Mobile Game Marketing and Consumer Behaviour. Industry trends and analysis with examples on how to design a better Monetization Funnel and increase Lifetime Value

      Аннотация: The mobile gaming market is defined as the ensemble of companies that support the production, development, advertisement and distribution of video games to be played on non-traditional handheld devices. Three important steps in the history of the mobiles games value chain jeopardized many companies' ability to monetize their games. Even though the mobile gaming industry is relatively young, figures from year 2013 show that global revenues are large. Moreover the rising digitization of the products, coupled with a strong democratization of the Internet and an increase in the smartphones and tablets' penetration is stimulating market growth. Another factor favouring growth is the exponential diffusion of free-to-play games effectively transforming the mobile gaming market from a product into a service industry. This books wants to convey to the reader that companies in the industry need to adapt to the market's rapid transformations by quickly converting their business model as to include consumer analysis and big data analytics.

Ключевые слова: Android, apps, business, consumer behavior, Facebook, Funnel, game, game design, games, IOS, iPad, iphone, King, Lifetime Value, marketing, mobile, mobile applications, mobile game, monetization, retention, Steam, unity, Video, Videogames, videogame, user acquisition, consume behaviour, mobile app, app store, play store, amazon store, clash of clans, candy crush, mobile strike, angry birds, supercell, rovio, king.com, zynga