Data Shows Growing Importance of App Development and Investments

Mobile app or mobile browser?

It’s a question that continues to dog marketers, especially when they have to divvy up marketing budgets in support of a website that functions well on a mobile device, or a mobile app that functions well as a standalone feature – or both.

Here at OtherLevels, our specialty is mobile marketing around mobile apps – the environment that, in our opinion, best supports personalized relationships with customers and app users. Because the smartphone represents such an intimate and personal “mobile moment of opportunity”, we encourage our clients to adopt optimum strategies for reaching their app users and customers: the right
message to the right person at the right time.

A new eMarkter reporter, which lays out the case for investments in both mobile web and mobile apps, also highlights consumers’ increasing migration from web-based browsers to mobile apps for a variety of activities, including shopping, searching, buying products and services, entertainment, and interacting with brands.

That desktop-to-mobile shift means that “apps will play a more significant role – if not an equal role – in generating mobile sales going forward”, according to “Mobile Apps vs. Mobile Browsers: How Usage, Ad Spending and mobile Commerce Sales Differ by Channel”, the report by eMarketer’s Cathy Boyle.

Mobile Moment Of Opportunity

Today’s consumers’ carry their smartphones everywhere, and they use them to play games, shop, bank, search, research and enjoy entertainment. Their importance, in fact, is most evident in that moment of panic over a smartphone’s potential loss, misplacement or theft. “Did I lose my smartphone?”, “I can’t find my phone—where did I use it last?”, “Was my smartphone stolen? My entire life is on that phone!”.

Because of that intimate relationship between user-customer and smartphone, opportunities abound for mobile marketing experiences that are meaningful, timely, personal and arrive in that “mobile moment of opportunity.”

Our team specializes in strategies, platforms, technology and content solutions that help games, brands, retailers and others make the best use of the mobile app environment – the right message to the right person at the right time.


Keeping It Personal In The Mobile Gaming Environment

Casino operators and game developers – aware that their customers are increasingly playing their favourite games from smartphones – know it’s important to keep players engaged as they migrate to the mobile environment. Nearly a third of UK players, according to Deloitte, access games on smartphones and other mobile devices.

To keep pace, operators and developers need to adopt mobile marketing strategies that have all of the characteristics of the user-smartphone relationship: intimate, personal, meaningful and relevant to that particular “mobile moment” of opportunity.

In a eGR Mobile Intelligence piece recently published titled “Target Engaged”, we encourage gaming and casino mobile marketers to make sure that messages and mobile interactions are based on players’ specific interests, behaviors and activities.


Those players and customers are more likely to engage – and least likely to leave – if their interactions with mobile games are well-targeted and relevant.

Marketers stand much to gain if they can “converse” in the mobile environment with their players in ways that make them feel acknowledged, rewarded and encouraged to continue playing. Key elements of the strategy include:

• Mobile marketing that’s personalised: Well-timed messages based on a specific user’s interests and preferences encourage more engagement and more time interacting with games.
• Mobile marketing that’s data-informed: Use data to inform each communication cycle, ensuring that players are getting the right messages at the right time in response to the right activity or location.
• Let storyboarding and story-telling create interest: For new or first-time players especially, story-boarding can help identify key obstacles, rich opportunities for re-engagement and even a bit of encouragement. Making the mobile message more like an inviting story – and less like a mass-produced announcement – also keeps players engaged and eager to explore.

The goal: “First-time mobile players can quickly evolve into loyal players and advocates, and personalised content and messaging strategies in the first crucial days and weeks of early engagement can be the key to that conversation.”

Find the eGR Mobile Intelligence article here. (You’ll need a subscription to view the article).

Find OtherLevels This Week at ICE Totally Gaming in London

OtherLevels will be at the ICE Totally Gaming Conference in London through Thursday, because for gamers, game developers and gaming professionals from all over the world, it’s THE place to be this week!

This international ICE conference is billed by its organizers as “the only event at which the different worlds of gaming come together”, a world that world encompasses betting, bingo, casino, lottery, mobile, online, social and street gaming.

Our team, which specializes in mobile marketing and content for gaming apps, is proud to be in such fine company. Last year’s event drew more than 23,000 attendees from more than 100 countries. That is both a sign of the conference’s visibility and the popularity and growth of gaming.

In our experience, mobile gaming experiences are enhanced by strategies that deliver the right content to the right player at the right time, and we are eager to share our expertise with our gaming colleagues – and to learn from them as well!

If you see any members of our team as you wander the exhibits and demos at the ExCel London Exhibition and Convention Centre, be sure to introduce yourself and find out more about how OtherLevels can help you!

Find more information here at

OtherLevels To Open Brisbane Development Center, Plots 2015 Growth with ASX Listing

Brian, Brendan & Ramsey

Brian, Brendan & Ramsey

Otherlevels chairman Brian Mitchell, founder Brendan O’Kane and CEO Ramsey Masri.
Source: The Australian

OtherLevels is making headlines in Australia, where The Australian features the company’s plans to open a new global development centre in Brisbane amid possible plans for a listing on the Australian Stock Exchange (ASX) later in 2015.

Chairman Brian Mitchell, founder Brendan O’Kane and CEO Ramsey Masri appear in a photograph accompanying the article, which notes that OtherLevels is “looking to capitalise on its rapid growth to date with a fourth location in Brisbane.” The new centre will join OtherLevels offices in Melbourne, San Francisco and London.

Steve Baxter, one of OtherLevels’ early investors, praised the company for its innovation and ability to attract clients in global markets. Baxter is founder of PIPE Networks, and a director at Vocus Communications and Indoor Skye Dive Australia Group.
“OtherLevels is proof that high-growth Australian tech firms can work with multinational clients from all over the world,” Baxter tells The Australian. “To see a high-growth global business born in Queensland transform how enterprises use mobile to interact with customers is testament to the potential of our start-up ecosystem.”

O’Kane points out that the company is exploring options to raise capital and that it has appointed Select Equities to consider its funding options, which include possible ASX listing sometime this year.

READ THE FULL ARTICLE: OtherLevels Eyes ASX Listing by The Australian