Flurry: World of games development needs to be 'more scientific'

Flurry: World of games development needs to be 'more scientific'
"We're trying to make the world of games development more scientific," explained Flurry's European MD Richard Firminger during his talk at TIGA's Mobile and Tablet Games Event in London today.

Flurry's ambition, as Firminger explained it, is to arm developers with the data to make better games.

And Flurry certainly has plenty of data to share – the advertising and analytics firm registers 850 million monthly unique users, and a staggering 72 billion monthly unique sessions.

"We hope that analytics doesn't stifle creativity," Firminger continued. "We think they're great partners."

Against the grain

Conference speakers often like to make bold proclamations regarding the mobile market, and one popular example at the moment seems to be: "if you're not already making mobile games, it's too late to start."

That, according to Firminger, is a fallacy.

"The market is just beginning," he explained, before going on to explain that Flurry expects the size of the addressable market for mobile gaming to exceed 1 billion in 2013.

Some markets are growing faster than others, of course. The rate of iOS and Android devices activiations is currently growing at an annual rate of 293 percent, for instance.

Them and US

As developing markets rise to prominence, though, the importance of the North American market diminishes. The US remains important, of course, but it's no longer the be-all-and-end-all.

According to Flurry, 71 percent of mobile gaming sessions now take place outside the US.

As such, "launching in smaller markets to gain a foothold can be a great tactic," explained Firminger.

Staff Writer's news editor 2012-2013


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