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King | Game Industry Library
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King
Game Co.
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Report
49 pages
Target, Connect, Engage: Driving Profitable App Growth
Mobile marketing strategy must shift from simple installation metrics to prioritizing high-value user engagement and long-term profitability to ensure sustainable growth.
Integrating Mobile Measurement Partners (MMPs) with platform-specific optimization tools is essential for navigating cross-channel journeys, mitigating ad fraud, and improving return on ad spend.
App Event Optimization and Value-Based Optimization are the primary methodologies for scaling performance through granular audience segmentation and real-time tracking.
Marketing
User Acquisition
Monetization
+2
King
Jan 2025
Report
24 pages
Games Marketing Insights for 2021
The pandemic triggered a significant expansion of the gaming audience, adding 28 million mobile players in the US and 8.6 million in the UK by July 2020.
New gamers represent a high-value segment with a greater propensity for in-game purchases compared to veteran players, who increased their playtime but decreased their spending.
Brand familiarity is critical for acquisition, as fewer than 25% of players in the US, UK, and Germany are willing to try games they have not heard of previously.
Market Analysis
Player Behavior
Monetization
+1
King
Jan 2021
