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Mobile Games Developer Trends Spring 2018: What the industry really thinks of influencer marketing

Mobile Games Developer Trends Spring 2018: What the industry really thinks of influencer marketing

We’re almost a third of the way through the year but it’s already set to be another exciting year for games.

Augmented reality gaming has come to the fore with games like Jurassic World Alive and Harry Potter: Wizards Unite on the horizon, while instant gaming like we’ve seen on Facebook could herald the start of new chat app games platforms.

It’s certainly an exciting time for the new, but the old guard aren’t about to disappear. In fact, the big publishers are tightening their grip on the top download and grossing charts, just take a look at what King’s doing with its live operations strategy on Candy Crush Saga - propelling it back to the top of the rankings.

Then of course there’s influencer marketing shaking up the games marketing and user acquisition space.

But those are just a small number of trends we’ve noticed - what do developers think are the biggest opportunities in the mobile games market right now?

To learn more about the challenges and opportunities in the sector, we surveyed 250 industry professionals to get your opinion on the hottest trends right now.

You can read the full Mobile Games Developer Trends Survey in association with The Specialist Works right here.

Not registered? You'll need to sign up to the Steel Media Business Network to read the full report for free. It’ll appear under ‘Your Downloads’ in the left column of your profile.

What do developers really think of influencer marketing?

Influencer marketing is one of the hottest trends in the games industry right now, and it’s rising on mobile too, so we asked developers a number of questions to gauge opinion on the effectiveness of promotions through these social media stars.

While its importance as part of the marketing toolbox is broadly accepted, there remains considerable confusion regarding long-term effectiveness and actual value (primarily driven from the difficulty in tracking the success of this type of campaign), as well as resentment over the core process of reaching out to the influencers themselves.

You can read the full Mobile Games Developer Trends Survey in association with The Specialist Works right here by signing up and logging in to the Steel Media Business Network.


Senior Editor

Craig Chapple is Senior Editor of PocketGamer.biz and InfluencerUpdate.biz. He was previously Deputy Editor at Develop and Online Editor at Nintendo of Europe.

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