Game App Install Fraud: The Good, The Bad, And The Ugly
It’s a great time to be in the mobile gaming industry. Millions of people are trying out mobile games to get their daily dose of fun and entertainment. With many entrants making waves in the industry, experts believe that there will be exciting developments in the coming months.
However, everything is not rosy in the mobile gaming world. Many scams riddle this industry, the most frustrating one being app install fraud. Given that there is so much competition, game development companies must constantly advertise their offerings to acquire new players and enhance their reach. But, as noticed by companies such as Phonato Studios, there is a constant tussle between advertisers and scammers. The latter constantly attempts to steal from ad budgets by generating fake clicks and fraudulent downloads through game promotions. This leads to losses worth millions of dollars.
The Problem Of Install Fraud In Mobile Gaming
Thankfully, while fraudsters have employed sophisticated means and techniques to defraud gaming enthusiasts, game development companies are not far behind. Most of them have equipped themselves with machine learning capabilities to fight against in-app fraud. From keeping bots at bay, to enhancing user account security, they have geared up to fight against the menace of scams and frauds.
However, the problem of mobile game app install fraud is a unique one as it requires advertisers and developers to work together. To keep a check on app install fraud, a few companies even use big data algorithms in conjunction with manual interventions. This is done by looking out for suspicious installation behavior through the examination of a wide range of metrics and how they relate with each other. Given the entire process is automated, companies don’t have to put in a lot of resources towards this endeavor. A few others have also embraced tech tools that help in the validation of app installs, as well as in tackling the problems of click injection and organic poaching.
Validation of installations can be a gamechanger for mobile game advertisers and publishers as far as game app install fraud is concerned. This is achieved by examining the type of device and by authenticating user info for genuineness.
If companies are even moderately successful at preventing fraudulent downloads, they will witness improved results from their advertising campaigns. In addition to this, they will be able to divert their attention to enhancing gaming environments rather than having to grapple with fake installs all the time.
Here, it is important to mention that game development companies must choose customized anti-fraud solutions from a provider who understands the industry and its unique demands. Using the same scam prevention package as the local dry cleaning store to verify app installs may not work in their favor, given that gaming apps attract a different audience and have a more global appeal.
Game Over For Fraudsters?
It would be an exaggeration to say that the solutions mentioned here are enough to grapple with game install fraud. While this is certainly a step in the right direction, companies must work on their scam prevention methods since threat actors will continue to attack their advertising budgets, as well as the accounts of loyal users for their economic gains. Therefore, game developers will have to work harder to stay one step ahead!