Gamescom, Europe’s biggest event for interactive games and entertainment in Cologne is about to open its doors and we are looking forward to celebrate the gaming industry.
The increasing dominance of mobile devices has write my papers facilitated a phenomenal surge in the amount of time and money users spend on mobile gaming apps. The consequent increase in competition makes quality user acquisition increasingly difficult.
We talked to Marko Radonjić at Nordeus about the advantages of working with an external advertising partner for app discovery and install campaigns and asked about their insights into the mobile gaming scene.
Can you give us a very short introduction to your company, products and marketing goals?
Marko Radonjić- Nordeus is a leading European Game-Development Company and publisher of Top Eleven Football Manager, the most popular social sports video game in the world. Our main goal is to provide a fun gaming experience to millions of people, regardless of the devices they are using. That’s why our focus is to create and publish high quality free-to-play games. Our main marketing goals are to reach the highest quality players, and to get them as engaged as possible with Top Eleven. We strive to reach football fans around the world and to provide them with the best football management experience on mobile devices in their native language.
How is your app Top Eleven doing, are you happy with its exposure and performance across the board?
Marko Radonjić- We are focused on maintaining the leadership position in our strongest markets, while at the same time breaking through new frontiers and reaching new audiences. Our product team is constantly improving the game features which helps to improve both our short and long-term retention metrics. In August, we are releasing the most desired feature by our users.
What are your reasons for having your media bought by an external app promotion partner as well as directly, and how does this help Nordeus reach its goals? What are the pros and cons of having your media handled by an external partner?
Marko Radonjić- By aggregation of an external media agency, we are able to reach many different traffic opportunities, and clear our hand in order to focus on developing and improving our game on a daily basis.
Discovery and install campaigns are an absolute necessity in today’s competitive app environment. We cannot rely on organic growth alone if we want to grow at scale and maintain lifetime value. Through aggregation of an agency like dmg, we basically have another set of eyes on our app and acquired users, and also can get suggestions based on experience with other apps and hear their thoughts as partners with an external perspective.
How do you see the mobile gaming scene today and how do you see its future? Do you see any trends for the rest of 2015 and 2016?
Marko Radonjić- The first half of 2015 saw a major growth in the mobile gaming industry. Many App developers have cracked the secret to get to the hearts of their players. However, as we all learn, one of the biggest challenges is to keep innovating and keep the user engaged and curious. That is why we keep updating the versions of our app, updating graphics, feature promotions and aggregate new features within the game. Being successful in Asian markets in 2016 will remain one of the main challenges for Western game-developers, so culturalizing your app for those countries will be crucial.
What are your plans for the future and where do you direct your developing efforts to in terms of audiences:
Marko Radonjić- Top Eleven has been on the market for more than 5 years and we have plans for its development for at least another 5 years to come. Our focus is on maintaining Top Eleven’s position on the market, as well as penetrating new lucrative markets.