Game Monetization

3 reasons why comparisons between Zynga and King are flawed
By September 30, 2013 Read More →

3 reasons why comparisons between Zynga and King are flawed

Freemium mobile gaming is a byzantine, poorly-understood vertical within the ecosystem of consumer technology. Few industry analysts or journalists possess the relevant knowledge to assess the health of companies operating under the freemium model  – not because they’re incompetent, but simply because freemium gaming only really became noteworthy from the perspective of large media outlets […]

Freemium = Marketing
By September 9, 2013 Read More →

Freemium = Marketing

It’s easy to think of the freemium business model as merely a pricing strategy: by setting a product’s price point at $0, a developer ensures that as large an audience as possible is exposed to it by removing the most significant barrier to adoption – disposable income. But this line of thought is flawed. Disposable […]

Soft launch product development using the Minimum Viable Metrics
By September 2, 2013 Read More →

Soft launch product development using the Minimum Viable Metrics

Soft launching a mobile title, which is the process of releasing a game in a test market and iterating upon it based on user data, has become an integral part of development strategy for large and small developers alike. The reasons are numerous: Ratings have a significant impact on an app’s discoverability, perception, and, ultimately, […]

GungHo's stock price rollercoaster and hit-driven valuations
By August 12, 2013 Read More →

GungHo's stock price rollercoaster and hit-driven valuations

On July 29th, Japanese game developer GungHo Online Entertainment issued its financial report for the half year ended June 30th. The highlights are posted below: At first blush, GungHo’s results seem astonishing: Net Income for the half year was up 2,508% from the same period a year earlier, with gross sales having experienced a similarly […]

Quantitative Literacy: An interview with Wharton Professor Dr. Peter Fader
By August 8, 2013 Read More →

Quantitative Literacy: An interview with Wharton Professor Dr. Peter Fader

Chapter 5 of my upcoming book, Freemium Economics, is dedicated entirely to lifetime customer value. In researching this chapter, the work of two academics – Peter Fader of the Wharton School of Business at the University of Pennsylvania and Bruce Hardie of the London Business School – surfaced again and again. Fader and Hardie have […]

The role of LTV in freemium
By August 5, 2013 Read More →

The role of LTV in freemium

Lifetime Customer Value is probably the most fundamental conceptual struggle for freemium app developers. And while calculating LTV and integrating it into an organization’s decision-making apparatus are onerous tasks, these aren’t the root causes of firms’ anxieties over LTV. The root cause is user acquisition – specifically, its cost – and the inability of all […]

Guide to Mobile App Analytics
By July 22, 2013 Read More →

Guide to Mobile App Analytics

Last Updated: July 29th, 2013 Presented here is a survey of some of the most popular mobile app analytics platforms currently on the market. The list is broken down into three categories: General Mobile Analytics Platforms, Gaming-specific Mobile Analytics Platforms, and App Store Analytics Platforms. For the purposes of this survey, analytics will be defined as […]

The logic and sorcery behind mobile game company valuations
By July 17, 2013 Read More →

The logic and sorcery behind mobile game company valuations

Two fairly significant events took place recently that have shed light on the byzantine process of valuing a gaming company. The first was the purchase by Hasbro of a 70% stake in Backflip Studios for $112MM, valuing the company at $160MM. Backflip is the developer behind DragonVale, which, nearly 2 years after launch, still frequently […]

How much money is Candy Crush Saga making?
By June 17, 2013 Read More →

How much money is Candy Crush Saga making?

Last week, King, the developer behind Candy Crush Saga, announced that it would remove all in-app advertising from its games, across all platforms. The change represents a strategic about-face from its position in November 2012, when Candy Crush Saga launched on mobile. At that time, Alex Dale, King’s Chief Marketing Officer, told Inside Social Apps: […]

A yield management model for mobile advertising
By June 3, 2013 Read More →

A yield management model for mobile advertising

Yield management is a pertinent topic within the context of freemium mobile app distribution, monetization, and user acquisition, as it corresponds closely with the fundamental components of freemium success: demand management; scale; insight; and monetization. Sheryl Kines, one of the most prominent academics conducting research in the field of yield management defines the concept as […]