At the Pocket Gamer Connects London Congress, Sara Antonelli, Director of Applied Growth Strategy, Snap Corporation, described the high degree of convergence between SnapChat and game players, the potential for collaboration with the game industry and the opportunities to reach out to users on other platforms.
According to the data, 37 per cent of SnapChat users are not active on Facebook, and 53 per cent of users do not open YouTube on a daily basis; at the same time, SnapChat users overlap with game players at a fairly high level, 61 per cent of SnapChat users are interested in finding new games and 78 per cent play games on a daily basis. Sara Antonelli noted that many users of SnapChat had developed consumption habits in their applications: 36 per cent of users had paid within the platform and 50 per cent had applied purchases (including other platforms). Therefore, it is not new for game developers to be able to reach these users and lead them to introspect. She highlighted the platform’s “Playables” function, which allowed 477 million live users to experience a mini-hand trip and to direct downloads of the full version through links. “Playables seem retrogressive, but not SnapChat. Users are accustomed to interacting in a playful manner, and the interface has yielded significant results. Users are used to turning on cameras, playing various functions, and are now more involved in Playables.”
She revealed that a game achieved a 37 per cent reduction in the cost of a single installation and an increase in the return on advertising expenditure of 19 per cent. Users who download the full version after SnapChat have shown a strong will to play. While Playables is mainly used to promote third-party games, it effectively increases the length of the game. Sara Antonelli indicated that about 60 per cent of the current platform ‘ s advertising came from the game industry. This trend echoes the global wave of industry games. Many applications are building on hands-on experience and improving user viscosity through mechanisms such as daily landing incentives.
Multilingual learning applications, which recently acquired most of the members of the Supercell-based Space Ape team, Next Beat, are moving the game to a new stage. As the boundary between applications and the game industry continues to blur, two-way penetration is reshaping mobile ecological business models and user experiences.