Casual Connect Amsterdam was all about quality – user quality. As CPI and game-development costs continue to grow, game advertisers’ focus is shifting from number of new users to user-quality and lifetime value.
The Crisis in Russia
Geopolitical shifts in Russia are affecting the gaming industry as well. The free-fall of the Russian Rubble and the country’s financial crisis are taking their toll on many game companies and networks operating in this key market. As user monetization in the Russian market is dropping, Russian developers are expanding more aggressively to Western Europe. On the affiliate network side, we see more Russian networks trying to get new budgets from Western European networks to bring in valuable euros and diversify their activity.
As user monetization in the Russian market is dropping, Russian developers are expanding more aggressively to Western Europe.
Native advertising and programmatic buying were the two trendiest subjects at the conference this year.
Advertising on Facebook is becoming more competitive and, as a result, more expensive, forcing advertisers to expand into programmatic buying and native ad formats in attempt to offset the rising costs of advertising on the world’s most popular social network.
The Asian Invasion
Asian developers are entering Europe and the US and expanding their activity. In the last two years, we witnessed many tier 1 Asian game companies (DeNa, Gree, Tencent to name a few) entering these markets via M&A and strategic deals.
This year at Gamescom and at Casual Connect, I met with a number of mid-level developers and game publishers that are looking to expand their activities and acquire new users for localized versions of their games. Our game publishers will soon have more opportunities to run new titles from Asian companies at great rates.
Our game publishers will soon have more opportunities to run new titles from Asian companies at great rates.
2015: Exciting Year Ahead
After the hype about the Super Bowl ads for Clash of Clans and Game of War: Fire Age, everyone is waiting for a number of mega titles to hit the app stores in the upcoming months.
Ubisoft recently launched a mobile version of ANNO: Build an Empire and another title in the Assassin’s Creed franchise: Assassin’s Creed Identity – a 3d third-person game.
2015 is shaping up to be a very interesting year for our game advertisers and media partners. In the coming months we will have more new titles from our game advertisers, so register to Matomy Market to keep up with the latest releases and the top game offers.
See you at the next show!