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Deconstructor of Fun
252. Value Optimization, Hybridcasual, and the Impact of AI
Nov 18, 2024
Manish Gajria, Director of Product at Meta, and Ryan Davies, Head of Performance Marketing at Kwalee, delve into the current mobile gaming landscape. They discuss the significance of value optimization and the transformative role of AI in user acquisition. The conversation highlights the rise of hybrid casual games, the challenges of measurement, and successful marketing strategies within the industry. Listeners gain insights into the evolving approaches to game monetization and the impact of innovative advertising techniques.
01:06:22
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Quick takeaways
- The mobile gaming industry is shifting focus from volume-based user acquisition to a value-driven approach emphasizing long-term user lifecycle metrics.
- The emergence of hybrid casual games combines IAP and IAA revenue models, requiring developers to balance engagement with monetization strategies effectively.
Deep dives
Shifts in Mobile Gaming Market Trends
The mobile gaming market is experiencing a noticeable shift from volume-based user acquisition to a value-driven approach. Advertisers are increasingly sophisticated in leveraging data and business intelligence, focusing on the value of users rather than sheer numbers. This transition emphasizes the importance of measuring returns on ad spend (ROAS) over a longer period, with marketers now paying closer attention to user lifecycle metrics. Consequently, the industry is seeing a more strategic allocation of budgets towards campaigns that deliver long-term value rather than short-term gains.
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