What lessons can mHealth apps learn from the growth of Candy Crush?

Wouldn’t referencing the case study of Candy Crush, which demonstrates a 20% annual growth rate, be beneficial for mental health apps to increase their user acquisition?

That’s the motivation behind writing this blog post.

AFTER BEING ACQUIRED BY MICROSOFT, the Q4 earnings summary of Activision Blizzard provided notable insights into its mobile portfolio. This portfolio includes titles from King (including the popular Candy Crush franchise), Call of Duty Mobile, Diablo Immortal, Hearthstone, and more.

Candy Crush Saga, the main game in the franchise, marked its 10th anniversary in November. Last year, the game witnessed a remarkable 20% growth in in-game net bookings each quarter.

It is still growing.

This outstanding performance is quite different from the overall mobile gaming market, which several alternative data providers suggest experienced a decline in 2022.

SensorTower estimates that the mobile gaming market shrank by 2% in 2022;
Newzoo, by 4.3%;
Data.ai (formerly AppAnnie), by 5%.

Mobile gaming occupies a central position within the impact zone of Apple’s App Tracking Transparency (ATT) privacy policy. Nevertheless, ATT is also influencing all other apps. Therefore, comprehending the implications of mobile gaming will be advantageous for everyone.

Let’s first understand Apple’s App Tracking Transparency.

To understand ATT, We will answer these questions in sequence :

How did Facebook Ads use to work?
Why is Apple killing the IDFA?

How did Facebook Ads use to work?

Facebook’s SDK is present in almost all apps, and its tracking pixel is in almost all e-commerce websites. When a Facebook user clicks on an ad in the Facebook Blue app or on Instagram, that user’s journey on the advertised property is observed by Facebook: events documenting the actions the user takes on that property are transmitted back to Facebook and indexed against that user’s Facebook ID. This is what’s known as an “events stream.”

This events stream provides Facebook valuable insight into how users monetize or engage with third-party properties. It also helps Facebook target ads to those people based on their recorded preferences.

The events stream for app and web advertisers are being broken with the ATT prompt for users opting out of “tracking.” This means that Facebook will no longer have full transparency into what users do in apps or websites once they click on an ad in Facebook Blue or Instagram.

Instead, Facebook will receive a very limited amount of interaction data from the advertised property.

Why is Apple acting in such a way?

Apple assumed that when the advertisements people encounter in their everyday products, like Facebook, Instagram, mobile games, and so on, become irrelevant and disruptive, what consequences might arise?

How do users’ behaviours change to adapt to this new product environment, where users are exposed to advertisements irrelevant to their lives or preferences?

Apple thought:
Increased app store search.

One of the reasons why Apple decided to deprecate the IDFA (Identifier for Advertisers) was to regain control over the App Store from Facebook. Facebook held significant control over app distribution by utilizing precise advertising techniques.

The magnitude of the deprecation of IDFA on the mobile landscape is explained below:

Category A.

High in App purchase monetization games. (Core Games)

The overall impact is extreme.
This is because of the extreme impact on event attribution and user targeting.

Category B.

Moderate in-app purchase monetization games. They are also called Casual games.

Casual games like puzzle and simulation games often use ad platforms to reach their target audience and make money. However, these games have broader appeal and can be advertised more easily without precise targeting.

They also don’t heavily rely on extreme monetization from a small group of users for their financial success.
Instead, they rely on a more sustainable revenue distribution across a larger user base.
The overall impact is moderate due to its effect on event attribution and user targeting.

Category C.
“Middle” of the casual-to-core spectrum of mobile gaming.

This is where Candy Crush Saga lies.

It’s lightweight but effective monetization mechanics, expansively appealing aesthetics, and a straightforward and intuitive puzzle game mechanic.

These Games focus on cosmetic appeal and accommodate a wider range of player preferences. These are the games that will excel in the post-ATT market.

They are leading, supported by widespread brand recognition, a broad potential customer base, easy-to-understand game mechanics, and a universally appealing style and atmosphere.

What inspiration can health apps draw from it?

Browse by categories

Insights

2702
Blog

Salesforce Consultant for HealthTech Startups

Running a HealthTech startup is no easy feat. You’re constantly juggling patient care, data management, compliance requirements, and, of course, growing your business. But as you try to overcome these challenges, inefficiencies and rising costs can hold you back. That’s where a Salesforce consultant can step in to simplify your journey and help you focus […]

Read More
2702
Blog

Generative AI – The Future of Healthcare Innovation

The healthcare landscape is entering a groundbreaking phase driven by the emergence of artificial intelligence (AI). While traditional AI is known for its significant role in analyzing existing data, Generative AI moves ahead by creating new data or content. This innovative technology also has amazing potential to transform healthcare in multiple ways. The role of […]

Read More
2702
Blog

HealthTech Trends of 2024: Shaping the Future of SaaS Healthcare

In the ever-evolving landscape of healthcare, the integration of technology is not just a trend but a revolution, reshaping the field of medical diagnostics, treatment, and patient care. As we progress deeper into the 21st century, the fusion of healthcare and technology has transcended traditional boundaries, heralding a new era of medical innovation like SaaS […]

Read More
2702
Blog

What is Medical Record Summarization?

Healthcare providers find AI-based medical record summarization attractive. Medical professionals rely on concise medical record summaries throughout the healthcare journey to facilitate informed decision-making. The emergence of generative AI has opened the gates of automating the generation of medical records summaries.  As per Statista reports, the global AI healthcare market is expected to experience significant […]

Read More
2702
Blog

RPA or AI, Which is better?

Considering the question of whether RPA or AI which is better, it’s important to understand that while both technologies involve automating tasks, they have different approaches and purposes. AI involves creating intelligent machines capable of emulating human reasoning, learning, and problem-solving. This entails employing intricate algorithms and data analysis to enable machines to learn from […]

Read More
2702
Blog

What’s Driving the Surge in Robotic Process Automation?

During the 1990s, many companies adopted business process reengineering as a popular way to revolutionize their end-to-end business processes, using emerging technologies such as enterprise resource planning (ERP) systems and the internet. For instance, they implemented large-scale ERP systems like SAP or Oracle to facilitate data exchange and create a strong IT infrastructure. Process management […]

Read More
2702
Blog

Bottom-Up Software Effort Estimation Technique

Last time, we explained that even though estimating software project timelines is tough, we should do it anyway. We also broadly discussed some of the common estimation techniques. With that background, we want to go into further detail about the bottom-up software effort estimation technique that works for us. A critical aspect any estimation technique […]

Read More
2702
Blog

What are the different software effort estimation techniques?

What are the different software estimation techniques is a thought-provoking question.  Every development team encounters its fair share of challenges when striving to meet delivery deadlines – it’s part and parcel of the job. This, in turn, can lead to considerable delays in software projects, leaving project owners scratching their heads in frustration. So, you […]

Read More
2702
Blog

Introduction to DevOps Consulting Services

We provide DevOps consulting services to help you dramatically speed up and optimize your work processes using the most advanced automation, development, and implementation methods. We have excellent hands-on experience in bringing development and operations teams together. What types of DevOps Consulting Services does Venture7 provide? DevOps Implementation Consulting  We offer DevOps consulting services to […]

Read More
2702
Blog

How to Build A SaaS Application?

In today’s dynamic business landscape, Software as a Service (SaaS) has emerged as a ubiquitous and highly favoured delivery model for digital products, making it an ideal choice to build a SaaS application. Increasingly, organizations are choosing to deploy their software solutions over the Internet, granting users greater flexibility and scalability. The SaaS market is experiencing […]

Read More

8,245 thoughts on “How to Build A SaaS Application?”

  2. I will immediately grab your rss feed as I can not find your e-mail subscription link or newsletter service. Do you have any? Kindly let me know so that I could subscribe. Thanks.

  4. Excellent read, I just passed this onto a colleague who was doing a little research on that. And he just bought me lunch since I found it for him smile Therefore let me rephrase that: Thanks for lunch!

  5. I’m impressed, I must say. Actually hardly ever do I encounter a weblog that’s both educative and entertaining, and let me let you know, you will have hit the nail on the head. Your concept is excellent; the difficulty is something that not enough persons are speaking intelligently about. I’m very completely happy that I stumbled across this in my search for something referring to this.

  6. I have been browsing on-line greater than 3 hours today, but I by no means discovered any interesting article like yours. It is lovely price enough for me. In my view, if all site owners and bloggers made good content material as you did, the net can be much more useful than ever before.

  7. Thank you for sharing excellent informations. Your website is very cool. I am impressed by the details that you have on this web site. It reveals how nicely you perceive this subject. Bookmarked this web page, will come back for more articles. You, my pal, ROCK! I found just the info I already searched all over the place and just could not come across. What a perfect site.

  8. F*ckin¦ awesome issues here. I am very glad to peer your post. Thank you so much and i’m having a look forward to touch you. Will you kindly drop me a mail?

  12. I really like your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you? Plz respond as I’m looking to design my own blog and would like to know where u got this from. cheers

  15. You can certainly see your expertise within the paintings you write. The world hopes for even more passionate writers like you who aren’t afraid to say how they believe. At all times go after your heart.

  16. I believe that is among the such a lot vital info for me. And i am happy studying your article. However want to remark on some normal things, The site taste is perfect, the articles is really nice : D. Just right activity, cheers

  17. Thank you, I’ve recently been looking for information about this subject for ages and yours is the greatest I’ve discovered till now. But, what about the conclusion? Are you sure about the source?

  18. You actually make it appear really easy with your presentation but I in finding this topic to be actually one thing that I think I would never understand. It kind of feels too complex and extremely vast for me. I am having a look forward for your next put up, I will attempt to get the hold of it!

  21. I got what you intend, regards for putting up.Woh I am pleased to find this website through google. “It is a very hard undertaking to seek to please everybody.” by Publilius Syrus.

  26. Арматура 14 мм оптом https://armatura-14.ru и в розницу в Москве. Качественный металл по выгодным ценам. Быстрая доставка, широкий ассортимент и гибкие условия для частных клиентов и строительных компаний.

  30. Арматура 14 мм оптом https://armatura-14.ru и в розницу в Москве. Качественный металл по выгодным ценам. Быстрая доставка, широкий ассортимент и гибкие условия для частных клиентов и строительных компаний.

  33. Hi! I realize this iis somewhat off-topic however I had to ask.
    Does operating a well-established blog like yurs require a large
    amount of work? I am brand new to running a blog however I
    do write in my diary everyday. I’d like to start a bllog sso I cann
    share mmy own experience and feelings online.
    Please let me know if you have any ideas or tips for brand new aspiring bblog
    owners. Appreciate it! https://demo.qkseo.in/viewtopic.php?id=1067338

  34. Арматура 14 мм оптом https://armatura-14.ru и в розницу в Москве. Качественный металл по выгодным ценам. Быстрая доставка, широкий ассортимент и гибкие условия для частных клиентов и строительных компаний.

  63. Квартиры от застройщика https://kvartiruzhkkupit.ru в Казани: новые дома, удобные планировки, комфортные районы. Прямые продажи, честные цены, акции и поддержка на всех этапах покупки.

  68. Квартиры от застройщика https://kvartiruzhkkupit.ru в Казани: новые дома, удобные планировки, комфортные районы. Прямые продажи, честные цены, акции и поддержка на всех этапах покупки.

  74. Квартиры от застройщика https://kvartiruzhkkupit.ru в Казани: новые дома, удобные планировки, комфортные районы. Прямые продажи, честные цены, акции и поддержка на всех этапах покупки.

  77. My brother suggested I might like this blog. He was once entirely
    right. This post actually made my day. You can not consider simply how much time I had spent for this info!
    Thanks!

  83. Предлагаем услуги профессиональных инженеров офицальной мастерской.
    Еслли вы искали сервисный центр apple, можете посмотреть на сайте: официальный сервисный центр apple
    Наши мастера оперативно устранят неисправности вашего устройства в сервисе или с выездом на дом!