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.
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.