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Keeping Pace with the Mobile Transformation

While there is no doubt that the gaming market in general was pretty early to recognize consumer desire to interact via a multitude of platforms, the latest generation of mobile only gaming platforms have stolen market share in an unprecedented fashion. With an oversubscribed marketplace, unmanageable competition and the new UK tax requirements fuelling mergers and acquisition, right now, the ability to deliver a great mobile experience may make the difference between staying in business and disappearing altogether.

Some companies have gone the native App route, creating an entirely separate mobile App to the desktop or mobile site; others have opted for a hybrid model that wraps the mobile website in an App and creates an experience that is consistent however the consumer decides to interact.

While with a native App the process is disconnected from the rest of the web optimization activity, with a hybrid model, a company can optimize every aspect of the customer journey in order to improve overall customer value.

Of course, looking ahead, most companies are planning a responsive website, taking away the whole ‘mobile versus desktop’ debate by automatically resizing/reshaping the website to reflect the device being used. However, responsive design itself creates new technology challenges – not least the issue of page load times on mobile devices. As a result, growing numbers of innovative web designers are experimenting with new JavaScript frameworks and libraries such as ReactJS and AngularJS which essentially transforms the speed by ‘preloading’ pages.

These new JavaScript libraries, however, in turn cause another new challenge: how can web developers continue to optimize the customer journey and experience if the pages are preloaded? With this preloaded model it is now essential for the optimization toolset to be tightly integrated with the new JavaScript technologies to enable the optimization process.

In essence, all of these changes – from hybrid Apps to responsive design to new JavaScript frameworks – are designed to improve the consistency and quality of the consumer experience across any device, which is a huge step forward in technological innovation.

2015 is set to be a tumultuous year for the gaming industry, not least as the true implication of the Point of Consumption tax is revealed. With traditional customer acquisition methods no longer financially viable, companies need to make every single interaction count. It is those gaming companies that take the right technology steps over the next few months that will be set fair for the next few years; the rest may well find themselves consumed in the mobile revolution fall out.

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