App Annie analytical company has released Game IQ, a service that classifies mobile games by categories, genres, subgenres and various tags (monetization model, game style, etc.). According to the idea, this will help publishers better understand the target audience.
The launch of the new App Annie service was announced on the company’s website. She noted that despite the huge number of downloads of mobile games – 20 billion this year alone – marketers still did competitive analysis almost manually. This affected the quality of research.
“There are millions of games in stores, but there is no convenient way to classify them,” says James Gagen, chief product manager. “Game IQ gives publishers a whole new way to develop game launch strategies and evaluate market trends.”
The classification of Game IQ games is based on five questions:
- Market size: what market opportunities exist for certain categories of games?
- game class: hardcore, casual or casino?
- genre: which genre does the gameplay belong to: RPG, hyper casual game, arcade or something else?
- subgenre: what are the key components of the game: is it match-3, runner, shooter or something else?
- modifier tags: what are the individual characteristics of the game: IP, game style, monetization model, etc.?
It is enough for a marketer or the publisher himself to log in to the service and answer these questions. After that, Game IQ will show all the games that fit the required requirements. For example, which hardcore races are popular? Which monetization model works best in casual royal battles? Is there a similar game in the casino category?
“Game IQ makes it possible to conduct a deeper analysis of what is happening in the gaming market,” says Amir Ghodrati, head of the analytical department of App Annie.
The main game manager Junde Yu (Junde Yu) complements:
“It’s not just about finding out, for example, that turn-based games have the highest ARPU among hardcore games. And the fact is that most of them are monetized using Gacha/ Loot Box, and also have a unique IP address”
According to the creators of the service, this is necessary in order to formulate an advertising offer in as much detail as possible. With the help of Game IQ, publishers will receive information about competitors and their strategies, data on the potential of different niches, find new segments for promotion and much more.
At the moment, Game IQ has already classified 27,000 games, dividing them into 3 classes, 19 genres, 99 subgenres and 80 modifier tags.
However, App Annie is not the first company to offer such a service. AppMagic and Sensor Tower also previously announced the launch of analytical tools that allow segmenting games by genres and subcategories that are not provided for by either the App Store or Google Play.
Also on the topic:
- App Annie spoke about the performance of the mobile games market in the 2nd quarter of 2020App Annie told which Chinese mobile games are most successful abroad
- In April-June, Russia spent $233 million on mobile games
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