In 2022, Apple rejected 1.7 million applications for app launches on the App Store.
It’s a huge figure, and we’d argue that developers often overlook the application process in the planning process. Apple is notoriously picky, particularly when it comes to privacy. We know, of course, that many of those failed applications would have been gaming apps: Around 26% of all apps on the App Store are games. Yet, even when they manage to get approval, many games languish in obscurity on the App Store. Thousands of gaming apps are either ignored or, worse still, fall foul of Apple’s regular purging for lack of updates or poor performance.
To say that it is daunting to get a hit gaming app on the App Store is something of an
understatement. You can understand the attraction to trying – apps generated almost $90
billion in revenue in the App Store in 2023, so it’s natural that gaming devs want a slice of
that pie. However, in 2023, gaming apps also saw a 4.5% decline in revenue. Some of that is
down to over-saturation, as well as the prevalence of free gaming apps. How do you
convince someone to pay for your free game when there are 1000s of free alternatives?
Gaming trends are often difficult to predict
Veering away from the complexities of standing out on the App Store, we can, of course, say
that the important thing is to have a gaming title worthy of notice. That, in itself, is difficult to
parse – how do you know that your game will catch on? You can certainly look at trends in
the App Store to see what is attracting players. But often, a viral game or gaming trend
seems to emerge suddenly. Angry Birds and Candy Crush are examples of games that
simply went parabolic in downloads. However, for every phenomenon like Candy Crush,
there are 10,000 gaming apps that do not do anything at all.
Trends in gaming can change almost overnight. To explain, we can look at another sector,
the iGaming sector. Back in the 2010s, a little-known Australian slot developer called Big
Time Gaming created a new genre of slots called Megaways, completely upending players’
expectations. How do Megaways slots work? They offer a series of shifting reels to potentially create tens of thousands of ways to win. The important thing to know, however, is that this concept caught fire across iGaming, and there are now 100s of Megaways games created by multiple game developers.
The App Store rules can be a challenge
The point with the Megaways example is that it is almost to tell what can go viral in entertainment. Games developers can pour huge economic resources and labor into a game
only to see it falls flat. Yet, the specifics of the App Store add to that challenge. Developers
need to employ a multi-faceted approach to stand out in the Apple App Store. Effective app
store optimization (ASO) is crucial, as are marketing strategies, which can include social
media campaigns, influencer partnerships, paid advertising, and pre-launch gimmicks to
build anticipation and initial download momentum.
However, all of the above can add to the cost, and there is no guarantee that Apple will
accept your gaming app or keep it there after you have launched the game. Despite the
hurdles, the potential rewards continue to attract developers. Ultimately, success requires a
blend of innovation, strategic marketing, and a bit of luck. Those who manage to navigate
this complex landscape and consistently deliver high-quality, engaging content can find
considerable success in the competitive world of mobile gaming, but they must somehow
find the magic formula of creating appeal in a landscape where there are over 400,000
alternatives. The challenge is immense, but for those who persevere and adapt, the App
Store remains a land of opportunity, albeit one fraught with risk.