TwoDots case study: A more effective IAP model for mobile gaming

While I was abroad for about a month, I found that with my limited access to the Internet, I started playing offline-compatible games that were still on my phone that I hadn’t played for some time. The game that I went back to most, almost obsessively, during my travels was TwoDots.

For anyone that doesn’t know about TwoDots by now, it’s the more grown-up version of the original Dots game, which took the casual mobile gaming universe by storm. It takes less than 30 seconds to understand the game and the interface (for both games) is both elegant and clean. The team beefed up elements in the game where, perhaps, a lot of developers wouldn’t pay much attention to otherwise (See NYT’s piece on TwoDots’ charming soundtracks).

Since the Playdots team launched TwoDots, they’ve spruced up some of their pay walls. Here are some examples:

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When you’re about to start a level, the game gives you the option of starting with a boost. I’m pretty stocked up in terms of boosts, but for users that have already run out of boosts, they are available for purchase.

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If you get very close to finishing a level but fail, the game usually gives you the option of purchasing a boost and a couple more moves.

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If you run out of lives, you can either wait 20 minutes for another life or refill your lives for 99 cents.

I’ve briefly written about TwoDots before, and how for a fairly casual game, they’re putting in a lot of effort to seamlessly monetize without being too pushy. I have to admit, it’s pretty effective. I’m not bothered at all by the pop-ups because they combine both helpful information (e.g. number of lives/boosts I have left) and chances to make a purchase. Though occasionally the placement of the “Refill lives” or “Buy more boosts” buttons are a little tricky (I find myself accidentally pressing them all the time).

But here’s the thing – I haven’t paid a single penny. Yet at the same time, I wouldn’t mind coughing up some cash for the game either. What gives?

As much as I talk about games and love reading news about gaming, I am not a devout gamer. I’ve taken gaming personality tests in the past, and each time, my results identify me as a very casual gamer. I am not a whale – I will not spend money unless I have to upfront for a game like, say, Monument Valley. I download freemium games to get a sense of what the games are like, but rarely do I ever stick with these game for more than a month or so (there are exceptions).

When I come across a game or app I really like, the more I use it, the more I get comfortable with it. And the more comfortable I get with an app, the more I feel ok with spending money on it, since it’s already served me well. The problem with a lot of freemium apps (especially for mid-core/hardcore games) is that their monetization strategies are geared heavily towards getting whales to pay up. It’s not a bad strategy, especially when whale users, who make up 0.15% of mobile gamers, bring in 50% of the revenue.

Monetization gets a little trickier though when it comes to TwoDots, a game that’s not mid-core or hardcore, but pretty casual.

It’s worth noting that TwoDots hasn’t done too bad in terms of grossing, but it’s nowhere near Clash of Clans or Candy Crush status.


iPhone stats for TwoDots within the past year via App Annie.


Google Play stats for TwoDots within the past year via App Annie.

As I mentioned previously, the more I play TwoDots, the more I would be ok with paying. However, I’d prefer to not pay 99 cents every time I need lives because it does add up over time. On the other hand, I wouldn’t mind paying $5 to play as much as I want. Obviously, this is not a new revenue model at all – in fact, it’s how games have been sold since they were created. Buy so-and-so game for Xbox, and you can play it as much as you want.

So I’ve been thinking – whales bring in a lot of money, but they only make up a small portion of the gaming audiences (note: this doesn’t mean that non-whales DON’T pay – they just don’t bring in nearly as much cash as whales do). It’s true that you can’t directly use users’ UDIDs, but most major gaming companies have found a way of going around UDIDs by giving users their own ID numbers/codes to be able to define cohorts and gather data. Why not use the data you already have on users to make the gaming experiences slightly different? And I’m not just talking about tailored push notifications (which is already being done) – I’m talking about tailoring the ways to get users to pay up.

For users that are loyal to the app but have yet to spend anything, change the experience for them – send out a *limited time offer* to spend $5 for infinite lives (just don’t tell the whales). By doing this, it’s true that once the users opt into the $5 deal, they will never spend money in the app again… but hey – would you rather get $5 from a user or nothing at all?

At the same time, this kind of customized monetization experience can be slightly risky – the obvious factor being that people start finding out and getting angry that they’ve already spent a bunch of money on the app while the non-payers only have to pay $5 for infinite lives. Since this is a difficult situation, it might be best to roll out a “differentiated experience” like this when a company/developer(s) realizes that the game either is A) tanking or B) is not monetizing at all, since at that point, there aren’t too many options left to save the app.

Meerkat, Periscope and Snapchat: Shrinking the World One App At a Time

As if the world couldn’t get any smaller, with the help of apps like Meerkat, Periscope, Snapchat and other related “teleporting” apps, seeing places like Canada or even Saudia Arabia is just a press or click away.

Getting a glimpse into a stranger’s world with apps isn’t anything new. Browse Product Hunt on any given day and you’ll probably find a new social app connecting strangers with one another through some sort of niche capacity (my personal favorite is Be My Eyes, an app that lets you “lend” your eyes to the blind).

Since getting downloads, not to mention engagement, on apps is difficult enough, what about Meerkat and Periscope made people so excited? Just like the concept of connecting strangers from all over the world, live-streaming is an even older concept. With platforms like Twitch, YouTube, Ustream and others like them (the Subservient Chicken sort of counts too), we’ve always been fascinated with being able to interact and be part of someone’s world, even for a little bit.

Remember this darling of the Internet back in 2001?

Remember this darling of the Internet back in 2001?

But mobile has changed all of this. It’s one thing to sit at your desk, maybe turn on some music, and chat with viewers about what’s on your mind, but it’s another thing when you can show people from all over the world your home, your school or your community. With Meerkat and Periscope, you have the ability to see Paris, San Francisco and Los Angeles or be part of a Q&A with the likes of Jimmy Fallon and Ellen DeGeneres all within a matter of minutes.

From what I’ve seen so far, both the Periscope and Meerkat communities are very friendly – comments like “Hi from Portugal!” or “This is great!” showing up on your screen makes the whole experience really fun and tight-knit.

Recently, Snapchat has also joined in on the fun by spotlighting different countries through curated stories.

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Even though Snapchat isn’t real-time, the curators behind these stories have done a great job so far of creating a sense of oneness among viewers around the world – from teens in Dubai playing 2 Chainz in the car to Norwegian students taking selfies.

Sometimes it’s a little silly, but it’s also really fun to see that we’re a lot less different from each other than we think.

The other night, as I was walking out of a movie premiere in Hollywood, it dawned on me  – how cool is it that I’m in Hollywood right now? I wanted to share this epiphany with someone… so I pulled out my phone and started a Periscope stream.

I was able to get about 120 viewers and maintained good retention when I focused in on a man dressed like Jesus jamming on his drum kit. A viewer commented, “This made my night!”

I walked around Hollywood for a little longer, showing viewers Grauman’s Chinese Theatre, the Roosevelt Hotel and the Hollywood Wax Museum. I was by myself while I was doing all of this, but even when the viewership dwindled to just four people, I didn’t feel alone at all. There was a subtle yet sheepish grin on my face as I took my time walking around, stopping to watch street performers, waving back at strangers who, seeing that I was recording a video, waved at me.

After all of the times I’ve been to Hollywood, there was something magical about this visit. With Periscope, I was showing people Hollywood through my perspective but, at the same time, I was inadvertently seeing Hollywood through what I imagined to be their eyes – trying to capture the lights, the people and anything I came across as exciting during my 10-minute stream.

When I first heard about Meerkat and then Periscope, I was skeptical. I figured the buzz surrounding these apps would be only temporary and so I ignored what I heard… until curiosity got the best of me. My first attempt at livestreaming a keynote of Ben Huh, CEO of Cheezburger, Inc., was a bit of a flop, but the more I tuned into different streams, the more I understood what interested people.

Like so many products, the amount of viewers you’re going to get depends on how you market your stream. In the case of Meerkat and Periscope, it depends on: 1) Your copy (for the title), 2) the person initiating the stream, 3) your content, 4) your location. If you’re a big brand or a celebrity, chances are that your location or copy won’t matter as much, but in order to retain viewers, you still need good content. If you’re not a celebrity but you’re doing some sightseeing in Florence or live by the Golden Gate Bridge, if you can slap an alluring title onto your stream, chances are that you’ll also get some good viewership.

Not to mention, Meerkat and Periscope offer huge opportunities for brand-user engagement. If you’re in charge of social media for a company, you’re probably already overwhelmed by the InstaPinSnapBook behemoth that you have to tame on a daily basis. But think about it – a fireside Meerkat chat with the CEO? A Periscope tour of HQ? It’s more personal and it brings to life the Instagram photos you would normally post or the #AskOurCEO hashtags you would use.

The Periscope team setting the trend with their own HQ tour.

The Periscope team setting the trend with their own HQ tour.

As much as I love mobile apps, admittedly, I’m also very skeptical about them. Whenever I read something along the lines of “X social app is like Snapchat for Pugs” on TechCrunch, I’ll skim the article, download the app if I’m interested enough… but 99% of the time I end up deleting the app in a couple of days.

I’m very optimstic about Meerkat and Periscope (the argument between the two is another blog post, but I am partial to Periscope at the moment) and I really like where Snapchat is headed (except for their original series Literally Can’t Even).

It’s not too difficult to imagine the advanced versions of what these apps are trying to accomplish. As you probably have already guessed, Facebook is planning to do the same but with a more immersive slant as soon as consumer-friendly versions of Oculus come out. Magic Leap already has its own plans for hyper-immersion and interactivity as well. Will we be seeing social sharing via drones five to ten years from now?

I’m not entirely sure.

But whether or not I can handle the degree of immersiveness that’s about to hit us in the near future is something I’m both excited but also *slightly* dreading to find out.

Christmas Yetis and Poopy Pigeons: Favorite apps of 2014

It’s been a crazy year for apps. From the breakthrough of Glu Mobile’s Kim Kardashian: Hollywood to top-chart newcomers like Crossy Road, the diversity of this year’s viral apps continues to make people wonder what it takes to publish a popular mobile app. Though I wish I knew the answer to this, I’ve picked out a couple of mobile apps that stood out to me this year based on features I thought were really unique and had that special “virality factor” quality. Let’s begin…


Family Guy: The Quest For Stuff

I was addicted to Hay Day for one summer and I’ve played my share of Simpsons: Tapped Out. Despite all of the F2P, management-based games I’ve played, Family Guy: The Quest For Stuff, published by TinyCo in partnership with Fox, is hands-down the funniest and best maintained game I’ve ever played since I’ve had an iPhone. No, I’m not being paid by anyone to say this – I really do mean it, so let me count the ways. First, character development. It’s not something you would usually think of for a mobile game (an AAA console game, yes). Most people tend to tap past speech bubbles because they don’t really do much for the game. But in this case, dialogue is integral because it keeps the game fresh. The humor is, as expected, a little raunchy at times (mostly due to Quagmire), but it’s still hilarious.

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The TinyCo team also has an exceptional Live Operations team. Most games of this genre usually don’t survive because they start getting stale: Pick your crops, plant them, wait for them to grow and pick them again. But for Family Guy, their live ops go above and beyond the usual (and oftentimes obligatory) holiday or Halloween themes. Think attacking Christmas Yetis, hypnotizing mall santas and throwing snowballs at Christmas shoppers. It’s pretty fun.

I think the final feature I wanted to address for this game actually goes beyond the app itself. Like most management-based games, there’s a heavy push towards social media. Supercell, for example, maintains very active social media pages for its games in order to give out extra prizes or help connect players. TinyCo, through its Family Guy page, does a great job of staying in character when responding to users and, as far as I’ve seen, responds to nearly ever single person who has a question or suggestion for the game. Nicely done, TinyCo and Fox.


Crossy Roads: Endless Arcade Hopper

I discovered Crossy Roads about a month ago after seeing it on the front page of the App Store. It wasn’t published by a Storm8 or DeNA type of mobile company – instead, it’s published by Hipster Whale, a three-person team of indie developers. Every time I show my friends or colleagues the game, they almost always bring up Frogger but add “except its infinite.” And it’s true – the obstacles (i.e. logs, cars) are undoubtedly inspired by the classic 80’s game. But the big difference? Characters. Instead of just one plain Jane frog, Crossy Roads gives players a chance to play with up to 53 (and counting) characters, including Pew Die Pug, Floppy Fish, Rusty Robot and Poopy Pigeon, my personal favorite.

Even though you can easily buy characters you want for 99 cents, like most F2P games there’s usually a workaround. In this case, once you collect 100 coins, you can use these coins to win a prize (aka a new character) – a gacha element that I think Hipster Whale did a great job of localizing. The only thing I would suggest to tweak would be load the game quicker. Right now, it takes about 10 seconds for the splash screen to transition to the actual game. It isn’t too much of an issue, but it would be definitely appreciated if it were improved.


Monument Valley

Monument Valley is by far one of the loveliest games I’ve ever played on an iPhone. Developed by none other than ustwo, which also developed and published kid-friendly Whale Trail and Blip Blup, the company already has a record of creating great products. But Monument Valley is definitely ustwo’s best work yet. The soundtrack is delicate and mysterious. The art is good enough to frame and hang up (which you can, if you’re interested). And the mazes are often compared to M.C. Escher’s drawings – you are forced to think out of the box in order to complete each maze.


Going beyond the game, Monument Valley has also been able to show how, unfortunately, the gaming landscape (though particularly mobile gaming) has changed for the worst. When ustwo released its expansion pack in mid-November, some people were appalled because the additional pack was not free.


As someone who has worked in the F2P industry, I am aware of the downsides. In this case, because so many games out there are free, people are expecting everything to be free these days. But let’s get this straight: The people who were part of the Monument Valley team worked extremely hard on this game – it was their job. If they gave these games out to everyone for free, how would these hard-working people get paid? Though the expansion pack hasn’t done as well as the original game, there are still many exciting projects in store for ustwo… like their gorgeous new VR game, Land’s End.



Let’s take a break from mobile games and focus on a social networking app that really grew on me. Weave is the Tinder for networking, where you can swipe right to show that you’re interested in meeting someone for coffee or just getting some advice. I’ve been pleasantly surprised by how open the people in Weave’s community are and have learned a number of great things from people I’ve been talking to. From my experience with the app and the community, everyone is enthusiastic to share their ideas and share what they are working on. The UI is simple, so tutorials aren’t necessary. I can definitely see myself using this app more often post-college.



Remember Dots, the adorable game where you connected matching dots in under 60 seconds? This year, Playdots really beefed up on its monetization model to create TwoDots. Though this game still has the same underlying rules, different elements like icy dots (takes three times to break the ice) and fiery dots (that burn up normal dots) are used as well as a Candy Crush-like path that winds through different worlds and boasts more than 200 levels. What I love about TwoDots is that it still has its original Dots-like charm. No ads and no pushy “Buy this power-up now!” pop-ups. The game boasts cute, minimal illustrations and a soundtrack that The New York Times quickly took notice of.


Marvel Contest of Champions

As a segue into 2015, another year of many more apps to come, I wanted to add Kabam’s Marvel Contest of Champions to this list. Though this app has been out for barely one month, I got some sneak peeks of it while I interned at Kabam this summer, so I’ve been anticipating the arrival of this app for a while now. And let me tell you, this game is unlike any Kabam game I’ve seen yet. Like the majority of its games, it is AAA quality, and the game play and UX are so smooth and easy to pick up on. This game sets Kabam’s standards even higher, and I’m really excited to see what else Kabam has in store for the new year.

… And that wraps up my picks for this year! There are of course thousands of other apps that came out this year, so if I skipped over any of your favorites, make sure to leave a comment. Happy new year!

The Year in F2P: A Recap

This year, I was lucky enough to attend Casual Connect USA, which was just a couple of blocks from where I intern.

I was stoked to go.

Really stoked.


Really, really stoked.

I attended a number of sessions, but out of all of them, my favorite was definitely Free-2-Play Games: A Year in Review, featuring Dave Rohrl (Founder & CEO, GameHound Inc.), Juan Gril (Studio Manager, Joju Games) and Steve Meretzky (VP of Creative, GSN). I found out during their presentation that this is a talk they’ve been doing for a couple of years now, but every year is completely different.

Here’s what they discussed, in fabulous TL;DR form:

1. Simulation games are getting more and more complex. Unlike Hay DayFarmville is pretty simple. Just plant your crops, grow them and build your farm, with the option of spending the money you earn to decorate your farm. Hay Day, on the other hand, involves this and more like cooking, boat orders, quests, etc. The loops for these types of games are getting more intricate.

  • Though these games have incredible staying power, if you want to try and successfully develop and publish your own simulation game, you’re going to need a lot of resources, since the production costs are very high.

2. Puzzle games have been very successful as casual games, but there are some obvious differences between indie puzzle games and commercial puzzle games. Traction is one of these differences. Just think: Voro, a fairly elaborate and addicting game, just doesn’t have the DAUs as sillier puzzles like Pet Rescue Saga or Farm Heroes Saga. Mass market themes tend to do better, and being able to achieve victory in different ways (instead of just one way that can get tedious if too difficult).

3. No one is copying Supercell’s Clash of Clans successfully. Even though there’s a website dedicated to featuring Clash of Clans clones, none of these games have been able to crack the code as gracefully. The only exception is Boom Beach which is developed by… *drumroll*… Supercell! Therefore, the opportunity to make another Clash of Clans is still huge… we’re waiting!


4. There’s not much to say about social casino except for the fact that it’s making BANK. These are the leaders in each subcategory of social casino…

  • Slots Only
    • Slotomania, Jackpot Party Casino
  • Bingo Only
    • Bingo Blitz, Bingo Bash
  • Poker Only
    • Zynga Poker
  • Multiple Genres
    • Doubledown Casino, Big Fish Casino, GSN Casino

Unfortunately, these are heavyweights in the social casino genre, which means that it is hard for newcomers to try and compete. If you want to try, it’s best to draw inspiration from land-based casino as well as standard F2P gaming techniques (i.e. unlocking new machines, social elements, time-limited content, etc.).

5. Micro Games like Flappy Bird and Piano Tiles are stupidly popular. Because they attract such large audiences, ads are usually the main monetization scheme. Though these games, which can sometimes be developed by as few as one person, might be seen as threats to some gaming companies. But companies like Gameloft (with Ninja Jump) are embracing this formula by publishing their own micro games for the sake of cross-promoting their other games.

6. Hearthstone is one of the few games out there that is doing F2P as fairly as possible. Sure, you’ll have an advantage if you buy cards, but players who don’t pay aren’t at a complete loss. There are two different modes to play in Hearthstone – one which favors payers and the other which favors players. It’s something you don’t see too often in F2P. The game also does away with checklists, something that many, many F2P games use. They don’t leave a lot to the imagination, so Hearthstone replaces it with more time-based objectives, like rewarding users for being in the game for an hour or playing x number of games.

Now that you’ve reached the end of this post, here’s an even shorter TL;DR:

Simulation games like Hay Day are becoming more complex and need a lot of resources to keep players happy. Puzzle games are more likely to be successful if you reward players little by little. The potential for more Clash of Clans games is huge — so go start developing! Social casino makes buckets of cash, but is very competitive. Micro games are being used more frequently to natively cross-promote games. Hearthstone is doing F2P right.

Hope you learned a thing or two more about F2P. Happy (casual) gaming!

In defense of dumb apps

Last week, while scrolling through my Twitter feed, I saw this tweet from App Annie:


Though I’m not particularly enamored with Slingshot, what caught my eye about this tweet were the two other top searches for Kim Kardashian and Yo, referring to two apps that have skyrocketed in popularity within the past couple of weeks.

In case you don’t know what these apps are, Kim Kardashian refers to Glu Games’s Kim Kardashian: Hollywood app, where you can create your own celebrity as well as date and dump some of Hollywood’s most eligible bachelors like Riff Raff and Lil Wayne. In other words, this game is a re-skin of their game Stardom: Hollywood, released in early 2013.

And Yo? It doesn’t get as simple as an app meant for saying “Yo” to your friends. Just choose some friends in your contact list and the app will send them a notification, letting them know that you said “yo.” (Yes, this is really an app).

As embarrassed as I am for the state of apps right now, there’s something to be said about these “dumb apps” that suddenly go viral. Here’s why:

1. They keep the mobile app ecosystem interesting

Though we can try and extract as much data as possible from our cohorts, apps like Flappy Bird and Rainbow Unicorn Attack are testaments to the fact that we still do not have an “exact formula” for developing instant hits for mobile. What’s great about this is that the mobile app ecosystem yet remains to be monopolized (and hopefully never will be!) because people can still try their hand at this mobile app lottery and see if they’ll get lucky with the next Candy Crush Saga.

2. They encourage creativity and entrepreneurship

Time and time again, I continue to ask myself “Why didn’t I think of that?” especially when it comes to mobile apps. The fact that these apps are so simple provides even more motivational fodder to hunker down and develop an app. It is true, however, that with stupid successful apps come lots of copies (remember when the App Store started to reject all of those Flappy Bird copies?) which defeat the purpose of originality and creativity. Nevertheless, if there are people who think they can make a better app and act upon their ideas, then mobile app entrepreneurship will continue to thrive.

3. Let’s face it — they make us laugh

As much as I think Yo is the silliest, most useless app in the world… I got a good chuckle out of it when my friend first showed it to me. In fact, a couple of students from Carnegie Mellon decided to launch Yo, Hodor, an app that lets you greet your friends with a friendly “Hodor!” which I thought was hilarious. Whether the creators of Yo are complete trolls are not, it gives people something funny to talk about and roll their eyes at, letting people bond over the silliness of Yo or the ridiculousness of Kim Kardashian: Hollywood.


And maybe that isn’t so bad after all.

Kittens that drive mobile revenue?

Even though I don’t usually watch television, when I was in Japan this past week, I found myself watching more than I normally would. Considering that I had no wifi access, perhaps this was a natural and rather unsurprising replacement to cater to my attention span. But aside from the fact that I had a little more free time than usual, I was also drawn to the t.v. in Japan because it was interesting to see the types of commercials that ran, particularly the ones about mobile games and apps.

From what I’ve seen and know of, the commercials seen on American television programming are usually about cars, alcohol and fast food. This is not to say that Japan doesn’t run these types of commercials either. In fact, here’s a charming commercial from Kirin Beer starring George Clooney:

And this isn’t to say that the U.S. doesn’t run mobile-related ads either. Here’s a commercial that Google has recently broadcasted to show all that Google Play has to offer:

Not to mention, in America, if an upcoming movie, a chain restaurant or an established company has an app in the App Store or the Google Play Store, they usually tack on a quick 5-second announcement about it at the end of the commercial.

But in Japan, there are 15 second spots dedicated solely to just mobile apps. Gunosy (グノシ), for example, is a news app that condenses its stories into easy-to-read formats. Think the lovechild of Circa and Nick D’Alosio’s Summly. According to Google Play, the app has anywhere from 500,000 to 1,000,000 downloads. There’s an English version of the app too, but it’s done dismally in the United States. And even in Japan, where it’s most downloaded, it’s ranked in the top 125-150 apps* in the news category, not overall. Yet, as you can see from the Gunosy ad below, effort did go into the production:

Monster Strike, on the other hand, is a mobile game that’s doing quite well in Japan — ranked consistently in the top 15 for games and top 25 for overall apps (in the App Store). Compared to Gunosy, it makes a little more sense that Monster Strike would be running television ads, especially since this app ranks in the top 3 for grossing apps in the action, games, role playing and overall categories.*

There’s also the adorable commercials that COLOPL, Inc. runs for its game, ほしの島のにゃんこ (Hoshi no Shima no Nyanko) or, loosely translated, Cats on Star Island. Download ranks are all over the board for categories, including Family and Games. On the other hand, grossing ranks are fairly straight forward, coming in at numero uno in the kids and 9-11 age groups, as well as number three in family. And, after seeing this purrfect commercial, you won’t be too surprised as to why that is:

Aside from these smaller gaming companies, let’s not forget the giants such as Mobage, GREE and Line that continue to dominate the mobile industry in Japan. Puzzles and Dragons, for example, which has made more than $1 billion in profit, can easily expend money on television commercials.

So why all of these television ads? After all, with all the types of cross promotion and in-app ads, why would you bother going through the trouble of casting, producing and broadcasting a commercial just for a mobile app? Even though there are still quite a number of people who use flip phones as opposed to smartphones, for the ones that do have smartphones, they’re more likely to be a pretty passionate app user.

From what I do know about the Japanese app market, Japanese users are more likely to spend money on apps, especially when it comes to free apps that offer in-app purchases. And with so much competition in app stores (like the American App Store), companies need to come up with more ways to stand out. Hence, television commercials. Seeing that the other non-app-related commercials in Japan were about beauty, cleaning or food products, it’s pretty obvious (unfortunately) that these ads are targeted to women — specifically stay-at-home wives who watch television. To reiterate an important (but generalized in this case) statistic in the mobile app world, more females use, download and pay for apps than men. And, frankly, if more women are watching television, then wouldn’t it make sense for these mobile app publishers to advertise on television? Yes, and as long as they’re ok with spending too.

As for America, I haven’t seen too many commercials (if any, really) that are dedicated to just one mobile app. Then again, the so-called “millennial” generation isn’t watching as much television as they are streaming via Netflix or Hulu. Since the mobile app competition is already fairly intense in the states, will we start seeing more mobile app commercials on these streaming platforms? Only time will tell.

* = Data from App Annie

Notable reads from this week

Though I find maybe one or two solid and thought-provoking articles each day, for whatever reason (maybe the Facebook/Twitter gods were smiling down on me), I came across a number of great reads yesterday that I wanted to share. In case you don’t have the time to read all of these articles, I’ve TLDR’ed them for your convenience. Enjoy!

Can Silicon Valley Be Saved?
Published March 6, 2014
TLDR: Though Silicon Valley, particularly San Jose in this case, is home to mega-corporations including eBay, Cisco Systems and Adobe, people don’t really want to live in this area. Some of the reasons that are brought to attention include the lack of a unified public transportation system, little walkability (San Jose’s congestion is the seventh highest in the nation), and barely any culture that attracts tech people who like food, bars and an overall urban atmosphere. Samsung is hoping to contribute to this change with a brand new building that promotes walking instead of driving.

The Ultimate Guide to Solving iOS Battery Drain
Published March 27, 2014
TLDR: My friend Jessie told me about this article and how the author of this blog, Scotty Loveless, worked on the Genius Bar for about two years. Though I already knew that leaving my 3G on in places with poor service drained my battery, I didn’t know about BAR (Background App Refresh) or that quitting my apps actually messed with the phone’s RAM. To get the most out of this article, I advise that you read it somewhere where you won’t be distracted, so you can follow each step in the article.

The Internet’s Telltale Heartbleed
Published April 9, 2014
TLDR: I had read plenty of other articles about Heartbleed, but none of them explained the bug as well as this one. Key takeaways include: 1) Up to 500,000 sites were affected; 2) Heartbleed is scary because you can’t detect whether requests for information are malicious or not; 3) OpenSSL is a volunteer project, and is only overseen by four people; 4) Unless websites have specifically told you to change your password, there isn’t much to be done as of now (maybe wait a little longer, then change all of your passwords).

Will starving artists turn to coding instead of waiting tables?
Published April 11, 2014
TLDR: A feature story on Fractured Atlas, a non-profit in New York that’s looking to help artists get and learn the resources they need in order to become entrepreneurs. Since the program is so new, there haven’t been any Atlas alumni just yet, but it might be worthwhile to keep an eye on this organization.

When the restaurant you Googled Googles you back
Published April 13, 2014
TLDR: A swanky, three-Michelin star restaurant is now catering a more personalized dining experience by doing research on its clientele beforehand. Though it sounds creepy, the intentions are good. Taking a page from the article, “If a particular guest appears to hail from Montana, [the maitre d’] will try to pair up the table with a server who is from Montana.”

300M downloads and $600M in revenue say Google is the ‘loser’s choice’ in mobile games monetization
Published April 14, 2014
TLDR: In a VentureBeat survey, it was announced that when it comes to monetizing their mobile games, developers are using companies like Vungle or AdColony instead. As for which mobile ads proved to be the most annoying, banner ads, notification ads and surveys ranked in the top three.