Peggy Anne Salz is the founder of MobileGroove—an information-packed destination providing strategic content marketing to the mobile industry and mentoring and consulting to tech start-ups.
After a red-hot run, mobile gaming is set to cool down as it heads into 2025, putting pressure on studios to stop looking for small pockets of growth and make big bets on fresh business models that tap potential on the fringe.
With fewer games, rising costs, and dwindling player attention, growth is harder to come by in today’s mobile gaming market. The way forward lies in a strategy focused on three key growth areas—the “3Ds”:, building brand loyalty by fostering direct-to-consumer connections with players. Indeed, pairing the in-game experience with ad content at scale has delivered significant business benefits. Early internal data shows that integrating and distributing gaming experiences that mirror ad content leads to significant improvements across the funnel, including “a 25%-30% reduction in cost-per-retained-user without any decrease in retention,” according to Viegas.
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