Mobile Games Publishing On Facebook

Facebook is interested today in monetizing of the mobile gaming. The company works with a small group of mobile game developers, and publishes their new programs by distributing via mobile ads. The details of such cooperation are unknown to public.

Two big smartphone app industries are controlled by Apple and Google, and earn today thirty percent cut on all digital transactions. However, big revenues are earned from mobile game developers; in the first quarter Facebook earned 373 million dollars.

Only good promotional campaigns could bring young game studios name and constant flow of clients. And, of course, it’s rather difficult for those studios to achieve their own tended to grow audience. Small companies cannot spend millions on their promotion, as other big companies can (King, Kabam, Supercell). Producing of games is rather expensive business, but distributing of games is much more cost-based campaign. And here the question of increasing the number of your Facebook followers is actual, as never before. Deserve your popularity among mobile users!

Facebook has started its partnership with small and independent game companies. These small businesses are interested in making brand products, so distribution is their core marketing strategy. And one more thing: these small companies don’t edit or tweak games for the sake of their products’ financing.

Asian social networks, such as Kakao (South Korea) and WeChat (China) develop their own games for mobile smartphones. Asian users are hooked on mobiles, so Western companies can find inspirations from Eastern companies’ experiences.

But experts say that, for example, Kakao has rather weak distributing methods: they are untargeted and contain too much spam. Facebook, in turn, orients to targeted ads.

Today mobile developers can organize their own free distributing campaign by publishing their games in app stores. It is clear, of course, that when they need massive tagging, app advertising is a must. But one should not forget about natural risks: if a game is boring and users aren’t interested in it, both the developer and the publisher will lose.

But just imagine when games are becoming hits (Angry Birds, for example). Great revenues can be achieved in several months and then become a constant big income. The developer can stop spending money on further publishing of new game versions, because popular game doesn’t need advertising, users wait for new releases willingly. Getting Facebook followers is not the problem at all.

Facebook realizes pretty well that it doesn’t use the whole potential of mobile app advertising. There is a vast field for exploring new ways of app ad developing.

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