Mobile Monday: Netflix & Mobile Gaming and the Latest with Mobile Game Monetization

Mar 14, 2022
By: Ravi Pimplaskar

Digital Turbine is constantly keeping tabs on the mobile world, and every week, we’re sharing the most interesting and important need-to-know stories and articles. In this edition of Mobile Monday, the stories we’re covering are Netflix’s next step into mobile gaming and Sensor Tower’s latest breakdown of mobile monetization trends. Learn all about these stories in this week’s Mobile Monday!

Get in the (Mobile) Game

Netflix recently launched into the gaming space with the introduction of their own games, relating to shows like Stranger Things, and the acquisition of Night School Studio last year. However, they are making an even bigger push into this space with their latest acquisition of Next Games, a Finnish-based mobile game studio. Big brands like Netflix are realizing that one avenue of communication with consumers, even one as big as a major streaming site, is not enough. It’s time to increase reach and engage with a wider audience, and what better way to do that than through mobile games. 

In regard to the acquisition, Netflix’s VP of games, Michael Verdu, stated, “We are excited for Next Games to join Netflix as a core studio in a strategic region and key talent market, expanding our internal game studio capabilities. While we’re just getting started in games, I am confident that together with Next Games we will be able to build a portfolio of world class games that will delight our members around the world.”  

Recognizing that the mobile games industry has the potential to increase engagement with users, audience base, and revenue, Netflix has been making strategic moves to become a major player in this space, and they’re not the only ones. Other big brands, like Microsoft, have also realized the power of mobile games and will be expanding their reach with their recent acquisition of Activision Blizzard. Mobile game popularity has only increased in recent years, and with even more big companies getting on board, the user base and opportunity for marketing in this platform will only increase.

Sensor Tower’s Pulse Check: Ad Removal, NFTs, and More

Sensor Tower’s State of Mobile Game Monetization 2022 has arrived, providing some insights and analysis of the latest mobile game monetization strategies.

Hypercasual games, heavily driven by ad monetization, are leading the charts with ad removal. 40% of the titles that utilized ad removal options on their games are hypercasual titles. The data shows titles mix Ad Removal and Subscription monetization, especially in the games more prone to use ad removal – casual titles.

In addition, half of the top grossing mobile games worldwide last year used season passes as part of their monetization strategy in the game.

Crypto games are on the rise, but are still taking their first step. Half of the most downloaded crypto games were released in 2021, with only five of the top crypto titles surpassing 1 million downloads. NFT titles also started to emerge towards the end of 2021. Sensor Tower’s data  conclude that while “traditional free-to-play mechanics are intertwined, emerging and alternative monetization methods such as Real Money and NFT/Crypto typically show a weak relation with other features.”

About Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?  

About Fyber
Fyber, part of Digital Turbine’s independent Mobile Growth Platform, develops innovative ad monetization solutions trusted by top mobile game and app publishers. Fyber’s product suite offers publishers a trusted, unconflicted alternative that drives superior results by creating an optimal connection between mobile audiences, top global brands, and mobile-first advertisers across over 40Bn daily ad opportunities. Fyber’s FairBid mediation, Fyber Marketplace, and Offer Wall Edge are all built with performance, scale, and transparency in mind. To dive deeper into how their monetization solutions put app developers first, check out their blog.

About AdColony
AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!

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By Ravi Pimplaskar
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