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Mobile gaming in the UK continues to grow at a steady pace with little that separates it from social media in terms of audience reach. More significantly the ‘freemium’ business model dominates this segment with fewer gamers purchasing downloaded games leaving games publishers and developers increasingly relying on in-game purchases for their revenues. Furthermore, as an advertising channel mobile gaming is underexploited by the brands - 40% of smartphone gamers recall seeing in-game ads and 7% tap on an ad which Is a higher conversion compared to browser and other application users. This was the opening presentation at the first MMA Mobile Gaming event on July 17th in London, UK