From February 27 to March 3, game industry fans swept through San Francisco. The annual Game Developers Conference (GDC) pulled in all the “experts” in town, including major game software companies, hardware companies, independent developers, game developers, game marketers and other industry peers. As the world's leading mobile marketing player, Appcoach leapt on the opportunity to check out cutting-edge trends from the world's leading game publishers and new, independent game developers, using these to perfectly customize its mobile marketing and monetization strategies.
A long-time participant at GDC, Appcoach has witnessed the birth of key trends in consumer games in recent years, from new products developed by major consumer electronic companies and the rapid rise of new and novel game forms, to technological enhancements in hardware equipment, VR content development and promotion to the consumer market.
At this year’s GDC, vendors specializing in VR game content, VR hardware equipment and VR platforms increased exponentially. VR-style consumer entertainment content has penetrated into PC, game consoles and mobile devices. According to Newzoon’s statistics (a market intelligence provider for the game industry), the global total revenue of VR software content has reached 99.6 billion US dollars. With tech education specialists General Assembly also aggressively promoting VRDC (Virtual Reality Developers Conference) activities in August this year, we can presume that the VR development and marketing industry will be seeing rapid growth.
In addition, social media platform giants such as Facebook, mobile advertising platform Google and video platform Twitch, also launched very impressive products. Apart from the monetization services introduced by Facebook for the convenience of a series of game developers[AF1] , Facebook-owned Oculus also introduced several new VR games and VR apps, attracting the crowds to try them out; Twitch cooperated with the Lumberyard developer platform to introduce an incentive video plan that aids and reminds daily active game players of game purchases (in-apps or Amazon shops); and Google set up an exhibition for cloud services and VR hardware development (the DayDream booth), consolidating many developers, video game consulting services and experiences.
As Facebook and Google’s strategic partner, and Twitch’s partner agency in Asia, Appcoach provides game publishers with user acquisition and brand marketing services. As each company aggressively develops innovative platforms and strategies to discover potential users, we anticipate more small and medium game developers will migrate and publish their games on these platforms to attract long-term players. Hence, we see room for overseas game platforms to grow in content and user acquisition.
Mobile gaming remains an arena in which both game publishers and developers compete for a share. The boundless creativity of gaming content has shown the industry that the market for users is still going strong. Meanwhile, emerging game equipment and gaming formats continue to present great challenges for mobile marketing.
This year, the Appcoach booth was set up to attract “new and old friends” from game and advertising platforms, who came to discuss mobile gaming marketing "moves". In the face of the game industry’s dynamic development environment and its increasingly competitive landscape, we work with developers and promotion platforms to observe, explore and tailor-make solutions that adapt to different users and marketing strategies.
The globalization of mobile game marketing has made user acquisition more challenging and implementation costs for product promotion have risen accordingly, especially for the small-to-medium sized developers and publishers.
Even if one has a clear understanding of the global mobile game market and its main players, it is important to see the big picture when it comes to product localization and effective promotion. Choosing an advertising form that fully embodies the quality of the game and the playing experience, integration and optimization for different promotion platforms, and choosing the most appropriate ad monetization method are the key factors that influence whether game developers can achieve effective ROI.
Appcoach offers a one-stop solution for mobile marketing and monetization, comprehensively providing recommendations and fulfilling the marketing needs of developers. Aside from providing solutions for integrated marketing and optimization services, Appcoach also offers VTD for video advertising management. Appcoach VTD is a comprehensive video advertising management platform that can be used to fully engage and monitor transparent video ad campaigns. LTV data is carefully evaluated to provide true video media ROI whilst delivering creative, budget-optimized video advertising. This effectively solves problems such as scattered media channels, budget allocation, ROI tracking, and complex billing processes.
Appcoach will launch SSP this year. With Appcoach SSP, publishers can enjoy instant integration across various ad platforms that include display and video (incentive and non-incentive). Through easy integration with our SSP SDK, the dashboard visualizes all key indicators relevant to revenue, ecpm, conversion and fill rate (FR) from diverse global ad networks. Powered by machine-learning algorithms based on big data, SSP captures relevant data to identify an ad platform’s monetization performance in a snap, and then develops your bespoke monetization strategy.
Appcoach looks forward to meeting you at GDC 2018 to witness and share more nuanced game industry insights!