Presented by Xsolla
At this VB live event, developers of all sizes will not only be able to sell content directly to players, but will also expand to areas where credit cards are not the primary payment method, reduce overhead, improve UA and discoverability, and more. Learn how.
The mobile gaming market has been built on the shoulders of two large app stores, but its dynamics are irreparably changing. Publishers have greater choice and control over their audience, marketing, and payments, from the payment method they choose to the payment amount.
“Whether it’s payments outside the app store, NFT or blockchain, the industry and the creative people working there are already evolving beyond these platforms,” said Miikka Luotio, Director of Business Development in Europe. increase. “They are coming up with new business models, better ways to entertain players, and innovative ways to enable players to make money.”
How the mobile environment is changing
that is Court battle between Apple and Epic, This loosened the App Store’s grip on the developer’s interests. Developers can now direct users to other payment systems. In this way, developers can avoid the App Store’s 30% commission and offer players better prices, more payment methods, and a better user experience.
“With the latest regulations, people are starting to ask questions,” says Luotio. “Is this really good for free commerce to have such a limited set of options controlled by two companies?”
It has become a global issue. Legal issues regarding the superiority of the two app stores have recently been raised by regulators across South Korea, the Netherlands, and Europe. Now the snowballs are starting to roll down the hill and the momentum is there, says Luotio.
In many countries, app store rules are considered restrictions on local businesses. And as payment conversations continued, it became clear that many audiences were left behind because these large platforms did not offer local payment methods.
“Publishers need to provide viewers with choices, and even governments and regulators are aware of this,” he says. “This means it’s time to democratize some of these restrictions and offer more options to publishers and individual businesses. In the mobile gaming community, the people I speak to are more than this. I’m excited about the meaning of the big conversation. “
This wave of change is a huge opportunity for mobile game publishers. It’s never been easier for developers to break out of the app store, implement cross-platform capabilities, own a customer base, build direct customer relationships with players, and monetize in a whole new way.
New revenue opportunities for publishers
Being able to offer a variety of payment methods has created a major new source of revenue for mobile game developers. Many of the major global markets, including Asia, Russia, Latin America, India and China, have a huge number of customers who do not have access to international credit cards and international electronic wallets like Paypal.
“It’s important for businesses to understand that monetization wasn’t successful because these emerging regions couldn’t cover the payment methods that the majority of people in these regions and countries wanted to use,” Luotio said. say. “We want publishers to be aware of what they missed and what growth is available beyond the app platform.”
They have been excluded from the equation because so many customers could only use local payment methods. For example, Xsolla has found that offering local payment methods in regions such as Latin America and South Korea can increase payment coverage in the market by up to 60%.
Own the relationship between the player and its data
However, while some app store regulations have been relaxed, privacy restrictions have become stricter, significantly narrowing direct performance marketing options and significantly reducing profitability. However, those same rules do not exist the same on the Web.
“We have a little more freedom in how we handle user acquisition for web shops, browser games, or PC versions, and we can track them much more accurately,” says Luotio. “You can identify the players you have earned through various social networks running user acquisition campaigns.”
Customer relationship management, which is becoming increasingly important for playing free games on all platforms, is much more effective if you own a player. Extending beyond the app store eliminates the need to rely on these platforms to host user accounts. You have your own user account system, and having access to that data makes your understanding and catering to your most valuable players more flexible.
“Publishers are aware that it’s not just about getting new players,” he says. “Finding the best way to deal with the most loyal players in existence and providing what they want in a highly customized way. If you manage the community and aren’t disturbed by the platform in the meantime, top You can take care of the player. “
With a very popular mobile game, Xsolla partners have launched a web store targeting the most valuable players, offering special deals to loyal fans. Rumors have begun to spread that there are new destinations to land more attractive and value-added offers, which have snowballed and made more money from webshops than publishers make from mobile platforms. Luotio says.
“Sure, we can see similar results elsewhere,” he says. “In each case, the special offer web shop approach has always had a positive return on investments from all partners, especially for some time and constant. That’s the case for games that have reached scale and have a core. Audience. “
Best practices for commerce growth
The best practice for a game that has started scaling is to run a pilot test to see how the community reacts if you allow monetization outside the app store.
“Proof of concept helps us start growing again, especially for large games,” he says. “If your game’s revenue has peaked a bit, try a proof of concept, especially targeting markets you’ve never reached with a variety of payment methods.”
He found that the markets that made a big difference were Latin America, South Korea, Russia, and China.
Second, he warns that when moving out of the app store, you need to maintain a good relationship with the platform, as you can always make a lot of money by being featured in the app store. increase.
“The important thing is to provide value that doesn’t compete with the existing options in the mobile game itself,” he says. “We need to come up with an offer that complements what we already sell directly in the game. We will create a new unique offer, a bundle of things that can be purchased in mobile games, to present more valuable offers.”
Don’t miss this VB live event for more information on how to leverage new sources of revenue, get out of the app store, and find new ways to monetize your players!
- How to get out of the mobile app store
- Best practices for commerce growth
- How mobile developers reach their revenue goals
- A real-life case study by successful mobile game developers and publishers
- Taewon YunSuper Evil Megacorp, Chief Business Officer
- Miikka LuotioXsolla, Europe, Director of Business Development
- Dean Takahashi, Lead Writer, GamesBeat (Moderator)
Why mobile game developers can’t afford to miss cross-platform opportunities (VB Live)
https://venturebeat.com/2022/01/28/why-mobile-game-developers-cant-afford-to-miss-cross-platform-opportunities-vb-live/ Why mobile game developers can’t afford to miss cross-platform opportunities (VB Live)