Casual games attract large audiences but little spend | WARC | The Feed
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Casual games attract large audiences but little spend
Casual mobile games are most attractive to audiences but this fails to translate into higher levels of consumption or in-game spending, according to data from mobile intelligence company App Annie. Instead, core games take a smaller share of downloads but a large share of activity.
Why it matters
Marketers need to recognise that different games deliver different levels of reach and engagement, so they need to tailor their strategy according to the KPIs they are interested in.
Takeaways
- Regardless of the approach, marketers need to integrate their messaging into the gaming content, not interrupt it.
- Advertisers may be...
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