The time of viral mobile successes such as Flappy Bird and Draw Something is over.
Both released at a time when user acquisition was in its infancy, they were able to reach levels of success that are now almost only achievable through a carefully crafted UA strategy from a team of experts.
That s not to say viral mobile games developed by small teams can t happen anymore, but the market has evolved in such a way that, more often than not, the top of the charts is occupied by companies who have millions to spend on their UA budget.
As mobile has grown into a beast of a market, developers have evolved alongside it and adapted to become more data-oriented to remain successful. But for newcomers, it s a very complex challenge to try to get a foot in the door without the expert knowledge now required to navigate the market.
Google s guide to growing your mobile games business
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