Mobile marketing and analytics company AppsFlyer has added PC and gaming consoles to its cross-platform measurement solution, allowing mobile gaming companies to explore new ways to run campaigns across platforms to attract and retain gamers while driving business growth.
Adam Smart, director of product gaming at AppsFlyer, says the ability to run campaigns across multiple platforms is “more important than ever” because of the continuing increase in users playing and connecting across multiple devices and platforms.
AppsFlyer's new PC and console measurement solution provides a holistic view from user acquisition to post-conversion in one unified place, Smart says -- giving marketers insights to help them analyze media budget distribution, performance, lifetime value (LTV), and return on investment (ROI) across mobile, connected TV (CTV), PCs, consoles and the web.
“Gaming is increasingly becoming a place for players to connect and socialize across every platform -- including mobile, console and PC,” says Cole Carnes, senior growth marketing manager at Kabam, creators of the blockbuster mobile hit Marvel "Contest of Champions" and the cross-platform title "Shop Titans."
Kabam worked with AppsFlyer to measure its marketing activity, which Carnes believes was “essential” for increasing audience engagement and expanding business opportunities while enhancing the company's content offerings for gamers.AppsFlyer says that providing access to PC and console measurement enables gaming companies to optimize the full funnel across platforms, devices, and networks to better allocate marketing resources and ad spend toward the channels and activities that work best.
Marketers can measure post-conversion in-game events across all gaming platforms includingSteam, Epic, Xbox, Playstation, Nintendo Switch, Meta Quest, macOS App Store and Windows store while also reaching potential players via the web, mobile, CTV or owned media channels.
“Traditional barriers between platforms are blurring,” says Tom Wijman, lead analyst at Newzoo, a provider of gaming and esports data. “Newzoo's research shows that these multi-platform players are more likely to be paying for games and spend more time playing on average per week.”
A cross-platform strategy that gives developers and publishers the ability to measure their results therefore makes sense, he says.