Zynga might be in the market to buy some ad tech. The online and mobile gaming developer, which posted record Q4 earnings on Wednesday, fueled by an all-time best revenue and bookings quarter for Words With Friends, is in the midst of building its own ad network to expand its addressable market. Revenue for the […]
Hypercasual dominated the mobile gaming charts even before the pandemic. Installs of hypercasual games, characterized by extremely lightweight, free-to-play mobile titles, more than doubled between December 2019 and March of this year, according to joint research from Adjust and Unity. Once lockdowns started, the growth accelerated, with play sessions up by 72% in March. But […]
A couple of years ago, Amazon Kindle asked Nativex, one of its app monetization partners, to strike hypercasual game publishers from its media plan. But Nativex demonstrated that the hypercasual audience is primarily female and 25+ with a predilection for e-reading – and that Kindle campaigns have really good conversions when targeting that audience. “We’re […]
The mobile gaming category – a more than $60 billion-a-year market – is thriving amid the brewing economic crisis. But unlike other publishers and platforms experiencing engagement spikes without the corresponding uptick in ad revenue, mobile game publishers are seeing massive boosts across the board. Nearly every metric (other than CPMs and cost per install or […]
Game developers have a lot on their plate beyond developing games. There’s testing, marketing, monetization, ad serving, analytics, optimization, user acquisition and a heap of other commercial considerations. “But developers – they just want to make games,” said Andrew French, chief operating officer at Coda, a London-based game publishing platform founded last year to provide automated technology […]
Gamers don’t just wear hoodies. “Hypercasual gaming breaks down every barrier,” said Jon Hook, VP of publishing at Polish game developer BoomBit. “It’s teens, parents – your nan could be playing these games.” Considering the audience is anything but hardcore, the key to success in hypercasual is creating a game that’s snackable and simple to understand. […]
