engagement across the board. Daily missions, in particular, have emerged as one of the most effective tools in this regard. These missions are a staple across various gaming genres, providing players with a reason to log in and play regularly. For instance, in games like Genshin Impact, daily commissions are a […]

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How to Increase Game ARPU

  How to Increase Game ARPU Here's a quick framework to guide you:1️⃣ Retention FirstIf your retention rate is low, focus on improving it before anything else. A leaky bucket can't be filled.Check my flowchart on improving retention - https://lnkd.in/eiREXky52️⃣ Engagement is KeyHigh engagement drives better monetization. If engagement is low, consider enhancing gameplay mechanics or adding social features to boost activity.3️⃣ Conversion MattersTurn non-payers into payers by creating a resource shortage or offering starter packs for new spenders.4️⃣ Maximize Transaction ValueSegment your players to personalize offers and adjust prices. Whales? Focus on high-value items!5️⃣ Increase Purchase FrequencyIntroduce fresh activities for your paying players and run regular re-engagement campaigns.6️⃣ Diversify MonetizationExplore multiple models like Ads and Subscriptions to capture more value.

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