Halfbrick: Push notifications need to be monitored

Being aware that pushy projects often repel as many users as they attract, the authors of Fruit Ninja and Jetpack Joyride decided to study them carefully.

The Australian studio, together with the analytical company OtherLevels, is conducting a study of the impact of notifications in its own games on the audience in various regions of the world. The “scientific” work affects versions of games in 13 languages. The goal is to “customize” notifications to “extend the time of gaming sessions, increase the number of IAPs and conversion.”

“We help Halfbrick better understand their audience and increase ROI by showing which messages lead to an improvement in the situation,” Brandon O’Kane, executive director of OtherLevels, shared with PocketGamer. He explains the wide scale of the study by the fact that “players in different countries may react differently to the same push.” 

Unfortunately, the companies have not yet published the results of their work. And it is not clear whether they will demonstrate them publicly.