Glu Mobile: Franchise Builder
The continuing growth of app stores is making it more and more difficult for a game developer to get noticed. In the console world, the big name developers automatically got shelf space at the major retailers, locking out a lot small developers. The mobile world leveled the playing field by making it cheaper and easier to have a game released to the user base of Apple (NASDAQ: AAPL ) and Google, yet the field is now so saturated that most games go unnoticed.
In steps the advantages of developing recognizable franchises similar to the paths of Glu Mobile (NASDAQ: GLUU ) and Zynga (NASDAQ: ZNGA ). In both cases, the game developers are expanding on existing franchises with refreshed games plus purchasing concepts developed by others possibly needing the distribution skills of these two firms. The key is to develop brand recognition that helps drive consistent game players while reducing the at-risk costs of developing brand new game concepts.
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