In May 2016, Odnoklassniki, one of Russia’s biggest social networking websites, presented its native mobile gaming platform and began accepting applications for publishing. ZENNA became its only official partner and now acts as a production center.
The new mobile platform has already been adapted for Android and its launch for iOS is scheduled for the end of July 2016.
The mobile ad market is quite segmented and represented by a variety of players and solutions: social networks and search ad networks, mobile ad networks and platforms, affiliate networks, video networks, DSP solutions etc. However, not all of them are effective when it comes to promoting mobile games.
Over the past year, we have seen a significant increase in competition in the mobile field: the number of market players (individual arbitrage specialists; arbitrage agencies, partner networks) continues to grow, in-house media-buying developer’s departments enhance their expertise and volumes, and the market in general is becoming more accessible and transparent. In fact, the situation of the past where the demand for mobile installs exceeded the supply has changed dramatically: now the supply outstrips the demand greatly.
Apple has recently announced a range of new enhancements for App Store coming out soon. We are to see some major changes this fall.
The most important news is that advertisers can now show search ads of their products on search results. In fact, this is contextual advertising that has a high enough efficiency ratio due to its relevance to the search query.
According to deltaDNA conclusions made in January, 2015, the number of active users and installs for Christmas and Boxing day is 30% higher on average compared to a “normal” period (i.e. September through to November). This Christmas boost also comes with an increase in player engagement, with 1 day retention increased by 17% over typical levels.
Monetization has been a hot topic in the games industry over the past years, ever since the rise of free to play games. How to optimize monetization, how to define correct pricing buckets or how to better convert players are just a few of the widely discussed questions concerning the topic. In this article, however, we’ll be approaching monetization from a different angle.