The development of cross-platform methods is becoming an important key to the ongoing success of applications and mobile games. Gamers prefer having several device options when they want to access a game or an app. This was the message of mobile advertising platform Tapjoy at last week’s Mobile Gaming Summit in Beijing.
There are multiple software and hardware platforms in the mobile industry, but some popular systems lack cross-platform support from a variety of applications. Approaches taken by game developers today to improve and develop cross-platform monetization strategies vary greatly and enjoy limited success. As a result, many have decided to join forces with monetization and distribution companies to provide gamers with access on multiple platforms. In doing this, they have been able to increase their user base.
David Chun, Managing Director for Greater China at Tapjoy, Inc., spoke on this point during his keynote at the conference. He explained that this issue is especially problematic in China, where gamers are very sensitive to cost. This has led to some rather abysmal average revenues. According to their research, about 60% lose money, 30% break-even, and only 20% make profit.
He then segued into his pitch and took the opportunity to display Tapjoy’s “Mobile Value Exchange” program, which recently expanded into the open market with CPA advertisements. Boasting that developers not only receive benefits by joining, but also that mobile advertisers can take advantage of various advertising networks—which reach millions of users worldwide every year—David explained that the value of Tapjoy’s network is unmatched in the market today.
Today, Tapjoy Inc. ranks #27 in the “World’s 50 Most Innovative Companies 2012” and has recently opened offices in China, Korea, and Japan. Tapjoy and other monetization companies are taking advantage of multiple software and hardware platforms worldwide to give gamers and developers a better gaming experience.
Dana Djerf is an intern at GWC this summer. She is a part of the class of 2014 at UMass-Amherst’s Isenberg School of Management.
Edited by Matt Johnson