Glu Mobile: ‘Today, App Success Means Retaining A Passionate Audience For Years’
Summary
“But now, consumers only have so many apps they actually use regularly, and we’re all fighting to be one of those.” Licensing IP from celebrities has become a cornerstone of the publicly traded game developer’s strategy in the battle for precious home-screen real estate through partnerships with Kim Kardashian, Gordon Ramsay, Jason Statham, Kendall and Kylie Jenner, Britney Spears, Nicki Minaj and Taylor Swift. Although Glu declined to comment on how a celebrity’s IRL (that’s “in real life”) actions and experiences affect downloads and engagement – for example, Kim Kardashian’s social media blackout after she was robbed at gunpoint in Paris in October – it stands to reason that there must be some effect, which could sometimes be detrimental. AdExchanger caught up with Akhavan to talk programmatic, retention strategies, its November acquisition of female-focused mobile gaming company CrowdStar and about why Glu is more than just a maker of celebrity apps. Our key format is full-screen interstitial ads that we tend to show at natural pauses in gameplay, either when someone has finished a level or completed an action. We also run a lot of rewarded ads, especially video, and offer wall units where users can earn virtual currency for taking actions, like signing up for a magazine subscription.
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