EVERYTHING IS A GAMING COMPANY
YOUTUBE ROLLS OUT IN-APP GAMES
Netflix, New York Times, Shopee, Spotify, Instagram, LinkedIn.
What do all these companies have in common? 🤔
Maybe your answer wasn’t that, but these companies have the development of games as a business expansion strategy in common. 🎮📊
And recently we had a new player.
After an eight-month trial with selected users, YouTube has expanded its new “Playables” in-app games feature to more US, UK, Canadian, and Australian users.
The platform now offers over 75 games. 😲
In my opinion, the streaming giant’s initiative may be more assertive than other companies’ attempts.
Firstly, the titles available are very popular IPs.
Check it out (AppMagic figures since 2015). 👇
🐦 Angry Birds by Rovio Entertainment Corporation (1.5bi downloads and US$1.27bi IAP revenue).
🎭 Tomb of the Mask by Playgendary (507MM downloads and US$21MM IAP revenue).
❓ Trivia Crack by etermax (430MM downloads and US$113MM IAP revenue).
🔠 Words of Wonders by Fugo Games (380MM downloads and US$28MM IAP revenue).
🐸 Cut the Rope by ZeptoLab (377MM downloads and US$17MM IAP revenue).
And other games with very familiar mechanics.
Secondly, these “playables” are not short (like playable ads), but lengthy. ⏳
For example, Tomb of the Mask has over 540 levels available.
They are multiplatform games and can be played on mobile 📱 and PC 💻.
And perhaps the most important aspect and the main difference compared to GameSnack (Google‘s other gaming initiative):
According to Big Games Machine, YouTube is the most used platform for discovering new games. 📈
YouTube’s challenge is that most users visit the app to watch video content, so changing their habits will be difficult.
But I believe that this is one of the most promising game initiatives by non-gaming companies.
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Cost Center 🔜 GamesCom Asiais a tech company that offers a powerful suite of tools for Mobile Publishers to optimize UA campaigns. 💪
Its portfolio includes amazing clients such as Amanotes and Lihuhu. 🏆
