Since the launch of the App Store in 2008, publishers have been vying for control of the mobile application market. This fierce battle has led to the creation of App Annie 52, an annual award list that takes note of the top 52 mobile app publishers for a particular year, ranking them according to global revenue generated.
However, in 2015, the creators of App Annie decided to try a different evaluation approach. They intended to shine a spotlight on other publishers, especially those who had released significant apps that left a lasting impression on the mobile app industry.
Enter IAC and Caesars Entertainment, two publishers who have broken into App Annie’s list and won gold. In this comprehensive guide, we aim to take a closer look at these publishers and how they pulled off this stunt.
Caesars Entertainment’s Fast Track With All Right Cards
In its early years, Caesars Entertainment operated over 50 properties, like Las Vegas casinos and resorts, and seven golf courses under several brands. The company has been making a name for itself among mobile users for a while now.
Ever heard of Slotomania or the World Series of Poker? Yes, they’re under the Playtika umbrella of Caesars! Formerly known as Harrah’s Entertainment, Inc., the company holds some of the best-known names in casino gaming under its Playtika umbrella. Throughout 2015 Slotomania stayed among the top 20 grossing games.
Caesars Entertainment is realizing most of its revenue from the US, with other Western markets like Canada and Australia contributing as well. You can also find this game on one of the Australian gambling platforms with big payouts.
What about overall division growth? On the topic of growth, let’s dive a bit deeper. Back in 2013, it was the fourth-largest gambling company in the world, with annual revenues of $8.6 billion.
According to the company’s Q4 earnings posted report, its Caesars Interactive Entertainment division was up 30.6% year over year for 2015. Also, it attributed 95% of Q4 2015’s $209.2M revenue to its social and mobile games.
Caesars Entertainment credited this growth to focusing on player conversion and monetization, turning free players into paying users through clever mechanics and UI optimizations. Yoni Ushin, VP Creative at Playtika, released a 2014 presentation that dives into how the publisher approached this challenge — which paid off.
With the pace they’re going, I won’t be surprised if, by the end of 2023, they’re leading the pack in social casino gaming.
InterActiveCorp Revolutionizes Social Networks for Singles
Which app comes to your mind first when it comes to dating apps? For me personally, as well as many of my friends who I’ve actually asked, it’s Tinder.
But did you know that Tinder’s parent company, InterActiveCorp (IAC), controls apps that span a range of categories like Photo & Video (Vimeo), Reference (Dictionary.com Dictionary & Thesaurus) and more? Its dating apps are housed under Match Group, and it’s showing the world just how lucrative the dating market can be.
Regarding monetization, dating apps are far and away, which fuels IAC’s monetization machine. While its cumulative dating app revenue comes primarily from the United States, it’s also seeing success in other regions, particularly the whole of Europe and Brazil. But what about real numbers? In December 2020, Tinder had 6.6 million paid users and 75 million monthly active users.
IAC is an excellent example of a publisher that gets how to succeed in the app stores:
- IAC knows how to build and cross-promote to leverage network effects.
- IAC hasn’t settled for just dating apps, they are expanding their portfolio with high and long-term growth.
- IAC monetize in-app subscriptions, in-app purchases, advertisements and more.
If we’re talking about some public field, the term Tinder has indeed become a household name. It is not just an app, it is a phenomenon worth $42 billion, according to analytics. And it is exciting to watch. If it continues to expand — both regionally and across categories — and continues its mission to be the biggest name in dating!
Сontribution in the Global App Economy
IAC collaborates with businesses, including Angi Inc., valued at a market cap of $859.16 million, among others. IAC has established its headquarters in New York City but has business locations worldwide, which help it grow further and attain international reach.
If we talk about Caesars Entertainment, some of their feats include:
- Established well-known properties, including Caesars Palace in Las Vegas, Harrah’s Hotel and Casinos, and Bally’s Corporation, among others.
- Developed a presence in the gaming industry while advocating for playing responsibly.
- Built a loyalty program named Caesars Rewards that provides customer service.
At the moment of writing, Caesars Entertainment operates in almost 50 properties, including in Canada and London. Additionally, the company contributes to the entertainment sector by organizing a variety of events, concerts, and shows.
In the face of adversary, both IAC and Caesars Entertainment have proved they have what it takes to succeed. We should wait and see what applications they have in store for us next.
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