Why the industry wins if free-to-play is regulated In late February, the European Commission – the executive branch of the European Union – announced in a press release its… March 10, 2014
Bayesian Bandits testing for mobile apps A/B testing, while a useful and popular tactic, suffers from a few fundamental shortcomings for mobile apps: Many mobile apps, especially… March 3, 2014
Facebook’s acquisition of WhatsApp is about phone numbers, not ads On Wednesday, Facebook announced that it had acquired WhatsApp, the messaging app, for $19BN, mostly in stock ($12BN in Class… February 24, 2014
Applying portfolio theory to mobile games The world's largest mobile gaming developers – such as King and Supercell, both with company valuations in the billions of… February 17, 2014
Free-to-Play 2.0 There's no arguing that freemium is the dominant business model for mobile apps: mobile marketing research firm Distimo recently revealed that… February 10, 2014
Mobile app metrics are moving targets Most models of app performance assume that a product at some point reaches a “steady state”, in which its inputs… February 3, 2014
Why Zynga’s acquisition of NaturalMotion matters Zynga revealed in its fourth quarter earnings call on January 30th that it had acquired British gaming company NaturalMotion… January 31, 2014
Facebook’s ad network and the evolution of mobile app distribution Facebook announced last week that it has begun a limited rollout of a proprietary mobile ad network, allowing advertisers to purchase… January 27, 2014
Free-to-play in childrens’ games is bad business On Wednesday, January 15th, Apple announced it would refund at least $32.5MM to users whose accounts had made in-app purchases… January 20, 2014
Deceptive mobile install ad tactics have only just begun Last week, Digiday reported on an unscrupulous and seemingly widespread new mobile advertising tactic: a number of websites were redirecting… January 13, 2014
