Last week Matt Johnson, EVP of Bottle Rocket and GM of Bottle Rocket's gaming division, Thruster, was on a panel at Inside Mobile Apps in New York City. The event brings together the mobile industry's top thought leaders and developers for two days of in-depth insight, analysis, and opinion on the key areas defining the mobile and social app ecosystem.
Matt spoke on the panel, "Mobile Monetization: How to Convert Free-to-Play Users into Paying Customers", along with Alan Avidan (CEO of Bees and Pollen), Mary Bloom (Sr. Manager of Developer Relations of Tapjoy), Brian Long (CEO and Co-Founder of TapCommerce), Ilya Nikolayev (Co-Founder of InAppFuel) and was moderated by Jon Robinson (Senior Editor of Inside Mobile Apps).
The group discussed how game developers find the right balance between free-to-play and monetizing their content. The focus was on how to convert those who download free games to paying customers and whether mobile gaming is heading towards free-to-play or if the path will lead to pay-to-play based on current user behaviors.
According to Matt, here are the most important points that came out of the panel discussion:
- Mobile games will take more of a shift towards personalized experiences and re-engagment techniques.
- Long term engagement is key to monetization. Very few apps can "make it big" right out the gate anymore without gnereating money from new user acquisition.
- Gamification of brand/enterprise apps is the green field that many game developers are looking towards.
- Good analytical analysis is a given even in simple game experiences. Learn from the data how to grow engagement.
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