During one weekend, I decided to play one of the popular mobile app game, Lords Mobile. It was fun, addictive and importantly, I worked with players from over 8 countries within my guild to conquer and grow our kingdoms. So it made me wonder, how big is the mobile game industry?
On an annual basis, the mobile gaming industry produces over 10 billion US dollars in North America alone. Mobile games are currently responsible for 51% of the overall vertical gaming revenue as a whole, but this also means that this sector is highly competitive.
Mobile game marketing is all about the art of combining innovative enthusiasm with the requirements of an ever-changing industry. Technical advances have simplified the gaming industry’s user interface, but a large section of classy games remains deprived of publicity. Studies claim that only 25% of applications are downloaded from app stores. Also, only a few of all those apps are becoming popular and are being downloaded in the very first month of the launch of the product.
With thousands of mobile apps available in the stores and only a handful of games making their impact, there’s certainly something wrong with the business. Around 20% of the gaming developers fail, simply because they ignore the competition and their customers. Today’s gamers belong to a dynamic generation, right from early teens to mid-40’s!
So if you are thinking of going into the mobile game app industry as an entrepreneur, here are some tips to consider while you develop the app.
- Give an attractive platform
On average, mobile games are up against 25 other programs that users keep on their phones and use routinely. A game must offer one or more dimensions of a convincing “platform”. The world has gone mobile, and as such, not only do games compete with other games, but with the entire room for entertainment and social messaging.
2. Possess the ‘formula for profitability.’
The three profitability criteria include the achievement of a large number of downloads, players stay playing the game for a long period of time, and a very limited percentage of the user base is prepared to pay for higher status, updates or speedups.
- Include ‘surprise and delight.’
‘Surprise and delight’ is achieved through the innovation of graphics, presentation and core game-play mechanics. A successful game must be seen as “new,” but also recognizable and understandable. This ensures that news about the game will be spread virally by gamers and non-gamers alike.
4. Have features that are socially competitive.
A crucial layer of interaction depth is introduced by providing users the opportunity to play with and against their mates. “Playing against other teams in teams of mates is referred to as” guild / clan “tournaments.
This type of social feature exists within many different game genres — Glu includes it in its shooter, sports, racing and simulation games. Studies show that once a player gets six or more of his or her friends playing a game, he or she is far more likely to still be playing the game 30 days later.
5. Include many ways for players to spend money.
In a free-to-play game, the majority of players will never spend a dime. Those who pay will split from only $1 to $10. A minority, however, will spend hundreds, thousands and even tens of thousands of dollars over their lifetime of participation for those who do pay.
The game must, as such, have a depth of monetization for these players. The player must be able to spend tens of thousands of dollars deliberately, updating the measurements of objects in a game in a granular way, with visible differentiations between and between the different levels of spending.
Special thanks to my friends from s#r and /dd for being just simply wonderful friends.
Check out my related post: What games teach your kids about money?