How Game Publishers Can Maximize Engagement with Smart Diversification

The Groove

With rising costs and a 30% revenue cut taken by major app stores on every in-app purchase, studios can’t afford to keep placing bets on traditional models or small pockets of growth. Instead, diversification is the new mantra. Done right, it doesn’t just generate revenues; it powers value-driven experiences and optimizes every touchpoint for maximum retention. Glance, (formerly Nostra), an unconsolidated subsidiary of InMobi Group and the largest mobile gaming platform in India and Southeast Asia, and Sunday—a gaming publisher laser-focused on LiveOps and smart monetization—are two companies turning this model into gold. Deepak Venkatramani, GM of Gaming at Glance and Nicholas Bloom, Business Development Manager at Sunday, join Peggy Anne Salz in this episode to share what it takes to get your games in front of new and eager audiences. Nick takes us through Sunday’s sophisticated hybrid-casual model, supported by “game lifecycle ninjas” who understand how to keep players hooked, while Deepak details how Glance utilizes lock screens to eliminate friction, enable game discovery, and grow engagement 2x.

CHAPTER TIMESTAMPS

00:00 - Intro

02:10 - Where is the growth?

05:14 - What's unique about games?

07:54 - Accessibility for the user

09:54 - Break down your game

14:42 - Criteria for choosing opportunities

20:44 - Engagement metric uplifts

24:23 - The game beyond the game

26:15 - Segmentation and personalization

29:17 - What's next for alternatives?