Are you seeking proven methods to significantly increase your mobile game development studio's profitability and ensure long-term success? Discover nine powerful strategies designed to optimize your revenue streams and enhance financial performance, from effective monetization to strategic marketing. Ready to transform your studio's financial outlook and explore comprehensive financial planning tools? Dive deeper into these essential insights and consider how a robust mobile game development studio financial model can empower your growth.
Steps to Open a Business Idea
Opening a mobile game development studio requires a structured approach, from conceptualization to post-launch operations. The following table outlines key steps, providing a concise overview of the essential actions and considerations for establishing a successful and profitable mobile game business.
| Step | Description |
|---|---|
Define Your Niche And Game Concept |
Identify a target audience and unique game concept, creating a detailed Game Design Document (GDD) to align the team and optimize for a specific mobile game business model. |
Develop A Comprehensive Business Plan |
Draft a detailed plan outlining your mission, operational strategy, financial model, and mobile game monetization approach, including competitive analysis to increase average revenue per user (ARPU) mobile games. |
Secure Funding And Manage Finances |
Secure capital from investors and establish rigorous financial controls, implementing game development cost reduction strategies and tracking key metrics for sustainable profit in mobile game development. |
Assemble A Skilled Development Team |
Recruit a core team of programmers, artists, and designers, or leverage outsourcing, to boost revenue for small mobile game companies and enhance player engagement. |
Build A Prototype And Develop The Game |
Create a minimum viable product (MVP) or prototype to validate gameplay, employing an agile development process, and integrating analytics SDKs for in-app purchase optimization. |
Create A Strategic Marketing And Launch Plan |
Develop mobile game marketing strategies to build pre-launch hype and allocate budget for user acquisition mobile games, planning a soft launch to gather data before global release. |
Manage Post-Launch Operations And Updates |
Implement LiveOps, leveraging data analytics for mobile game studio growth to continuously track KPIs, manage the player community, and improve player retention for mobile game profitability. |
What Are Key Factors To Consider Before Starting Mobile Game Development Studio?
Launching a Mobile Game Development Studio requires careful consideration of several critical factors to ensure long-term mobile game business growth and profitability. The primary elements include an in-depth market analysis, securing adequate funding, and developing a robust business plan that outlines clear mobile game profit strategies.
Market and genre analysis is foundational. The US mobile gaming market is projected to generate $75.58 billion in revenue in 2024. A new studio, like Pixel Quest Studios, must identify viable niches with high engagement and revenue potential. For example, the Puzzle genre accounts for 21% of market revenue, and Casino games contribute 19% of market revenue. Understanding these trends helps define a strategic focus for game development.
Effective financial planning for mobile game development studios is essential. Development costs vary significantly, ranging from $10,000 for a hyper-casual game to over $1,000,000 for a complex mid-core title. Crucially, marketing budgets often equal or exceed development costs. This financial reality is a key point for investor pitches, demonstrating an understanding of the capital required for user acquisition and market penetration. For more insights on financial projections, refer to resources like this guide on mobile game development studio CAPEX.
A comprehensive business plan must explicitly outline mobile game profit strategies. With the average revenue per user (ARPU) in the US mobile games market approximately $118 in 2023, the plan needs realistic projections for user acquisition, retention, and mobile game monetization to achieve a positive return on investment (ROI). This ensures the studio has a clear roadmap for converting player engagement into sustainable revenue.
Key Considerations for Starting a Mobile Game Studio
- Market & Genre Analysis: Identify high-potential niches. Puzzle and Casino genres hold significant market share.
- Adequate Funding: Budget for development (e.g., $10,000 to $1,000,000+) and marketing (often matching development costs).
- Robust Business Plan: Outline clear profit strategies, user acquisition, retention, and monetization goals.
- Realistic Projections: Forecast revenue based on metrics like ARPU (approx. $118 in US, 2023) to ensure ROI.
How Can Mobile Game Studios Increase Their Profits?
To significantly boost profits, mobile game studios like Pixel Quest Studios must adopt a comprehensive strategy. This involves optimizing monetization models, enhancing player retention, and implementing efficient user acquisition techniques. A balanced approach across these areas is crucial for sustainable financial growth in the competitive mobile gaming market.
One of the most effective ways to increase mobile game studio profits is by using a hybrid monetization model. This approach blends different revenue streams to maximize income from various player segments. For instance, in-app purchases (IAPs) are a primary driver, accounting for over 95% of revenue in many successful games. Complementing IAPs with rewarded video ads can further boost earnings; these ads have been shown to increase IAP spending by 20-40% among engaged players and can lift overall revenue by an additional 15-35%. This dual strategy helps monetize both paying and non-paying users effectively.
Key Strategies for Mobile Game Profit Growth
- Hybrid Monetization: Combine in-app purchases (IAPs) with in-app advertising (IAA), especially rewarded video ads. IAPs drive over 95% of revenue, while rewarded ads can increase IAP spending by 20-40% and boost overall revenue by 15-35%.
- Player Retention Focus: Improve retention rates significantly. A mere 5% increase in player retention can lead to a 25% to 95% boost in profits. Top games achieve Day 1 retention rates exceeding 40%, compared to the industry average of 25-30%.
- Efficient User Acquisition: Reduce the Cost Per Install (CPI) while maximizing Lifetime Value (LTV). The player's LTV should be at least three times the CPI (a 3:1 ratio) for profitable growth. Average US CPI ranges from $2.50 to over $7.00, making efficient acquisition critical.
Improving player retention for mobile game profitability is non-negotiable. Even a small increase can have a massive impact on your bottom line. Research indicates that a mere 5% increase in retention can boost profits by a staggering 25% to 95%. While the industry average for Day 1 retention (players returning after their first day) hovers around 25-30%, top-tier games consistently exceed 40%. This superior performance is often due to effective live operations, continuous content updates, and strong community engagement, ensuring players remain invested for longer periods.
Reducing user acquisition costs for mobile game studios is vital for profitability. User acquisition (UA) campaigns can be expensive, with the average Cost Per Install (CPI) in the US ranging from $2.50 to over $7.00, depending on the game genre and platform. To ensure sustainable profit in mobile game development, studios must ensure that the player's Lifetime Value (LTV) is at least three times their CPI (a 3:1 ratio). This means the revenue generated by a player over their entire engagement with the game must significantly outweigh the cost of acquiring them. For more details on key performance indicators, consider exploring resources on mobile game development studio KPIs.
What Legal And Regulatory Steps Are Required To Open Mobile Game Development Studio?
Establishing a Mobile Game Development Studio like Pixel Quest Studios requires navigating specific legal and regulatory steps. The primary actions involve formally registering your business entity, securing all intellectual property (IP) rights for your games and brand, and ensuring strict compliance with data privacy regulations and app store policies. These foundational steps are crucial for long-term game development studio profitability and sustainable mobile game business growth.
Business Registration and Structure
- You must choose a business structure and register it with the relevant authorities. A Limited Liability Company (LLC) is a common choice for mobile game studios, offering liability protection to its owners.
- State filing fees for an LLC in the USA typically range from $50 to $500, depending on the state. This is a foundational cost that must be factored into your financial planning for mobile game development studios.
- Once registered, obtain an Employer Identification Number (EIN) from the IRS, which is essential for tax purposes and opening a business bank account.
Intellectual Property Protection
- Protecting your intellectual property is crucial for game development studio profitability. This includes securing rights for your game's code, art assets, music, story, and your studio's brand.
- File for copyrights with the US Copyright Office for your game's original content. Application fees are typically around $45-$65 per application. This prevents others from copying your game.
- Register trademarks for your studio name (e.g., Pixel Quest Studios) and key game titles with the USPTO (United States Patent and Trademark Office). Trademark applications start at approximately $250 per class. Trademarks protect your brand identity and prevent confusion in the marketplace, directly supporting mobile game profit strategies.
Data Privacy and App Store Compliance
- Compliance with data privacy laws is mandatory, especially if your game could appeal to children. The Children's Online Privacy Protection Act (COPPA) is crucial; violations can result in substantial fines, potentially up to $50,120 per violation. Ensure your game's data collection practices are transparent and compliant.
- Adherence to app store policies (Apple App Store, Google Play Store) is non-negotiable. These platforms dictate content guidelines, technical requirements, and, importantly, revenue sharing.
- App stores like Apple and Google typically take a 15-30% commission on all revenue generated through their platforms, including in-app purchases and subscriptions. This commission must be meticulously factored into your mobile game monetization plan and financial projections to accurately assess how to increase mobile game revenue.
What Are The Best Monetization Strategies For Mobile Games?
The best monetization strategies for mobile games involve a sophisticated, hybrid freemium model. This approach blends in-app purchases (IAPs), in-app advertising (IAA), and subscription passes to maximize revenue from different player segments. This multi-pronged strategy ensures that Pixel Quest Studios can cater to various player preferences and spending habits, driving mobile game business growth.
Effective Mobile Game Monetization Techniques
- In-app purchase optimization is crucial for game development studio profitability. IAPs generated over $130 billion globally in 2023. Successful IAP strategies focus on offering a mix of valuable items: cosmetic enhancements, consumable power-ups, and time-savers. These offerings target the 5% of players who typically make purchases, maximizing their engagement and spending.
- Optimizing in-app advertising for mobile game profit involves using formats that do not disrupt gameplay. Rewarded video ads are a prime example; they boast completion rates over 90%. These ads effectively monetize the 95% of players who typically do not make IAPs, providing a substantial revenue stream without alienating the player base.
- Subscriptions and battle passes are increasingly popular for diversifying revenue streams mobile game development. These models, typically priced between $5 and $15 per season, create predictable monthly income. They have been shown to significantly increase average revenue per user (ARPU) mobile games by fostering consistent engagement and recurring payments. For more insights on financial metrics, refer to resources like Mobile Game Development Studio KPIs.
Why Do Some Mobile Game Studios Struggle With Profitability?
Studios primarily struggle with profitability due to a combination of unsustainable user acquisition costs, poor player retention, ineffective monetization, and intense market saturation. These are common challenges in mobile game studio profitability. Many new ventures, like Pixel Quest Studios, must anticipate these hurdles to build a sustainable business model.
A critical failure point for a Mobile Game Development Studio is a negative return on ad spend, where the Cost Per Install (CPI) is higher than the player's Lifetime Value (LTV). For instance, with an average North American LTV around $30 in 2023 and CPIs for some genres exceeding $7, many studios lose money on each user they acquire, making reducing user acquisition costs for mobile game studios vital for survival.
Poor player retention mobile games is a major profit killer. The average game loses about 75% of its players after just one day. Without effective live events and consistent updates to keep players engaged, studios cannot achieve the long-term user base needed for sustainable revenue. This directly impacts enhancing player engagement for mobile game revenue and overall studio health.
The market is incredibly crowded, with over 150,000 new games released on the App Store and Google Play annually. Without a unique selling proposition and a substantial marketing budget, even high-quality games can fail to gain visibility, making it difficult to achieve game development studio profitability. This intense competition demands a clear strategy for mobile game business growth from day one.
Define Your Niche And Game Concept
Defining a specific niche and unique game concept is the foundational step for a profitable mobile game portfolio. This involves identifying a precise target audience and creating a distinct game idea within a chosen genre. For instance, Pixel Quest Studios focuses on high-quality, engaging games that prioritize player experience and community building. This clear focus helps in attracting a dedicated player base and optimizing development efforts. Without a well-defined niche, studios risk developing generic games that struggle to stand out in a crowded market, hindering overall mobile game business growth.
Market data analysis is critical to find a strategic opening. For example, while the Puzzle genre accounts for 21% of US mobile game revenue, hyper-casual games saw a 50% growth in downloads, offering a potentially lower-cost entry point for new studios. This data guides decisions on where to allocate resources to maximize potential mobile game profit strategies. Understanding these market dynamics allows studios to select genres with high demand or lower competition, directly contributing to game development studio profitability. This strategic selection helps in reducing user acquisition costs for mobile game studios by targeting receptive audiences.
Key Steps for Niche Definition
- Create a detailed Game Design Document (GDD): This foundational document specifies core mechanics, art style, and the monetization strategy. A comprehensive GDD is a key tool for minimizing development costs for mobile game studios by ensuring the entire team is aligned from the outset, preventing costly reworks.
- Design for a specific mobile game business model: Your concept must be designed for mobile game business model optimization for profit. For example, a competitive multiplayer game naturally fits a freemium model with cosmetic In-App Purchases (IAPs) and a battle pass system, which are effective for increasing mobile game revenue.
- Integrate monetization early: Effective monetization techniques for indie mobile games are built into the game's core design, not added as an afterthought. This ensures a seamless player experience while maximizing potential income streams.
A well-defined niche also supports effective mobile game marketing strategies. Knowing your audience allows for targeted campaigns, improving user acquisition efficiency. For 'Pixel Quest Studios,' focusing on innovative gameplay and storytelling helps attract players seeking depth and engagement, which enhances player retention mobile games and ultimately, player lifetime value (LTV). This structured approach from concept to execution is vital for achieving sustainable profit in mobile game development and transforming ideas into investor-ready ventures with minimal complexity.
Develop A Comprehensive Business Plan
A robust business plan is the foundational strategy for any mobile game development studio aiming for sustained profitability. It defines your studio's mission, operational approach, and the precise steps to achieve mobile game business growth. For a studio like Pixel Quest Studios, this document acts as a roadmap, ensuring every decision aligns with long-term goals. It's not just for investors; it clarifies internal objectives and responsibilities.
The plan must include a detailed financial model, projecting both costs and revenues. For instance, budget for game development can range from $50,000 to over $1 million, depending on complexity and scope. Marketing expenses are significant, often consuming 30-50% of the total budget. Operating expenses, including salaries and overhead, also need careful projection. Revenue forecasts should be based on achievable Key Performance Indicators (KPIs), such as a target 3% in-app purchase (IAP) conversion rate, which directly impacts your ability to increase mobile game revenue.
Explicitly detail your mobile game monetization strategy within the business plan. This section should specify how you will increase average revenue per user (ARPU) mobile games. Outline targets for in-app purchase pricing tiers and how they align with player value. For ad revenue, specify expected ad eCPM (effective cost per mille), for example, targeting $25 for rewarded video ads. Also, consider subscription adoption rates if offering premium content or ad-free experiences. A clear monetization strategy is crucial for answering 'What are the best monetization strategies for mobile games?' effectively.
A crucial component of the business plan is the competitive analysis. This involves identifying and analyzing the top 5 games in your niche. For Pixel Quest Studios, this means understanding competitors' gameplay, monetization tactics, and player acquisition strategies. This analysis directly informs your unique selling propositions and marketing messages, ensuring your game stands out. It's essential for understanding game development studio profitability in the current market and provides a direct answer to the question: how can mobile game studios increase their profits? by identifying market gaps and opportunities.
Key Elements of Your Mobile Game Business Plan
- Executive Summary: A concise overview of your studio and game concept.
- Company Description: Your mission, vision, and legal structure (e.g., LLC for Pixel Quest Studios).
- Market Analysis: Target audience, market size, and competitive landscape, including the top 5 competitors.
- Organization & Management: Team structure, key personnel, and their roles.
- Service/Product Line: Detailed description of your mobile game, its features, and unique selling points.
- Marketing & Sales Strategy: How you will acquire users and promote your game, including user acquisition mobile games tactics.
- Financial Projections: Detailed revenue and expense forecasts, break-even analysis, and funding requests.
- Funding Request: Amount needed, how it will be used, and exit strategy for investors.
Secure Funding And Manage Finances
Securing adequate capital and establishing robust financial controls are critical steps for any mobile game development studio aiming for long-term profitability. For a venture like Pixel Quest Studios, which focuses on high-quality, engaging games, initial funding ensures development can proceed without interruption. This initial capital also supports essential marketing efforts, crucial for user acquisition in a competitive market.
Determining your studio's capital requirements is the first step. A small indie studio often needs between $50,000 and $250,000 to cover initial development, salaries, and basic marketing. Angel investors frequently provide seed funding within this range. If Pixel Quest Studios develops a successful prototype or achieves early user engagement, it can attract larger venture capital (VC) investments, which typically start from $1 million. This funding is vital for scaling a mobile game business for higher profits.
Strategies for Game Development Cost Reduction
- Leverage Cost-Effective Engines: Use engines like Unity. Its revenue-sharing model only activates after reaching $200,000 in annual revenue and 200,000 installs, making it ideal for minimizing development costs for mobile game studios.
- Utilize Freelance Talent: Employ freelance professionals for specialized, short-term tasks. This approach helps reduce fixed overheads and allows access to specific expertise without long-term commitments, contributing to game development cost reduction.
- Optimize Resource Allocation: Efficiently manage time and personnel to avoid scope creep and resource waste, directly impacting the studio's burn rate.
From the outset, rigorous financial planning for mobile game development studios is non-negotiable. Track key financial metrics diligently. The monthly burn rate, which is the speed at which a company is spending its venture capital to cover overhead before generating positive cash flow, must be closely monitored. Equally important is the runway—how many months the studio can operate before running out of cash. This discipline is central to achieving long-term, sustainable profit in mobile game development and ensures the studio can manage its cash flow effectively to increase mobile game revenue.
Assemble A Skilled Development Team
Recruiting a core team of talented individuals is fundamental for any mobile game development studio, including Pixel Quest Studios. This foundational group typically includes a programmer, an artist, and a designer. Alternatively, studios can adopt a hybrid model, outsourcing specific roles to manage costs effectively and boost revenue for small mobile game companies.
In the US, average annual salaries for these essential roles can range from $70,000 to over $120,000 per person. This represents a significant portion of a studio's operational budget. A cohesive team, unified by a clear understanding of the business goals, is critical. Their ability to execute on the studio's vision directly impacts product quality and enhancing player engagement for mobile game revenue.
Optimizing Team Structure for Profitability
- To minimize fixed staffing costs, consider outsourcing specialized functions. This can include roles such as sound design, localization, or quality assurance (QA).
- Outsourcing can reduce expenses for these specific functions by 40-60% compared to hiring full-time employees for every role. This strategy helps in minimizing development costs for mobile game studios while maintaining high quality.
- Focus on retaining core internal talent for key creative and technical leadership, while leveraging external expertise for project-specific needs. This balanced approach supports game development studio profitability and agility.
Build A Prototype And Develop The Game
For a Mobile Game Development Studio like Pixel Quest Studios, building a robust prototype is a foundational step to ensure profitability and reduce risk. A minimum viable product (MVP) or playable prototype allows you to test the core gameplay loop before committing significant resources to full development. This early validation is crucial for minimizing development costs for mobile game studios and ensuring the game resonates with players.
The prototyping phase should be rapid and focused. Ideally, this stage takes only 2-4 weeks. Its primary goal is to validate that the game is genuinely fun and engaging. A successful prototype can significantly reduce overall investment risk, potentially by as much as 50%. Investors often require a playable prototype as evidence of concept viability, making it essential for securing funding for your mobile game business growth.
Agile Development for Cost Efficiency
Employing an agile development process, such as Scrum, is highly effective for mobile game studios. This methodology involves working in short, iterative cycles known as sprints, typically lasting 2-3 weeks. This iterative approach allows for continuous feedback, adaptation, and refinement throughout the development lifecycle. Agile development is a proven method for minimizing development costs for mobile game studios by catching issues early and ensuring resources are allocated efficiently. This also contributes to strategies for sustainable profit in mobile game development.
Integrating Analytics for Profit Optimization
- Early Analytics Integration: Integrate analytics SDKs, such as Firebase or GameAnalytics, early in the development process. This proactive step allows Pixel Quest Studios to begin collecting critical performance data even during soft launch phases.
- Data-Driven Optimization: Collected data provides insights for in-app purchase optimization and refining game balance before the global release. Understanding player behavior through analytics helps maximize profit in free-to-play mobile games by identifying what drives engagement and monetization.
- Informed Decisions: Leveraging data analytics for mobile game studio growth ensures that decisions about game features, monetization strategies, and player retention mobile games are backed by factual user behavior, ultimately increasing mobile game revenue.
Create A Strategic Marketing And Launch Plan
A robust marketing and launch plan is crucial for a Mobile Game Development Studio like Pixel Quest Studios to achieve profitability and growth. This plan builds essential pre-launch hype and executes a data-driven user acquisition strategy, directly impacting mobile game business growth and overall game development studio profitability. Effective strategies for sustainable profit in mobile game development begin well before launch.
How to Build Pre-Launch Hype for Mobile Games?
Pre-launch mobile game marketing strategies focus on building a dedicated community. This creates powerful launch momentum and helps in maximizing profit in free-to-play mobile games.
Key Pre-Launch Activities:
- Community Building: Establish a strong presence on platforms like Discord and TikTok. Engage potential players with sneak peeks, developer diaries, and interactive content.
- Pre-Registrations: Aim for ambitious pre-registration numbers. Top mobile game titles often exceed 1 million pre-registrations, signaling strong player interest and creating powerful buzz for the official launch. This metric is vital for attracting early adopters and setting the stage for increased mobile game revenue.
These actions are critical for improving player retention for mobile game profitability from day one.
What are Effective User Acquisition Strategies for Mobile Game Revenue?
User acquisition is a significant investment for a mobile game development studio, directly impacting how to boost revenue for small mobile game companies and scale a mobile game business for higher profits. Strategic spending ensures efficient user acquisition mobile games campaigns.
Optimizing User Acquisition Spend:
- Budget Allocation: Allocate a significant budget for user acquisition, often a 1:1 ratio with development costs. This ensures sufficient reach and player base growth.
- High-ROI Channels: Focus ad spend on high-return-on-investment (ROI) channels. Social media video ads are particularly effective, allowing for precise targeting of specific player profiles.
- Cost Per Install (CPI): Aim to keep CPIs between $3 and $5. Efficient targeting helps in reducing user acquisition costs for mobile game studios, which is crucial for overall mobile game profit strategies.
Leveraging data analytics for mobile game studio growth helps optimize these channels.
Why Soft Launching is Essential for Mobile Game Profit Strategies?
A soft launch is a critical phase for gathering real-world data before a global release, helping to refine the game and ensure strategies for mobile game post-launch monetization are effective. This step directly addresses common challenges in mobile game studio profitability by mitigating risks.
Soft Launch Best Practices:
- Duration and Market: Plan a 1-3 month soft launch period. Choose a smaller, English-speaking market, such as Canada or Australia, to gather representative data.
- Data Collection: Use this period to meticulously gather data on key performance indicators (KPIs) like retention, monetization, and Lifetime Value (LTV).
- Retention Goals: Aim for a Day 1 retention of at least 35%. Achieving this benchmark indicates a strong core game loop and player engagement, essential for improving player retention for mobile game profitability before committing to a global launch.
This phase is vital for enhancing player engagement for mobile game revenue and understanding how to increase average revenue per user (ARPU) mobile games.
Manage Post-Launch Operations And Updates
After a mobile game launches, the focus shifts significantly from development to live operations (LiveOps) and continuous data analysis. This shift is crucial for driving long-term engagement and ensuring sustainable revenue for a mobile game development studio like Pixel Quest Studios. Effective post-launch management is a core component of mobile game profit strategies and helps increase mobile game revenue over time.
Implementing a consistent LiveOps calendar is essential. This calendar should feature a regular schedule of new content, special in-game events, and targeted promotions. Strong LiveOps are a primary driver for mobile game monetization post-launch. In fact, robust LiveOps can account for up to 80% of a successful mobile game's total revenue. This strategic approach helps maintain player interest and encourages ongoing engagement, which directly impacts a game's profitability.
Leveraging data analytics for mobile game studio growth is critical immediately after launch. Pixel Quest Studios must continuously track key performance indicators (KPIs) to make informed decisions that increase mobile game revenue. Essential KPIs include:
- Daily Active Users (DAU): Measures the number of unique users interacting with the game daily.
- Retention Rates (Day 1, 7, 30): Indicates how many players return to the game after specific periods, directly impacting improving player retention for mobile game profitability.
- Average Revenue Per User (ARPU): Shows the average revenue generated from each active user, helping to understand monetization efficiency.
- Lifetime Value (LTV): Estimates the total revenue a player is expected to generate over their entire engagement with the game.
Fostering and actively managing your player community across social media platforms and dedicated forums is another vital strategy. Active community management can significantly reduce player churn, potentially by 10-15%. This direct interaction provides invaluable feedback, which is essential for improving player retention for mobile game profitability and informing future content updates. Engaging with players builds loyalty and creates a supportive environment around the game, contributing to its long-term success and game development studio profitability.
Strategies for Mobile Game Post-Launch Monetization
- Scheduled Content Releases: Introduce new levels, characters, or game modes regularly to keep the experience fresh.
- In-Game Events and Promotions: Host time-limited events, sales on virtual items, or special challenges to boost engagement and in-app purchase optimization.
- Player Feedback Integration: Use community input to prioritize bug fixes, feature improvements, and new content development.
- Monetization Feature A/B Testing: Continuously test different pricing strategies, ad placements, and offer bundles to optimize mobile game monetization and increase average revenue per user (ARPU) mobile games.