Keeping good mobile games alive forever has long been an opentrade secret in the industry even through the golden age ofhypercasual.Out of the top grossing mobile games in 2022,justtwo were released this decade,with none released during 2022itself.Half of them were part of the very same ranking in 2019.
In a maturing mobile gaming industry where low-cost andeffective marketing is no longer a commercial reality,thebusiness of creating,launching and growing successful newmobile games has never been more difficult.
An inflection point has beenreached.A solution has beensitting under the noses of the entire industry:good games thathave already been created.Developers and publishers have theopportunity to revisit amazing gaming content,and there is realpotential to make these good games live longer,and prosper forsignificantly greater periods of time.
SuperScale spoke to more than 500 mobile game developersacross the US and UK,delivering insights about key challengespresent in contemporary game development.That’s a lot ofblood,sweat,tears,and revenue,which goes to the wayside asbusiness losses.
In this study,we deve into the business and human cost of thisuntapped potential.The games industry has a clear opportunityto tap into the vast unlocked potential in existing video games.
The most successful mobile games are supported for years.The oldadage in the industry is that once a game launches,that’s whenthe real work starts.But while some blockbuster games can lastthe test of time,not all titles can match that level of success.Mostare managed over time,either through steep or steady decline,untilit’s either time to launch something new or an even more successfultitle takes priority.
Legacy Game Management is the process ofrejuvenating gamesthat seemingly have their best days behind them and perhapsno longer receive significant UA and updates.They still have anaudience and paying users,but are either experiencing along-termdownward revenue trend,or the developer has chosen to focusresources on other,potentially more profitable projects.
Developers,on average,have 18 legacy games in their portfolio.But good games don’t have to die.They can come back to lifethrough new learnings,better data analytics,combined with
effective marketing and expert LiveOps support.And through thesefoundations,the future of your business can be built.
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