Preload is the new/old mobile user acquisition? Candy Crush Saga getting preinstalled! #Work4IGN
It’s a new — and old — form of mobile user acquisition — and something that could be increasingly important, as the mobile game industry is on track to hit $20 billion this year.
Preloading software on a device before shipping is a way of ensuring that consumers take at least one look at your software, but it earned a bad rep in the 2000s as manufacturers essentially sold icons on their desktop PCs, resulting in a “crapware explosion.”
230 developers with 9K apps and 397M MAU told us what works best in mobile user acquisition:
AppAttach, which also works with Kabam, SwiftKey, Spotify, and Big Fish Games, says its methods is different.
“Our goal is to help our device manufacturers learn what’s apps are working and what aren’t so they can provide their users with a set of relevant preloaded apps that drive a better user experience,” AppAttach CEO James DePoy told me via email.
|Kabam, maker of The Hobbit, also use AppAttach.||Image Credit: Kabam|
The big question for app developers, of course, is: Does it work?
User acquisition is getting tougher and tougher for app developers, so this is not a surprising development. How successful it will ultimately be is dependent on how good AppAttach is at predicting what apps will be useful for users in various locales — and whether they can start to do deals with bigger manufacturers and carriers.
DePoy says it’s a growing trend, and bigger partners are coming on board:
“Today we’re working with about 46 device providers. Very global in nature, with an early focus on South America. Some of these are long-tail providers and we’re moving into second tier providers.”