The Rise and Fall of Mobile Free to Play Developers

An increasingly hot topic amongst the TWiG crew, and the industry at large, is mobile, F2P veterans looking to additional platforms for blue or purple oceans. Between the maturity of the mobile market, the challenges of breaking through as a new game or IP, rising CPIs, diminished targeting capabilities or the limited power of platform-level featuring, it feels like every company with live-service expertise is asking themselves where else they can ply their trade. That's why Ethan invited Adam Smart - Director of Product at Appsflyer and host of "In the Sandbox with..." - onto the podcast. In this wide ranging conversation, they discuss the forces driving the push to console, PC and cross-platform development and how free-to-play developers can bring their mobile platform playbook to these platforms. Given Appsflyer's recent launch of their measurement suite for console and PC, things are getting a lot easier for traditionally mobile developers interested in using performance marketing to scale their games on these platforms.