Navigating the Evolving Gaming Landscape: Marketing Console and PC Games in a Mobile-Dominated World

The traditional console and PC gaming markets have historically operated independently of the mobile gaming sector. However, with advancements in technology, mobile developers are now bringing their games to console and PC, while console and PC publishers are exploring the mobile market. This shift has led to the emergence of cross-platform games, where titles are developed with multiple platforms in mind from the outset. To address this new landscape, mobile analytics firm AppsFlyer has expanded its marketing and measurement solution to support cross-platform expansions between mobile, console, and PC. According to Adam Smart, Director of Product at AppsFlyer, it is crucial for gaming companies to adapt to this changing environment and leverage the necessary tools and insights to thrive. The marketing approach for mobile games differs significantly from that of console and PC games. Mobile games often follow a free-to-play model, with in-app purchases and advertising generating revenue. In contrast, console and PC games typically involve an upfront purchase, with a defined beginning and end. Hybrid models, such as Fortnite and Rocket League, have also emerged, blending elements of both approaches. Mobile-first companies face challenges when expanding to console and PC markets, as they lack visibility into user acquisition and revenue generation on these platforms. Console and PC-first companies, on the other hand, struggle to replicate their performance marketing models on mobile. The hybrid approach allows companies to drive traffic and gain insights into ad performance, but also raises questions about the effectiveness of marketing budgets and user acquisition strategies. Many companies are now looking to expand into other platforms or adopt cross-platform strategies, driven by the potential for higher revenue and growth. Console and PC-first companies are adopting mobile monetization strategies, such as free-to-play models, to increase accessibility and revenue. However, this shift also poses risks, as users may resist changes to their gaming experience. AppsFlyer's new marketing and measuring tools provide visibility into user acquisition and campaign performance across multiple platforms, enabling gaming companies to adapt to different markets and make data-driven decisions. As the lines between mobile, console, and PC gaming continue to blur, a cross-platform future may also mean adopting more free-to-play models and innovative monetization strategies. This shift could lead to the creation of new game types, increased accessibility, and exciting player experiences, ultimately empowering developers to experiment with different models and unlocking new revenue streams.