App Economy Insights from Fyber’s Director of Developer Relations


Our Director of Developer Relations in EMEA, Tomas Piktozis, interviewed with in conjunction with his appearance as a panelist at PG Connects. Bringing more than 10 years of B2B and B2C sales and biz dev experience to bear, Tomas shares his thoughts on the app economy and indie developers:

Pocket Gamer: What were the most significant changes to the app economy you saw in 2013?

Tomas Piktozis: Freemium in mobile gaming staked its claim last year. By November 2013, half a billion people had installed Candy Crush Saga for free, and it was named top grossing app of 2013 on iPhone and iPad.

In the future, 2013 will be seen as the year that freemium became the default option for developers.

Ad placements in apps are also becoming more widely accepted. In June, Facebook simplified its mobile app ad installation process, so that developers could place ads with only an App Store URL. The quick and streamlined process was encouraging for marketers.

How do you think new mobile advertising trends will impact the mobile games industry in 2014?

Monetization will remain a key focus in 2014, especially with mobile gamers being such a high potential audience.

Mobile gamers monetize faster than web gamers, so we think large game companies will naturally allocate more budget to user acquisition in 2014. We also expect the industry to produce more creative advertising solutions for monetization.

Mobile video is the forerunner here. Data shows that 15-30 second mobile videos have the highest conversion rates, so videos of this length will become more popular.

What about indie developers in particular, is it going to be a tough year or an exciting one for indies?

In today’s landscape, indie developers aren’t faring as well as they used to. Of course, there’s still room to make a big splash.

My advice is twofold: differentiate your game, and then build a marketing strategy that will excite gamers and attract press coverage.

To differentiate, make sure to dig deep into the industry and avoid the trap of creating just another adventure game, or just one more puzzle game. Indie developers have a history of creating games that are unconventional and quirky – use this to your advantage.

Marketing is important because you’re competing with a huge number of developers for gamers’ attention. Going the extra mile will make a big difference. Create videos that give users a taste of your game environment, and foster a strong and memorable identity for your game.

Beyond that, don’t underestimate the value of word-of-mouth marketing. Fifty seven percent of game discovery awareness comes from word-of-mouth recommendations, which indicates a strong gamer preference for peer-to-peer discovery.

Continue reading on!

Read these next

Contact Us

    By sharing your information you are agreeing to receive communications in regards to any questions or requests submitted on this form. Fyber will keep your information solely for internal tracking purposes and will not use this information for any other purpose. You may request to delete the information provided at any time.

    If you send us a message by clicking the "Send" button, we use a recaptcha service provided by Google LLC to check whether the message was sent by a natural person or a computer program ("bot") in order to ensure that only valid user requests are forwarded to us. Google LLC processes personal information from your browser, such as your browser settings and your click behavior on this screen. Please refer to the Privacy Policy for further information on data processing procedures of our third-party services.