The games industry is well-known for leading the way in creativity and innovation in digital marketing. Mobile gaming companies have the constant need to innovate in order to retain and grow their user bases.
Competition for players is fierce, and out of necessity these companies (especially those born as mobile-first) have been trailblazers in mobile marketing. And the stakes are high: in 2016 mobile games are forecast to generate an impressive $36.9bn (£24.8bn), accounting for 37 per cent of the total global games market (see below).
