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User acquisition is the biggest challenge in mobile games | Pocket Gamer.biz

Pocket Gamer Connects – Europe’s leading conference for the mobile games industry – heads to Seattle as we bring together an array of incredible speakers, industry experts and unparalleled networking opportunities on the West Coast of the States United on May 9 and 10, 2022!

You can check out our list of speakers, but to give you an idea of ​​what to expect, we spoke with our speakers to share a bit of what they’ll be talking about and their thoughts on the mobile games industry.

Jobie Tan, Global Head of Game Business Development at InMobi, has over 10 years of experience in ad technology, and he leads the game offering business development team at InMobi, contributing to the monetization efforts of apps from its publisher. His panel, titled Are Ads the Right Monetization Method for Your Game?, will explore the different monetization methods and make sure you’ve chosen the right one for your audience.

PocketGamer.biz: If you could give other mobile game companies one piece of advice, what would it be?

Jobie Tan: Everyone should be able to work with everyone! Each organization has its own strengths. For ad monetization, working with a good mediation platform partner will allow the publisher and/or game studio to work with the appropriate SSPs and ad networks to contribute to their inventory profiles.

Some networks work well with UA. Some networks work well in the United States. Some networks have a foothold in countries with strong international growth, such as India/SEA and LATAM.

Where are the next big opportunities in the mobile games market?

Find new forms of discovery. We saw a drop in the CPI a few months after the Squid Games series on Netflix. It’s a battle for UA and the eyeballs right now. Publishers/studios have turned to social media, TikTok, Youtube and other forms to drive discovery and lower their CPI.

There are also huge opportunities outside of the United States. While the United States has the highest revenue, there are other huge audiences around the world. The Android platform has grown rapidly over the past few years with the advancement of handsets and competitive costs. If you have an Android audience, chances are you have mobile gamers in India/SEA and LATAM.

What’s your favorite mobile game?

Alien Shooting – ABI Onesoft. I love shooters. The last shooter I played was Mr. Autofire from Lightheart Entertainment.

Which game has been on your phone the longest?

Fruit Ninja!

What is the biggest challenge facing the mobile games industry today?

User acquisition is a big challenge in today’s mobile gaming industry. The cost of acquiring new users increases. Publishers and studios need to be mindful of their retention and their ability to monetize their audience before it disappears.

There’s no place like Pocket Gamer Connects Seattle to connect with incredible industry leaders like Desiree Dickerson. Be sure to attend our West Coast conference – reserve your spot now and get early access to our meetings platform to schedule all meetings and see who all will be joining us in Seattle on May 9-10.


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