Chinese platform PapayaMobile is in expansive mode.
Its AppFlood discovery channel for Android gaming has been performing well, while it's just announced the integration of operator billing with China Mobile.
A good platform for its European GM Chris Hanage to talk about "What it takes to market a successful game in the free-to-play jungle?"
Speaking at the F2P Summit in London, Hanage commented that one of the industry's big issues is trying to create "a self-propelling bicycle" that will see initial marketing boosting your organic traffic until it's sustainable.
"But hope is not a strategy," Hanage said. "We have to go back to basics. That's building a great game."
Start at the start
Of course, being a marketeer, his view is that game creation, marketing and operations should be intertwined.
"Why should players care about your game? Don't mug the consumer with their first in-app purchase," he said, comparing it to a first date.
"You bring flowers to a first date. Not a pillow case. You have to gain your audience's trust to build a longterm relationship."
This is backed by research that says true fans (the new and better term that replacing 'whales') take 8 to 12 days to start spending money in your game.
News
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Related Articles
Top Stories
Feature
May 17th, 2024
New release roundup: The best new mobile games from a battle royale to a console classic remake
Feature
May 16th, 2024
Behind the scenes: How adding sandwich offers to an idle merge game boosted three metrics at once
Events
Digital Dragons | Europe | May 19th |
GamesBeat Summit 2024 | North America | May 20th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Nordic Game Spring 2024 | Nordic | May 21st |
Impact 2024 - Indie Games | May 23rd | |
Morocco Gaming Expo | Africa | May 24th |
MomoCon 2024 | North America | May 24th |
Unreal Fest Gold Coast 2024 | Australasia | May 29th |
Popular Stories
Feature
May 14th, 2024
53 top mobile games in soft launch: Squad Busters, Battle Guys: Royale, Plants vs. Zombies 3, LEGO Hill Climb Adventures, and more
Feature
May 13th, 2024
Hot Five: Dubai's new Gaming Visa, April's mobile game charts, and Xbox studio closures
Interview
May 13th, 2024