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Mobile Monday: Beta Releases & Mobile Game Churn

Posted Jan 25, 2019

Apple recently released a line of new operating systems for developers, available exclusively through Apple’s developer portal. This announcement falls in line with the company’s trend of releasing developer betas soon after final public versions. It also doesn’t come as a surprise that Apple didn’t disclose the new features that come along with this release. Even though it’ll all soon be discovered through testing, there are already insights on some changes that have been made.

Beta Releases
The new beta releases from Apple include iOS 12.2, macOS Mojave 10.14.4, tvOS 12.2, and watchOS 5.2. Of course, all of these versions come with bug fixes and security updates. It has been confirmed, however, that the iOS 12.2 and macOS 10.14.4 versions are also bringing Apple News to Canadian users in English and French. On top of this, third-party iPhone apps will also be able to access heart rate notifications sent through their Apple Watch.

iOS 12.2 includes a redesigned and larger interface for its Apple TV remote control as well as support for third-party TVs with AirPlay 2 and HomeKit integration. At CES 2019, Samsung, LG, and Sony released TVs that support AirPlay 2 and HomeKit, making this new remote control one that can be used by a wide range of audiences.

The purpose of developer beta releases is to identify any issues in the operating systems that may hinder functionality or performance. Even if this means that the initial release comes with some ambiguity, we’re willing to wait and see all the exciting features that will soon be announced.

Mobile Game Churn
Churn is something that all companies are concerned with, but it’s something that’s difficult to determine when it comes to mobile games. Churn can be looked at in two ways: the micro or macro level. Micro churn would involve the app and a specific user, while macro churn would be between an app and all of its users. Either way, there’s a lot of dollars that could be lost with high user churn.

To understand how this affects mobile games specifically, a team of researchers published a very thorough analysis on the topic. The paper dives into how mobile devices have become very popular and mobile gaming has followed suit, making these sort of apps a great place to invest. It includes micro-level churn prediction and macro-level churn ranking, while taking into consideration user-app interaction data, such as Wi-Fi status, screen brightness, and audio volume. It details user interactions with games, including opens, closes, installs, and uninstalls as collected through the Samsung Game Launcher. Additional graphs and algorithms make this scholarly paper quite the interesting read, but don’t just take our word for it! Check it out here.

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Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony.

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Sarin

Marketing Coordinator at AdColony
Marketing Coordinator by day, foodie by night. Sarin enjoys writing, researching, and keeping up with the latest tech trends.
Sarin

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