Last week in Seattle, the Tapjoy team visited the Mobile Games Forum, a widely-attended event that’s now in its 13th year. This year’s MGF was even better than ever, hosting experts from major game publishers like King, Activision, Nexon and dozens more. As a major player in the ad market, Tapjoy was proud to attend, sponsor and speak at the gathering.
This year’s MGF coincided with a major shift in the industry. Mobile games are growing up, which means that release cycles are slowing and investment sizes are growing. The largest companies now release just one or two new games per year, and place major investments in marketing, community management and even eSports strategies for growth, all of which were covered in MGF sessions.
With competition and budgets rising, user acquisition is at the eye of the storm and fast becoming one of the most sophisticated practices in the mobile game market. To talk about the latest developments in mobile app marketing and UA, Tapjoy’s own Kristen Perry had the chance to host a Fireside Chat with Hothead Games’ director of marketing, Oliver Birch, and senior monetization manager, Kenneth Wong, titled UA’s Next Wave: Moving Beyond The Install.
Oliver talked about actionable analytics and the importance of using a data-driven approach to track, measure and optimize the performance of all app install campaigns. He advised app marketers that it’s not enough just to acquire users, but that they must work closely with networks to understand the value of these users and how to optimize campaigns against the best quality users.
Meanwhile, Kenneth mentioned that developers also have to think about ways that they can deepen engagement, lengthen retention and drive monetization from all new users. If developers don’t have a strategy in place for maximizing the value of new installs as they come in, he pointed out, they might as well be throwing their money away.
Of course, Tapjoy’s marketing automation and monetization platform is designed to help developers make sure they extract the full value from each and every new user on a one-to-one basis. To learn how we can help you maximize your app’s potential, contact us today.