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Mobile Game Discovery And Engagement: The Importance Of Consumer Segmentation
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Mobile Game Discovery and Engagement: The Importance of Consumer Segmentation SPEAKER/S: Patrick Walker (EEDAR) DAY / TIME / LOCATION: Wednesday 11:00-11:25 Room 130, North Hall TRACK / DURATION / FORMAT / AUDIENCE LEVEL: Business, Marketing & Management / 25-Minute / Lecture / All GDC VAULT RECORDING: Video DESCRIPTION: The growth in the mobile games market over the past several years has created tremendous opportunity for mobile game developers. However, the increasingly high number of mobile games being released each month has also created challenges in gaining significant Digital Discovery is a data driven talk from one of the largest mobile survey ever conducted that covers how mobile gamers discover application and what motivates them to download and purchase the mobile games they discover. Data will be presented on the following topics: o Discovery Sources for Premium and Free to Play Apps o How Consumers Interact With Storefronts and Ranking Pages o Influence of Branding o Reasons for Download/Purchase o Effectiveness of Reviews o The Role of Marketing o The Future of Discovery These topics are viewed through the lens of segmenting different mobile gamers by spend (e.g. minnows, whales, etc.) to determine how these consumer seek, discover, and choose games differently across various business models, devices, operating systems, and demographic groups. Finally, the talk provides recommended practices for developers seeking to improve consumer discovery of and engagement with their mobile games. Notes: All data is from EEDAR's 2012/2013 Emerging Market Survey. As with all EEDAR public presentations, the speaker will not be soliciting or promoting the sale of EEDAR reports or services.

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