Mobile applications continue to be an increasing market. Few other markets see the sheer volume of impressive statistics that are witnessed here - more than 2 million apps in the Apple App store, more than 2.2 million in Google Play. A volume of 268 billion mobile downloads set to generate a revenue of $77 billion in 2017. Mobile games alone account for $41bn of this.

Extending beyond the general app market, the gaming industry continues to see impressive volumes with a further $26bn for retail games and $19 billion for free-to-play online experiences.

There are a large variety of consumer challenges with regards to a market of this nature. They are many and varied depending on whether the consumer is using dedicated games hardware, PC, smartphone or tablet. Whilst the technical aspects of problematic games & apps is more apparent on PC (see our information on complex ecosystems), the smartphone market has a number of alternative (and sometimes bigger impact) challenges.

Smartphone games & apps are often required to be online for security, syncing and transactional reasons. Free-to-play / Freemium gaming has created an audience with very high expectations when they have invested time and money in that product. Community are massive, and bad experiences spread fast. Overall the app release process for Apple and Google stores mean that critical bugs can be dealt with relatively fast, but the real-time nature of social media feedback and the dev-cycles for improvement are often incompatible.

As with our overall philiosophy, App developers large and small should be able to focus on their IP, what makes it great, and what the next release will bring. We can help in many areas from identifying the Customer Service strategy through to running an outsourced Studio to handle the customer needs. In all cases, we have an innate understanding of how important the customer feedback loop is to the development cycle, and data capture, analysis and interpretation is our priority and commitment.