Around Christmas, it can raise its ad budget in real-time or in advance and target a top-selling device, geographic location or demographic group, Alegre explained. Say a mobile games maker invests $1 on a banner ad to acquire a new user and it learns through data analytics that the user is spending $2 in its game. Smaller players like Tin圜o and Pocket Gems may not have Electronic Arts’ brand advantage so they cross-promote games and enter deals to advertise on their competitor’s hit titles. In the past it has fallen between December 22 and 29 and lasted about a week. The exact date and duration when Apple freezes those rankings is not fixed or announced in advance. “But if you’re in the top 5 or top 10 in the App Store rankings, then you get this extra exponential growth because everyone’s looking at you,” Alegre said. Game companies have double to 10 times the usual gamer traffic during this peak period, said Maria Alegre, chief executive of Chartboost, a mobile game ad network.

Just as Billboard’s music charts spell success for pop music, Apple’s charts for the top paid, free and top-grossing apps have become a touchstone for the gaming industry, with a top ranking giving sales an extra boost.Īs more mobile apps are downloaded around Christmas than at any other period, Apple freezes its charts as a way to deal with the overwhelming volume - giving top apps already on the lists guaranteed exposure over that period. SAN FRANCISCO (Reuters) - Mobile game developers are scrambling to get on Apple Inc’s top mobile app charts this Christmas, as seasonal sales are expected to reach an all-time high in a fast-growing market dominated by the iPad and iPhone maker.

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