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Mobile game marketing is a competitive and rapidly evolving space, and it’s becoming more nuanced in its execution with each passing year. Recently, Facebook has emerged as a dominant UA player; TV advertising for mobile is becoming big business; and we’ve even seen mobile games sponsor soccer teams.

This has been the year of the chatbot. Siri opened up to developers recently. The Facebook Messenger bots arrived. The Slack App Store continues to evolve quickly with hundreds of bots.

Following three major developers’ conferences in recent months, we heard and saw some very different visions for the role that apps may play.

Apps are as effective as their reach. It’s the cold truth of marketing—no matter the quality of your campaign, it’s the delivery that makes it successful. To ensure your mobile app lives up to its ROI potential, it’s important to invest in a well designed mobile marketing strategy, which can lead to hundreds or even thousands of downloads when properly leveraged.

There is systemic install fraud in the app economy, according to business intelligence platform Adjust.

Dwnld, a build-your-own-app startup from early Pinterest investor Fritz Lanman and Alexandra Keating, has raised $12 million from Greylock Partners.

The top of the Apple iOS store is dominated by apps from Facebook and Google along with the occasional game.

Marketers love to complain about mobile developers who fail to understand the importance of proper marketing. And yes, some developers are so infatuated with their creation that they believe it will immediately and independently become a hit. But recently I have encountered the opposite phenomenon, which is just as disturbing: mobile developers and marketers who focus on marketing without connecting the process back to the product itself.

The hot novelty of smartphones has been replaced by a colder reality: businesses that don’t know how to successfully engage customers on mobile will soon lose them to a competitor who does.

You’re developing what you hope will be a killer utility app or mobile game, you’re past proof of concept, you’re gotten some serious investment dollars, tested, tested, and retested, and are ready to launch. The one thing you may have overlooked? How you’re going to market the damn thing.