We live in the age of retention

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Mobile games are a great way to increase revenue through advertising, in-game monetary elements, and also to retain users within the platform. In itself it is not new, since users of Douyin — the Chinese version of ByteDance's TikTok — have been able to play within the application since 2019. TikTok has tested a way to bring HTML5 games to the platform, which is a common form of mini-game, through third-party game developers like Zynga Inc (famous for creating FarmVille, which I know you've played at some point in your life). Plans are to bring the social network's gaming features to a broader audience in Southeast Asia, perhaps as early as the third quarter of 2022, according to VGC .

In addition to working with third-party developers, we should Telegram Number Data also note that Moonton was acquired by ByteDance in 2021 for $4 billion, so we can expect some first-party, exclusive titles in the future. Given that Instagram recently announced changes to its algorithm to benefit original content , can we expect such a bold move from social platform Meta? What is the opinion of creators and marketers? As content creators and marketers, we are seeing a new window of opportunity to reach new audiences with interactive content and immersive experiences unique to games. We're talking interactive ads within games, new gamification experiences for brands, and much more.



We live in the age of retention, and to be successful among thousands of different brands, your brand needs to create much more than a standard, static ad. It is crucial to create a unique experience for users, something to be remembered for. And about mobile game developers, are we witnessing a new sea of ​​​​opportunities for independent games and studios? As a player, I hope so. After all, the more options, the more fun. As the days go by, we witness the fusion of different entertainment segments in a great battle for attention. Although we can't see it live, it is happening right now, on our screens.