Many of today’s biggest brands are launching mobile apps in an attempt to adjust to the shifting digital media landscape. Brands such as McDonald’s, Chipotle and Walgreens have used apps to help improve the overall customer lifecycle, while others have struggled to discover an effective strategy.
Fortunately, one group of app developers has been studying, testing and optimizing app usage for years: game developers. This paper outlines the most important lessons that brands can learn from game developers to help optimize the engagement and retention of their mobile app users.
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