After hours of coding your little heart out and creating the next Angry Fruit Wings Clan Something mobile game, you are now ready to unleash your hit game to millions of mobile device users. All that’s left to do is release your title, count your downloads, and become a gazillionaire! Sound about right? Not so fast! There is still plenty of work left to do such as checking for bugs, submitting your mobile game into one of the various app stores, and figuring out a way to stand out in the crowd.  Hate to burst your bubble but making money off of your mobile game is harder than you think. That’s why you probably need a Mobile Gaming Publisher or as Wikipedia defines it, “a company that specializes in creating and publishing electronic games on mobile handsets equipped for many platforms.”

Below are the Top 5 reasons why you need a mobile gaming publisher:

Marketing

I’m sure as an indie developer, you know a lot about developing but do you know anything about marketing? Probably not and why should you? A mobile gaming publisher has a team of experienced marketers who will take your game and plug it into their ‘system.’  They will define your brand and manage it for you. In addition, they will be able to do market research to find out the best category to place your game in the store, write your description, and add keywords with Search Engine Optimization (SEO) in mind. They will also make sure that your icon and screenshots stand out from the rest. Most mobile gaming publishers will also have a cross promotion network like Magmic’s ‘More Fun,’ which they will use to cross promote your title to millions of established Daily Active Users (DAUs) who would be very interested in downloading your game. Furthermore, mobile gaming publishers also have relationships with mobile advertising networks and access to advertising dollars that you probably don’t have. They will also be able to promote your title through their vast social media channels and promote your game to users who will probably never find your game among the millions of other mobile games in the store. Why not use their marketing experience to your benefit?

Quality Assurance (QA)

I don’t care how good a developer you are (by the way we are hiring), there are going to be bugs in your game and it needs to be tested. The problem is, since you were probably the only developer working on the project, it is very hard to be objective about your own game or user experience. In addition, you might not even know what to look for when you start testing for bugs. That’s where your Mobile Publishers’ QA Team comes in handy. They will be able to objectively look at your game and find the flaws that you might not see. They will also be able to offer helpful tips and tricks on user flow and engagement that you might not have thought of when you developed your game. Ultimately, having a QA team at your disposal will make your mobile game even that much better.

Data Analytics

Releasing your title in an app store is only the beginning. Tracking your users’ behavior is an important tool that will help you build future updates for your game and keep them coming back for more. It is essential to understand that your game isn’t just a product, it’s a service, and you have to keep your customers happy. The first step is knowing what Key Performance Indicators (KPIs) to track and how to track them. A Mobile Gaming Publisher will track and analyze all kinds of user behavior in their games from the number of DAUs, to where you users enter / leave your game and why. Tracking and analyzing your users’ behavior impacts the success of your game and Mobile Gaming Publishers will have a team of skilled analysts working on your game.

Customer Service

Even if you built the greatest  mobile game of all-time some of your users might not think so, and that’s just the way it goes.  There will always be something to complain about and if your game is even a little successful, you will have that many more user suggestions / complaints to deal with. If you are constantly answering your users and giving feedback, how will you ever have time to implement changes to your game? A mobile gaming publisher will handle all of that for you, so you can concentrate on what you really care about: developing and making your mobile game even better.

Monetization Strategy

Even though your game is amazing, people aren’t going to just knock on your door and give you money. You need to figure out your strategy for making money with your game. Do you go with a paid model, freemium, premium, advertisements, or a combination of any of these monetization strategies. If you go with a paid model, how much do you charge for your game? A mobile gaming publisher has the experience to help you decide the best way for you to make money because it is also in the best interest of the publisher. Most mobile gaming publishing agreements are written so that the developer will receive all the benefits of being published in exchange for ‘X’  percentage of the sales. If you make money, the publisher makes money. It’s as simple as that.