Samsung Electronics is transforming mobile gaming by fully commercializing its mobile cloud gaming platform as it officially launches out of beta in North America.
First introduced as an open beta last year, Samsung’s mobile cloud gaming platform delivers significant benefits to players by allowing full-fledged Android-native games to be played instantly without download or reduced latency on all Galaxy devices, and to game publishers by driving massive efficiency and scale for user acquisition.
Today, a large majority of entertainment and media consumption is immediately available through streaming services, but the largest category of media – mobile games, with over 2 billion users globally – still employs the download model for each piece of content. Samsung strives to make mobile gaming just as accessible.
Long gone are the days when game publishers only needed word-of-mouth to drive virally and organic scale of mobile games. In today’s mobile game ecosystem, 80% of Android game downloads are a direct result of targeted paid advertising in places where our attention is aggregated. However, this business model also presents one of the biggest pain points for publishers: conversion rates. The industry average of an ad click resulting in both a successful install and first play session is less than 5%. That means over 95% of people who have expressed interest in a publisher’s game, via an ad, never make it into the game itself, resulting in considerable cost implications for publishers and making advertising an inefficient funnel for monetization.
This is in large part due to the complex onboarding process after installing a game through App Stores, which requires players to opt into permissions and download large amounts of data to access publisher’s gaming content.
- The commercialization of Samsung’s mobile cloud gaming platform will now provide a first-of-its-kind and innovative way for publishers to seamlessly reach millions of Galaxy device owners.
- When players click an ad for an Android-native game, they will be navigated into the Galaxy Store where they can immediately start playing within seconds – with no waiting, account setup or downloads required.
- Through the mobile cloud gaming beta, Samsung has seen instant access to games dramatically increase user acquisition performance with a 50% conversion from initial click to game start – a tenfold improvement over the industry average.