Mobile dominates every aspect of online activity right now and yet, despite being relatively early to the party, some gaming companies are barely achieving 50% of revenue via mobile, warns Tim Axon, Head of Gaming for Maxymiser.
At the same time, innovative mobile only platforms are gaining huge swathes of market share by delivering a quality and consistency of customer experience that outshines those companies still reliant upon ageing mobile platforms.
Add with the huge impact of the Point of Consumption tax which is drastically undermining profitability and leaving many of the smaller to medium sized players feeling extremely vulnerable to aggressive acquisition from overseas players, and the pressure is on to exploit new mobile technologies to transform the quality of the gaming experience irrespective of platform or device.
Has the mobile revolution taken some gaming companies by surprise? While there is no doubt that the gaming market in general was pretty early to recognise consumer desire to interact via a multitude of platforms, the latest generation of mobile only gaming platforms have stolen market share in an unprecedented fashion, sending waves through the industry. With an oversubscribed marketplace, unmanageable competition and the new UK tax requirements fuelling mergers and acquisition, right now, the ability to deliver a great mobile experience may make the difference between staying in business and disappearing altogether.
Today the divergence in quality of experience being offered to consumers is significant. Some companies have gone the native App route, creating an entirely separate mobile App to the desktop or mobile site; others have opted for a hybrid model that wraps the mobile website in an App and creates an experience that is consistent however the consumer decides to interact.
Either way, it is possible to optimise the customer experience. However, while with a native App that process is disconnected from the rest of the web optimisation activity, with a hybrid model, it is essentially business as usual: a company can optimise every aspect of the customer journey, from promotions to registration, as before in order to improve overall customer value.
Pace of Change
"2015 is set to be a tumultuous year for the gaming industry, not least as the true implication of the Point of Consumption tax is revealed. With traditional customer acquisition methods no longer financially viable, companies need to make every single interaction count. It is those gaming companies that take the right technology steps over the next few months that will be set fair for the next few years; the rest may well find themselves consumed in the mobile revolution fall out," concluded Axon.