Marketing Console and PC Games in a Mobile-Dominated World

The console and PC gaming markets have traditionally operated differently from mobile, but technological advancements are bridging this gap. Mobile developers are now bringing their games to console and PC, while console and PC-first publishers are exploring the mobile market. Some successful titles are adopting a cross-platform approach from the outset. To address this shift, mobile analytics firm AppsFlyer has expanded its multi-platform marketing and measurement solution to cover cross-platform expansions from mobile to console and PC, and vice versa. AppsFlyer's Director of Product, Adam Smart, explains why games companies must adapt to this new environment and ensure they have the necessary tools and insights to succeed. The marketing strategies for mobile games differ significantly from those for console and PC games. There are three types of games companies: console and PC-first, mobile-first, and hybrids. Console and PC games typically involve an upfront purchase, with a clear beginning and end, whereas mobile-first games are often free-to-play, with no definitive end and monetized through in-app purchases or advertising. Hybrid games, such as Fortnite and Rocket League, combine elements of both models. Marketing for console games is distinct from mobile, as it focuses on creating hype before launch and then drops off. In contrast, mobile marketing is ongoing, driving installs and user engagement. Mobile-first companies face challenges when expanding to console and PC markets, as they lack visibility on these platforms and struggle to replicate their performance marketing models. Console and PC-first companies, on the other hand, can fine-tune their marketing budgets by analyzing user acquisition and click-to-install thresholds. The hybrid approach allows companies to drive traffic and understand ad performance, but also raises questions about converting users to different platforms. Many companies are expanding into other platforms or adopting cross-platform strategies, driven by the potential for higher revenue from console and PC gamers. Console and PC-first companies are adopting mobile monetization strategies, such as free-to-play models, which can increase accessibility and revenue. However, this shift also raises concerns about pushback from their audience. AppsFlyer's new marketing and measuring tools provide visibility into user acquisition and campaign performance across different platforms, enabling games companies to adapt to changing markets and make data-driven decisions. As the lines between mobile, console, and PC platforms blur, the industry may see more free-to-play models and innovative monetization strategies. The future of gaming is likely to involve a mix of premium and free-to-play models, with companies experimenting with different approaches to reach their target audiences and drive revenue.