Mobile Game Marketing
Game of Phones: Why it's time for a smarter approach to mobile game app marketing
Mobile acquisition specialist Saikala Sultanova explains all
Lacking Influence
Futureplay: We blew our brand marketing budget on influencers
"It failed miserably. So we donated $10k to charity instead"
Jobs In Games
Jobs in Games: Futureplay's Chris Wilson on going from food apps to marketing manager
"Though food tech and gaming are very different industries on the face of it, there are many similarities in the foundations of app marketing"
Actor Playing Games
Zynga brings in Alec Baldwin to celebrate Words With Friends 10th anniversary.
The game launched in 2009
Pr Tips
The beginner’s guide for games trade PR
Raptor PR founder Rana Rahman offers his top tips
New Tech
Appier launches new marketing solution to re-engage mobile gamers
“Aictivate is powered by Appier’s tried and tested AI, helping gaming companies recoup lost revenue”
Marketing Strategies
The 2019 mobile game marketing strategies that work
App Radar's Genie Patrathiranond offers some key tips
Still Together
Tencent denies overseas marketing and sales team was disbanded over Arena of Valor woes
But does not touch on whether it will continue to support the game in Western markets
Guide To Ua
User acquisition for beginners: A checklist
How to put together your marketing campaign and what to consider
Jobs In Games
Jobs in Games: CD Projekt Red’s Hollie Bennett on going from midwife to head of communications
"Rome wasn’t built in a day. It’s going to hurt. You're going to see rejections, you might not even see responses. That’s okay. It’s not going to happen overnight"
Jobs In Games
Jobs in Games: Gameloft’s Hugues Ossart on organising international events and esports
"The most important thing in esports is keeping the player at the heart of the experience"
Full Tilt
Tilting Point revenue quintupled to $45 million in 2018
Company president Samir El Agili discusses the philosophy behind the company's explosive growth
Marketing Design
How marketing can be baked into game design
"You can't spell marketing without design," says Those Awesome Guys founder
Influencer Marketing
43% of influencers paid to do a sponsored video for a game will do it again for free
Nevaly MD looks into the benefits of sponsored videos
Live Streaming
The cost of running an influencer marketing campaign on streaming channels
A 24-hour campaign over 100 channels could cost around $60,000
Layoffs
Update: EA's latest layoffs include the closure of its offices in Japan and Russia
Publisher vows to help newly-redundant staff find new roles in the local games industry
Cinemagraph Ads
Facebook partner on using UnrealFront’s Cinemagraph ad creative to market your mobile game
High definition images offer an eye-catching solution to getting user attention
For England
Bidalgo expands into UK with new London office
Former managing director of mobile ad tech company YOC Oliver Gold heads up branch
Gold Rush
PlayStack’s new mobile game Dig That Gold gives away real 24k gold bars to players
Publisher partners with UK start-up Project M on title
Marketing
Google introduces new ad campaign tools aimed at re-engaging lapsed players
App Campaigns for engagement and smart segregation look to hone your advertising efforts
Global Branding
WeQ launches influencer marketing agency for campaigns on YouTube, Instagram and TikTok
Led by former Live.me senior director Elena Kutsopal and Playcom chief sales officer Olga Wese
Research
Newzoo: Mobile gamers are more receptive to brands than non-gamers
The Activision-Blizzard partnered Betting on Billions paper makes key insights into mobile gaming demographics
But Why?
THQ Nordic hosts AMA on infamous message board 8chan then clarifies it "does not condone child pornography"
PR and marketing director Philipp Brock claims to have no knowledge of site's history
Big Investment
Mobile marketing tech firm Ogury picks up $21m investment
Company generated $100m in 2018
Phwoar
Facebook rules Gris' launch trailer too sexual to air
Publisher Devolver Digital claims the platformer’s launch trailer was rejected for “sexually suggestive” content
Case Study
How Zorka.Mobi and Azur Games put together a pre-release influencer marketing campaign for Infinity Ops
Racking up 1.3 million pre-registrations by focusing on Latin America
Ua Tool
IronSource launches ROAS Optimiser tool
Solution aims to help user acquisition managers automatically bid on dynamic cost-per-install rates
It’s Always Sunny
Keywords acquires marketing services outfit Sunny Side Up for $4.3m
Clients for Quebec City outfit include Ubisoft, EA and Eidos
Report
Report: There's been an 80 per cent rise in Western game installs in East Asia
Research from Appsflyer shows a market dominated by midcore and strategy games
Chopping Block
Tencent culls games marketing budget as China’s freeze on the industry continues
Publisher plays conservatively as the block on new game approvals continues
Oh Snap
Case study: How Miniclip used Snapchat to market Football Strike
The marketing push resulted in more than 200,000 new installs for Football Strike, peaking at 10,000 daily installs at a $2.07 CPM
Banner Up
Unity Ads SDK 3.0 features personalised placements, AR and banner ads
Personalised placements uses machine learning to decide between an ad or IAP promotion
Oh Snap
Tenjin named Snapchat mobile measurement partner
Marketers can use tool to optimise install campaigns through Snap Ads, Lenses and Story Ads
Going Up
Marketing analytics firm AppsFlyer soars past $100 million in annual recurring revenue
Mobile attribution and analytics company is reporting 100 per cent growth every 12 months
Marketing Fuel
Nitro Games plots share issue to raise over $5m
Funds will primarily go toward Heroes of Warland marketing
New Shelter
Bethesda opens Moscow sales and marketing branch
Firm announces opening of a studio it didn't already own
Big Deal
Advantage Solutions acquires HyprMX owner Jun Group in deal that brings brands and mobile games closer together
HyprMX general manager and senior vice president Dan Laughlin tells us what the deal means for the company and the mobile games industry at large
Fishing
Digital marketing outfit Jellyfish knuckles down on app space with ASO Co purchase
Among ASO Co’s clientele are Spotify, eBay and Twitter
New Motto, New Tech
Applift rebrands to focus on UA and retargeting
Company launches new toolset Mobile Journey Advertising, along with new website, slogan and logo
User Ad Revenue
IronSource unveils new tool to measure ad revenue sources
User Ad Revenue tool tracks which marketing channel user came from to help developers identify the top performing networks
Report
Facebook dominates AppsFlyer Performance Index rankings, but Google is catching up
Apple Search Ads establishes itself as a mainstream player
Bought
AppLovin acquires in-app header bidding company MAX Inc
Discoverability platform expands services to include the new header bidding solution
Marketing Memes
7 best practices for using memes in your marketing campaign
Fanbytes offers top tips
Snapchat Memes
How memes helped one app get a six-times cheaper CPI on Snapchat
Fanbytes offers key lessons on marketing your app
Privacy Regulations
Life in a GDPR world: How the new rules are changing app development, publishing and advertising
WEQ's Steffen Wachenfeld discusses what's next
Invested
Metropolitan Partners Group invests in Tilting Point Media user acquisition fund
Marketing and publishing platform aims to deploy $132m annually to finance user acquisition
Global Influence
How to make the most from influencer marketing around the world
Zorka.Mobi's Regina Tsvyrova delves into the local markets and how best to work with content creators in each region
New Marketing Tools
Facebook reveals new UA tools as it claims 50% of all app revenue will come from ads by 2021
Social network reveals playables, retention optimisation and value optimisation solutions at ChinaJoy
Upgrades
YouAppi's 360 mobile marketing platform releases new SDK and improves fraud detection
SDK lets companies gain direct access to programmatic advertising inventory
Funny For Business
Peak Games’ $100 million bet on Ryan Reynolds to kick Toon Blast up a gear in the US
Head of strategy Omer Inonu explain all