- “The launch of both app stores that year was game-changing, as was the release of high-quality mainstream mobile titles such as Sonic the Hedgehog and Angry Birds”
- “Data use, segmentation, and privacy changes are still among the top three user acquisition challenges for games marketers today”
As PocketGamer Connects celebrates 10 years of events this year and the PocketGamer.biz website has a brand new redesign, we have been reflecting on the history of the mobile games industry.
We spoke with Joanne Lacey, the Chief Operating Officer at AdInMo and a veteran of companies like Digital Bridges and the Mobile Ecosystem Forum. Lacey shares her insights on the industry’s significant moments, focusing on how the launch of app stores revolutionized mobile gaming.
PocketGamer.biz: Let’s take things back to the start. What was mobile like back then and do you remember your first mobile phone?
Joanne Lacey: Starting in the games industry in 2000, mobile gaming was just emerging. I worked at Digital Bridges, which evolved into I-play, a pioneering mobile game publisher. My first mobile was an Ericsson R380, provided to showcase our initial WAP games.
What significant moments in mobile would you say there have been?
“Digital Bridges worked with Electronic Arts, Activision, Taito, Namco, and many other ‘traditional’ game publishers to develop their first mobile games on Java.”
Joanne Lacey
If I had to choose three pivotal moments that shaped mobile gaming, they would be:
1. The collaboration with major game publishers on early mobile games.
2. The introduction of the iPhone and App Store, transforming the industry.
3. The utilization of data analytics in games, refining player experiences.
Was there a specific moment when it felt as though mobile had really landed and was set to become the world’s number one source for gaming?
In 2008, with the launch of app stores and iconic mobile titles, the industry saw a monumental shift toward mobile gaming dominance.
In the age of targeted advertising and post-IDFA data privacy regulations, how have user acquisition strategies and marketing changed for mobile games and developers?
What are some of the biggest challenges developers face in finding and keeping players?
“If developers want to tap into elusive brand dollars, they need to embrace data transparency, not fear it.”
Joanne Lacey
The industry continues to grapple with data use, segmentation, and privacy amidst evolving user acquisition strategies. Developers must prioritize data transparency to attract advertisers and enhance player engagement.
AdInMo’s innovative in-game ad formats focus on player experience over tracking, fostering a more engaging advertising environment for developers and players alike.
Finally, what excites you most about the future of mobile gaming?
“The shift toward hybrid monetization in free-to-play right now is shaping the next phase of mobile gaming.”
Joanne Lacey
The evolving landscape of free-to-play gaming, particularly the integration of hybrid monetization models, heralds a promising future for mobile gaming. AdInMo is actively exploring new in-game advertising strategies to elevate player experiences and empower developers in their monetization efforts.
