Did you know that digital gamers make up more than a third of the world's population? By 2024, the world's population will include up to 3.32 billion gamers. in UK.
Did you know that digital gamers make up more than a third of the world's population? By 2024, the world's population will include up to 3.32 billion gamers.
As users spend more and more time interacting with mobile apps, it's no surprise that more time is being spent on games. Game publishers understand the need for new games and entertainment, so mobile games are the largest App Store app category. In fact, more than 21% of the most popular apps in the App Store fall into this game category, more than double all the other best performing apps.
2021 hasn't been all smooth sailing for the mobile industry, with an ongoing pandemic and Apple's aggressive privacy changes presenting developers, publishers, and marketers with many challenges to overcome.
However, what obstacles may the mobile gaming industry face for the remainder of 2022 and beyond?
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Irreplaceable tokens (NFTs), cryptocurrencies, blockchain - all these terms have recently entered public awareness in unprecedented ways. Hordes of celebrities have joined the NFT, with everyone from Ubisoft to EA declaring "earn from the game" (P2E) games to be the future of gaming.
But what impact will NFTs and blockchain have on mobile gaming? And, just as importantly, is this a bubble about to burst?
Many free-to-play (F2P) developers are now looking at the hype around P2E and considering transitioning into the space. An interesting case study is Thetan Arena, a multiplayer online battle arena (MOBA) game that recently relaunched its blockchain-based money-making mechanism.
However, there are plenty of caveats for any developer concerned about blockchain's potential to transform the game. While the P2E concept can be tempting - and certainly proves to some developers - it's worth remembering that players don't necessarily flock to these games because of P2E mechanics.
Thetan Arena, for example, builds on existing, fully completed, high-quality games, rather than a brand new game under development - so players have a reason to play games outside of P2E. It's not "if you build P2E, they'll come" - it's more about "coming for the game, staying for the blockchain".
Thetan Arena, for example, built upon an existing, fully-finished quality game as opposed to being an entirely new work-in-progress title - so players had a reason to play beyond P2E. It’s not a case of “if you build P2E, they will come” - more “come for the gameplay, stay for the blockchain”.
As for whether blockchain gaming will prove to be unsustainable - a bubble - it will certainly take some evolution to truly transform and popularize mobile games.
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The new strategies and approaches the industry has seen include:
Supercell is the best example of this approach: They have become experts in finding niches in the market and designing (and marketing) games for people who are not traditional games.
While challenging, this approach clearly has room for massive growth. Over the past 12 months, we've seen a significant increase in the number of installs of fun apps (up 79% year-over-year), puzzle apps (up 41%) and racing apps (up 39%) as developers struggle to find something appealing. Previously untapped audience.
Communities have always been an important part of the real-time service games that many apps aim to be, and platforms such as Discord have been embraced by MMORPG-type games as destinations for large-scale, active games around the community of these titles. We're now seeing other types of games, such as Paradyme Games' simulations and sandbox games, all trying to leverage the platform to grow communities and nurture long-term players.
Devices such as PCs, consoles, and even VR requires a lot of infrastructure and upfront investment. It is clear, however, that there are enormous benefits to achieving this goal.
According to App Annie, the in-game ad market will clearly reach nearly $11 billion by 2024. But this growth doesn't just come from existing dominance. Smaller developers and indie studios now have the tools to break the noise and bring their games to market.
The standard complaint we often hear from new developers is that they get lost in noise. Larger intermediary platforms are currently focusing on their biggest client publishers. But over the past year, we've noticed that more and more small developers are starting to monetize their games very effectively, many of them even releasing themselves.
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