Google will Begin Labeling Free-to-Play Games Paid and More of the Latest News

By Hayley Pearce | July 25th, 2014

It's here again: the AppLift newsreel, summarizing the last two weeks in AppLift and mobile games industry news. This time we have five highlights in the form of a video, our new infographic, a recent announcement from Google and one of the unmissable upcoming industry events, gamescom!

The Video Highlight (App Developers Alliance)

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Jason Santillano, our head of global events and PR, was interviewed at the LA App Strategy Workshop about his best practices for mobile games marketing. He highlights understanding your user base (who they are, how long they spend with your app, in-app advertising choices, etc.) and also content (why users are going to your app or playing your game). Running analytics, he says, is essential. It all goes back to data.The Interview Highlight (App Annie)

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Our content marketing manager Thomas Sommer was interviewed by App Annie for their Mobile Ad Insider series. We talk about AppLift’s games marketing platform, what makes a successful app advertising campaign and how best to optimize ad spend, as well as the future of RTB and native advertising.The Infographic of the Week (VentureBeat)

Poster-The-Global-Mobile-Games-297x841mm_bOur brand new infographic, The Global Mobile Games Landscape Reloaded, featuring Newzoo’s fresh data from their Global Games Market Report 2014, is now out. The infographic was featured exclusively in VentureBeat this week, with Dean Takahashi summarizing the key points. There are several main takeaways to gleam from this fresh data, including that the overall mobile games market is predicted to amount to $21.7 billion in 2014 and the total revenue for Asia Pacific is on its way to reaching $12.2 billion this year, and will remain by far the largest mobile games market worldwide.

The Game-changer (Mobile Dev Memo)

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Google has decided to start labeling free-to-play games that offer in app purchases as paid games instead, which, according to Seufert, will result in a flooding of the Top Paid charts and therefore making app discovery for paid games more difficult. It may reduce the effective CPI during marketing campaigns for Free apps, but it’s yet to be seen whether it will drive engagement and trust in the Google Play Store.

The Asian Insight (Games in Asia)se_asia_01Game app usage, installs and revenue in Southeast Asia are on the rise and apparently it’s because of better bank card penetration. The Southeast Asian games market looks just like the China did in 2011 just before it exploded. The top five Southeast Asian countries are Malaysia (where the transaction volume grew 121 percent in the last year), Thailand, Indonesia, Vietnam and Philippines.And in upcoming news…The Unmissable Event - gamescom

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We’re heading to Cologne on August 13th-17th for gamescom, the major gaming trade fair event. Arrange a meeting with us or come and see us at our booth (Hall 04.1, Stand C-025) with ad2games, the performance marketing experts.

Hayley Pearce

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