This article was written by Ushma Kapadia.
India has traditionally had a love-hate relationship with gaming. Despite parental focus on academics (and dislike towards gaming), gamers are enjoying the benefits of an exploding mobile ecosystem. This demand surge makes the industry poised for growth.
To scale and grow, gaming companies in India experiment with revenue models like in-app advertising, pay per download, subscription etc. In-app advertising is a growing stream. Yet, a recent Forbes article states that low average revenue per user (ARPU) is a market reality. This could fast improve, provided industry players manage their revenue models better.
In such a scenario, it becomes critical for gaming companies to protect and grow revenues from in-app advertising. It is equally important to address leakages in the revenue stream, because of scamming gamers. Modern-day analytics processes and tools can play a crucial role in arresting such revenue leakages.
For instance, analytics can help monitor gamer behavior, pre/post a promotional campaign. This would help identify any hacks that gamers are using, to wrongly claim promotions offered by the gaming company. Such hacking practices can be monitored regularly, by setting up dashboards that alert the gaming company about gamer actions that hurt revenues. Another benefit for gaming companies is that they are able to get a purer evaluation of a particular promotion they run. This, in turn, helps them reward genuine gamers rather than wasting their promotional spends on fake gamers.
For a market that enjoys all things free, gaming companies in India have a challenging task ahead. ThinkBumblebee’s sharp and incisive analytics can help address this challenge and enable gaming companies protect their revenue sources better, stay profitable, target genuine gamers better… thereby acquiring a loyal subscriber base and increasing ARPU.