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Players Gonna Play – mNectar Sees 30% Week-over-Week Growth Rate of Users Completing Playable Ads

App virtualization and streaming platform adding dozens of new apps each week as demand for playables highlights post-download era

San Francisco, CA – WEBWIRE

Today, mNectar, the leading app virtualization and streaming platform, announces that the company has achieved a 30 percent weekly growth rate of users engaging with its playables product until completion – an average duration of 30 seconds to one minute. Coinciding with user growth, the company is rapidly expanding the volume of apps it can virtualize and stream, adding on average a dozen apps per week since the beginning of the year. mNectar has also retained 100 percent of its customer base since its founding in 2012.

mNectar’s playables solve a critical app discovery and monetization challenge. Thousands of new apps are added to Apple App Store and Google Play each day, but more than one-quarter of apps are uninstalled by consumers within the first hour and 64% of apps are deleted by the end of the month. As a form of product marketing, playables allow users to instantly demo new apps and games within their current app and without the hassle of a download. Because they are interactive, playables are the only form of app monetization that can track each user’s interaction. This allows for a pay-by-play model, where advertisers only spend on users who have demonstrated engagement, as opposed to having paid for an impression or a video ad.

“Up until this point, mNectar has had a wealth of anecdotal evidence from publishers and advertisers all pointing to playables’ competitive edge over interstitials and video ads. Today, we have the hard data to prove that, across the board, more people are engaging with playables to the fullest extent, which drives higher revenues for the publisher and delivers players with high lifetime value to the developer,” said Wally Nguyen, CEO of mNectar. “Our recent growth and client retention metrics are hugely validating, and demonstrate empirically that playables are killing video ads and pushing the frontiers of mobile advertising.”

mNectar works with a range of publishers, advertisers, and developers – including GREE, MobilityWare and Wooga – all of whom have seen unprecedented traction with playable ads. Broadly speaking, playables have a conversion rate that is seven times greater than mobile video ads and retention rates that are twice as good as video. User retention rates for playables are also four times as good as standard interstitials.

At the same time that mNectar is experiencing weekly growth with its playables, the company has been innovating its product line, with three new offerings announced over the past two months. Launched in early May, mNectar’s custom HTML5 playables are built specifically to showcase a brand’s killer app moments. In April, mNectar introduced its rewarded playables, which encourages users to sample mobile games and apps in exchange for rewards, and force touch-enabled playables, which make it possible for gamers to demo force touch-enabled mobile games. mNectar is the only independent provider of both custom HTML5 playables and app stream playables, the latter of which is streamed through Spectra, the company’s proprietary streaming and virtualization technology platform. The Spectra streaming network can deliver app stream playables to any mobile device across any network connection, from WiFi to LTE to EDGE.

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About mNectar

mNectar revolutionizes mobile app discovery by allowing customers to sample apps and games before downloading. Through its proprietary streaming and virtualization technology, mNectar has proven to drive higher ad revenue for publishers and higher quality users for advertisers, compared to interstitials and video advertising. mNectar’s customers include Bash Gaming: a subsidiary of GSN, Big Fish Games, Buffalo Studios, Freshplanet, GREE, King Digital, Mag Interactive, Mobile Deluxe, MobilityWare, Social Gaming Network (SGN), Storm8, Wooga, Zeptolab and Zynga. mNectar is funded by New Enterprise Associates (NEA) and top app developers and is headquartered in San Francisco. For more information, visit and follow mNectar on Facebook and Twitter.


 mobile advertising
 mobile marketing
 app streaming
 app monetization

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