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Android game publishers focus on access inside and outside the Market

by Kristen Nicole

As gaming continues to spread across the Android platform, end-user access is key. After all, how popular can your game become if no-one knows about it? The mobile gaming industry has been especially keen on marketing experimentation because of its broad consumer appeal and penchant for rapid adoption. So with Android’s fragmented market of varied carriers, devices and OS versions, there’s a growing movement around game publishers creating their own marketing channels beyond Google’s own offerings.

GetJar Gold offers free games by the batch

GetJar is one of the most well-known third party Android game stores, competing directly with the Android Market and the Amazon Appstore in many regards. Taking a cue from Amazon, GetJar is now offering free apps. Running a promotion called GetJar Gold, you’ll find several free apps available at any given time, which is quite different from Amazon’s minimal daily offering. Having recently passed the two billion downloads mark a week ago, GetJar is growing strong, and becoming a central figure in alternative market solutions for mobile games. Though GetJar’s gaining on the competition, Google recently nabbed Patrick “Mad” Mork, GetJar’s chief marketing officer. The GetJar executive is now Google’s marketing director for mobile applications, giving Google a talented leader in creative advertising.

Gameloft optimizes for Galaxy Tab 10.1

Gameloft is also extending its mobile reach, adding the Galaxy Tab 10.1 to its growing list of supported devices. Following the inclusion of Sony Ericsson’s Xperia PLAY, as well as the Android Market itself, Gameloft recognizes the need to put games directly in the hands of users. The rapid addition of the Galaxy Tab 10.1 indicates Gameloft’s expectations for Samsung’s latest tablet, which makes its own appeal to gamers with a dual-core processor, a 1280x800 pixel resolution display, Flash support and other game-enhancing features. N.O.V.A. 2, the Asphalt racing game series, Uno and Assassin’s Creed are some of the titles optimized for the Galaxy Tab 10.1.

G5’s new take on “in-app” marketing

G5 Entertainment, the company behind many of those time-management games you see in the Android Market, is also seeking new ways to reach gamers, adding a new utility app for people that play their games. Called Games Navigator, the app helps fans find more of their titles on the Android Market, and posts company news of upcoming games and game updates. While you can easily view other apps from a developer by clicking their name in the Android Market, G5 is taking measures into its own hands. The Games Navigator takes the concept of “in-app marketing” to a new level, hoping to build brand loyalty amongst Android gamers.