“Development is 50 percent,” Deo says, “but if you want to be successful, promotion takes up just as many resources,” Deo says. In some instances, your marketing budget could equate to over ever surpass the production budget. Normally developers would need to hire a marketing company, or their publisher would have to take the responsibility for marketing and shipping the product into stores. Mobile gaming didn’t just help show the developers new ways to gain revenue from the consumer, it also showed them that the mobile platform is the perfect one for marketing. CEO Deo said that in 2011 “in-game purchases now account for 60 percent of Halfbrick’s revenue”. Mobile gaming technology revamped the entire gaming business model, where initially people would make most profits from the initial sale, games like Fruit Ninja showed developers the merit in, IAP: selling virtual items within the games themselves. Things have changed a lot since the days when users would mostly purchase whole games instead of mostly playing free games with IAP. Even something as simple as fruit ninja can spawn an entire franchise if done with enough ingenuity and adroitness.įruit Ninja has released 10 years now, even so, a lot of the choices they made back then have helped shape the industry today. This simple videogame has evolved into an entire brand that the people at Halfbrick are able to use. There are Fruit Ninja toys, children’s cartoons, board games, clothing lines, and many more products. The game much like Angry Birds has evolved past just being the mobile game and has turned into a franchise.

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