It is a business’s responsibility to engage potential buyers. There isn’t a simpler way of saying this. Jeff Bezos rightly says that a customer is like a guest invited to a party: one can’t expect one’s guests to engage themselves; good hosts engage their guests better than average hosts and earn a reputation. Earning a reputation is nothing but building a brand.

At the risk of stating the obvious, being on the customer’s smartphone as an app is the closest a business can be to the customer. Once a business gains that coveted spot on the smartphone, the battle for keeping the spot begins. This is where adding engaging games that work within apps can do wonders.

Why are so many non-gaming apps adding games?

Statistics for user retention on apps are brutal. Across all categories of apps, users are spoilt for choice, and if you are an app developer it is imperative that you make your offering sticky. Building stickiness, however, is easier said than done. User-friendly onboarding, strong value proposition, sleak interface, and heavy-duty performance are necessary but insufficient conditions. Users want more. To fill this gap, a lot of apps undertake massive burns, offering heavy discounts or cashbacks to users. These practices often turn out to be unsustainable and fail to build loyalty.

This is the reason why innovative apps are increasing their functionalities to serve more number of use cases for their target audiences. WeChat and GoJek are great examples of such “super apps” with a host of functionalities. Closer to home, the only thing in common between the apps of Amazon, MX Player, ixigo, Meesho, and PhonePe is a section for games. These games are built on HTML5 and launch within these apps, just like videos work on a social media scroll. Not just them but thousands of popular apps around the world are adding HTML5 games to increase retention and revenue.

How much time does it take to add games? Is there any visible difference?

HTML5 games are unique in three ways: they work within apps, they don’t increase the size of the app, and they work offline. Quality HTML5 games within an app can increase time spent by 15-40% from the first day. This is where Gamezop can help. Gamezop has worked on easing the process of integrating HTML5 games within apps for almost five years and has over 2,000 partner apps. Integrating Gamezop on an app is a 30-minute process and. Every month over 40 million users visit Gamezop through its partner apps.

Each partnering app creates a section for games, tapping which launches Gamezop webpage within the app. While on Gamezop, users can play over 270 globally popular games instantly.

What are the commercials? Does Gamezop charge anything?

Gamezop doesn’t charge apps anything. In fact, it pays them a recurring monthly fee for this integration. Gamezop monetizes with high-paying video ads within its games (eCPM is as high as $3 in India!) and shares 50% of the revenue with partner apps. Most of Gamezop’s partner apps earn several lakh rupees every month from this revenue-sharing model.

Key takeaways:

• As an app developer, one see brutal uninstall rates
• In addition to a strong value proposition, apps need to offer something extra
• In-app games developed on HTML5 work really well to build stickiness
• Gamezop provides high-quality HTML5 games to over 2,000 popular apps globally
• Gamezop also pays a monthly fee to apps for this integration