It is a common misconception that free mobile apps are not viable businesses. I beg to differ, and point to several free social gaming apps as primary supporting examples.
First, it is important to establish what specifically I’m referring to when I say “free social gaming apps”. In particular, I would point to social gaming companies such as King, Team Lava and PopCap Games, whose titles include the likes of Candy Crush, Bubble Mania, and Plants vs. Zombies, respectively. These mobile social gaming companies typically consist of a portfolio of games that are relatively quick and inexpensive to develop, and are targeted primarily at casual gamers (read: middle-aged women).
While it is true that the vast majority of mobile social games are available for free to download from the app store, it is not true that these companies don’t generate revenue. Quite the contrary, these companies often generate absurd amount of revenue, very commonly on the order of tens and hundreds of millions of dollars. How, you ask? Primarily through micro-transactions, i.e., incentivizing their users to make very small (e.g., $0.99) but frequent purchases throughout game play, primarily to advance throughout levels the game, acquire better social status within the game, or purchase virtual goods, such as weapons, that will help the gamer perform better. When a game has millions of daily active users, these purchases add up in a meaningful way. Furthermore, given the low cost structure of mobile social gaming businesses, most of the revenue drops to the bottom line. In fact, it is typical for these types of businesses to have EBITDA margins in excess of 70%, which is mind-blowing considering the absolute dollar amount of revenue these businesses generate.
Here comes the catch, though. Mobile social gaming companies, above all, absolutely need a large active user base in order for the micro-transactions to present a meaningful contribution to revenue. As one could imagine, though, the act of acquiring users has become increasingly difficult as the number of the offerings in the app store has increased exponentially. Simply put, the app store is an extremely crowded marketplace, with the vast majority of downloads going to those companies that already have a large and satisfied user base that has enabled them to rise to the coveted top of the app store rankings.
So, the next logical question is, how does an unestablished mobile social gaming company go about getting to the top of the rankings without spending an arm and a leg on marketing? The answer I would offer is that it is nearly impossible. If you’re lucky, you have a friend who works for Apple who can get your app featured. Until a few years back, your other alternative was to pay shady companies to utilize automated “bots” that downloaded your app enough times to make it rise seemingly organically through the ranks (Apple has since cracked down on companies who employ these practices). Nowadays, it is no coincidence that a few, select companies with multiple titles dominate the top-ranked list in the app store.
By this point, you understand that customer acquisition is incredibly important to these mobile social gaming companies. But customer acquisition is
extreme speeds while staying colder even in tablet to phone form, and entertainment is marketed as virtual data. One of the leading changes in entertainment today is video games. There are now many forms to video games, virtual reality, consoles, PC gaming, simulators, and sports that are now controlled by body in the consumers very own living room. Video games have easily rivaled the video industry and also contribute to movie interests. Movies are being made after video games and games are being made…
Following this introduction, background section describes the idea about mobile cloud computing, and also mentions recent development. Methodology section describes how we analyze the ethical issues based on mobile cloud computing. Objectives and aims section reports the social impact and ethical concern; however, we focus on five main fields. These fields are business, government, medical, education and cloud gaming with social influence and ethical issues. Following objectives and aims section, we…
participated in a revenue-generating activity for Zynga, such as accepting an offer to sign up for something” (Takahashi, 2011). As they continued to launch new games they gained more and more investors keeping them going strong. With their unique ideas that gaming should be accessible to everyone, anywhere, anytime, data driven and free they were able to move even faster within Facebook. Their developers had to keep a close eye on Facebook and redo their work every three months or sooner. “In May 2009, Picus…
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Mobile Market Trends: UK Mobile Market Trends: UK Data to engage with consumers, 2010-2012 December 2010 UK mobile market overview Subscriptions 20102012; subscriptions by age 2010... Mobile internet Users by device, 20102012; users by usage 2010-2012; page impressions 2010-2012... Mobile entertainment Gaming, video & TV, and music by users and revenues... Mobile subscriptions Subscriptions by device 2010-2012; Subscriptions by age and device 2010... Social networking Networkers by device…
business which provides decent accommodation and food and beverage services available -Travellodge Blacktown Hotel, Blacktown Similar to The Sportsman’s however Travellodge is a bit classier. -Clubs and Gaming Sectors Although the Club Sector and The Gaming Sectors are different – Gaming Sectors are often incorporated into Club Sectors thus creating a close relationship between the two. Specifically, The Club Sector presents facilities, entertainment and/or food and beverages to members of a…
Jon Whitzman Due: October 17, 2014 Where can you find video games? Well video games are everywhere in today’s society. They are in every kid’s, students and adult’s home in multiple ways. You are able to find them on mobile phones, new digital TV’s and most famously gaming consoles. Everyone has accessibility to video games and enjoy playing a game here or there once in a while. Game developers, Teachers, Parents and obviously kids have all debated over the years- Do video games affect people…
Powerful Business Model Market Leader in Paradigm Shift of Social Gaming Strong Industry Growth Dependent on Facebook Valuation Impact Favorable Favorable Favorable Negative Neutral Details Rapid innovation, low-cost deployment, and strong cash flow at maturity Focused on statistical analysis to improve player engagement and monetization Social gaming market is large ($7BN) and rapidly growing ($14Bn in 2015) Zynga relies on FB’s social platform to achieve virility and keep customer acquisition costs…
Online gaming Definition – Online gaming is when you play a game that has network capability either with others, working together or against others e.g. Halo 4, Destiny, and Battlefield 4 etc. Games also are played on platforms such as Computers or consoles e.g. Xbox/PlayStation/Wii/Computer Advantages: Increase in memory and capacity – most games test the knowledge of the player in most cases trying to remember certain things that were mentioned or viewed so in turn these players gain an increase…
COMPANY PROFILE The Walt Disney Company REFERENCE CODE: 8C7AE530-4ECC-4EF5-AC18-370E646FD097 PUBLICATION DATE: 31 May 2013 www.marketline.com COPYRIGHT MARKETLINE. THIS CONTENT IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED OR DISTRIBUTED. The Walt Disney Company TABLE OF CONTENTS TABLE OF CONTENTS Company Overview..............................................................................................3 Key Facts...........................................................…