Founded in 2014, Ilyon is a well-established mobile game developer that has grown rapidly in recent years. Leaping from 10 employees in 2016 to 150 in 2019, the company has a history of developing casual games with engaging gameplay and strong themes that appeal to millions of players worldwide.
This article will briefly examine how Ilyon has successfully moved from relying primarily on an ad monetization business model to developing its own in-app purchase (IAP) monetization strategies — focusing on the changes it made on a company level, such as team restructure, to changes in its game design and monetization.
Today, two-thirds of all new Android users come from emerging markets*. If you’re looking for the next wave of growth, you can prepare your app or game for these emerging markets; not as a plan for the future but as a plan for now, because the opportunity is here today. In fact, the installation pattern for apps from Europe, the Middle East and Africa (EMEA) developers already show that three of the four top markets for their apps are the emerging markets of India, Brazil, and Russia*.
But, I can hear you say: users are one thing, revenue is another…
It may seem strange to be talking about in-app purchases (IAP) in a series on new monetization trends for diversifying mobile games revenue: IAP has been a feature of the Google Play Store since 2011. However, although it’s not a new monetization strategy, we are seeing an increasing number of developers across the globe who have historically focused on ad-based monetization, looking to embrace IAP-based monetization for the first time.
As a Games Business Development Manager at Google Play, I work closely with developers in Israel & Turkey, and speak to many developers at events, workshops and partners I work directly with to try to help their games businesses on our platform. Almost every game developer I talk to wants to know how to make more money, because the more money they make, the more they can invest in their passion for developing mobile games.