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    HomeReviewsLana Meisak, Gismart's VP Bizdev, on challenges and Apple's UA modifications |...

    Lana Meisak, Gismart’s VP Bizdev, on challenges and Apple’s UA modifications | Pocket Gamer.biz


    As 2021 begins to fade into reminiscence, we’re looking again on the occasions which have outlined the final 12 months in cellular gaming.

    We have requested the business’s nice and good to provide us their tackle the yr, in addition to predicting the tendencies that can dominate in 2022.

    Lana Meisak is VP enterprise improvement and advertising at app and informal recreation writer Gismart.

    PocketGamer.biz: What do you suppose was the largest information for the cellular video games business in 2021?

    Lana Meisak: The modifications associated to the IDFA (Identifier for Advertisers) as a result of it considerably influenced the acquisition of visitors on iOS, and in addition affected the evaluation of the effectiveness of promoting campaigns.

    Now the entire market experiences difficulties operating product exams on Fb, with Fb dropping out on a big proportion of person acquisition spend in consequence.

    On a optimistic notice, these modifications have compelled us to delve deeper into different buying channels, in addition to change and refine our strategy to testing new product concepts.

    We have now additionally run extra technological experiments on the advertising facet to learn to enhance person acquisition by internet visitors.

    Which cellular recreation do you suppose had the largest influence on the business this yr?

    There have been a great deal of nice titles launched this yr. There are a number of key gamers who’ve established sure tendencies in recreation mechanics, but it surely’s laborious to select the one which was most impactful in the entire of 2021.

    When it comes to hypercasual titles, I’ve as an alternative picked a high 5, that are: Be a part of Conflict, Blob Runner, Depend Masters, Amongst Us, and Excessive Heels.

    What’s your high and/or favorite cellular recreation of 2021?

    I’d say every of the hypercasual video games talked about above has the potential to be the most effective as every of them influenced the event of the market in 2021 in their very own method.

    Physique Race

    I’d additionally point out Gismart’s Physique Race and Pencil Rush amongst my favorites for this yr that additionally confirmed nice market efficiency producing collectively an enormous viewers of just about 100 million.

    When it comes to Gismart, what is the factor you are most pleased with throughout 2021?

    In November we reached 1 billion obtain whole downloads. Total, our focus this yr was on strengthening and rising our positions in precedence enterprise areas: video games, leisure purposes and wellness merchandise.

    Deep-casual video games, that are characterised by lengthy gaming classes and excessive LTV additionally proceed to generate nice curiosity.

    Over the previous 12 months, we’ve got launched over 20 cellular and HTML5 video games. A few of our most profitable recreation releases this yr are

    • Physique Race (50+ million downloads),
    • Pencil Rush (40+ million downloads),
    • Foil Turning (40+ million downloads) and
    • Cross Logic Puzzle.

    We have now additionally launched two new titles on Snap Video games – Loopy Run and Buddies Quest.

    What do you suppose would be the greatest pattern over the following 12 months?

    New tendencies born from the rise of the pandemic again in 2020 remained persistent all through 2021. As an illustration, customers continued to play extra and for longer per session. The hypercasual market, in flip, responded with the emergence of a brand new subgenre, Idle Arcade, the place builders proceed to search for new recreation mechanics to draw customers.

    Deep-casual video games, that are characterised by lengthy gaming classes and excessive LTV (Lifetime Worth), additionally proceed to generate nice curiosity, which permits for rising the person acquisition prices.

    What are you most trying ahead to in 2022?

    In 2022 we’re going to proceed increasing and creating our product portfolio.

    Considered one of our foremost targets for 2022, when it comes to the hypercasual area of interest, is to remain constantly within the high 5 publishers. We’re additionally planning to launch 4 new informal titles and can start creating two large-scale informal video games.

    You possibly can take a look at all of our 2021 in Overview interviews right here.

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