Mobile reports and market data
Documents
Data-driven optimisation for in-app purchases and gameplay
The primary objective of this presentation is to demonstrate how data-driven analytics tools can optimize in-app purchases (IAP) and player retention within mobile games.
- Lifetime value (LTV) is directly optimized by integrating automated analytics to improve both player retention and monetization.
- Unity IAP Promo increases conversion rates by using algorithmic targeting to surface relevant purchase opportunities during natural gameplay.
- Remote Settings allow developers to dynamically adjust game variables like difficulty and item distribution without requiring new application builds or engineering overhead.
The future of UA – Facebook ad best practices, creative marketplaces and UA bots
Modern user acquisition strategies have shifted away from manual bid and budget management toward a reliance on machine learning algorithms.
- Creative quality is now the primary driver of ROI, as automated platforms like Facebook and Google shift the burden of performance from manual bidding to ad asset effectiveness.
- To maximize algorithmic efficiency, advertisers should consolidate campaigns and minimize manual edits to avoid triggering performance penalties associated with the machine learning learning phase.
- Mobile video assets should be optimized for immediate engagement, with a target length of six to ten seconds and a clear call to action within the first two seconds.
The future of the mobile monetisation and user acquisition market
Mobile monetization and user acquisition are undergoing a fundamental shift toward prioritizing high-quality user experiences over aggressive, short-term tactics.
- Mobile monetization is shifting from aggressive, short-term tactics toward high-quality, authentic, and playable ad formats that prioritize long-term user engagement.
- Developers are diversifying distribution strategies beyond the traditional Facebook and Google duopoly by increasingly leveraging emerging platforms like Snapchat and Pinterest.
- Machine learning is automating targeting processes, allowing marketing teams to shift their focus toward creative strategy and rapid iteration cycles.
Free-to-play monetisation – Surviving past the loot box
The mobile gaming industry is currently undergoing a significant transition in monetization strategies, moving away from a heavy reliance on randomized loot boxes toward retention-focused models.
- The mobile gaming industry is shifting from randomized loot boxes toward retention-focused monetization models due to public backlash and increased regulatory scrutiny regarding gambling-like mechanics.
- Apple and Google have implemented mandatory disclosure requirements for virtual item drop rates, forcing developers to provide greater transparency to players.
- Battle passes have emerged as a primary revenue driver because they offer a clear value proposition and encourage long-term player engagement through predictable progression rather than chance.
AI that boosts in-app purchases and monetisation
The primary challenge in mobile game monetization lies in the inefficiency of manual data analysis and static segmentation.
- Automated, AI-driven monetization systems can increase game revenue by 15% to 25% by optimizing individual player offers.
- Manual segmentation and static pricing are inefficient, often leading to player alienation or the devaluation of game economies through excessive currency distribution.
- Predictive machine learning models outperform reactive analytics by analyzing real-time player behavior, resource levels, and progression to determine the optimal next purchase.
Monetisation from the trenches – Lessons from the fight to maximise ad revenue
This panel discussion, held at Pocket Gamer Connects San Francisco 2018, features monetization experts from Zenjoy, Kongregate, and Sega Networks discussing strategies for maximizing mobile game ad revenue.
- Integrate advertising into the core game loop during the early development phase rather than treating it as an afterthought to ensure a balanced, data-driven monetization strategy.
- Prioritize rewarded video as the primary ad format due to its superior completion rates and positive user reception compared to other formats.
- Maintain a diversified ad strategy by utilizing interstitials and banners for non-paying users or specific game contexts to supplement rewarded video revenue.
GDPR – How to be compliant and what that means for your company
The General Data Protection Regulation (GDPR) serves as a comprehensive framework designed to protect the personal data of European Union citizens, regardless of their physical location or the nature of their interaction with a service.
- Non-compliance with GDPR carries severe financial penalties, reaching up to 20 million euros or 4% of a company’s total global annual turnover.
- GDPR applies to any entity handling the personal data of EU citizens, meaning companies incorporated outside the European Union are still legally obligated to comply.
- Personal data is defined broadly under the regulation to include any identifiers such as IP addresses, device IDs, and social identity markers.
How offline advertising can boost your mobile and digital acquisition performance
Offline advertising, particularly television, serves as a powerful, trackable, and optimizable tool for mobile game user acquisition when executed with a data-driven strategy.
- Offline advertising, particularly television, functions as a measurable and optimizable channel that improves digital KPIs such as click-through rates, lifetime value, and brand authority.
- Integrating offline media with digital campaigns creates a halo effect that increases the overall efficiency and purchase intent of Facebook, PPC, and influencer marketing efforts.
- Developers can isolate the impact of TV campaigns on app store spikes and organic growth by using baseline tracking to compare performance across regions with and without offline support.
Understanding the impact of header bidding solutions on mobile apps
The mobile advertising industry is undergoing a fundamental transition from traditional, inefficient waterfall monetization models toward unified header bidding and advanced bidding solutions.
- The mobile advertising industry is transitioning from inefficient waterfall models to unified header bidding to enable real-time, competitive auctions that maximize publisher revenue.
- Widespread adoption of unified bidding is currently hindered by the technical overhead of managing multiple SDKs and the need to maintain control over inventory and floor prices.
- Publishers are adopting a phased, risk-averse integration strategy to balance monetization efficiency with operational stability and revenue predictability.
A HTML5/Messenger games discussion
HTML5 gaming within messaging platforms represents a transformative shift toward low-friction, high-velocity user acquisition.
- HTML5 games on messaging platforms like Facebook Messenger reduce user acquisition costs and bypass app store barriers, enabling immediate access and rapid viral growth.
- While monetization metrics currently lag behind native mobile applications, lower acquisition costs and social targeting maintain competitive effective cost-per-mille rates.
- The industry is shifting from simple leaderboard-based games toward mid-core experiences that incorporate synchronous mechanics like real-time co-op and boss raids to improve retention.
Growth strategies developers must know
Effective mobile game growth strategies require a fundamental shift from relying solely on paid user acquisition to optimizing organic retention and viral mechanics.
- Prioritize the first-time user experience (FTUE) by minimizing onboarding friction, such as delaying push notification requests and streamlining tutorials to accelerate core gameplay engagement.
- Transition growth strategies from a reliance on paid user acquisition toward optimizing organic retention and viral mechanics.
- Drive organic growth through private messaging and email rather than generic social media buttons, as these channels yield higher engagement for peer-to-peer sharing.
How to successfully adapt board games to digital
The digital adaptation of board games represents a specialized sector within the broader gaming industry, characterized by a symbiotic relationship between physical and digital products.
- Digital board game adaptations act as a growth engine for physical sales, with data showing a 40% increase in physical product revenue following the launch of a corresponding digital title.
- Digital versions should be managed as part of a multi-channel ecosystem rather than as standalone products or competitors to the physical game.
- Successful development requires prioritizing high-fidelity adherence to the original design and technical execution, specifically robust AI and UI optimization, rather than traditional video game content production.