5 things you need to know to succeed on mobile in the upcoming 2020
The market is expected to grow significantly next year, as the successful year for mobile is almost over. Here are 5 trends that will help make 2020 the best year on mobile. 2019 was the best year for mobile. From the beginning of the year to the third quarter, consumer spending grew 20% year-on-year, and in the third quarter, the iOS App Store and Google Play totaled $ 23 billion. In 2020, it is expected to go one step further and worldwide consumer spending will reach $ 105 billion on iOS and Google Play (excluding third-party Android stores). Next year, you can see the subscription service that led to this expenditure growth is also settling within the game industry. In addition, mobile advertising spending is projected to increase further as global mobile advertising spending increased from $ 190 billion in 2019 to $ 240 billion in 2020. Using this “mobile first” world as an opportunity, we have outlined five key mobile trend forecasts you need to know to stay one step ahead of your competitors in 2020.
1. As streaming wars overheat, consumers will decide how to spend 740 billion hours of use on mobile
App Annie estimates that Android phone users around the world spend in the entertainment and video player / editor categories to reach 580 billion hours in 2019 and 740 billion hours in 2020. Powerhouses like YouTube and Netflix dominate most of this time, but new entrants are on the verge of a growing pie.
The recently launched Disney + is one of many competitors trying to enter an already saturated market with abundant funding. With a subscription fee of $ 7 per month, Disney +, which allows up to four simultaneous streaming devices, consists of Disney's Hulu and ESPN as well as powerful streaming service content. Although Disney's streaming service library is relatively small with 500 movies and 7000 television episodes, it is expected to become a powerful new platform as it already has a strong fan base with The Simpsons, Star Wars, and Marvel Cinematic Universe. At the same time, Disney is investing in new and original series, including The Mandalorian, by leveraging popular IPs like Star Wars. As can be seen in the case of Mario Kart Tour, which launched in September 2019 and enjoys tremendous success, strong IP can gather consumer expectations.
The social media that Generation Z uses to spend their time and discover interesting content is also a competitor. Social apps like TikTok, Snapchat, and Instagram are intensifying the competition to take consumers' time by breaking the line between social media and entertainment. Twitch originally started as a video game live streaming platform, but is expanding into other forms of content. For example, the ‘Just Chatting’ genre, where streamers focus on conversations with viewers rather than gameplay, is the channel that ranked 3rd in popularity on Twitch in the first half of 2019 based on total viewing time.
With the advent of new streaming services, downloads, usage, and revenue will increase in the short term as consumers are created for experiential purposes. You can also look forward to launching a bundled subscription service with a partnership. To stay competitive in this market, you need to be able to differentiate between long-term threatening competitors and those who are simply wasting your advertising budget. Find out if competitors' services are performing well through indicators such as retention, usage time, and real users.
2. Apple Arcade and Google Play Pass: new innovative games for consumers, new revenue sources for publishers In general, game publishers are early adopters of mobile, and new features or monetization models introduced by publishers can be seen spreading to other industries afterwards. But subscription service is the opposite. In the global game market, where mobile spending accounts for more than 50% of total game revenue, subscription services are expected to drive engagement and increase customer lifetime value (LTV). The trend of subscriptions is growing across mobiles. In fact, for over 12 months until the end of September 2019, more than 95% of the top 100 non-game apps on the iOS App Store and Google Play in the U.S. have provided subscriptions directly through in-app purchases (IAPs). In addition, global consumer spending in games is expected to exceed $ 75 billion by 2020.
Subscriptions allow consumers to pay a fixed fee and access more content and services. This is a particularly preferred model for Gen Z and will be a new opportunity for games that have not worked with monetization models such as IAP or advertising. Apple Arcade allows you to subscribe to a variety of exclusive games for a fixed fee, while the Google Play Pass offers subscription services for games available on the Google Play store. For Apple Arcade, developers can freely design new games without having to consider IAP, and the Google Play Pass allows existing games to enjoy new revenue streams beyond IAP or in-app advertising.
Subscription services are maximized when the family is eligible. A curated environment that offers everything at a flat rate will appeal to parents who want to reduce their child's IAP needs. In addition, it has the potential to make a huge impact on existing gamers in that it can continuously use innovative and well-designed games for a fixed amount. Apple Arcade and Google Play Pass are important alternatives to the existing App Store model. Regardless of the initial performance, the subscription service will play a pivotal role in the long-term mobile game strategy and provide an opportunity to strengthen the mobile game ecosystem. However, in order to overcome consumers' constant perception that mobile games are free to download, publishers will need to work with iOS and Google Play to promote the value of the game subscription service.
3. The first gamers to benefit from a new battlefield called 5G
The discussion of 5G has been focused on speed, but what gamers and publishers particularly expect is low latency technology. In fact, mobile online multiplayer core game players have been asking for improved wireless connectivity. In October 2019, Call of Duty: Mobile ranked # 1 globally in the first month of launch on iOS and Google Play, and PUBG MOBILE and Free Fire, which were more than a year after the initial launch, ranked # 5 and # 6 respectively. Maintained. One of the top 10 games with the longest user experience is an online core multiplayer game. Although the time has not passed since the commercialization of 5G, the first on-site verification is expected to take place in the game as carriers expand their service area in 2020.
The game industry is leading the use of 5G, but the possibilities don't stop there. According to the 2019 Ericsson Mobility report, by 2024, 34% of global mobile traffic will be via 5G communications and 64% of the world's population will use 5G. When devices compatible with faster 5G networks are expanded, the existing mobile path will be simplified and mobile will be brought into the daily life more deeply.
The real potential of 5G is expected to be first demonstrated by game publishers and gamers, the early adopters of the mobile economy. Subsequently, the development of driverless cars, connected devices, and IoT will expand to industrial applications such as agriculture and logistics. Publishers should take steps to ensure that newer versions of the app take advantage of the faster 5G connectivity, watch for version updates from competing apps, and ensure that they are doing the same.
4. Auto battler game genre ahead of growth
The automatic battle genre is rapidly becoming popular on Steam as a variant of Defense of the Ancients (Dota). As of November 2019, some large game companies are offering various mobile versions such as Dota Underlords (Valve), Auto Chess: Origin (Dragonest Game / Drodo), and Chess Rush (Tencent). The auto-combat genre has the competitive advantage that it is suitable for mobile because it is simple in format and does not require the accuracy of a mouse or keyboard, but it still offers room for more players by providing an optimized experience.
The genre, which has already become popular among esports fans, such as the 1st Auto Chess Invitational, which has already been awarded with a prize of $ 1 million, is expected to show mobile adoption and increase in usage time per person in the future. Given this, we have achieved impressive results.
As King and App Annie discussed, the minds of the players are open to hybrid games that borrow mechanisms and design elements from various genres. King was able to seize this opportunity with help from App Annie's cross-app usage data. The growth of the auto-combat genre, which is expected to accelerate mobile optimization in 2020, suggests that popular games are increasingly using mechanisms from multiple genres. In the future, publishers will need to use data to draw attention beyond the App Store game category and develop new games that attract interest.
5. Progressive Web App (PWA), an important link in the consumer journey
PWA is a mobile website with the look and feel of an app that helps users enjoy a smooth user experience without the hassle of downloading the app. It simplifies the user experience, contributing to improved conversion rates. This is very important in that it has less friction when trying or using a limited version of the app than a regular mobile website. Fast speed is also essential. Shorter loading time compared to website. Therefore, it is very useful for developing countries with low internet quality. In these regions, the Lite version of the app is as popular as the full version, but in the first half of 2019, Facebook Lite recorded 90% of Facebook downloads in India.
PWA acts as a bridge between the mobile web and app experiences. Although driving app downloads is important for providing an optimal experience and increasing retention, consumers are usually new to the brand outside of the app. In addition, distribution and functions of PWAs vary depending on the App Store guidelines and browser functions. In other words, the top priority on mobile should be native apps.
PWA contributes to the prevention of churn in the process of providing a smooth user experience at all stages, connecting mobile web and app strategies to each other, expanding the entrance of the marketing funnel and turning it into an app. Brands, especially news, retail and travel category brands where availability is important in fast loading and low connection quality, should consider adding PWAs to the funnel to secure customers.
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The market is expected to grow significantly next year, as the successful year for mobile is almost over. Here are 5 trends that will help make 2020 the best year on mobile. 2019 was the best year for mobile. From the beginning of the year to the third quarter, consumer spending grew 20% year-on-year, and in the third quarter, the iOS App Store and Google Play totaled $ 23 billion. In 2020, it is expected to go one step further and worldwide consumer spending will reach $ 105 billion on iOS and Google Play (excluding third-party Android stores). Next year, you can see the subscription service that led to this expenditure growth is also settling within the game industry. In addition, mobile advertising spending is projected to increase further as global mobile advertising spending increased from $ 190 billion in 2019 to $ 240 billion in 2020. Using this “mobile first” world as an opportunity, we have outlined five key mobile trend forecasts you need to know to stay one step ahead of your competitors in 2020.
1. As streaming wars overheat, consumers will decide how to spend 740 billion hours of use on mobile
App Annie estimates that Android phone users around the world spend in the entertainment and video player / editor categories to reach 580 billion hours in 2019 and 740 billion hours in 2020. Powerhouses like YouTube and Netflix dominate most of this time, but new entrants are on the verge of a growing pie.
The recently launched Disney + is one of many competitors trying to enter an already saturated market with abundant funding. With a subscription fee of $ 7 per month, Disney +, which allows up to four simultaneous streaming devices, consists of Disney's Hulu and ESPN as well as powerful streaming service content. Although Disney's streaming service library is relatively small with 500 movies and 7000 television episodes, it is expected to become a powerful new platform as it already has a strong fan base with The Simpsons, Star Wars, and Marvel Cinematic Universe. At the same time, Disney is investing in new and original series, including The Mandalorian, by leveraging popular IPs like Star Wars. As can be seen in the case of Mario Kart Tour, which launched in September 2019 and enjoys tremendous success, strong IP can gather consumer expectations.
The social media that Generation Z uses to spend their time and discover interesting content is also a competitor. Social apps like TikTok, Snapchat, and Instagram are intensifying the competition to take consumers' time by breaking the line between social media and entertainment. Twitch originally started as a video game live streaming platform, but is expanding into other forms of content. For example, the ‘Just Chatting’ genre, where streamers focus on conversations with viewers rather than gameplay, is the channel that ranked 3rd in popularity on Twitch in the first half of 2019 based on total viewing time.
With the advent of new streaming services, downloads, usage, and revenue will increase in the short term as consumers are created for experiential purposes. You can also look forward to launching a bundled subscription service with a partnership. To stay competitive in this market, you need to be able to differentiate between long-term threatening competitors and those who are simply wasting your advertising budget. Find out if competitors' services are performing well through indicators such as retention, usage time, and real users.
2. Apple Arcade and Google Play Pass: new innovative games for consumers, new revenue sources for publishers In general, game publishers are early adopters of mobile, and new features or monetization models introduced by publishers can be seen spreading to other industries afterwards. But subscription service is the opposite. In the global game market, where mobile spending accounts for more than 50% of total game revenue, subscription services are expected to drive engagement and increase customer lifetime value (LTV). The trend of subscriptions is growing across mobiles. In fact, for over 12 months until the end of September 2019, more than 95% of the top 100 non-game apps on the iOS App Store and Google Play in the U.S. have provided subscriptions directly through in-app purchases (IAPs). In addition, global consumer spending in games is expected to exceed $ 75 billion by 2020.
Subscriptions allow consumers to pay a fixed fee and access more content and services. This is a particularly preferred model for Gen Z and will be a new opportunity for games that have not worked with monetization models such as IAP or advertising. Apple Arcade allows you to subscribe to a variety of exclusive games for a fixed fee, while the Google Play Pass offers subscription services for games available on the Google Play store. For Apple Arcade, developers can freely design new games without having to consider IAP, and the Google Play Pass allows existing games to enjoy new revenue streams beyond IAP or in-app advertising.
Subscription services are maximized when the family is eligible. A curated environment that offers everything at a flat rate will appeal to parents who want to reduce their child's IAP needs. In addition, it has the potential to make a huge impact on existing gamers in that it can continuously use innovative and well-designed games for a fixed amount. Apple Arcade and Google Play Pass are important alternatives to the existing App Store model. Regardless of the initial performance, the subscription service will play a pivotal role in the long-term mobile game strategy and provide an opportunity to strengthen the mobile game ecosystem. However, in order to overcome consumers' constant perception that mobile games are free to download, publishers will need to work with iOS and Google Play to promote the value of the game subscription service.
3. The first gamers to benefit from a new battlefield called 5G
The discussion of 5G has been focused on speed, but what gamers and publishers particularly expect is low latency technology. In fact, mobile online multiplayer core game players have been asking for improved wireless connectivity. In October 2019, Call of Duty: Mobile ranked # 1 globally in the first month of launch on iOS and Google Play, and PUBG MOBILE and Free Fire, which were more than a year after the initial launch, ranked # 5 and # 6 respectively. Maintained. One of the top 10 games with the longest user experience is an online core multiplayer game. Although the time has not passed since the commercialization of 5G, the first on-site verification is expected to take place in the game as carriers expand their service area in 2020.
The real potential of 5G is expected to be first demonstrated by game publishers and gamers, the early adopters of the mobile economy. Subsequently, the development of driverless cars, connected devices, and IoT will expand to industrial applications such as agriculture and logistics. Publishers should take steps to ensure that newer versions of the app take advantage of the faster 5G connectivity, watch for version updates from competing apps, and ensure that they are doing the same.
4. Auto battler game genre ahead of growth
The automatic battle genre is rapidly becoming popular on Steam as a variant of Defense of the Ancients (Dota). As of November 2019, some large game companies are offering various mobile versions such as Dota Underlords (Valve), Auto Chess: Origin (Dragonest Game / Drodo), and Chess Rush (Tencent). The auto-combat genre has the competitive advantage that it is suitable for mobile because it is simple in format and does not require the accuracy of a mouse or keyboard, but it still offers room for more players by providing an optimized experience.
The genre, which has already become popular among esports fans, such as the 1st Auto Chess Invitational, which has already been awarded with a prize of $ 1 million, is expected to show mobile adoption and increase in usage time per person in the future. Given this, we have achieved impressive results.
As King and App Annie discussed, the minds of the players are open to hybrid games that borrow mechanisms and design elements from various genres. King was able to seize this opportunity with help from App Annie's cross-app usage data. The growth of the auto-combat genre, which is expected to accelerate mobile optimization in 2020, suggests that popular games are increasingly using mechanisms from multiple genres. In the future, publishers will need to use data to draw attention beyond the App Store game category and develop new games that attract interest.
5. Progressive Web App (PWA), an important link in the consumer journey
PWA is a mobile website with the look and feel of an app that helps users enjoy a smooth user experience without the hassle of downloading the app. It simplifies the user experience, contributing to improved conversion rates. This is very important in that it has less friction when trying or using a limited version of the app than a regular mobile website. Fast speed is also essential. Shorter loading time compared to website. Therefore, it is very useful for developing countries with low internet quality. In these regions, the Lite version of the app is as popular as the full version, but in the first half of 2019, Facebook Lite recorded 90% of Facebook downloads in India.
PWA acts as a bridge between the mobile web and app experiences. Although driving app downloads is important for providing an optimal experience and increasing retention, consumers are usually new to the brand outside of the app. In addition, distribution and functions of PWAs vary depending on the App Store guidelines and browser functions. In other words, the top priority on mobile should be native apps.
PWA contributes to the prevention of churn in the process of providing a smooth user experience at all stages, connecting mobile web and app strategies to each other, expanding the entrance of the marketing funnel and turning it into an app. Brands, especially news, retail and travel category brands where availability is important in fast loading and low connection quality, should consider adding PWAs to the funnel to secure customers.
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