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How the Rise of In-App Purchases is Influencing the Mobile Gaming Industry?

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How the Rise of In-App Purchases is Influencing the Mobile Gaming Industry?
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The gaming industry captured the minds of users during 2000s, and now it generates large profits – almost $138 billion in 2018. Developers and operators must be happy about the industry showing growth in revenue of 13.3% compared to 2017.
Following the trend, the mobile gaming market is performing even better. The 25.5% growth means that this sector generates more than a half of a total income (51%). Console and PC segments are nearly equal, having 25% and 24% respectively. There are a number of reasons for mobile games blooming, including in-app purchases.

The freemium spirit
In general, in-app purchases stand for the ability of mobile applications to sell products or services, either virtual or real. Developers invented different approaches to integrating them using various types of apps, features, and interfaces. For instance, there are branded catalogs which sell goods through applications. But in-app purchases are way more typical for free-to-play games.
There is a freemium model of games. Combining features of both free and premium projects, these are completely free downloadable applications with integrated purchases. Owing to this approach, developers earn money with smaller deals inside the app instead of one-time payments. Some of the freemium apps offer simple ads disablement, while others provide unique in-game content. Gambling apps also follow this trend – they offer additional features for money, as well as provide different bonuses for such purchases listed on CasinoBonusCheck.com.

Evolution of mobile games
Now, let’s focus on the influence of freemium games growing in popularity. Experts from Scientific Revenue claim that developers move towards commercial sophistication. This trend is typical for projects that rely on micropayments.
To understand how freemium models affect mobile gaming, remember that they change the focus, moving sales from websites or online retailers like Amazon to games themselves. This way, developers can control the process, providing various offers with flexible prices, sales, and promotions.

Here are some of the current trends of the gaming industry:

  • Multiple points of sale. While premium games are sold on app markets, freemium products can use coins stores, popups with offers, and ubiquitous ads.
  • Various in-game offers. There may be unique daily or weekly sales, additional content, in-game currency, and so on.
  • Annuities. These are unique offers, valid during a certain period.
  • Live Operations. Thanks to in-app purchases, developers can focus on adding new stuff even after the game was launched. They include downloadable content and special promotions dedicated to specific events or major updates.

As small payments are really flexible, developers can easily modify them, trying to reach the maximum engagement. Analysts evaluate the efficiency of in-game content sales and decide whether it’s better to add advertisements or focus on unique offers.

Consequences of the freemium rise
So far as it’s clearer how in-app purchases set trends, we can think about positive and negative consequences. Note that there is no agreement among experts regarding this.

The good side
Ideal freemium games sell cosmetic changes only. Another approach features different types of content but includes an option to unlock them without paying real money. For example, Temple Run offers various enhancements which are available without extra expenses.
Decent freemium projects should focus on improving players’ experience by introducing new content. This is more typical for PC and console games where users can buy new visual styles for characters, unlock extra items and locations.
Free-to-download projects attract way more users who realize that they can easily dive into the game. Also, game providers can focus on improving the single product by implementing Live Operations rather than designing numerous sequels.

The bad side
The modern world is strongly focused on money. That’s why the majority of freemium games turn into pay-to-win or pay-to-play projects:

  • Pay-to-win. Players can buy in-game stuff to become more powerful and beat opponents.
  • Pay-to-play. Players can evade time limits and prolong the game process with in-app purchases.

In pursuit of revenue, developers focus less on improving the game itself. Many freemium projects create nothing new, simply offering benefits for premium players. This leads to users realizing they can simply pay and win instead of improving skills or building strategies, which kills the thrill of gaming.
The majority of mobile projects push pay-to-play or pay-to-win styles because it’s profitable now: Clash of Clans or Fruit Pop, just to name a few. It’s much worse for the industry when well-thought series like Dungeon Hunter follow such trends.

Future of in-app purchases
Freemium model works well for game developers as it allows expanding the audience thanks to free downloads and earning more money thanks to engagement strategies. Gamers are free to try different products and decide whether they deserve further investments.
It seems clear that mobile games will expand, generating more revenues compared to PC and console sectors. In-app purchases will definitely grow in popularity as well. Probably, companies will find new ways of implementing this feature, somehow different from pay-to-win and pay-to-play options. Eventually, it all depends on end users as they create the demand.

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How to Keep Online Casinos Users Interested: Advice from Christina Thakor-Rankin

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How to Keep Online Casinos Users Interested: Advice from Christina Thakor-Rankin

 

According to the Conversion portal, the gambling market increased by €4.3 billion in 2018, and its volume would grow by €3.9 billion in 2019. It means that the industry competition will become even higher. Therefore, it is quite important for online casino owners not only to attract new gambler, but also to retain the current ones. Well, what methods are the most efficient in this regard?

 

Tools for Retaining Online Casino Clients
The high-return gambling industry allures new companies interested in the expansion of their audience to the market. To attract and retain customers, online casino owners develop comprehensive marketing strategies allowing to fulfill players’ demands. One widens a range of casino offers, provides maximum transparency of transactions and access security, as well as adds new ways of withdrawals and major loyalty programs.

There are several efficient and, most significantly, legal tools that help to engage clients and encourage them to return to the resource again and again.

Christina Thakor-Rankin, a Leading Gaming Advisor at 1710 Gaming Ltd. and expert in betting, gaming, and gambling industries with 25 years of experience, has shared her opinion of how gambling online resources can retain steady clients.

Christina Thakor-Rankin will become a speaker at the Prague iGaming Affiliate Conference – event about affiliate marketing in online gambling by the company Smile-Expo, which will take place in the Czech Republic on April 18. The conference will gather top marketers, gambling sphere experts, affiite programs representatives and online casinos operators.

Special Offers, bonuses and loyalty programs

Appealing special offers include non-deposit games, registration bonuses, and cashback in case of losing. Such prizes and bonuses should be optimized for both new clients and regular visitors. Also, it is important to remember about loyalty programs with well-defined rules.

Christina Thakor-Rankin believes that exclusive customer specific deals and offers, and loyalty programs that offer a proper reward are the most efficient tools to retain online casino customers.
“We now live in a world where customers are always looking for the next thing. Being aware of this means we can stay a step ahead by making sure that we keep developing what we do.”

The reason for exclusive customer specific deals and offers is simply to mirror what customers get from other digital service and product providers, believes Christina. According to the expert, it refers to recommendations based upon historic activity, and it works for casinos and gambling sites.

Loyalty programs which really do reward regular customers with something meaningful are also important. Christina explains that it could be points which can be converted to cash or rewards in the form of gifts.

“For example, one of the casinos I use sends a small box of chocolates or a voucher on St Valentines’ Day or my birthday. Another one rewards regular logins with random free cash, spins or gift drops.”

However, expert shares that she probably wouldn’t advocate traditional deposit bonuses, as regulators are starting to take action on this and it’s a little bit boring.

Constant Product Expansion

The more diverse and high-quality games the platform provides, the more players the resource will get.

The specialist is sure that the first thing to attract players is always product, as if a product is no good, clients won’t stay.

“As an industry we’ve struggled with the next generation of players (the Millennials), and logic says that if we miss them, we will probably miss the next generation as well unless we start doing something about it now.”

Christina says that the problem seems to be that the new generation which has grown up in a fully interactive world does not seem to be so interested in a two-dimensional casino game. So, there has been some experimentation with VR and skill-based gambling to look at how we bridge the gap, but it should still be better developed.

“Until we get there, I think that more successful casinos will provide as much as possible to offer something for everyone and tailor products accordingly.”

Here the expert explains that some types of slots work better in different parts of the world, for example, fairy tale games work well in Europe but mean nothing to customers in emerging markets. At the same time, virtual sports are taking off in West Africa, but connectivity and cost of data mean it hasn’t gone online yet.

Push Notifications, Spam and Black SEO

Push notifications, special emails for registered clients, can inspire players for action and offer to place a bet.

Here, Christina believes that spam and black SEO are not as efficient as they used to be. She explains that customers are now far more aware of the tactics used by digital companies to push themselves up the rankings or get their products and services in front of them.

“It is not important if it is white hat or black hat, and improved spam filters help to ensure that even legitimate emails end up being blocked.”

The specialist says, it is only a matter of time before regulators step in, further reducing the effectiveness of traditional affiliate tactics.

“We also need to be aware that traditional SEO is now slowly but surely being superseded by voice – what used to be Google is fast becoming Alexa or Siri and this poses some interesting challenges but also some very interesting opportunities for new forms of affiliate activity.”

Artificial Intelligence and Big Data Analytics in Online Casinos

Talking about AI and big data, Christina mentions that knowledge is power.

“The more we know about our customers, the better we understand their behavior, their motivation, their preferences, so, the better we can serve them.”

AI and data science have already started to take on the role of an “affiliate” on some websites, explains the expert, talking about recommendations for purchases, products or content based upon customers’ activity.

Christina believes data science and machine learning are just taking the principles of customer segmentation and CRM and automating them on a bigger scale. “What will be key is how applications interface and interact with customers,” says Christina.

Role of Affiliate Marketing

“Affiliates as we think of them in the world of gambling are really a child of the internet,” explains Christina.

According to the expert, currently, we’ve gone from internet to mobile, voice and virtual and projected reality. There was also a huge shift in regulation: an open internet market has become more restricted. Christina says that keeping in mind the need to limit exposure to gaming content until age has been verified and a new generation whose interest in casino is lower than previous generations, we see that life for online casino affiliates gets much harder.

“That does not mean they don’t have a role to play – the question will be whether the role is that of an affiliate or of an advocate and influencer.”

At the Prague iGaming Affiliate Conference, Christina Thakor-Rankin will deliver a presentation on the topic: From Affiliate to Influencer – engaging the iGeneration.

Learn more about affiliate marketing from the experts.
Use the promo code SAVE30 and get 30% discount. The amount of tickets is limited.
Details about the event and registration are on the website.

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Google Manager joins illustrious speaker list for AffiliateCon Sofia 2019

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Google Manager joins illustrious speaker list for AffiliateCon Sofia 2019

 

Google Industry Manager Yiannis Kranitis has been confirmed as a speaker for AffiliateCon Sofia 2019.

Joining Google in 2009, Kranitis boasts more than seven years experience in the gaming industry, consulting companies in their acquisition efforts and digital strategies.

Prior to joining the SEO giant, Kranitis worked on the agency side, meaning AffiliateCon Sofia attendees can tap into his multi-layered wealth of industry knowledge.

Topics he will cover include trends and competitive insights from international markets in a must-see presentation for members of the affiliate sector.

AffiliateCon Founder Julian Perry said: “SEO strategies are vital to the survival and success of affiliates and we are delighted to have a search engine specialist like Yiannis at our show this year.

“Yiannis joins an already stellar line-up of AffiliateCon SEO speakers and his time at Google should offer an array of unmissable insights.”

AffiliateCon Sofia will offer two full days of educational speeches intertwined with lively entertainment and an evening party. The show will be held at the Sofia Event Center on Wednesday 15 and Thursday 16 May.

AffiliateCon Sofia will also be hosting an SEO Mega Panel on both mornings of the show, where four expert speakers have signed up: Stanislav Dimitrov, Gennadiy Vorobyov, Lyubomir Popov and Nikola Minkov.

Other speakers include Mustard Digital Founder Allan Turner and UltraPlay’s Dragomir Ivanov, with the stage set for an even bigger and better event than 2018’s unforgettable show.

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Genesis Affiliates the latest exhibitor to sign up for AffiliateCon Sofia 2019

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Genesis Affiliates the latest exhibitor to sign up for AffiliateCon Sofia 2019

 

Leading brand Genesis Affiliates has been confirmed as an exhibitor for AffiliateCon Sofia 2019.

The affiliate strives to offer customers lifetime value and will be present in Sofia on 15-16 May, showcasing its services at one of the premier gaming events of the year.

Genesis Affiliates was recently granted a Swedish license and already boasts a long list of casino brands as its partners.

In adding its name to the line-up of reputable attendees, Genesis Affiliates joins the likes of Kindred Group, Lapalingo and 7StarsPartners, as the AffiliateCon Sofia floor plan begins to take shape.

AffiliateCon Founder Julian Perry said: “We welcome Genesis Affiliates with open arms as one of the industry’s biggest affiliate brands. This is another sign that established affiliate names want to take part in our event.

“We look forward to hosting Genesis Affiliates, along with several other big-name brands at the show, and we are excited about how the AffiliateCon Sofia floor plan is coming together.”

AffiliateCon Sofia promises to be an even bigger and better event than 2018’s successful rendition, with a number of first-class speakers and exhibitors already added to the event schedule.

Two full days of educational speeches will be intertwined with lively entertainment and an evening party with special guests to complete the experience.

Click here to book your tickets and network with the best affiliates Europe has to offer this summer.

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