Advert-gaming is somewhat of a new leap for mobile-gaming, with no idea yet if it will be a good solution both business wise as well as for the gamers. The Adwrap system made it possible for us to just get some of our games, literally wrap them up, and get them out there to see how advert-gaming is doing.
All other solutions I had a look at, simply required us to put time into learning their SDK/API’s and update all our old game code, this would not be a real problem if we knew exactly what to expect from the advertising part of it, but without knowing any real-world figures the decision to go for a 100% automated solution was simple.
Besides their great adwrapping system, Greystripe also seems to be having a clear-focus on where they are taking things and how to make it work for everyone involved (gamers,developers,and advertisers). This gave me a positive feeling about partnering with them, cause lets face it, it is a hard decision to basically give your games away for free.
Now for the more interesting business side of things, I can say that I am very pleased with the results that Greystripe has managed to get with only the one Gamejump.com portal within the 6 weeks that our games have been live.
Their backend has the nice report for revenue made, something a lot of distributors could learn from, but the more interesting reports are those that tell us how our games are being played. Seeing the average game time at 3 minutes is slightly less then all the market-researches have been telling us so far (they put average game time on 5-10 minutes).
I think that using these reports the mobile-developers can focus more on what type of gamers we are dealing with. Stop creating big console adventures with hours of game play, and focus more on the short-arcade games and add a lot more fun extra’s into the mix. This seems what the gamers are looking for and from a business perspective this is what can get you more revenue: the game becomes easier to pickup during bus or train rides, or ironically they replace TV-commercials?
Finally, I do have some worries about this. The most obvious one is: will advertisers like it? What I noticed so far is that most or all ads are internal greystripe/gamejump ads. Not that surprising as they are still starting up, and I can imagine they will be attracting advertisers a lot easier if they have a good solid audience as well as quality games. It remains to be seen how eager the advertisers will be to jump into this though.
The second worry is: do gamers like it? A lot of operators still charge for the data-traffic and not use a fixed-fee, so it could create a negative look at mobile-games because of the “hidden” costs. And although I do believe fixed-fee will eventually take over, this is not the case right now and might cause problems for advert-gaming.
A final thought is that you can almost see Google buying Greystripe to implement their Googleads with the adwrap system…you read it here first 😉