For the past ten years, the mobile app industry has rapidly grown. Not as fast, however, as in the technological revolution during the first and second decades of the 21st century. Google experts point out that the time users can spend on their smartphones is slowly getting shorter. Although the messaging market is still growing at a fast pace, other segments of the mobile industry are not only experiencing a slowdown but even the first ever shrinkage.
There are many causes of this situation, and one of the main factors behind the stagnation of the market is undoubtedly the multitude of available applications. Users are simply overwhelmed by the huge amount of new products available in the app stores. A wide selection of often anonymous products makes it impossible for them to reach the desired degree of monetization, even if they have good reviews.
Smaller audience for mobile applications
The reason for the decrease in the number of mobile application users is the phenomenon known as the paradox of choice. When faced with the possibility of purchasing countless services, modern consumers... depart from any decision. This is due to the "inheritance" of sorts from our ancestors. Their choice on such essential issues as shelter or food was limited and determined by a variety of factors (such natural disasters). The fear of making a bad decision is like a wisdom tooth - an unnecessary legacy from our ancestors that can get us in a lot of trouble.
Another reason for the shrinkage of the market is the lengthy registration process. The road between spontaneous interest in a given product and its use is at this point too long. It turns out that during even a rather short registration process you can lose as much as 50-80% of your potential audience. It's all because users don't want to waste time typing their e-mail address, giving out the data, or sharing their Facebook profile - they just want to start using the app.
What are the HTML5 Instant Games?
Despite all the problems of the mobile industry, the number of hours spent per week on using such services as instant messaging is growing. Ironically, smartphones filled with "bells and whistles" are slowly returning to their original function, which is communication between users. However, the decrease in the number of downloaded native apps doesn't mean that we will soon abandon mobile games. The truth is that many users are happy to spend time playing, but don't want to do it alone.
And that's where come people from Facebook, who last year connected those dots. In collaboration with 15 selected studios, they provided Instant Games - a collection of games in which users compete via Messenger. Playing Pacman or Space Invaders no longer requires a visit to the Appstore or downloading them from the manufacturer. The only thing they have to do is send an emoticon to their friends to start the game.
The lack of requirement for downloading games is where lies the greatest potential of Instant Games. The leading messaging apps provide the gigantic availability and the wide distribution channel. Here we also get to the core of the phenomenon, which, according to the industry specialists, will turn the market upside down.
As the name suggests, access to the "instant game" occurs spontaneously. Gameplay between users can become not only a method of killing time in a crowded tram but also a means (and basis ) of communication. The many responsibilities and fast pace of life don't allow us more than only a few hours a day with our loved ones, usually in the late evenings. Unfortunately, not all of us can still afford the so-called "slow-life". Since games are available in the communicator, they can integrate and enrich the traditional "What's up?" messages sent during the lunch hour. They also seem to have a gigantic potential among the children and teenagers, since they are open to the technological innovations.
Instant Games - Do It Yourself!
HTML5 game development frameworks are provided not only by the aforementioned Facebook but also by Twitter, Skype, and (less popular in Poland) Kika, Viper, and Telegram. A whole new market emerged practically overnight, characterized by an enormous distribution potential and a relatively low entry barrier. HTML5 game development is rather cheap, doesn't require the involvement of large teams, so the used technology seems ideal for this type of implementation.
Among Instant Games dominate simple and addictive arcade games that have a lot of potential due to their wide availability. The nature of the new service in a great way corresponds to the modern way of living, where the biggest downtime of the day is experienced in crowded trams, waiting rooms, and shopping malls. The "traditional" app market seems to be condemned to a gradual shrinkage.
The emergence of HTML5 Instant Games will definitely increase the time users spend on instant messaging. The market for simple mobile games is awaiting a revolution, with which can also come passing into the oblivion of many already existing titles. The new platform means new prospects and the potential that should be noticed by every modern marketer.